Some say creativity and ambition is a genetic trait – something powerfully instinctive that lies deep within the veins. This perhaps could be the reason why three sisters from Sweden decided to combine their talents, experience and specialties to create their own sibling success story. Sofia Wallenstam, Kristina Tjäder and Karin Söderlind launched their fashion label, Dagmar, back in 2005 after developing three very impressive careers of their own within three very separate areas of the fashion industry: design, retail and PR.

Since then, Dagmar and its three founders have continued to find success both in Sweden and overseas, picking up numerous awards and achievements along the way.

Tomorrow the ladies will be showcasing their latest collection at Mercedes-Benz Stockholm Fashion Week. Twin spoke to Karin, the label’s Head of Marketing and PR, ahead of the show…

 

You launched Dagmar over 7 years ago – how have things developed since then? What have been the highlights throughout this time?

There have been so many highlights! Every year has been overwhelming, however some of our awards have been the biggest highlights to date; we were awarded with the NewGen Fresh Faces New York in 2007, New designer of the Year by Swedish Elle magazine in 2006 and won Guldknappen in 2011 – Scandinavia’s most prestigious design award. But just to be able to grow and hire people has been a milestone for us. It’s always a great moment when more people join the team every year.

 

Does working as a family business make it easier or harder? Obviously you all have each other for support but are there times when sisterly squabbling gets in the way?

Honestly there are some times when it does get a bit like ‘this is something that I would never say to any other employee’, but we try hard to work things out when it gets in our way.

 

Do you all have your own individual roles within the business?

Yes, from the start we split the responsibility between us. Sofia Wallenstam is Head of Sales, Kristina Tjäder is Head of Design and I, Karin Söderlind, am Head of Marketing & Pr.

 

Describe your signature aesthetic in just 3 words.

Unconventional & sophisticated (even better, I could do it in only two!).

 

Opening today is Mercedes-Benz Stockholm Fashion Week, where you will be showcasing your AW’13 collection. What’s the inspiration/ concept behind it?

There was a huge Renaissance influence taking over us and so you can detect some of that within the collection. We put a lot of focus on jackets and coats this time with knitted furs, strict wool capes and coats with interesting cuts.

 

Dagmar is named after your late Grandmother who you’ve stated as being your muse at the beginning. Are there any other inspirational women who influence your work?

We are always inspired by strong women for our collections but not any particular one this season… well maybe Mona Lisa!

 

Any big plans lined up for 2013?

A lot of things always seem to happen, planned or not! We have huge plans, but more for the long run than specifically for 2013. Short term we are opening a big shop within NK in Stockholm this February, plus we’d like to have more of a presence in London this year… let’s see how…

Dagmar Spring/Summer 2013

houseofdagmar.se

 

Tags: AW13, Dagmar, Fashion, Stockholm Fashion Week