JC is more than jeans

Posted: November 8, 2010 in Boutiques, Swedish
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There was a time not so very long ago when most people thought of JC as retail chain that sold jeans for teenagers. JC still sells lots of jeans, but the company is now more than denim. For the Fall season, well-known independent designer Ida Sjöstedt has created a special mini-collection of festive dresses and leggings. This collection, which went into JC shops on November 3, is modeled in these photos by Emma Veronica Johansson, who writes a popular blog.
Ida Sjöstedt, who regularly shows her designs in Paris during the prêt-a-porter weeks, is known for her pretty, lavish style, which Ida herself terms “Tasteful kitsch or tongue-in-cheek elegance.” She says that her aim is to create beautiful, sexy clothes for women who don’t take dressing up too seriously –and who see fashion as something fun rather than as a must.
JC, which was founded in 1963, has roughly 200 stores spread throughout Sweden, Norway and Finland.

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