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What do you think are the hallmarks of your design?
I think simplicity.
Pureness and simplicity. And...
I’m not really interested in design for design’s sake.
I’m more interested in creating something a customer really wants to wear and use, ideally often.
That’s been my entire inspiration for creating Filippa K.
It was based on my own needs.
I find it hard sometimes to think of myself as a designer.
My title is Creative Director.
I see myself more as someone who builds a concept, a style, a brand.
Working with the overall creativeside rather than on the specific design.
Even so, the design is extremely important, it has to feel right. For me personally.
It’s more about scaling back and still finding something that passes the test of time.
For something to last, it has to be simple. But not boring.
So if I had to choose one word, it would be simplicity.
The stretch jeans were what helped make us a household name. They were an iconic product.
Having grown up with clothes and the Gul & Blå brand, I’ve grown up with an understanding of the industry
and the fact that sales are such an important part of the whole.
It’s not just a case of sitting down in isolation and designing. I want to reach out.
If I can make women feel beautiful, but also confident and self-assured.
If I can help those who aren’t sure.
As a kind of service. You can come here and buy clothes and feel
beautiful, but also confident.
Like a kind of guarantee of good taste.
Producer Robert Ziherl, Interview Elin von Unge
Film photography *** Hed Jonsson Editing Elin Bennett
Music