• Unleash Your Dark Side: HUGO Teams Up with Tim Burton’s Iconic World for a New Collection!

    Written by Fashion Tales

    Just in time for Halloween and the festive winter season, HUGO announces the release of its latest capsule collection, celebrating the timeless appeal of Disney and Tim Burton’s iconic stop-motion film.

    The collection stars the unforgettable Jack Skellington, featured on a range of cozy jersey and knit pieces with relaxed fits, including sweatshirts, T-shirts, hoodies, and versatile day-to-night pajamas. Accessories include socks, sneakers, a beanie, a scarf, and a tie. Fans of the beloved film will recognize its distinct imagery, rendered in bold prints and jacquard knits, with a color palette of black, accented by shades of red, purple, and white.

    Reflecting HUGO’s mantra, “HUGO Your Way,” the designs draw inspiration from the movie’s themes of self-discovery and authenticity. Jack Skellington’s whimsical journey encourages fans to celebrate their true selves and embrace their unique qualities.

    To mark the launch, HUGO released a campaign filled with maverick energy and surreal imagery, blending the brand's signature self-expressive style with the distinctive visuals of The Nightmare Before Christmas. The campaign will be featured across HUGO’s social media and ecommerce channels, showcasing the collection’s graphic elements and high-contrast design inspired by the film.

    The new collection will be available starting October 16, 2024, in stores and online at hugo.com.

  • An interview with the founders of Pick a Poppy - Malin Glemme and Sofi Fahrman

    Written by Ulrika Lindqvist

    Ulrika Lindqvist: Congratulations on launching Pick a Poppy, only a few months in and you’re soon about to launch your third collection, that’s amazing! Please tell me a little about how you got the idea for Pick a Poppy?

    Malin Glemme: The idea behind Pick a Poppy came from a desire to create beauty and joy in everyday life through small, meaningful details. The name itself, “Pick a Poppy,” symbolizes that simple act of adding warmth and life to a moment—whether it's at the dinner table or in everyday interactions. It’s about those small touches that can transform an experience, like picking a flower to brighten your day. This is at the core of what Pick a Poppy stands for—bringing charm, coziness, and a flirty twist to the little things that make life special.

    Sofi Fahrman Engelbert: I got the idea to a similar company years ago but felt I didn't have time for one more startup at that time so instead I wrote a book on the subject (Till bords med Sofi Fahrman). Luckily Malin read that book and had the same vision. Malin came up with Pick A Poppy and contacted me to be part of the journey.

    UL: Sofi how do you work with Pick a Poppy compared to how you work with your other projects?

    SFE:  It's pretty similar in that way that it runs from a feeling or something that caught my eye. I very often work around a mood board to create a look and feel for every project. Color palettes, shapes and forms. I love the creative process and to be able to work within teams that are like minded.

    UL: Malin, how would you say working with Pick a Poppy differs from working with your carpet brand Layered?

    MG: Working with Pick a Poppy feels like tapping into a fresh, creative energy. The focus is very much on building the brand from the ground up and developing the product range, where ideas flow freely. It’s an incredibly playful process, full of experimentation and artistic exploration. Layered, on the other hand, is a more established brand—nearly 10 years old now—so the work there is more rooted in business development. It’s about numbers, strategies, and analyzing data to continue growing the brand. What I love is the balance between these two worlds. With Pick a Poppy, I get to fully immerse myself in the creative side of things, while Layered allows me to engage my strategic, business-focused mindset. The combination of both keeps me energized and inspired!

    UL: What is the inspiration for the autumn collection and festive collection?

    SFE: Our autumn and festive collections are inspired by blending tradition with a modern, playful twist. The festive collection, with bold shades of red, burgundy, and black, reimagines our Bow and Stripe series to bring a flirty energy to the holiday season.

    MG: We also focused on creating warmth with rustic materials like jute and linen, complemented by hand-painted ceramics and floral motifs. It’s all about combining personal touches with timeless holiday traditions to create a cozy, inviting atmosphere.

    UL: Please tell us about the process in creating the collections?

    SFE: First of all it's teamwork. And the Pick A Poppy team has ALOT of ideas. So the process since I came into the picture has mostly been around killing your darlings.

    UL: Can you tell us a memorable moment from this first year with Pick a Poppy?

    SFE: The opening after work party in the store was magical and memorable. Dj, great vibes, celebrating with new and old friends on the street outside the store on Grev Turegatan. I think we should do that as an annual event. And getting feedback from followers that bought pieces and tagged us.

    MG: One of the most memorable moments has to be when we opened our showroom. It was truly magical to see the brand come to life in a physical space, where people could experience it firsthand. The excitement of seeing everything we had worked on finally materialize was overwhelming. Meeting our customers face-to-face and seeing their reactions in real time was incredibly rewarding. The showroom has since become a destination, not just for us but for our customers too. It’s a space where we come together to share ideas and inspiration—there's a real sense of community around it now.

    UL: What are your plans for the future for Pick a Poppy?

    SFE: To make Pick A Poppy your destination for tableware. For me it's important to keep creating joy and beauty through every detail. And that we keep on infusing artistry, our own brand dna and playfulness into all our products.

    MG:  Looking ahead, we’re really excited about expanding our product range and collaborating with new partners. There are some truly exciting ideas in the pipeline! We’re also focusing on entering new markets—there’s already been significant interest from both the US and the UK, which feels fantastic. We’re eager to explore those opportunities and grow internationally while continuing to develop the playful, warm identity that makes Pick a Poppy unique.

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