Magniberg launches Candy Shop
Swedish bed linen brand Magniberg celebrates its new collection inspired by candy, Play-Doh and crayons with a campaign by fashion photographer Hedvig Jenning
12 February 2021
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The multidimensional bedwear brand Magniberg is releasing a new range of bedding featuring 16 new colours inspired by crayons, Play-Doh and candy. To celebrate the launch, the brand invited fashion photographer Hedvig Jenning and stylist Martina Almquist to collaborate on a homage to the fashion magazine editorials the founders grew up with. The outcome is a romantisized reinterpretation of these iconic editorials, fun and subversive, featuring characters who embody the images.
“We want everyone to relate to the excitement of walking into a candy store as a kid, all the vivid colours that surround you and the fact that there is something there for everyone — whether you like jelly beans, fudge or salt liquorice. We get the same feeling now when walking into our kitchen, seeing our kids crayons and Play-Doh all over the kitchen table. The variation of colours simply makes you happy” - Bengt Thornefors and Nina Norgren, Founders, Magniberg
The range of new colours include seven sateens, seven poplins and two linens. Colours are spun from the founders’ childhoods, almost giving you a sugar rush; pastels vivid colours and earth hues such as Happy Pink, Dance Blue, Clay, Fresh Green, Baby Blue, Mud and Lemonade. The emphasis throughout the line of bedding is that each person dresses their bed to give individual expression. Products are designed to be mixed and matched, combining textures and colours according to personal preference allowing you to “dress your bed as you dress yourself ”. Magniberg gives you a wardrobe for the bedroom by bringing new ideas into bedlinen.
About Magniberg
Magniberg is a bedwear brand with a multilateral approach based in Stockholm, Sweden. After careers in the fashion industry, founders Bengt Thornefors and Nina Norgren partnered to find a new expression in bedwear, establishing Magniberg in 2016. The brand is steeped in cultural references, imagination and emotional aesthetics. It is about craftsmanship, with an insistence on sourcing only the best-quality fabrics. Since 2020 Magniberg is a part of the Kvadrat family.