A name and concept was created for the launch of Rookies – A non-profit project run by the Swedish Fashion Council with the ambition to support and promote the establishment of new fashion brands and designers in Sweden and abroad. Each year a winner is selected by a jury to represent the best of new Swedish fashion. The naïvist style of embroidery used throughout the communication is a nod back to childhood creativity and an eye-catching way of explaining the spirit of Rookies.

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