AltewaiSaome
AltewaiSaome is a Swedish womenswear label founded in Malmö in 2009 by designers Natalia Altewai and Randa Saome. It combines minimalist Swedish design with an Italian feel for colour and detail.
| Founded | 2009 |
|---|---|
| Founders | Natalia Altewai and Randa Saome |
| Base | Malmö, Sweden |
| Training | Istituto Marangoni, Milan |
| Award | Elle Newcomer of the Year |
| Website | altewaisaome.com |
What is AltewaiSaome?
AltewaiSaome is a designer womenswear label from Malmö, Sweden, created by Natalia Altewai and Randa Saome. The two designers met at the age of 19 while studying at Istituto Marangoni in Milan.
History
After working in Milan, the duo founded their own business in Malmö in 2009 and moved quickly onto the catwalk. The label was named Newcomer of the Year at the Elle gala in Sweden and won Max Factor's fashion competition. Crown Princess Victoria wore an AltewaiSaome yellow top and skirt at the Polar Music Prize ceremony.
Products and positioning
The designers describe their style as a blend of minimalist, functional Swedish design and an Italian feeling for colour and detail. Characteristic elements include:
- Simple, clean designs with strong silhouettes
- Intricate embroidery
- Close attention to materials, cuts and finishing
Distribution
AltewaiSaome runs a flagship store in Malmö and has sold through retailers in Italy, Hong Kong, Australia, the United States and Kuwait, alongside online customers worldwide.
Why it matters
AltewaiSaome is part of a generation of Scandinavian designer labels that brought a more decorative, internationally minded take on Nordic minimalism to the Stockholm fashion scene.
Frequently asked questions
Who founded AltewaiSaome?
AltewaiSaome was founded in Malmö in 2009 by Swedish designers Natalia Altewai and Randa Saome.
What is AltewaiSaome's style?
The label combines minimalist Swedish design with an Italian sense of colour and detail, often featuring strong silhouettes and intricate embroidery.