Emeli Martensson

5PREVIEW was born by coincidence in Rome in 2008 in Via Cavour n° 221. The Swedish designer Emeli Martensson started to print T-shirts here at her home and graphics like CAVOUR N° 221 ROMA became immediately recognizable; big bold witty dirty handmade prints on white premium fabric Made In Italy. The shirts boomed among fashionistas & VIPs all around the globe. Emeli Martensson's creations merge a Scandinavian disturbing punk-rock reality with a sober minimalistic sartorial Italian tradition. The result is the eye catching The 5PREVIEW look.

The designer and founder of 5PREVIEW Emeli Martensson has a long and winding background. She lived & worked as a print designer in Italy for many years before founding 5PREVIEW. Starting out as an industrial designer, going through graphic design, pattern cutting and advertisement she still calls herself an illustrator: "It's just when I draw, I can get that feeling of complete fulfillment...that feeling only achieved creativity can give you…"

The label moved to NYC and then to Stockholm. Emeli Martensson is now designing a complete womenswear collection. Her inspiration comes from the daily life of people born in the 70-80's. The GLOBALS always on the road - friends in every city, the individual that needs a wardrobe catching up with the continuous movement; 5PREVIEW is in research of the perfect hand luggage. Keywords are SIMPLICITY, WEARABLE & HIGH QUALITY FABRICS. "The clothes are made for me and my friends," Emeli says. " I would never design anything I wouldn't wear myself." The teenage rebel has grown up and is now a very conscious and confident "Femme Fatale".