MAXJENNY is designed by one of Scandinavia’s most innovative new fashion designers at the moment: Maxjenny Forslund. Situated in Copenhagen, the company was built in the spring of 2007 and the first fashion collection was successfully launched in the autumn of 2007.
Maxjenny does not work in a traditional way of making patterns, instead she works directly on the body and onto fabric, studying the movement of the body’s own architecture together with the garment itself. This enables her to constantly improvise and follow the fabric’s characteristics, measurements , and to use the whole width of fabric.
Using sustainable methods such as recycling, up-cycling, and organic materials, Maxjenny ensures her items are ethically produced, in keeping with Esthetica’s ethos.
The ready to wear line called THE NEW BLACK is a collection that allows various designs and colours to be mixed and matched, allowing for individual styling. The outdoor line, STREETSCULPTURES, comprises of jackets that will turn heads for a lifetime, as the look is edgy and street savvy.
During London Fashion Week I was able to catch up with this inventive designer who is at the forefront of her field.
Q. Maxjenny, tell me a little about yourself. Where are you from? What’s your design background?
Actually I am a taught furniture designer at Denmark’s design school, however I have always been interested in textiles, surfaces and colours, and after having succes in my original field, I felt it was time for a change. My mother is a fashion designer so the apple doesn’t fall far from the tree! I’m very niche, I do fashionable outdoor, and a jersey line, though this season it has been mixed up with some organic wool and silk.
Q. How would you describe the MAXJENNY woman?
Anyone with an edge
Q. What has been your inspiration for autumn/winter 2011?
Wings, drapes and squares
Q. What was the inspiration behind moving into ethical and sustainable fashion?
Well if I’m being honest, it wasn’t a planned thing. I stumbled across this recycled PET bottle fibre fabric, and I had a discussion with my beloved one, this was some years ago now, and he said believe me, this is the new black. I didn’t believe him at first, but now it has become a sport for me to find the best fabric and the best colours to do something super fashionable, but which is also sustainable.
Q. I know you’ve had some interest from Japanese buyers, how has that been in terms of spreading the sustainable fashion message?
Overseas they are actually more in the forefront than we are in terms of sustainability, from fashion to healthy food, so actually it is great that they have shown interest, and I want them to discover me even more. I really want to hit Asia etc, so I’m working hard on that!
Q. Would you say MAXJENNY reflects your own personal style?
I’m sorry to say, and this is so bad, but since I have been working, I find I am not able to dress how I want as much, because I need to be able to move etc. So I mainly wear my good blackish lines, and then when I go out partying I wear my colourful ones. I would love to be more colourful during the day, but it’s not always possible, but I try to ensure I look good with drapes etc, so it is still possible to work around it.
Q. If you had to pick a famous person to be your muse, who would it be?
Chloe Sevigny – I think she has a good style, I like someone who can dress carefully in colours.
Q. What advice do you have for aspiring ethical fashion designers?
Collaborate with really good, responsible people. Also network a lot, and try to ensure you’re at the right place at the right time.
Fore more information on MAXJENNY and to view the collections, visit www.maxjenny.com. MAXJENNY is also featured on www.yoox.com, the first online retail space for Esthetica.