Valentin's Letter

Spring | Summer 2022

Dear Friends, 

One of my favourite discussions in this house is the question about the inspiration for the collection. Journalists love this question, also customers and our marketing team. It's easier to make pictures, to tell stories, when one theme connects the whole collection.  

Only the designer, my mother, doesn't love this question (like so many other creatives). In reality, we are just not in an inspiring place from which a whole collection unfolds. Or have discovered an old book with pictures from 1960s Chicago, taking a walk on our Nordic beaches, which is the creative origin of the collection.  

These books are here, countless, in my mother's office and there has been much browsing in them. There are the journeys, the walks and the many conversations. Without open eyes, we discover little.  

But inspiration comes more from within: how we feel right now, what we are missing, what we love right now. Then we watch a film, browse through a book and pictures, first drawings, at some point individual collection pieces emerge. The designer's feelings and character drive this process: images are mixed with experience and spirit - that's how you could describe the creative source of our collection.  

When I asked Iris the other day what theme she had in mind when designing this spring/summer collection and what stories we wanted to tell, she simply said: "You know - with me it stems from a feeling. You just think of something. You can do that."