• HOUSE OF DAGMAR Interview with co founder Sofia Wallenstam

    Written by Jahwanna Berglund

    In 2005 Sofia and her two sisters Karin and Kristina  picked up the legacy of their late grandmother Dagmar that they also named the house after.
    Dagmar was a tailor and model of confidence with an extraordinary sense of craftsmanship and style, which is also the trademark of the brand.

    The Spring/Summer 2023 collection is anchored in a clean, effortless look and neutral colour spectra, characteristic of the perennial Dagmar wardrobe.
    We had a quick chat with Sofia Wallenstam, co founder and one of the three sisters of Swedish label House of Dagmar.

    Tell us a little bit about yourself and your relationship to fashion?
    I was brought up with fashion, art and interior. Both from my grandmother Dagmar who was a big inspiration not only for her great taste in design and quality but also for her personality. Also, my mother and my sisters have had a great impact on me and how I look at fashion both from a sustainable view but also from a design perspective. My mother has always focused on one good thing rather than more with less quality, this is something that we have really brought with us into the company as the core philosophy.

    How are you able to keep it professional, running a label together with your sisters?
    We all have different areas in the business where we have our own focus and responsibilities. We also have a great team with super professional colleagues and it's important that we keep a positive and professional attitude.

    What would you say are the 3 core values for House of Dagmar?
    Longevity, premium, contemporary

    What does the SS23 collection represent and what was the main inspiration for his collection?
    The House of Dagmar collection for Spring/Summer 2023 is anchored in a clean, effortless look and neutral colour spectra, characteristic of the perennial Dagmar wardrobe. An injection of colour and contrasts, from deep saffron and baked red to softly lit blue and muted pistachio, adds a compelling visual effect to this season. A play with colours, textures, and sculptural stripes brings character and a fresh appeal, easy to combine for different occasions, and with the power to transition from season to season.

    What have been the most challenging aspects of these 18 years as the director for Dagmar?
    We have gone through many different phases during these years, both financial, environmental and also personal difficulties. I think the most difficult part was when we felt that we had lost the soul of the brand 5 yrs ago and we had to rethink everything we were doing. After a lot of work, including a rebranding, it felt like we were in a start-up again. This was a tough journey where I asked myself many times if it was all worth it in the end. Now when I feel that all our work has paid off and the brand is much more where we should be I´m so proud of where we are and what we are doing and I love working with our whole team.

    What can we expect from the house in the near future?
    To fill our house with more outfits you would love to have in your wardrobe. Our goal is to create a wardrobe of great staples in combination with must-haves in both accessories and clothes to make every woman feel empowered in her choices.

    www.houseofdagmar.com

  • photography Patrik Lindén
    fashion Gisela Rydberg / Agent Molly

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    jacket & shorts ADNYM ATELIER
    top COS
    belt Stylist’s Own

    The Office

    photography by Patrik Lindén by Sandra Myhrberg
    denim jacket Calvin Klein
    trousers ADNYM ATELIER
    shoes Gant
    coat & shirt Hope
    trousers ADNYM ATELIER
    coat Arket
    shirt Hope
    t-shirt COS
    trousers ADNYM ATELIER
    socks Stylist’s Own
    shirt Calvin Klein
    trousers ADNYM ATELIER
    cardigan & shirt Hope
    trousers ADNYM ATELIER
    shoes Gant
    shirt & trousers Hope
    tie Gant
    photography Patrik Lindén
    fashion Gisela Rydberg / Agent Molly
    makeup Sara Ingelsson
    hair Valentina Di Luca
    models Dulguun Bayar & Ivar Linder / MIKAs
    assistant Eddi Hollendonner

    .

    Dulguun wears
    jacket ADNYM ATELIER
    shirt & trousers Blank Atelier
    top Stylist’s Own
    Ivar wears
    suit  Blank Atelier

    shirt Calvin Klein

  • All images courtsey of Seezona

    Seezona

    Written by Fashion Tales

    Seezona is a global platform dedicated to the next generation of fashion designers. We curate a unique selection of products from emerging creators, that we believe will be tomorrow’s best-selling brands.
    We have gathered over 150 international labels at the forefront of fashion through unique designs, quality craftsmanship, and sustainable thinking. All products are available in limited quantities, which makes them truly special. Each brand has its own story and most of them are run by women, which makes us love them even more. We bring them to your fingertips before anyone else, to satisfy even the most acquainted taste.
    Based in Stockholm, Sweden but with a global footprint, we proudly stand for female empowerment, sustainability, and innovation in everything we do.

    Katerina Kvit:
    What inspired you to become a fashion designer, and how did you get started in the industry?
    Like most girls I wanted to be in the fashion industry. But I’ve never thought that I would be a fashion designer. My aunt was always the person who inspired me. But she wasn’t in the Fashion industry. So after my first graduation I decided to graduate from the Fashion Institute. And exactly at that time my aunt launched a Jewellery brand and she needed clothes for shooting. So I did my first dresses which have had great success.

    Can you tell us about your creative process when designing a new collection?
    For me the most inspiring thing is people. And it’s often not that I see on Instagram , usually it’s just people on the streets. So because of this I love traveling so much. I could see one person who will inspire me for an all collection.

    How does Ukrainian culture and heritage influence your designs?
    Ukraine has a big history and culture so I could get inspiration every time. For me the biggest heritage is Ukrainian women. Most of them are so pretty, so smart, so talented and successful.

    What challenges have you faced as a fashion designer in Ukraine, and how have you overcome them?
    The biggest challenge was to understand how to develop the brand in Ukraine. Many years Ukrainian customers loved only international brands but not local ones. They didn’t believe in local designers. And it was hard to make them fall in love with you. To believe in quality in design in everything. But now it’s definitely love.

    Your designs often incorporate leather. Can you share with us why you are drawn to this material and how it plays a role in your designs?
    Yes, leather is my favorite material to work with. I like straight lines and shapes. The leather emphasizes it.  Also I like to make timeless and durable products. Leather is also about it.

    Sustainability is becoming increasingly important in the fashion industry. Can you tell us where the leather you use in your designs comes from, and how do you ensure that it is sourced sustainably and ethically?
    For me to use real leather is rather sustainable that to use faux leather. The faux leather is 100% plastic.
    We use leather only from the animals that we are eating. We try to make our products durable and timeless. So to buy our jacket you could wear it for a long period of time, present it to the next generation, make upcycle and it looks only better.

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