Photo by Erika Svensson

Fashion designer Veronica B Vallenes photographed for the picture series TRUE VISION by Erika Svensson.

Oscar Magnuson at Sthlm Fashion Week

OM "Twiggy" at MAYLA S/S13 Stockholm Fashion Week

Oscar Magnuson featured at Stockholm Fashion Week 2012 together with Swedish label Mayla.

Mayla has an effortless glamour gleaned from the 1920s to the early 60s, so it comes as no surprise that the iconic movie star Audrey Hepburn is the inspiration for a modern take on the classic film “Breakfast at Tiffany’s".


During the 1940s, the founding members of the Beat Movement were exploring their newfound art form: utter self-expression. The now infamous influencers Allen Ginsberg, Jack Kerouac, William Burroughs and their associates dabbled in drugs, explored Eastern religions and wrote poems, essays, novels and manifestos. Despite an outpouring of literature, the Beat Generation remained largely hidden from the public eye until one night in October, 1955. At a poetry reading, Ginsberg unleashed ‘Howl’ and all hell broke loose.

Ginsberg was a fighter for the underdog. He campaigned against militarism, capitalism and sexual repression. Dealing with drugs, mental illness, and religion, breaking the silence on homosexuality, Howl became a battle cry for the Beat Generation. When it was sold by a bookstore, the publisher and store manager were charged with disseminating obscene literature and it later became the centre of an obscenity trial. It symbolised the new generation of thought battling established 1950s America.

Originally written as performance poetry, the flowing hallucinatory style drew a huge following in print. The startling imagery and content has hooked readers worldwide. Howl stands as a monument to the Beat Generation and the counterculture that laid the way for the freedom of our lifestyles today.

It begins:

I saw the best minds of my generation destroyed by madness, starving hysterical naked,

dragging themselves through the negro streets at dawn looking for an angry fix,

angelheaded hipsters burning for the ancient heavenly connection to the starry dynamo in the machinery of night

First ever 237 sunglasses launching this spring

Following on from the success of 237, the slim framed optical line released last summer, Oscar Magnuson is proud to announce the launch of 237 sunglasses. The three styles are borrowed from the most popular optical frames and are pleasingly distinct from each other. A fifties-inspired circular frame compliments an aviator style and an easy-to-wear traditional rectangular shape. All three designs come in the same four colours: traditional brown, tawny gold, colour popping turquoise and the Oscar Magnuson blue. Lenses are faded for extra glamour.

237 is named after the address of Oscar Magnuson’s collaborative gallery space in New York, 237 Eldridge Street, LES. Simple and pure, the line is a distilled version of the Oscar Magnuson look. Slim frames make the statement shapes easy to wear and each style comes in the same range of colours.

Meet Jonas Hallberg the Super-stylist

Strong identities and colourful personalities are central to the Oscar Magnuson philosophy – stylist Jonas Hallberg personifies both with added star quality and glamour. Jonas Hallberg is a Swedish stylist based in Hollywood, where he dresses the A-list crowd in-between fashion shoots and his own TV program - ‘super stylisten Jonas’. Celia Ingesson meets Jonas to talk about his career, fashion and his professional advice on – how to shop for shades?

Brillenschneiderei Yves, Berlin. OM OPTICIAN OF THE QUARTER.

Brillenschneiderei Yves, Berlin.

Yves Jens Leipe is young and dynamic with a fascination for difference. Opening his optical store, Brillenschneiderei last summer was a personal goal well won. The result is impressive – a space coloured with his character, style and interest in visual impact, set in one of the most stimulating districts of Berlin. It’s here that modernism meets history and comes to life. Youth, new movements and experimentation blend with the old and established. Artists and designers dominate the streets every day.

Premiere for the Oscar Magnuson iphone app

We are proud to announce that you can now enjoy the OM collection on your iPhone. The app showcases the blog as well as the latest collection of spectacles and sunglasses.

Download the new Oscar Magnuson iPhone App:

The Oscar Magnuson guessing game with Peggy Guggenheim

Peggy Guggenheim

One of the first ladies ever to inspire an Oscar Magnuson frame was the redoubtable Peggy Guggenheim. Born at the turn of the last century, Peggy was an heiress with a unique mind and a terrific attitude who has been credited with developing abstract expressionism, the first American art movement to achieve worldwide importance. Wildly eccentric, she was passionate about modern art making it her life ambition to promote it to a wider audience. She took on wildly ambitious schemes opening galleries in London and New York, her native city.

The new Oscar Magnuson Sun Styles in store now

Anna Uddenberg wearing the pink Coco frame
Rodrigo Mallea Lira wearing the black Herta frame

Click to view the sun collection

The Oscar Magnuson Spring and summer 2011 collection is here


We are proud to unveil a new collection of spectacles and sunglasses inspired by icons of the twentieth century. But who are the figures behind the frames this time? It’s a guessing game of identity that we think adds an element of fun to the cool sophistication of the designs. Click here to find out more: