So with Stockholm Fashion week coming up, the strategy was to get one of the major brands in Scandinavia to wash and tumble dry parts of their new collection, just hours before them showing on the catwalk. Whyred and the chef designer Roland Hjort took the chance of beeing put to the test. So the challenge took place and we only had one shot to capture the documentary feeling and make the experiment work. And with fashionistas, bloggers, models, newspapers, and celebreties in the audience – it was crucial that it did.