Former H&M Executives Launch New Fashion Brand 11 Studios in Stockholm
Swedish fashion professionals Caroline Gunterberg and Johan Avedal have launched 11 Studios, a new Stockholm-based fashion brand that unveiled its debut collection on June 11. Gunterberg brings nearly 12 years of experience from H&M, where she held several leadership positions including Head of H&M Studios, while Avedal previously served as a creative director at H&M and worked as an art director for Studio Bon and Condé Nast.
Beyond being business partners, Gunterberg and Avedal are also a couple. The founders describe 11 Studios as more than a conventional fashion label, positioning it as a creative community dedicated to bringing joy to everyday life. The brand’s name originates from a previous creative venture, a photo studio located at number 11, which the pair regard as the foundation and inspiration for their new enterprise.
The debut womenswear collection draws on influences from the 1970s, 1980s and 1990s, featuring vibrant colours, stripes, athletic-inspired silhouettes and fitted designs. Photographed in Venice Beach, Los Angeles, the campaign stars actress and model Jessica Lageyre Perez and reflects a California-inspired coastal aesthetic. Positioned in the mid-market segment, the collection includes T-shirts priced at 1,190 Swedish kronor, sweaters at 2,290 kronor and corduroy caps at 590 kronor. The company has also expanded its team with the addition of a content and social media specialist from the United States.
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