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HOFF BY HOFF
spring/summer 2010


Lingerie in Scandinavian style

In September 2009, the Copenhagen based designer Mette Hoff presented the new Hoff by Hoff spring/summer 2010 lingerie, night- and homewear collection of tops, t-shirts and shirts as well as dresses, skirts and knitwear.

The pieces show the pure, minimal lines of the reduced Scandinavian style with a touch of retro that is visualized with curves from the very female 50ies underwear and romantic doll elements of the 60ies on pants and shirts.

Mette Hoff founded her company in 2001 in Copenhagen (Denmark):

"I was trained to be a designer at the Danish Design School in Copenhagen. After that I worked for a period as a free lance designer with both women, men and children’s wear. Before starting my own company I worked for some years in the design studio of a big Danish department store as a designer of their private labels, especially with lingerie and nightwear.

This was where I got the idea to create a lingerie collection for the fashion conscious woman, - the modern woman who wants her underwear to be as trendy as the rest of her clothes. And to get rid of the many useless bows, frills and multicoloured laces, which are part of most of the traditional underwear collections."

Today, Mette Hoff's label Hoff by Hoff is available in Europe and Japan such as at Le Bon Marché (Paris), Fenwick’s (London), Beams (Tokyo) etc. www.hoffbyhoff.com



Source: Original article with images and video on http://www.fashionoffice.org/design/2009/hoffbyhoff9-2009.htm.


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