Why did you decide to work in childrenswear?
My twins were born premature, and I just had this hang-up that I wanted them to be in the softest materials there is. As my kids have grown their need for different clothing has evolved, LIVLY has followed in their footsteps. Today, we have three different concepts (Baby Pima Cotton, Back To Basic and LIVLY Collection) all created to cater to the needs I have experienced with my own children.
What are your earliest fashion memories?
Coming from a family of four children, my parents almost always dressed us very "matchy matchy". I loved my siblings, but I remember it was so important for me to be different and have my own identity. At five, I remember going to my aunt, who was a seamstress, and together we designed my very first outfit. Let me just say it was lots of pink tull, pink lace, pink everything!
What were your inspirations for the SS14 collection?
My main inspriation was from Astrid Lindgren's Min Allra Karaste Syster, which is my favourite movie. Growing up, I was afraid of the dark, and that is what this collection is all about - light. A dreamland of light colors, pastry and bon bons.
Do you have any set style rules when designing for children?
I try not to set too many rules or guidelines, but rather keep an open mind and dare to follow my heart and intuition. I would rather try and fail than not try at all.
What are your top three must have pieces from the Livly SS14 collection?
Our baseball jacket, a soft Pima Cotton PJ for playing around in the house and sleeping, and a pastel dress for all warm summer days.
Can you give us your hot tip for AW13?
Dare to put a bit of color on your child. I do love grey, beige, white and black, but mixed with colors such as hot pink, dazzling purple and deep blue.
Do you have a muse when you design your collections?
My kids of course, in so many ways. But I believe that understanding what my generation comes from is important. Nobody tells my generation how to think, act or what to wear. Inspiration is only a click away and many things in my context inspire me daily. Everything from music, art, adult fashion, old memories etc. help create a concept or campaign theme. For me clothes have always been a wearable art form and ideas can be born out of the smallest things or everyday situations.
How do you feel when you see a child in one of your designs?
I am blessed with one of the most rewarding jobs in the world. Confucius said, "Find a job you love and you never have to work again" For me, at least, it has proven to be true. Of course I am very proud that so many children and parents around the world appreciate what we do and humbly hope that we can continue to challenge and inspire in the future.
Was it a special moment when your bridesmaid dresses featured in the Swedish royal wedding?
For me and my team it was so much fun being given this opportunity to collaborate with The Swedish Royal Court on the dresses for the flower girls and the page-boy outfits. A royal wedding is such a rare occasion and I am glad that Princess Madeleine and Mr O’Neill decided to let a Swedish brand work on the designs. This was an opportunity to show the world what Sweden has to offer, so I will be forever grateful that they wanted LIVLY to create the look for their big day.
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