Swedish Fashion Drives into L.A.: Ylva Liljefors ``Trapped Under Ice'' Makes West Coast Debut

    LOS ANGELES--April 4, 2003--Volvo Cars North America joins the Swedish Consulate General in welcoming up-and-coming Swedish apparel designer Ylva Liljefors to L.A. for the preview of her Fall/Winter 2003 line, "Trapped Under Ice." Volvo will co-host a Media Cocktail Reception and preview of her latest designs at the Swedish Residence in Santa Monica, April 10. "Sweden has long been recognized as a hotbed for contemporary creative design, and Stockholm is now coming to the forefront of avant-garde European fashion, along with Paris, Milan and London. We are excited for this opportunity to introduce Ylva to style-conscious Los Angeles," said Consul Anita Ekman. "Volvo's involvement demonstrates the evolving synergy between fashion and traditional industrial design."
    "Volvo is a company known globally for its leading-edge safety technologies and more recently an all-new automotive style called 'ReVolvolution.' So, we are pleased to help introduce other revolutionary style by hosting Ylva and her newest collection for a media preview in Los Angeles. Together, Ylva and Volvo are saying a lot about where Swedish design is headed," said Roger Ormisher, Volvo Cars North America.
    Ylva is a past winner of the Smirnoff Fashion Award and developed her forward looking approach while a student at the noted Beckmans School of Design in Stockholm, and as costumer to several stage productions, music videos and rock acts. Her latest designs netted the Swedish rock group ARK the prestigious Elle Magazine "Best Dressed Artists of the Year" prize. She was recently named winner of the Goldenbutton Award, given to Sweden's best fashion designer.
    "My goal is to design clothes for fashion conscious buyers...people with a personal style that is affected by originality not trends," said Ylva. "'Trapped Under Ice' is a small run collection, sometimes quirky, presenting a sophisticated textural experience with a rich mixing of silks and soft leathers, mohair with fish scales and ethereal fabrics with metallics. It gives an open arena to the wearer who is unafraid of being noticed."
    The fall/winter collection follows her successful "Show No Mercy" and "South of Heaven" directions and relies on carefully handcrafted, well-cut silhouettes made real with eclectic materials and head-turning cuts. "My clothes are for rock-and-roll girls, regardless of their age or life station. My focus is fashion and the spirit of the moment. The next moment is winter and 'Trapped Under Ice' is coming to L.A. to break out and be noticed!"
    The cocktail reception will be held April 10 at 7:00 p.m. at the Swedish residence in Santa Monica. The Fashion & Trunk Show with Ylva, which has been organized by the Swedish Consulate will follow at 8:00 p.m. Selected pieces will be available for purchase of which Ylva is donating a percentage of the proceeds to the Los Angeles-based non-profit organization Facing Forward.

    For more information please contact Mardi de Veuve Alexis, Director of Community Relations, Consulate General of Sweden at 310-444-3194. Mardi.deveuve@consulateofsweden.org.