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An interview with Felicia Halén Fredell, the founder of The Reverence Project text Ulrika Lindqvist Fashion designer Felicia Halén Fredell launched The Reverence Project in April 2024. TRP takes it’s inspiration from their muses, their first collection being inspired by activist and poet Nattalie Ström Bunpuckdee. We had a chat with Felicia about her inspirations and the future of The Reverence Project. Please tell me a bit of your backstory, what did you do before launching The Reverence Project and what was the idea behind it? Like so many others the pandemic really affected me mentally. As a freshly graduated fashion designer I felt chewed up and spat back out, close to a burnout. My field completely lost its appeal and I was really stuck in a mindset of counting the fashion industry’s faults – the list goes on and on. It made me feel really powerless and at times even apathetic. I had too much time on my hands to think about what really matters. I realize this differs from person to person but for me, I concluded that meaningful and challenging conversations are what makes my life worth living. More than one person in my life said I was a good listener and I took that to heart and ran with it, that’s all I’d ever like to be. This idea kept on growing and brewing for years, and when you can’t seem to let go you know you have to realize it somehow. I wanted to create designs centered around other people’s perspectives. I wanted the privilege of getting to know people and zoom past small talk to where we talk about what matters most to them and why. I kind of found The Reverence Project to be a hack of sorts. It’s essentially about hope and how sharing experiences and stories with others make you feel less alone. It’s really empowering to be the trailblazer who first talks about their experiences, but it’s also really empowering to hear someone put your experiences into words for the first time as well. What is your inspiration behind your designs? The potential of fashion is endless because it’s a fine-tuned language, stories can be weaved into garments in so many ways. By now I’ve developed this standard form based on my first muses that basically is a template for an interview. I ask them about their relationship to their body, does clothes usually serve as a uniform, armor or creative expression? And then we talk about the relationship to the self. Are there recurring life themes that have shaped them as a person? Is there anything they wish someone would ask them? These conversations usually lead to really beautiful, vulnerable and fulfilling places, and I try to share some bits and pieces of myself so it doesn’t feel exploitative for the muse. When they word something in a hard-hitting way it usually becomes a visual metaphor that I can use in my design. It often ends up becoming prints or draping that is meant to represent the muse’s story. Whether it translates is a completely different thing, but how my design is received and further interpreted is just as interesting. Please tell us more about your muses? Anyone could be a muse, because everyone has a story to tell. But I sometimes describe my muses as unintentional activists. They’re the type of person who can’t help but to speak their mind in the eye of injustice. Maybe the mood at the dinner table becomes a little uncomfortable, but they sleep well at night knowing that they stood up for something they believe in. At first my muses were close friends who became my patient testing guinea pigs. I slowly developed the questions that I figured led to those radically vulnerable conversations. At its core The Reverence Project aims to be unapologetically intersectional feminist and so the muses often reflect that. Voices that are seldom heard should be amplified. And it’s my pride and joy to weave their stories into garments. What would you say are the 3 core values for The Reverence Project? Radical vulnerability – because it takes great strength to be soft.Authenticity – depicting my muses in a respectful and empowering way is something I take very seriously. Existential sustainability – it basically means hope, giving people hope through our shared stories. How would you describe your customer? I think my customer in many cases are very similar to my muses. They often stand for something, and in doing so stand out. Since their identity is a bit of a statement, blending in was never an option. They might as well dress expressively as well in colors, prints and silhouettes that can be exaggerated. It’s all a springboard towards expressing personal thoughts and ideas. I think my customers often consume a lot of culture in all its shapes and forms, fashion is just another of many interests and they happen to like something quite feminine even if they don’t necessarily always identify as a woman. But they’re daring in their softness and relate to specific stories and therefore garments from The Reverence Project as well. What have been the most challenging aspects of launching The Reverence Project? I think the fact that I’m alone in my business thus far. I’m surrounded by a lot of great creators and creatives that I’ve collaborated with while developing the brand. But as of now I don’t have a team and it’s probably the big thing up ahead of TRP. What can we expect from The Reverence Project in the near future? Expect more interviews with muses who wear their heart on their sleeves. And with them looks developed specifically after their stories that are jam-packed with meaning. But don’t expect them in the tempo of a fashion brand that shows collections several times per year during fashion weeks. When you least expect it, we might drop a beautiful story for you to enjoy! Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Mats Gustafson and Ted Muehling’s journeys in Reclaiming Beauty text Ulrika Lindqvist “He was wilder than me,” jokes jewellery designer Ted Muehling about his partner referring to Mats Gustafson’s spirited early years in New York. “The city was kind of a magnet at that time. People came from everywhere,” continues Swedish illustrator Mats Gustafson about New York in the 70s, when he crossed the Atlantic in search of parties, creative freedom and himself. In the realm of both artistry and love, the influence between two individuals can be a profound and transformative force. In talking with Mats Gustafson and Ted Muehling about their beginnings as artists, their sources of inspiration, and the “Reclaiming Beauty” exhibition, I observed glimpses of this force, along with a strong sense of complicity, respect for each other’s work, tenderness and humour. The couple, who have been together since the 90s, are currently showcasing their works in a joint exhibition hosted by Millesgarden, one of Stockholm’s most famous museums. Mats Gustafson’s artistic journey began in the late 1970s. While studying set design at Dramatiska Institut, he started doing fashion illustrations on the side. It was H&M that was one of his first collaborations and he considers it to be his proper school. “We’re talking about the late 70s. They were still doing advertising with illustrations and that’s how I learnt to work fast,” he recalls. Since then, he has worked with renowned fashion brands, such as Chanel, Comme des Garcons, Yohji Yamamoto, Svenskt Tenn, Viktor & Rolf and many more. His dedication to creating with his hands and paper has set him apart as an artisan. For the past ten years, Gustafson has collaborated with Dior, creating illustrations for some of the most iconic looks of the French fashion house. “My job is to understand and depict the designer’s work. I want to find the best in it, or what I consider the best, and interpret it,” he says about his work in this world. Mats reflects on his transition into exhibiting commercial art, a departure from his usual applied art. This shift presented both a challenge and an opportunity to view his work through a different lens. “Working with applied art or commercial art works very well for me,” says Mats. “I like not having to make up my mind all the time; somebody else decides, and I appreciate that. But I think, at some point, when I had my first show, exhibiting commercial art was an unfamiliar experience. It required me to look at it differently. Is it worth looking at? It’s meant to be consumed, and especially in the fashion world, you know how fast things move.” He recognizes that every exhibition brings something new and unfamiliar. Despite his illustrious career, he confesses, “I’m still learning. I’m still inexperienced.” The AIDS epidemic represented another major turning point for his art. It influenced his desire to create more portraits and explore themes of intimacy, homosexuality, and death as a way to deal with the crisis. Amidst his enjoyment of fashion-related work, he recognised the need to delve deeper and convey more profound themes. It was during this period that he gravitated towards nudes as a means of artistic expression. “My first work out of fashion was to do nudes,” he reveals. Stripping away the clothes allowed him to embark on a new artistic path. Nudes, for him, represented the most fundamental subject to depict, opening the door to exploring other classical themes such as nature and interiors and this shift marked a transformative period in his creative evolution. Always having nature as a starting point, Ted Muehling has created jewellery and objects inspired by nature since 1976. With a major in industrial design, he was drawn to the poetic and artistic side of making functional objects. While many of his classmates were venturing into car and appliance design, Muehling had a different vision. “I preferred creating beautiful shapes that you can hold and touch,” he shared. Despite not taking a specific jewellery class, Muehling’s talent caught the attention of the head of his department, who allowed him to focus on live drawing instead of automotive designs. “He was very generous in giving me the freedom to choose interesting subjects,” Muehling reflected. He embraced a hands-on approach, working directly with the materials to truly understand their potential. “I always think architects should build a house before using a computer, just like they build a structure,” Muehling mused, highlighting the importance of hands-on exploration. He found great joy in experimenting with materials, especially in the realm of jewellery, and acknowledged the serendipitous moments that arise from such exploration. “You see what it does, and then you think, ‘Oh, that’s a good direction.’ It keeps feeding you surprising elements,” he added. The first piece he created is part of the Reclaiming Beauty exhibition and was inspired by Gingko trees found in New York. Their bright yellow leaves adorned the streets during autumn, forming captivating shapes. “I tried to interpret this shape, which could resemble a fishtail, using a long stone and created a pin hair,” he shared. Since then, Muehling has cultivated a niche following that appreciates the authenticity and simplicity his designs embody. “We represent a quieter, more authentic life,” he asserts. He describes his customers as smart women who avoid status trappings and materialism. Their search is for something deeper, a connection to their essence. Muehling’s creative journey is not just about aesthetics; it’s about balance and harmony. “The jewellery I create should be a subtle punctuation mark, an intriguing little movement, as a dear friend of mine describes it. It shouldn’t overpower or overwhelm. Finding the balance between too much and too little can be challenging, but it’s essential,” he tells me.Muehling’s path to success has been a gradual one, spanning nearly five decades. From having a few assistants to a team of 11 dedicated individuals, he has crafted a business that supports and nurtures its members. “I feel lucky to do what I love with such wonderful people,” he says.Mats Gustafson and Ted