In fact I am no longer in Sweden, but I still have so many great shopping destinations to catch up on, I hope nobody minds if I showcase yet one more Scandinavian brand. Odd Molly was one which I was already aware of, mainly because the cute charming clothes, usually featuring quirky prints and beautiful embroidery, had already caught my attention back in the days when I used to be still a student perusing a boutique stocked with Nordic fashion. Unfortunately the costs did not agree with my meager budget, so I had to resort to mere browsing. Years later, I had almost forgotten about the label until a friend reminded me to check out their flagship in Stockholm. Which is exactly what I did.
SS10 campaign featuring Helena Christensen (images: Odd Molly).
FW10 campaign shot by Helena Christensen featuring Daisy Lowe (images: Odd Molly).
Those unfamiliar with Odd Molly will most probably find the brand name… well, odd. And that is the entire point. Founded by Karin Jimfelt-Ghatan and Per Holknekt in 2002, the thought behind the label wasn’t just to create great looking clothes, but to make women feel great as well. ‘Molly’ being the symbolic name for a woman who does not really care what others think and rarely dresses to impress anyone but herself. The result is a clothing line that doesn’t rely on trends or regardless of the season’s runway looks dictate, but instead gives women timeless beautiful clothes which might be so charming and girly even the most important tomboy will have a hard time ignoring some of the well-made pieces. And with Helena Christensen as the corporate’s loyal spokesperson, it is not difficult to see why Odd Molly has quickly become a favorite brand for a lot of – one that’s now stocked in over 1500 retail locations and also boasts a skincare line along with a range of sunglasses.
Overview of the attractive boutique from the bottom floor (top image: Odd Molly).
The stunning gilded closets (left) and various racks on the walls showcased the various pieces.
Knowing how colorful and cheerful the clothes were, I had a feeling the flagship would be special, but nevertheless I was still surprised by how overly adorable it turned out to be. The storefront alone was worth checking out, with its bright pink exterior and random handwritten musings scrawled along the windows and walls. More of that might be found indoors, but chances are high, you’ll be distracted by the attractive combination of concrete, gold and wood that greets you when you enter the boutique. Delightful details such because the crystal chandeliers, vintage mirrors, old school lamps, retro wallpaper or the pink velvet seats make the whole shopping experience so far more pleasant. And as such, you’ll feel like you are actually browsing someone’s living room, rather than simply another clothing store.
The cash desk (left) and cute trinkets comparable to purses and cushions (top right), in addition to sunglasses (lower right).
White dresses and blouses in a corner… and more accessories.
Not that the decor will keep you from looking on the clothes. As with most Odd Molly collections, the SS10 ‘Power of a Lover’ range is vibrant, feminine and on this case seems to embody a 40s dance hall meets beach holiday theme. Chiffon silk, brocade, crochet, embellishments, lace or whatever else you fancy… it is highly likely you’ll find the perfect piece to your wardrobe here. Though some of the stuff was a little too hippy or girly for my taste, I did fall for the simpler silk dresses and shorts or the floaty tunics. Thin camisole tanks or thicker cardigans made perfect basics and if you’re looking to accessorize, there are some lovely belts or purses to select from as well.
Overview of the corner niche (left image: Odd Molly) and more summery dresses.
Loved the vintage mirrors and lamps (right image: Odd Molly). Other goodies included crochet pieces and skincare items.
The bottom floor was my favorite area, mainly because of the gilded wardrobes in the main section and the heavy oak furniture, complete with old bookshelves and a unique gift wrapping wall. But head one floor down and you will find much more tempting items to choose from, including a large range of denim pieces, tracksuits, cozy jumpers and even a couple of suede booties. As for the quotes that might be found near the storefront, more of them were scattered on walls in the basement and the stairwell leading down to it.
One floor down… the basement area.
More quaint decor items such because the garden chair and Moroccan mirror (right). Scribbles and campaign photos could possibly be found on various walls (left).
Even when you’re not into the ultra girly charm that Odd Molly offers, I dare you not to fall in love with the boutique itself. Though once you’re inside, you may probably find it hard to resist at the least picking up a few clothes to try on. Thankfully the Stockholm boutique is not the just one out there. The company has just launched it’s first U.S.