Since taking the reins as Creative Director of Banana Republic last year, Marissa Webb’s goal for the storied American clothing and accessories brand has been not only to elevate its overall design aesthetic, but also to gain international relevance and scale.
To realize these ambitions, Webb—along with Michael Anderson, B.R.’s Senior Vice President of Design, and a handful of the team's designers—spent a week in Stockholm, Amsterdam, and Copenhagen, drawing inspiration for the Fall 2015 men’s and women’s collections.
“We fell in love with Scandinavia’s utilitarian style, graphic design, and unique architecture,” Webb said. “From the café and bicycle culture in Amsterdam to Stockholm’s fishing docks and colorful Swedish isles, our experiences during the trip gave us new perspective on life in Northern Europe.”
The infusion of Scandinavian flair into the brand has led to critical acclaim among fashion insiders, and as the collection prepares to hit stores, T+L gets an exclusive look at the group’s jam-packed itinerary:
Starting in Stockholm, Webb and her team set up camp in Norrmalstorg at the Nobis Hotel, from which they explored the neighborhood’s tan-and-peach cobblestone streets and brightly hued buildings (color palettes that were adopted into the collection). Next up: the city’s bustling fishing port, lined with vintage-style cargo and fishing ships (maritime influences also found their way into Fall ’15).
The group then headed to Amsterdam, where they stayed at the über-chic Andaz Amsterdam Prinsengracht hotel, and were awed by the stylish pairing of masculine overcoats with soft, flowy dresses sported by local women. Afterward, a quick jaunt to Copenhagen, where playful public art installations like the city’s “Happy Wall” provided fun daily inspiration.