THEME and INSPIRATION Spring 2024

To kickstart the imagination and creativity for each new collection, a good theme is essential. A good theme has the ability to evoke many personal references, where one can weave in their own experiences and design language, which eventually can become its own little tale.

This spring's theme, NORDIC, was one such theme that is close to my own creativity and my love for the Nordic nature.

The Scandinavian landscape and vegetation have always been a great source of inspiration. After every winter when spring finally breaks through the snow, it's a bit like life returning. To walk straight into the forest amidst a sea of blue and white anemones is incredibly life-affirming. So, what could be more synonymous with the arrival of spring than the first blooms when winter releases its grip. The wood anemone is one of Sweden's most beloved spring flowers, beautifully depicted by, for example, Elsa Beskow and which has also become part of the theme in our program "Wood Anemone". Here, color schemes are loosely tied to Aunt Green, Aunt Brown, and Uncle Blue!

But really, it's a watercolor that I've been thinking about, and which my parents have had framed throughout my upbringing, painted by my mother's friend, Inger. In it, you see how the wood anemones emerge from the ground among last year's withered leaves. A very nice painting and one that has always been there at home. Since I painted a lot throughout my upbringing, I also got to come home to Inger so she could teach me to paint oil in her bathroom on butter paper, it went okay... I prefer watercolor, gouache, and acrylic. It dries faster.

So how did the collection finally turn out?

I struggled a lot with the knitted coat Ottilia, but it rightfully gained a prominent position in the group and among the images in the catalog. I hope it will be well-liked! It's such a comfortable garment to wear during the early spring when it can still be quite cold. The light green color scheme turned out just as mild and delightful as spring is.

/Elvira, designer.