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FROM BY MALINA TO MALINA - THE NEW ERA
After a remarkable journey that began in 2010, By Malina proudly announces a transformative rebranding initiative that marks a significant milestone in the brand’s evolution. Founder and designer Malin Ek Andrén has propelled the brand to new heights, maintaining a distinctive brand DNA rooted in offering unique, printed, and feminine occasion wear. The objective of this transformative era is to tailor the brand for expansion into new markets, including the United States, Asia, and the United Kingdom.
Embarking on a new chapter, Malina initiates its rebranding journey by simplifying its name to ”Malina” and unveiling a captivating new logo. The removal of ”By” before Malina is a strategic move aimed at enhancing clarity for international markets and retailers. The design, influenced by the founder’s Malin Ek Andrén Greek heritage, draws inspiration from the Mediterranean, as reflected in the elegant wave element incorporated into the logo.
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Founder and designer Malin Ek Andrén expresses her excitement about the transition:
”Going from By Malina to Malina is very exciting for us. There is so much more to fashion than just dressing; I want to convey a feeling when you choose to wear our pieces. My passion from the beginning is to make people feel at their best, proud, and challenged in a good way when wearing our pieces.”
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In March 2024, to celebrate this momentous occasion, Malina will showcasing the new logo, starting through a digital runway show of the Spring/Summer 2024 Collections. At the same time, a new concept store will open in the brand’s hometown of Stockholm, situated at Jakobsbersgatan 3, as part of Bibliotekstan, a renowned shopping destination in Stockholm where exclusive international fashion seamlessly blends with esteemed brands such as Chanel Beauty, Max Mara and Sandro.
Finishing with an extensive launch event in Stockholm, Malina invites friends and family, old and new, to connect with this new era and discover the brand’s world firsthand, all within the context of its visually refreshed communication framework.