Born and raised in Stockholm, Lewenhaupt’s background is within advertising. Apart from being a beauty junkie, she loves all that Swedish nature has to offer, spending a lot of time with her large family at their farm at Fäviken. Until its closing at the end of last year, it was the place for one of Scandinavia’s most famous restaurants, located deep in the wooded forest between the mountain of Åreskutan and the lake of Kall (which means cold in Swedish).
— This lake inspired our new fragrance Fjällsjö. It takes me back to Fäviken and the nature that woke the passion I now infuse in Björk and Berries. With Fjällsjö we also took the Eau de Parfum packaging to another level, cleaner and minimalist with a dash of colour. The red cork is inspired by the Falu red cabins you see throughout Sweden, says Lewenhaupt.
Four years ago, the idea of a major brand relaunch came up, and the new perfume is part of that.
— We looked at our mission; to preserve the magic of Swedish nature and beauty traditions. Our philosophy is simple, where we create luxurious and clean skincare and scents using high-quality natural and organic ingredients. Sustainability should be the norm — without nature we don’t have the inspiration for Björk and Berries, so it has always been part of the brand philosophy.Due to the urgent state of the climate crisis we just made it our top priority to develop an even more eco-smart brand. To ensure that all products are safe and natural, we have defined a strict standard to which all of our products are held. We call it our Ecoluxury Criteria — kind to skin, people, animals, and nature, says Lewenhaupt.
All products are made in Sweden according to those criteria. The new assortment comes with a new sustainable packaging philosophy.
Through the process, the brand also came in contact with their heritage.
— The new design is inspired by Swedish craftsmanship and tradition. With the colours, we have taken inspiration from the traditional colours of the Jämtlandsskåp — old traditional painted cabinets — that have been significant for Swedish history and folklore culture, says Lewenhaupt.
The current situation has made her even more determined to spread their philosophy and brand.
— Right now, the world is turned upside down. And sometimes it feels meaningless what we do. But staying true and personal with some perspective feels like the only way forward. We have some exciting news in our pipeline with very innovative and results-oriented face products straight from the Swedish flora. After the summer we are launching yet another fragrance, so even if I have to be here and now, I can’t help but dream of time travelling so we can share this news with the world, she says, adding,
— I think it is important to support our locals and Swedish brands, the past weeks have taught me how fragile we are, and we need to stick together.
Born and raised in Stockholm, Lewenhaupt’s background is within advertising. Apart from being a beauty junkie, she loves all that Swedish nature has to offer, spending a lot of time with her large family at their farm at Fäviken. Until its closing at the end of last year, it was the place for one of Scandinavia’s most famous restaurants, located deep in the wooded forest between the mountain of Åreskutan and the lake of Kall (which means cold in Swedish).
— This lake inspired our new fragrance Fjällsjö. It takes me back to Fäviken and the nature that woke the passion I now infuse in Björk and Berries. With Fjällsjö we also took the Eau de Parfum packaging to another level, cleaner and minimalist with a dash of colour. The red cork is inspired by the Falu red cabins you see throughout Sweden, says Lewenhaupt.
Four years ago, the idea of a major brand relaunch came up, and the new perfume is part of that.
— We looked at our mission; to preserve the magic of Swedish nature and beauty traditions. Our philosophy is simple, where we create luxurious and clean skincare and scents using high-quality natural and organic ingredients. Sustainability should be the norm — without nature we don’t have the inspiration for Björk and Berries, so it has always been part of the brand philosophy.Due to the urgent state of the climate crisis we just made it our top priority to develop an even more eco-smart brand. To ensure that all products are safe and natural, we have defined a strict standard to which all of our products are held. We call it our Ecoluxury Criteria — kind to skin, people, animals, and nature, says Lewenhaupt.
All products are made in Sweden according to those criteria. The new assortment comes with a new sustainable packaging philosophy.
Through the process, the brand also came in contact with their heritage.
— The new design is inspired by Swedish craftsmanship and tradition. With the colours, we have taken inspiration from the traditional colours of the Jämtlandsskåp — old traditional painted cabinets — that have been significant for Swedish history and folklore culture, says Lewenhaupt.
The current situation has made her even more determined to spread their philosophy and brand.
— Right now, the world is turned upside down. And sometimes it feels meaningless what we do. But staying true and personal with some perspective feels like the only way forward. We have some exciting news in our pipeline with very innovative and results-oriented face products straight from the Swedish flora. After the summer we are launching yet another fragrance, so even if I have to be here and now, I can’t help but dream of time travelling so we can share this news with the world, she says, adding,
— I think it is important to support our locals and Swedish brands, the past weeks have taught me how fragile we are, and we need to stick together.
Born and raised in Stockholm, Lewenhaupt’s background is within advertising. Apart from being a beauty junkie, she loves all that Swedish nature has to offer, spending a lot of time with her large family at their farm at Fäviken. Until its closing at the end of last year, it was the place for one of Scandinavia’s most famous restaurants, located deep in the wooded forest between the mountain of Åreskutan and the lake of Kall (which means cold in Swedish).
— This lake inspired our new fragrance Fjällsjö. It takes me back to Fäviken and the nature that woke the passion I now infuse in Björk and Berries. With Fjällsjö we also took the Eau de Parfum packaging to another level, cleaner and minimalist with a dash of colour. The red cork is inspired by the Falu red cabins you see throughout Sweden, says Lewenhaupt.
Four years ago, the idea of a major brand relaunch came up, and the new perfume is part of that.
— We looked at our mission; to preserve the magic of Swedish nature and beauty traditions. Our philosophy is simple, where we create luxurious and clean skincare and scents using high-quality natural and organic ingredients. Sustainability should be the norm — without nature we don’t have the inspiration for Björk and Berries, so it has always been part of the brand philosophy.Due to the urgent state of the climate crisis we just made it our top priority to develop an even more eco-smart brand. To ensure that all products are safe and natural, we have defined a strict standard to which all of our products are held. We call it our Ecoluxury Criteria — kind to skin, people, animals, and nature, says Lewenhaupt.
All products are made in Sweden according to those criteria. The new assortment comes with a new sustainable packaging philosophy.
Through the process, the brand also came in contact with their heritage.
— We looked at our mission; to preserve the magic of Swedish nature and beauty traditions. Our philosophy is simple, where we create luxurious and clean skincare and scents using high-quality natural and organic ingredients. Sustainability should be the norm — without nature we don’t have the inspiration for Björk and Berries, so it has always been part of the brand philosophy.Due to the urgent state of the climate crisis we just made it our top priority to develop an even more eco-smart brand. To ensure that all products are safe and natural, we have defined a strict standard to which all of our products are held. We call it our Ecoluxury Criteria — kind to skin, people, animals, and nature, says Lewenhaupt.
All products are made in Sweden according to those criteria. The new assortment comes with a new sustainable packaging philosophy.
Through the process, the brand also came in contact with their heritage.
— I started the brand after finishing my studies at Tillskärarakademin and have previously released two collections per year. However, since the beginning of last year I have made a couple of changes in the brand structure which include moving away from seasonal collections and to start making one off-pieces. This has proved very promising and last year I was offered a presentation in London during LFW and a runway show for SS20 in Moscow during MBFW.
The new SS20 collection is called Picking flowers and Thieving.
— I have decided to separate it into two different campaigns and this one focuses on the Thieving part, tells Sjunnesson, continuing,
— I have previously been working with co-designing and for this season I wanted to develop that concept further, from being between designer and wearer to co-designing between wearer and wearer. In the campaign, models Victor and Elias are fighting over their clothes. My main inspiration has been clothes swapping and since the pieces are fully made of Velcro two people can swap clothes by simply passing each other. Accessories such as bags, pockets and woven patches can as well be attached and combined into countless different looks. I am very intrigued by the thought of people dressing one another on the streets, unconsciously or consciously.
MLTV SS20. Sjunnesson tells how she feels there is a lot of potential in the co-designing theme. ”Environmentally to mention one, and I want to continue exploring it. I am planning a show in Stockholm this fall which will be a continuation of this collection.” Photography: Matilda Engström
— I started the brand after finishing my studies at Tillskärarakademin and have previously released two collections per year. However, since the beginning of last year I have made a couple of changes in the brand structure which include moving away from seasonal collections and to start making one off-pieces. This has proved very promising and last year I was offered a presentation in London during LFW and a runway show for SS20 in Moscow during MBFW.
The new SS20 collection is called Picking flowers and Thieving.
— I have decided to separate it into two different campaigns and this one focuses on the Thieving part, tells Sjunnesson, continuing,
— I have previously been working with co-designing and for this season I wanted to develop that concept further, from being between designer and wearer to co-designing between wearer and wearer. In the campaign, models Victor and Elias are fighting over their clothes. My main inspiration has been clothes swapping and since the pieces are fully made of Velcro two people can swap clothes by simply passing each other. Accessories such as bags, pockets and woven patches can as well be attached and combined into countless different looks. I am very intrigued by the thought of people dressing one another on the streets, unconsciously or consciously.
MLTV SS20. Sjunnesson tells how she feels there is a lot of potential in the co-designing theme. ”Environmentally to mention one, and I want to continue exploring it. I am planning a show in Stockholm this fall which will be a continuation of this collection.” Photography: Matilda Engström
— I started the brand after finishing my studies at Tillskärarakademin and have previously released two collections per year. However, since the beginning of last year I have made a couple of changes in the brand structure which include moving away from seasonal collections and to start making one off-pieces. This has proved very promising and last year I was offered a presentation in London during LFW and a runway show for SS20 in Moscow during MBFW.
The new SS20 collection is called Picking flowers and Thieving.
— I have decided to separate it into two different campaigns and this one focuses on the Thieving part, tells Sjunnesson, continuing,
— I have previously been working with co-designing and for this season I wanted to develop that concept further, from being between designer and wearer to co-designing between wearer and wearer. In the campaign, models Victor and Elias are fighting over their clothes. My main inspiration has been clothes swapping and since the pieces are fully made of Velcro two people can swap clothes by simply passing each other. Accessories such as bags, pockets and woven patches can as well be attached and combined into countless different looks. I am very intrigued by the thought of people dressing one another on the streets, unconsciously or consciously.
MLTV SS20. Sjunnesson tells how she feels there is a lot of potential in the co-designing theme. ”Environmentally to mention one, and I want to continue exploring it. I am planning a show in Stockholm this fall which will be a continuation of this collection.” Photography: Matilda Engström
— I have previously been working with co-designing and for this season I wanted to develop that concept further, from being between designer and wearer to co-designing between wearer and wearer. In the campaign, models Victor and Elias are fighting over their clothes. My main inspiration has been clothes swapping and since the pieces are fully made of Velcro two people can swap clothes by simply passing each other. Accessories such as bags, pockets and woven patches can as well be attached and combined into countless different looks. I am very intrigued by the thought of people dressing one another on the streets, unconsciously or consciously.
MLTV SS20. Sjunnesson tells how she feels there is a lot of potential in the co-designing theme. ”Environmentally to mention one, and I want to continue exploring it. I am planning a show in Stockholm this fall which will be a continuation of this collection.” Photography: Matilda Engström
What is your ideal office?
My ideal office is somewhere you can actually work, concentrate, create, and sometimes sleep. Basically a home office.
How do you manage to feel at home when you’re far away?
Taking everything from home with me to that faraway place. I don’t leave anything behind.
What has been the worst fashion trend?
Trends in general. The most valuable thing fashion offers is the option to be an individual.
Do you have a spirit animal?
No, I don’t.
What makes you feel safe?
Smart people.
What do you feel is your best feature?
My brain.
What was the last website you looked at?
MyVidster.
When was the last time you laughed until you cried?
The last time, I was in NYC talking with my friends. It happens all the time.
If you had to wear one outfit for eternity, what would you wear?
If you had to wear one outfit for eternity, what would you wear?
White Telfar shirt, Telfar jeans, Telfar basic sneakers.
What is the most inspirational place on the planet?
NYC really inspires me I guess, ‘cause i get it. I guess anywhere there is a wide mixture of people and cultures inspires me.
Who do you envision wearing Telfar, and what defines them?
I envision everyone wearing Telfar, what defines them should have no relation from one person to another. Besides, the idea of comfort in whatever it is that they are wearing or attraction to whatever it is, that’s Telfar.
What is your favorite type of music to work to?
Music in general, music with lyrics.
What is the most memorable clothing from your lifetime thus far?
I guess my own clothes, these are the things I know the best.
What is your greatest fear?
Snakes, balloons, idiots with influence.
What is your ideal office?
My ideal office is somewhere you can actually work, concentrate, create, and sometimes sleep. Basically a home office.
How do you manage to feel at home when you’re far away?
Taking everything from home with me to that faraway place. I don’t leave anything behind.
What has been the worst fashion trend?
Trends in general. The most valuable thing fashion offers is the option to be an individual.
Do you have a spirit animal?
No, I don’t.
What makes you feel safe?
Smart people.
What do you feel is your best feature?
My brain.
What was the last website you looked at?
MyVidster.
When was the last time you laughed until you cried?
The last time, I was in NYC talking with my friends. It happens all the time.
If you had to wear one outfit for eternity, what would you wear?
If you had to wear one outfit for eternity, what would you wear?
White Telfar shirt, Telfar jeans, Telfar basic sneakers.
What is the most inspirational place on the planet?
NYC really inspires me I guess, ‘cause i get it. I guess anywhere there is a wide mixture of people and cultures inspires me.
Who do you envision wearing Telfar, and what defines them?
I envision everyone wearing Telfar, what defines them should have no relation from one person to another. Besides, the idea of comfort in whatever it is that they are wearing or attraction to whatever it is, that’s Telfar.
What is your favorite type of music to work to?
Music in general, music with lyrics.
What is the most memorable clothing from your lifetime thus far?
I guess my own clothes, these are the things I know the best.
What is your greatest fear?
Snakes, balloons, idiots with influence.
What is your ideal office?
My ideal office is somewhere you can actually work, concentrate, create, and sometimes sleep. Basically a home office.
How do you manage to feel at home when you’re far away?
Taking everything from home with me to that faraway place. I don’t leave anything behind.
What has been the worst fashion trend?
Trends in general. The most valuable thing fashion offers is the option to be an individual.
Do you have a spirit animal?
No, I don’t.
What makes you feel safe?
Smart people.
What do you feel is your best feature?
My brain.
What was the last website you looked at?
MyVidster.
When was the last time you laughed until you cried?
The last time, I was in NYC talking with my friends. It happens all the time.
If you had to wear one outfit for eternity, what would you wear?
If you had to wear one outfit for eternity, what would you wear?
White Telfar shirt, Telfar jeans, Telfar basic sneakers.
What is the most inspirational place on the planet?
NYC really inspires me I guess, ‘cause i get it. I guess anywhere there is a wide mixture of people and cultures inspires me.
Who do you envision wearing Telfar, and what defines them?
I envision everyone wearing Telfar, what defines them should have no relation from one person to another. Besides, the idea of comfort in whatever it is that they are wearing or attraction to whatever it is, that’s Telfar.
What is your favorite type of music to work to?
Music in general, music with lyrics.
What is the most memorable clothing from your lifetime thus far?
I guess my own clothes, these are the things I know the best.
What is your greatest fear?
Snakes, balloons, idiots with influence.
If you had to wear one outfit for eternity, what would you wear?
White Telfar shirt, Telfar jeans, Telfar basic sneakers.
What is the most inspirational place on the planet?
NYC really inspires me I guess, ‘cause i get it. I guess anywhere there is a wide mixture of people and cultures inspires me.
Who do you envision wearing Telfar, and what defines them?
I envision everyone wearing Telfar, what defines them should have no relation from one person to another. Besides, the idea of comfort in whatever it is that they are wearing or attraction to whatever it is, that’s Telfar.
What is your favorite type of music to work to?
Music in general, music with lyrics.
What is the most memorable clothing from your lifetime thus far?
I guess my own clothes, these are the things I know the best.
What is your greatest fear?
Snakes, balloons, idiots with influence.
