This is your second collection since your comeback. Tell us about it.
”We’re making one women and one mens collection. I mostly work with the womens collection, because when I came back I felt that it was quite difficult for a mens brand to be believable as a women brand. When I came back I felt like the important thing was to create clothes inspired by strong women to create a strong women brand wise. There’s no theme, I just get inspired by women I know.”
Who’s the J.Lindeberg women?
”It’s women with confidence, who are international, creative entrepreneurs who are engaged in the world. I think it’s fair to say that J.Lindeberg is going through a big change where we’re trying to create a stronger identity. It’s important in this complex world to create a strong voice. We’re a modern lifestyle brand, and I want this lifestyle to be a reflection of the life I’m living on my own.”
How is your life reflected in the J.Lindeberg brand?
”I think it’s about being engaging and creating things with an attitude that is true to one self. I want our brand to be fundamentally true and inspires people to engage.”
There’s a challenge in creating clothes for strong women because women’s clothing aren’t traditionally charged with strength like mens clothes can be. How do you work with recharging women’s clothing?
”I like making androgyn clothes. I like to twist the roles around. I like mens clothes to be a bit flamboyant and the women to be more masculine. It’s like Mick and Bianca Jagger, she was the power and he was more flamboyant. I’m attracted to that dynamic. It feels pointless to work with just random themes to me. I think it might depend on the fact that I started to work more as a photographer and I started shooting these women. When I knew the women and understood who they wanted to be it became clear to me how I could portray them.”
Since you created J.Lindeberg and you worked with Diesels marketing campaigns you’ve always focused on making statements whether it’s political or about identity. Why do you think that fashion has become synonym with expressing ones personality and opinion?
”I love that about fashion. I grew up in Lund and I’m old enough to have lived though a very political time. It has affected everything I do. People used to wonder why I started making clothes for golfing, but that was all about politics and changing an extremely traditional and conservative environment. It was my way to push them in to something more modern. That’s is art to me, and art is about expressing one self. We live in a time today when we have to have a purpose with what we’re doing, especially when you create a voice. Most people might be in to this to satisfy a customer and make money, but I want everything to come from inside.
What does the J.Lindeberg bridge symbol mean to you?
”It very cool because nowadays it means more than ever if you think about the climate today and all the political barriers. I want this bridge to be a symbol for values that could change this world. I want to dress people that want to change the world.”
Has it always been clear to you that you wanted to express these thoughts through clothing?
”Clothes to me means expressing one self and creating this brand was all about expressing the time I was in. It was the only natural way to me.”