Swedish designer Lars Nilsson has just launched a signature men’s wear line with Italian men’s wear manufacturer Mabro. Dubbed Mr. Nils, the collection made its debut during the Pitti Imagine Uomo trade fair at the Museum Marino Marini Florence, a sculpture museum, on January 12th. It incorporated about 10 models, a film by ad agency MD70, and photographs by Andreas Larsson.
Nilsson has a rich background in fashion. After leaving Stockholm at the age of 18, he moved to Paris to study at the École de la Chambre Syndicale de la Couture. During this time he interned in the tailoring atelier at Chanel before going to Christian Lacroix, where he remained for nine years, becoming a senior designer. In the late 90’s he worked with John Galliano at Dior as a coordinator for both the haute couture studio and fur collections, until he finally made the move to New York where he briefly worked as design director for the Polo Ralph Lauren women’s wear collection.
The Swede then took over as creative director of Bill Blass from 2003, until he returned to Paris as the creative director of Nina Ricci in 2006, before joining Gianfranco Ferré following the designer’s sudden death. After a six-month stint at the house, Nilsson left in the spring of 2008. Now the designer is taking his hearty experience to launch his own label, Mr. Nils, that includes sportswear and dress clothes, complete with footwear and accessories.
The Mr. Nils man is described as embodying “effortless cool. Being a little rough around the edges only makes him look better. He doesn’t need to spend an hour in front of the mirror striving for perfection. Perfection is boring. He knows that he’ll look great in whatever he throws on. The time spent getting ready is time that could be spent living. Mr. Nils is the artist, the writer, the thinker, not a snobbish fashionisto. His style is merely an extension of himself, something that arises unintentionally and without planning. He stands firmly between two worlds.”
Prices range from about 242 € for trousers to 1.055 € for a 3 piece suit. We were able to get some unreleased campaign and behind the scenes pictures from the label, all of which were shot by photographer Andreas Larsson in Dalarna, Sweden.