MAGNIBERG’S UNEXPECTED TAKE
ON THE BEDROOM
The Swedish bedlinen brand Magniberg has collaborated with Norwegian fashion photographer and artist Sølve Sundsbø on a visual interpretation of its universe. He is famous for his raw and candid fashion stories for publications such as Vogue Italia, i-D, The New York Times and W magazine.
Jonna Dagliden Hunt
For Magniberg Sundsbø has captured a series of unexpected, but very real bedroom moments. The brand’s philosophy is that each person dresses their bed to give individual expression. The bedroom is a complex space, the Magniberg duo Bengt Thornefors and Nina Norgren highlights.
”Don’t we all need to dream and at the same time find beauty in reality? You watch HBO documentaries, work, read books, absorb fashion magazines and have sex… In your bed,” Thornefors says and adds: ”With that said, It makes sense to offer beddings that is both a great product in terms of the actual textile itself and the emotions that are tied in to it. You can compare that with a Striped Comme de Garçon shirt or an old Black Helmut Lang faded T-shirt.”
The photographs will form a brand campaign, feature on product packaging, and be the focus for an upcoming exhibition to mark Magniberg’s arrival on the interiors scene.
Would you say the role of the home is changing right now?
"Why do people show what bags they carry? The home is a like handbag. It is a sort of extension of what you want to communicate. We believe it is time for people to dress their bedrooms or homes in the way they dress themselves; by adding attitude through mixing of materials and styles. It can be combining contrasting materials such as faded jersey against crisp white sateen, striped blue Oxfords against white poplin with Mother of Pearl-buttons. When I grew up as a teenager, I communicated a lot through clothes, but as you grow older, the home seems to represent you just as much. Nowadays we see a shift on social media etc. where the younger generation also are communicating through their homes. We love the idea of offering our bedwear to all generations."
”Why do people show what bags they carry? The home is a like handbag. It is a sort of extension of what you want to communicate. We believe it is time for people to dress their bedrooms or homes in the way they dress themselves; by adding attitude through mixing of materials and styles.”