GoSee Fashion Tip Mini Market : extraordinary fashion greetings from Sweden - the S/S 2010 look book on GoSee

The name Mini Market hardly sounds out of the ordinary. The little super market on the camping site around the corner could bare the same name, or the wooden toyshop in the kid’s room.

However, the low-key titled label has achieved numerous successes such as its third ‘best designer of the year’ award by Swedish ELLE. And that is just the beginning.

In 2006 sisters Sofie, Pernilla and Jennifer Elvestedt founded the Mini Market brand and have been designing women’s wear ever since: always a bit avant-garde, oozing with Swedish charm and served with lashing of ironic details.

In addition to dresses, jackets, skirts and trousers, their collections now also include accessories such as handbags, hats, bags – and of course shoes. The style is very minimalist and sleek, but highly striking all the same.

This coming autumn sees the launch of their second ‘Mini for Many’ line. Fashionistas from Sweden, Finland, Denmark and Spain can get their wallets at the ready, as these are the only countries that will house the selected stores.

The online shop is there for the rest of us. Thank goodness! And the Mini Market collection considerately ships worldwide.