East Paradise

The fifth collection theme this season is called East Paradise. Tribal natives meeting a researcher at a biosphere study lab. That’s the inspiration. Think Garden of Eden, through times, a place so lush that life is simple. The colour scheme is vegetal bright – From neutral olive to apple and purple, with gold and mellow yellow tones. We work with tie and dip dyed fabrics, coloured and metallic leathers, intarsia, frayed denim, raw linens and casual cottons. Details like patchwork, piecing, animal and ethnic prints, lurex sparkle and raw edges are what makes the theme. Key items for the look are aprons, handmade tees, bold patterned garments, checked peasant blouses, easy draped dresses, printed play-suits, head wraps and bucket hats. A total hit this summer!

Here’s some inspiration from the runway:

Images: nymag.com/Imaxtree

No Comments

Rut is looking for friends!

You haven’t missed that Rut Medflera is on facebook, have you? If so, add her as a friend right now. Soon you’ll get a special offer, only for friends of Rut.

No Comments

Need some positive energy?

One of our collection themes this season is called Positive Energy. Renewable fuel and climate control are the sources of inspiration. The line is both spiritual and scientific featuring clean crisp lines and functional materials. The colours are light, fresh and pure. Clear blue, fresh green and cool grey mixed with whitened shades of coral, pale yellow and optical white. Important items are sheer sweaters, woven tees and tanks, white jeans, silky pants, body suits, boleros and windbreakers all with details such as punched out lace, seaming and piecing, visible seams, ocean motifs, stripes, dots and colour blocking.  Materials are ultra fine stretch jersey, grey mélange knits, jersey, mesh, faded and bleached out denims, chiffon, nylon, washed silks and crinkle gauzes.

If you want to know other designers take on positive energy, here are some pics:

All images: nymag.com/Imaxtree

No Comments

Warehouse Deluxe

In the end of march we opened a brand new Rut m.fl. store in Marieberg Galleria outside Örebro. And it’s the first store in Sweden designed within our new shop concept – Warehouse Deluxe. Check it out!

No Comments

Happy Easter!

Our favourite holiday is here! Don’t forget that our stores are filled with lovely dresses, perfect for the Easter parties. Easter-kisses från Rut!

No Comments