BY MALINA LAUNCHES SUMMER 2021 COLLECTION - POSTCARD FROM: PALM SPRINGS

March, 2021

By Malina organized their campaign shoot in Palm Springs from Stockholm. 2020 was a difficult year in many ways, for a brand which collections always draws inspiration from far away locations, shooting around the world was difficult both due to the current world pandemic, but also from an environmental perspective. From their head offices in Stockholm, By Malina, managed to organize a full campaign shoot in Palm Springs at the famous Indion House.

By Malina take its inspiration from the glamorous Palm Springs and its famous desert heat, palm trees, and lots of fantastic colours. Dreaming of the feeling of total relaxation on vacation with a twist of glamour. We are reminiscing about the 70s vacation glam and culture which reflects in this Summer 2021 collection - like a postcard from us to you, with love from Palm Springs.

For this summer season, we will be pool-hopping instead of island hopping. Discovering Palm Spring is never dull, there are multiple ways to get familiar with the city. Everything from discovering the mountain backdrops and idyllic palm trees to luxurious pool-side hangouts in the most decadent attires.

The collection is extremely versatile, offerings everything from midi, mini and maxi
dresses to linen blazer, knitted sets and romantic blouses. Dig up your biggest sunglasses and combine them with our irresistible swimwear, all our bikinis and swimsuits are made of recycled polyester. Perfectly coordinated with all our beach bags, bucket hats and pool-safe kaftans.

In this collection, we have four main prints: French Rose, a romantic print combining flowers and fruits in pale pink, white and sky blue. Pastel Paisley, a luxurious paisley print in warm pastel colours. The Watercolor print is a real colourful print, mixing coral and blue like a watercolour painting. Lastly a classic Gingham checker print in Sky Blue colour. The colour palette is coherent through all prints, combining pastel pinks, blues and yellows with natural white and beige tones. Adding the poppy colour of coral and minty green. You can tell the versatility in the collection from all the choices in materials, from linen, organic cotton to knitwear.

In this magical city where sundresses, shorts and sandals are en vogue all year round. The vibrant city calls for versatile looks and By Malina created the perfect collection for
those who want that effortless yet fashionable attire. You want to feel as good as you look, whenever you are in the desert, by the pool, discovering the architecture or doing the fine dine with friends - The art of desert dressing never looked so good.

The campaign was shot in Palm Springs in the famous Indion House. As seen in various hollywood series and movies.

The collection will be available on March 4th in-stores and online.