Sweden – Swedish fashion
Sweden is highly successful in the field of fashion, both nationally and far beyond Swedish borders. Around 70% of turnover generated in the fashion sector stems from exports. Several brands are committed to a simple, everyday Scandinavian style distinguished by comfortable, easy-to-wear clothes in materials and designs that suit almost everyone.
PostNord has commissioned Mats Gustafson, the world-famous artist and fashion illustrator, to interpret garments from five distinctive brands: Filippa K, Whyred, HOPE, Gudrun Sjödén and ARKET.
Mats Gustafson works in watercolor, India ink and pastels – and sometimes in collage. Always by hand and on paper. “It’s probably the simple, direct way of representing fashion, using your eyes and nothing more than a pen – the very essence of drawing – that I find most fascinating,” says Mats Gustafson to PostNord when we visit him at his studio on Södermalm in Stockholm, where he is working on the new stamps.
Mats is originally from Mjölby, but since the early 1980s he has lived and worked in New York, where he has regularly been commissioned by famous fashion houses and brands including Hermès, Dior, Tiffany&Co and Comme des Garçons. His fashion illustrations are also familiar features in not only the American, but also the British, French, and Italian editions of Vogue magazine.