The launch of horny girl summer was marked by the collaboration between Tiger of Sweden and Nuda, an independent magazine based in Stockholm. The capsule collection, titled Curious Monika, drew inspiration from two main themes: the concept of “Swedish sin” as portrayed in films from the 1950s through the 1970s, and the country’s progg movement, which embraced a leftist, anti-commercial agenda. The style of the collection merged bohemian elements with traditional dress, reflecting the diverse genres encompassed by the progg movement in Sweden.
Bryan Conway, who joined Tiger of Sweden in 2019 after working at Burberry, has been exploring various facets of Sweden’s history through his outsider’s perspective. Meanwhile, Nuda’s co-founders Frida Vega Salomonsson and Nora Arrhenius Hagdahl, both locals, bring a unique approach to heritage that Conway cannot replicate. Their collaboration with Tiger of Sweden tackles the subject of national dress, twisting it into a desirable and mostly safe-for-work interpretation. The project reflects their sense of humor and willingness to provoke, standing out in the face of growing nationalism.
The capsule collection draws inspiration from the 1978 Swedish porn film Fäbodjäntan (Come Blow the Horn!), known for its campy and cult classic status. The film captures the essence of the 1970s progg movement, a time of sexual liberation and experimentation. Salomonsson and Hagdahl highlight the movement’s embrace of free love, folk music and traditional costumes that were remixed in unconventional ways. They aimed to embody the spirit of Fäbodjäntan in a fun and unromanticized manner, offering a quirky and sexy reinterpretation of old heritage.
The enchanted horn featured in Fäbodjäntan is depicted as an aphrodisiac, symbolizing the liberating and carefree atmosphere of the progg movement. Salomonsson emphasizes the formation of collectives, the trend of moving to the countryside, and the embrace of free love during that time. The use of traditional costumes in a remixed fashion reflects the movement’s innovative and experimental spirit. By infusing the collection with elements of the progg movement and the green wave, Nuda and Tiger of Sweden celebrate the idyllic and whimsical nature of the past, presenting an unconventional take on Swedish heritage.
The provocative and playful approach taken by Nuda and Tiger of Sweden in the Curious Monika collection serves as a reflection of their cultural roots and heritage. By exploring the themes of “Swedish sin” and the progg movement, the collaboration offers a fresh perspective on Sweden’s history and traditions. The collection’s fusion of bohemian and traditional elements, along with nods to iconic films like Fäbodjäntan, creates a unique and captivating aesthetic that embodies the spirit of horny girl summer. Through their innovative and daring designs, Nuda and Tiger of Sweden challenge conventional notions of national dress and heritage, presenting a modern and irreverent interpretation that resonates with contemporary audiences.
