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I can be inspired on the metro in Stockholm, or walking down the street.
It might be New York or Paris, or even Stockholm
because I think we’re really good at finding good fashions here in Sweden too.
It could of course be a film, or a book.
I think everything inspires, I see no limits.
Although, I have a great passion for ethnic fashion.
But as I said, inspiration can come at any place, any time.
Why did you choose this as a career?
This wasn’t actually my chosen career.
I was an air stewardess for many years, and worked on the side as a model for bigger sizes.
The problem with working as a model for bigger sizes was that there wasn’t much to wear,
because in those days, about 1984, 1985, the fashion was quite ladylike.
There wasn’t really a young, modern fashion for bigger sizes.
I felt I was missing out because all my friends and everyone around me could dress fashionably. But not me.
I started buying clothes and made alterations.
Some of them ended up at the big Damernas Värld fashion show
I’ve always thought there should be fashionable clothing for all sizes, all ages.
I prefer to think more of clothes as a lifestyle than targeted at a specific group of people, old, young, thin, fat.
It’s about lifestyle.
Obviously when it comes to larger sizes the common denominator is the size.
Someone might have a high-level job in finance or banking, but they might just as easily work at a day nursery.
So really our target group at BiB is all customers, irrespective of age, but in bigger sizes.
Producer Robert Ziherl, Interview Elin von Unge
Film photography Andreas Engvall Editing Elin Bennett
Music