An exclusive insight into how our in-house talent creates – From idea to collection
Who doesn't love a good jumper? Your trusted companion for cosy days at home upgrades to trendy street-style BFF. Our women’s knitwear team has pulled out all the stops this season creating an uber-cool collection of co-ord sets and stylish separates ready to rise to the occasion for your next outing.
We turn the spotlight on the creatives who work their magic behind the scenes. Introducing concept designer Linda Schultz, product designer Jemma Beech, and product manager Linn Mannesten, from the womenswear knitwear team. We caught up with them to discuss what makes this collection so exciting.
WHERE DID YOU DRAW INSPIRATION FROM?
"Nature is our muse this season—inspiring us in colours, structures and beauty. Light was the starting point and the variation in yarns gave us this beautiful softly tinted colour palette. I enjoyed playing around with structures and the contrast between femininity and athleisure were fun to explore." – Linda
HOW WOULD YOU DESCRIBE THE STYLING?
"It’s all about tactile layering—combining prettiness with cool athleisure. We want you to envelop yourself with soft luxurious fabrics in beautiful pastel colours. Set dressing is a key trend this season and to achieve this top-to-toe knit look, we’ve created versatile and creative combinations." – Linn
TEAMWORK MAKES THE DREAM WORK. HOW DO YOU COLLABORATE?
“We work closely within our team to develop the best collections and that includes designers, buyers, the development team and pattern makers. It’s a fun, creative and fast-paced environment. Both Linn and myself work closely together throughout the development of the collection, which is a great working dynamic” – Jemma
HOW DO YOU WANT WOMEN TO FEEL IN THESE PIECES?
“Whether dressed up or down: Confident, cool, feminine, effortless and stylish. Never compromising on style or comfort.” – Linda
DID YOU HAVE A PARTICULAR WOMAN IN MIND?
“This collection is for everyone! It really inspires me to see so many people across the world wearing our collections.” – Jemma
WHAT’S YOUR FAVOURITE ITEM?
“Oh, it’s so hard to pick just one garment! I love the long cable throw, the zip dress and the statement cable jumper in light pink.” – Linn