• 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.

  • photography Sandra Myhrberg

    grooming Alicia Hurst

    shirt Polo Ralph Lauren
    trousers Gramicci
    watch Casio

    An Interview with Josef Slunge

    Written by Fashion Tales

    A couple of weeks back we did a shoot together with CALIROOTS and JOSEF SLUNGE, a young Malmö-based artist originally from Gothenburg in Sweden. Josef has been active in the music industry since 2019 when he released the single “Heybabey”. He has since experimented with his sound, deriving influence from a wide variety of genres. The 23 year old rapper just released his debut album “Ikväll, inatt, men aldrig imorgon”! The album has been praised for its vulnerability. Of course we took the time to ask him some questions to get to know him a bit better!

    When did your interest in music start and what is your first music memory?
    I do not recall my first memory of music, but when I was around ten my father introduced me to the guitar and together we played “Jätten Jorms sång”. During my childhood would I always play at different gatherings, such as our neighbours' summer party. But I do know when I fell in love with music. It was the first time I heard Parham's debut album “Pojk”. It was the first time I could recognize myself in the music, I had a strong sense of wanting to create my own music one day. 

    You just released your debut album, do you have a favorite track?
    YES! My favourite track is “ballad från Stockholm” It took such a long time to find the right form and feel for it. I first wrote it at my godfather's piano outside Skarpnäck in Stockholm after the summer of heartbreaks, which was the summer of 2021. But it was a year later when Selma Zahroubane did the vocals that the song found its home. 

    Who's your music inspiration?
    Hard question, it is a big one… I take inspiration from all kinds of music. But “Ikväll, inatt, men aldrig imorgon” has a lot of jazz influences. It really originates in the jazz scene. During the album process I was listening to a lot of Lisa Ekdahl, Marie Bergman and Bo Kaspers Orkester. Even Laleh has always been a big source of influence. She produced her first album by herself and that is something I would love to do one day. But of course, the rap scene in Gothenburg that I grew up with is still very important to me: Parham, Överklass, Bob Village, The Order, and Vic Vem. And Loyle Carner, but he is British!

    You're from Gothenburg but live in Malmö, tell us more about the love for Malmö and how that has formed you as an artist?
    Malmö is fantastic!!!! I have so much love for such a tiny city. Everything is close and available which makes it easy to live. For example, I can be in the studio and feel like I need some jazzy keys, then I just hit up my friend Gustav and he is always like fifteen minutes away. A big part of my love for jazz music also originates from Malmö, the jazz scene is so alive which is so cool. 


    What's your go-to outfit when you're performing?
    I sort of dress as I do every day, a pair of chinos and preferably a Chris-hoodie. I don't really like to dress up or look too out there. And I mean, it sort of fits with who I am as an artist, human and like everyone else.

    What's next?
    Now that the release tour is over there will be a bit of rest. It’s been so much fun to be on the road but equally as tiering. I need some time to let it all sink in and reflect on it all. But then, back to the studio and record some new music for the summer with the band!

  • all jewellery Lwl

    blazer Oscar Jacobson

    photography Daniel Ersson 

    hair & makeup Lovina Dahlberg

    Lwl Jewellry

    Written by Fashion Tales

    Amanda Weibull Laurell was born 1988. Born and raised in Malmö. She has 5 siblings. Her biggest treasure except her work is her daughter Saga, who is 6 years old. Amanda started this business in 2018. When her daughter was only 3 months old. She was passionate and near obsessed with jewelry and precious stones from her early age. One of the biggest achievements in her carrier was creating a custom made jewelry for HRH Princess Sofia, like diamond necklace that she worn at Nobel price awards in 2018. or pair of turquoise handcrafted earrings that Princess worn at Nobel price awards in 2019. Amanda is cooperating with many celebrities today.

    What inspired you to pursue a career in jewelry design, and when did you first realize your passion for working with precious stones?
    So I actually started my career with jewelry when I was three years old. Ever since I was a kid I was obsessing over my moms jewelry box, and I always wanted to play with her pearls and rubies even though I wasn´t allowed to. My family comes from an academic background with doctors and lawyers, so there was no initative from my parents to push my artistic side or passion for gems and jewelry. In my teens I got an extra job in a jewelry shop where they focused a lot on good quality on stones and handcraftship, here I started to learn the very grounds of manufacturing and handling jewelry and sales.

    Could you tell us about your biggest accomplishment as a jewelry designer so far, and what made it so special?
    Oh, there is a lot of different and big high lights I think. Just to be able financially to create my very first own collection is one of them. Another one, of course was for me to create the first pearl necklace for HRH Princess Sofia that she wore at the Nobel Price awards in 2018. That was very special to me.

    What is your creative process like when designing a new piece of jewelry, and how do you come up with the ideas for your designs?
    The process is very different for me and changes from time to time.Very often I get inspired me when I met a client, a female that actually needs help to style the jewelry she already has. To add a ring or to create something new from the stones she already has can create happiness and a new look for her and that really inspires me. I get inspired by women by all over the world and try to create jewlery that’s easy to wear and style at all occasions, if it´s for a rainy Tuesday or for a big cocktailparty.

    How did you feel when you were commissioned to create custom jewelry pieces for HRH Princess Sofia, and what was the design process like for these pieces?
    It was a great, great honour for me to be able to help and create something that fits with the very official and royal look that Nobel Prize awards is. It both needs to be classic and fit with the rest of the old jewelry.Very often the starting point is the actual dress the person is wearing and we work from that. When I saw the necklace at the first time on her on TV I started to cry.

    What are some of the challenges that you face as a jewelry designer, and how do you overcome them?
    The biggest challenge is to show and explain all the functionalites that the pieces have. For example we have one ring that can be worn as a bracelet and an earring.

    Can you tell us about any exciting projects or collaborations that you have in the works, and what we can expect to see from you in the future? 
    So we have a new very collection called “the CLICK”. It´s a ring where you can build it. You can mix and match different gem colours and gold metals, and change the look on the same ring after your wishes. Some of the gold parts you can also wear as a pendant, bracelet and earring I´m beyond proud and excited for this collection. We have a big event before the ELLE STYLE AWARDS nomination party in April that is going to be super cool. And we have a lot of upcoming collaborations, but they are still a secret until they are being launched.

    top Zara
    shirt Zara

    photography Daniel Ersson

    hair & makeup Lovina Dahlberg

    stylist Emma Glennow

    post production Jim Widgern

    photo assistant Matilda Lundin

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