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Jenny Fossum

Jenny Fossum

Master

 

Year of birth: 1977

Place of birth: Umeå

Contact: +46 (0) 70 748 97 87
www.jennyfossum.com

Credits: Didriksons AB, Anna Kamjou, Stina Barkow, Bromma Ridklubb

Horseback Riding: Cuddle or Control? 

In my project I have developed a platform for a new brand aimed at leisure riders, based on a collection of garments for the upper part of the body. Riding is a popular sport in Sweden – a hidden but widespread lifestyle that suffers from clichés and preconceptions. Even though riding is an advanced and risky activity, this aspect is seldom reflected in the garments on the market. There is a large neglected target group in the field of equestrian sports, and a market replete with riding clothes that this target group cannot identify with.

The aim of the project has been to present a modern, sporty concept that simultaneously embodies what for equestrian sports is a valuable aesthetic heritage. Through my choice of materials, fits and built-in functions in the garments I have striven to meet the rider’s need for comfort and protection against the weather. The aim of the design is to enhance the overall riding experience with functional garments to be worn with pride on the horseback as well as outside the stable.