Textile Museum, Borås
|Translated by Google translation|

In the exhibition Clothes & Couture, the Textile Museum tells about how Paris fashion during the 20th century was reinterpreted as useful clothes for women in Sweden. Here, the Borås company Bröderna Magnusson Damkonfektionsfabrik AB is presented, which, like many others in the industry, took its inspiration from the fashion capital - Paris.

Manufacturing and trading of ready-made clothes, so-called ready-to-wear, developed during the 20th century into a Swedish basic industry. Borås and the surrounding area became the center of the clothing industry in Sweden and the clothes sewn here were sold all over the country. One of the companies was Bröderna Magnussons, which manufactured women's clothing in a slightly higher price range, with advanced cuts and hand-sewn details. All garments were created by the company's director Ylva Segh, who regularly visited the couture shows in Paris.

The Magnussons brothers were meticulous about the details and the garments show great craftsmanship, even though they were sewn at the factory.The Textile Museum has therefore created slide shows with close-ups of the garment's details, and has had designs of selected garments produced that have been transformed into 3D animations so that visitors can understand the garment's construction. For those who like to sew themselves, there will also be sewing patterns to buy - for example on the useful "Pop-Around" dress from 1953 which was launched as a garment for both everyday, home and party.

The exhibition is designed in collaboration with the paper artist Bea Szenfeld and includes both larger and smaller installations by Szenfeld, inspired by the exhibition's themes.

Welcome to the exhibition's inauguration on Saturday 11 December at 13.00!

For opening hours see

Contact information

Skaraborgsvägen 3A

Phone: +46-33358950


Opening hours

|Translated by Google translation|
For opening hours, see the Textile Museum's website


|Translated by Google translation|

Clothes & Couture will be inaugurated on December 11, 2021 and will be shown for the time being.