Creative chaos is something I think one should cherish tenderly! Stuff scattered everywhere in every little nook, inspiring magazine clippings taped to the wall mixed with words, old photos and strange undifined things.
A lot of what is randomly pasted up on the wall may seem completely insignificant to a passerby, while for the one who put it there it really kicks off the adrenaline system and makes the butterflies start dancing in the belly. All it takes is one look at that incomprehensible mess on the wall and you´re swoosched right into your own sweet heart. Suddenly you sit there in the middle of fabrics, sentences, words or paint.
You just know that you are on the right track, that the ticket in your hand has the right destination. Like destination unknown. It is all about daring to stay in that moment....not really knowing how the outcome will turn out… Questions like: Is this really right? Should I have chosen another material? will start popping up, but you don´t care....instead you start enjoying the fact of not knowing.
Of course, it can also be incredibly annoying not to be in total control, I'm the first to admit that, but for the most part, if I just allow myself to be swept away, I really love that feeling of just following the little invisible thread that whispers to me and dares me to have confidence in my own process.
So ..... you get an idea ..... Then you have to try it out. It can be about a particular fabric, a color combo or maybe you find an old skirt in the wardrobe that you turn into a strapless summer dress. Then there are other ideas… Like you get a real strong need to try out that wig you bought last summer, to see if it matches the new mustache collection. That is actually an important task. I call it the warehouse inventory. There is actually a law that says that you HAVE to do warehouse inventory on a regular basis. So I´m just following the law.
Can you believe how good I would have fitted in this video. I would have been so awesome looking in my wig and criminal attitude! Then I would have borrowed dad's petrol blue corduroy suit from 1977. What a beauty! Imagine that, and then add all my inner beauty….. can I just say…..Wow! www.youtube.com/watch?v=z5rRZdiu1UE
A question I often get is if I regret that I stopped producing clothes back in 2008. And the great thing is that I really never have. It was simply time for me to do something else. I had been one with my company and my collections since I was 19 years old. It was time for new adventures and dreams. Since my company had been a big part of my life for so many years, it was obviously very scary. But I knew despite shaky legs that it was the right decision.
But then there was that raincoat..... A coat that I designed the last season and never actually got to see finished! A pastel pink raincoat with large, red strawberries all over and a green, long and wide shoe lace in the hood! Even today, I find myself daydreaming about that pretty thing….. It had been so lovely in the spring rain.
Hej Jenny!
Jag hoppas att jag kan ställa några frågor till dig betr din bok "Från hood till skjortklänning".
Jag har sytt din jacka Fleur i en mjuk tweed. Jag förlängde ärm-delarna med några cm och dessutom gjorde jag mudden längre. Jag tror att jag är nöjd med resultatet. Jag tycker kanske att den är lite knepig att bära om jag har en blus under. Därav min första fråga; nu syr jag samma jacka men i ett bomullstyg och jag funderar på om jag istället för mudd ska sy upp ärmarna med en stickning och fästa fodret för hand. Vad tror du om det? Jag tvekar lite för att jag funderar på om ärmen blir lite väl vid.Vill gärna ha ditt råd.
Min fråga nr 2 gäller Jasmin coat. Jag har, enligt dina instruktioner, letat efter ett schysst bomullstyg med polyester men inte hittat något jag gillar. Jag hittade då fler snygga manchester-tyger, dock i 100% bomull. Vad tror du om att sy kappan i manchester?
Hoppas att du har möjlighet att svara på mina frågor.
Min sy-glädje har varit avsomnad i flera år men din bok har återuppväckt den! Jag älskar din bok! Jag drömmer på nätterna om tyger och olika plagg jag ska sy. Härligt!
Må så gott!
mvh
Ebba
Jenny
Fleur är ju fin med kortärmat under så armarna är bara, så jag förstår hur du menar. Vad jag skulle göra är att sy jackan som du tänkt och prova hur det ser ut när du låter ärmen vara vid innan du bestämmer dig för mudd eller inte. Kolla hur det ser ut när den sitter på och lita på din egen känsla! Jag tror att det skulle kunna vara fint, dock mår den den där ärmen bra av att få ett visuellt avslut så kanske ska du testa att ta upp en av färgerna i tyget och lägga 3-4 cm enfärgat i slutet av ärmen, då kan du även leka med en blank satin eller så kör du bara enfärgad bomull. Gällande Jasmin så är lite polyester bra för att det minimerar skrynklet och ger lite fall, men manchester kan bli bra tror jag, kanske ska du skippa de yttre stickningarna i ärmhålet, du får testa dig fram:) Härligt att du är glad för boken! Fortsätt drömma om tyger:) och skicka bilder på dina konstverk! Jenny
Ebba
Va glad jag blir för ditt svar! Dina tips hjälper absolut! Jag ska nog fortsätta leta efter ett tyg med polyester, trots allt. Jag kommer definitivt skicka bilder! Det är jättekul att du efterfrågar det. Känner mig lite extra stolt att du vill se vad jag syr. Trevlig Valborg!/Ebba
Make it, Wear it, Own it!
Amazing people workin´ it with their sewing machines, being kind to themselves and proudly showing off what they've made! Thank you for sending pictures of your lovely creations. Check ”Jasmin coat” out, here as a raincoat by odandulky.blogspot.se! Or the little bird placed on a bag made by Katharina!
When I was 13 years old and seriously started sewing my own clothes, it was an extremely effective and accessible way to express myself. Cross striped patchwork pants with bellbottom legs got my friends to look twice. It was fun! I was seen, appreciated, sometimes laughed at, but in most cases I did get Respect. Respect because I had the courage to stand for my creativity.
What is considered good looking is not always just about colors, shapes or cuts. It's just as much, if not more, about what one's eyes and one's body language are saying. It is about Owning it. To really, really OWN IT!
Vilken underbar Jasminkappa, vilket härligt mönster och färger! Applåd!
Crispy and light or whatever comes to your mind!
A regular Wednesday dress for bicycling to work or some cocktails in the evening with Jean-Pierre or whatever his name is? I personally think that you have the right to wear party clothes whenever you want. And it really doesn´t have to be silk. Take whatever that is hiding in your fabric cupboard and make it into something that no one else has. Mix and splice with a hundred layers and remember - it doesn´t have to be perfect! Finnish with a belt or a scarf, match it or mismatch it! I like the unexpected combinations! Ella dress from my book is so ready to be sewn!
During my years in the fashion industry the most common comment I got was probably: - I wish I could sew! I still do not understand why there are so many people who think they can not sew. I am convinced that most of us can put together a small blouse, skirt or top. It's actually just about being a bit brave for a moment. To welcome that childlike sense of creative chaos. Just to see what happens, be a little wild and crazy! Maybe the seam will be straight or maybe it will be totally crooked. Who cares?! The most important thing is that you have started! Step 1 - START! Pat yourself on the back and welcome the adventure. See the charm of a homemade skirt just like you do with a jar of homemade marmalade! Because then, ladies and gentlemen, it can only get better! Soon each stitch will be a little easier every time you sew and suddenly the feeling of resistance and low self-esteem will be gone! Instead, you will feel proud, brave and with a straight back you will hear yourself say: - Check this out! This, I have made ??myself .... And I know .... it does not even show! And remember - Coco Chanel herself must surely have started somewhere!
Tusen tack för dina tips! Nu är regnkappan klar, kika gärna på bloggen om du vill ;-)
http://odandulky.blogspot.se/2013/04/jasmin-coat.html
/Anna
Jenny
Perfekt för en regnig dag! Jättefin! Jenny
The best of friends
Little black dress, little white dress or why not the little black and white dress? The best of friends, white and black. Light and dark that creates a curiously balanced sharpness. Just add a small detail in color on a button, a zipper or a delicate silk ribbon and the harsh properness will fade. Pastel like a light pink or a mild mintgreen will soften it. A sharp red, yellow or green will give you a small explosion. Here is a black and white tango that breathes a burning red. www.youtube.com/watch?v=5Zl7resIK4Q
I can´t wait for the spring any longer! Where is it already??? This bird might bring it just a little closer. Print out the pattern here: Sew this little bird and put it on Rose top or on the back of a Leone jacket from the book! And this song will definitely make you dream of a blue skye! www.youtube.com/watch?v=roPQ_M3yJTA Print here
Jag älskar de där brallorna också! Är det egen design? :) Precis dammat av symaskinen igen och tänkt ta tag lite i sydrömmarna igen.
Jenny
Mönster på byxorna finns i boken! Se ovan:) Lycka till! Jenny
A white beard
Love the colors and poetic feel in this new video by Hanna Turi. It gets the idea of coated fabrics, rubberboots, warm sweaters and heavy boots started in my head…. Then add really light tiny ribbons and buttons as a contrast and print an old map on a skirt or blouse….. I seriously start considering growing a white beard…… www.youtube.com/watch?v=QMWZ4r86EsU
Check this out! A girl named Josefine has sewn Julie blouse in a greymelange jersey! Gorgeous, both the top and her :)
The character of this top completely changes depending on the fabric. It can be light, floral and elegant or like this greymelange jersey top that shows a little bit of shoulder. That nude shoulder brings me back to the crazy styles of the 80’ies. Loose tops, leggings and streetdance! Feel it! You pay in sweat! www.youtube.com/watch?v=82Qy1Dd9jdc
Isn´t it just like a big bag of candy filled with nutty inspiration? Like an old, pale and dusty photograph that comes alive in your mind, even more colorful than it ever was. This does not have to mean that what you choose to create in this moment of inspiration must look like something from the 80’ies. You can just pick up the classic 80’ies colors neon yellow or neon pink and use it in the lining of a jacket or just as the neckhanger. Here is a pleated Zoey skirt in stereo print. Another way is just to put a neoncoloured button in the waistband of a grey wool skirt.
When Madonna was dancing down the streets of Manhattan with a tape filled with her music in one hand and a bag of popcorn in the other, neon colors lit up the whole neighbourhood. The story goes… she went up to the hippest dj:s in the city and said:
”If you play this tape, I will come and dance on your dancefloor tonight!”
When the night came and the cool people started gathering outside the club, the dj put the tape in the taperecorder and pushed Play……. It must have looked something like this……. www.youtube.com/watch?v=2f5puMAUsjw
Oh, and here is some poetry that came with my Spring collection 2005: (Suggestion: Why not start your morning routine with rapping this to your self in the bathroom mirror? It will so make your day :)
“Yes Yes ya´ll, to the beat ya´ll, is it clear this is not a fall ya´ll!
Stereo, stereo, stereo, stereo, pleeeaase - this is a celebration to the old school hip hop and you can not say it better than - stonewashed denim - it can not be more refined than thiiiiiizzz!
Loosen your seatbelt, hooood it up, make it feel like home man! It shall all be clear, let life itself be your guide to the real street life. Be true to yourself and you will feel the rhythm in your shoes.
Heeeey, let´s have a party, feel the music and dance!”
Hello, are you planning on bringing out an english version of the book. Thanks
Jenny
Oh YES! Thank you for asking:) My publisher is now looking for a suitable partner for the Uk and US. I am so looking forward to an English version! Jenny
anon
Same here, been a fan for a few years . hope the book is selling well
Let´s share people!
A fabric. A button. A ribbon. An eiffel tower or an ice cream on a sunny summer day. In a flash there is an idea in your head!
Where does your journey begin? When does it start buzzing in your head? Maybe it is a small drawing or the color-combo on the bus seat that makes your head start spinning?
Many of you have difficulties finding beautiful and good fabrics. So during this spring I will list a number of fabric stores on the website in Sweden and Scandianvia and maybe even further away! And web-shops of course.
Wanna share your fabric-secrets with others? That would be awesome! Send me an email with your hottest tips or comment here below! More is more!
Jag ser fram emot att få lite tips på ställen att köpa tyg! Tycker det är svårt att hitta roliga tyger...
Jenny
Du är inte ensam:) men det finns hopp! Jenny
Malin
Jag älskar Liberty´s tyger, men de är dyra.
Johanna
Jag kan tipsa om Stoff och Stil i Svågertorp i Malmö. En mycket inspirerande och stor affär, full med fina tyger och uppsydda exempel.
Jenny: jag håller på och syr din Lilly shirt. Jag får dock inte ordning på kragen, som enligt mitt utklippta mönster är alldeles för kort för att räcka runt hela halslinningen. Är mönstret fel eller har jag helt enkelt missförstått något grundläggande i konstruktionen? Jag är nybörjare, så det senare är rätt troligt, men jag tänkte att jag skulle fråga ändå.
Jenny
Hej Johanna! Tack för tipset på tyger! Härligt med nybörjare tycker jag! Mönstret stämmer i måtten, det är lätt hänt att man missar att det ska vikas in några centimeter på var sida Mitt fram. Du kan se markringarna på mönstret, det är streckade linjer hela vägen från hals ner till nederkant. allt det ska vikas in som lite extra stadga för mitt fram linjen och för att man sen ska sy knapphål och knappar. Vik först in 1 cm och sen resten vid vikmarkeringen.På skissen kan du se att stickningen ligger en bit in längs med Mittfram linjen. Hänger du med? Jenny
Signe
Tak for en super flot bog. Jeg har netop syet rose top ;). Jeg køber stof hos www.malika-rosa.dk i Danmark og www.raystitch.co.uk i England. For liberty stoffer prøv www.shaukat.co.uk det afhænger lidt af kursen om det kan betale sig.
Jenny
Vilka bra tips! Tack Signe! Dejligt med en dansk pige:) som läser på Svenska! Vad kul att du gillar boken! Jenny
WOW!!!!!
The competition is now over so check out all those lovely and brave people that have sent in pictures of their creations!
Some of them have sewn for the very first time and submissions have come from Sweden, Norway, Denmark and even the USA! It makes me so happy to see how the same style can turn out in so many different ways depending on colour, fabric or prints.
PLEASE keep sending me photos of what you are making! It is so lovely to see and it makes me so happy!
Man blir rätt inspirerad härinne!
Fatta att boken är slut överallt och det enda stället där det gick att beställa den hade flera veckors leveranstid och varje dag som går innan jag får boken måste jag köpa mer tyg så snart kommer jag att vara ruinerad, olycklig och drunkna i tyg. Och eventuellt ha hotat brevbäraren.
Så kan det bli. Heja er!
Jenny
Härligt! You go Princess F!!! Snart kommer den:) Jenny
Caroline
http://oliine.blogspot.se/2013/02/skjortklanning.html
Jag har precis sytt skjortklänningen från din bok. Så himla nöjd! Och så bra boken är, full med inspiration och jag vill bara sy allt i den. Tack!
Jenny
Kul! Och vad fin klänningen blev! J
Maria-Conchita
Boken är rena godis....tack fina Jenny för att du tagit dig tid att skriva, ta bilder och varit generös nog att ge också råd....så fort jag hinner syr jag min första Jenny H kjol <3<3<3
Jenny
Din första JH-kjol! Wow! Den ser jag fram emot att få se! J
Josefin
Din bok sålde ju som smör i solsken och inte blev det någon över till mig! Jag har snällt ställt mig i kö hos bokus, när den kommer vill jag sy den fräcka ballongkjolen som är på framsidan :)
Jenny
Underbart att du har tålamod:)Den som väntar på något gott:) Maila bild på den Jenny
Annika
Jag giller verkligen din bok. Har flera plagg av dig sedan förr och blev överlyclig när jag såg att du ger ut dina mönster. Har sytt flera av dem, det senaste är Leone jackan. Nu måste det blir vår snart!
http://benglan.blogspot.se/2013/03/varjacka.html
Jenny
Fin jacka! Det ser ut som att du är en riktig proffs sömmerska:) Fortsätt skicka bilder! Jenny
Lo
Hej,
vill bara tipsa om att boken iaf förra veckan fanns att beställa på cdon.com. Jag beställde min där förra veckan och fick hem den i brevlådan på 3 dagar. Så ni som ännu inte fått tag på den kolla där! Och Jenny, tack för en underbart inspirerande bok. Jag är långt ifrån något proffs på att sy men med dina beskrivningar känns allt lätt och roligt! Tänkte försöka mig på mitt första projekt nu till helgen, det ska bli så kul!
Jenny
Ja! Nu är nya upplagan i butik igen! Vad glad jag blir att du tycker att det känns lätt och roligt:) det är precis det som är meningen! Lycka till med ditt första projekt! Bilder är välkomna:) Jenny
When the forest rides the subway
It is such a pleasure to wear nature. When you are living in the city you are sort of in the forest at the same time. Close to the blueberries and brushy fairy tales. Close to the calming voice of the trees, the loving silence and whispering winds. A small brown tree on powdery pink, far far away from sirenes and buzz.
Sharpen your senses, pull on your finest blouse and finish with a tie! Even though really good business is often made while wearing a onepiece jumpsuit hoodie it doesn't mean you can't wear a tie once in a while. Straighten your back and feel the power! It´s business time!
AND when you are not making business – Do not forget to send me photos for the competition (see below), there are still some bags left!
Ready? It is time for a competition! Lot´s of fabulous people have bought the book SY! and that makes me so happy! Has anyone already started sewing? The first 10 of you who have sewn an item from the book will be awarded with a Jenny Hellström logo-bag!
And remember: No seam is too ugly!
Take a picture of your creation either flat or on a hanger against a white background and send it to jenny@jennyhellstrom.com together with your addres.
Kul! Fick boken idag så ska sätta igång ikväll. Ska bara bestämma vilket mönster jag ska börja med... Det är så många fina :)
Jenny
Härligt:) Klara färdiga gå! Jenny
Anna
Åh, har precis beställt boken så jag hinner väl inte med tävlingen..
Jenny
Såklart du hinner med tävlingen Anna! Det finns många väskor kvar! Jenny
Anna Klara
Ha, ha...jag sydde på mina t-shirtärmar upp och ner!!! Det såg ut som väldigt märkliga och korta vingar. Så det blev en hel del sprättande idag! Dessutom leker min dotter alltid med mitt måttband så jag får aldrig chansen att mäta någonting ordentligt, fast mitt ögonmått är ganska bra nu!
Spring in Paris
Imagine an early spring day in the morning noise of Paris, you shiver a bit, wrap your jacket around yourself and cuddle. A little coffee, a braided café chair, a wobbly table. Bonjour, petit dejuner, merci, merci. It's rush hour. For all others.
You just sit there. Waiting for nothing. A scent of a soon blooming Paris. A bit too cold to sit outside, but you do it anyway. And of course you´re wearing an unreasonably nice jacket. Light pink lining with black dots. I love it when lining surprises!
The jacket is called Fleur jacket. Perfect for an imaginary spring day in Paris!
Fleur jacket is a style that welcomes playfulness with colors and patterns! You can mix it whatever way you want! Try it! The easiest jacket in the book!
Åh vad glad jag blir av att du gett ut en mönsterbok! Jag jobbade med att sälja dina kläder, back in the days, på Micke
Jenny
Glad att du blir glad! Nu får du sy dig något riktigt fint! Jenny
Let's go!
I had some friends come over on a sleepy sunday to discover how easy it can be to sew. None of them had sewn since middleschool and now suddenly they all were making real clothes from my book! Gustav and Erik made one Tie each, Gabriella made a ”Coco skirt”, Motoko made a ”Julie blouse” and Oskar made a present to his girlfriend!
If you just have a really good pattern and a strong will you will soon have created a piece of clothing that looks like it´s been purchased in a fancy shop! Or you might even have a lovely crooked seam that whispers the “homemade”-song, and how can that be anything other than charming?
I am so enormously proud over my friends that dared to challenge themselves! People!!! Get rid of all your doubts! It is time to start sewing!
Here are two coffee roasters, one food journalist, a splendid restaurant manager and a fishdoctor (means phd in fishonology) sewing away!
Petra och Mia! Vad kul att ni blir glada! Toppen är superenkel att sy! 3 mönsterdelar, lite raksöm, lite sicksack och vips:) Jenny
Rita
Hej!
Jag undrar om du har något symaskinstips för en nybörjare. Antingen någon särskild modell/märke, eller vad man ska tänka på när man köper en (funktioner etc.). Lagningar, gardiner, lapptäcke, barnkläder är nog ungefär vad den kommer användas till. Vi är en nybörjare och en jättenybörjare med darrig hand.
Tack på förhand!
Jenny
Hej Rita!
Du kan sluta darra nu:) det kommer att gå bra! Det behöver absolut inte bli perfekt, det viktigaste är att våga! Lite sneda sömmar är bara charmigt! Ju mer du syr desto bättre blir du, så ta det lugnt, det är helt ok att svära, skratta och gråta, men var noga med att hela tiden berömma dig själv och dina fantastiska prestationer! Gällande symaskiner: I DN bäst i test tycker de att Husquarna Viking Emerald 116 är mest prisvärd (3500:-), på andra plats kommer PFAFF Ambition Essential (6000:-), tredje plats Singer One (4000:-), men föreslår att du går till en symaskinsaffär och känner lite! Jenny
A yellow ocean
The day had come for a certain girl to meet her mother in law. It was a big day and for the special occasion she had washed her hair, bought new pretty shoes and dressed up in a dress that she had sewn herself. It had the color of a sunny summer morning with beautiful pleats in the neck that slowly folded itself out in a generous ocean of yellow cotton. Rushing by a display window she caught a quick reflection of herself and could not hide the excitement she felt. This just couldn't go wrong! And of course it didn't! The mother in law was not at all a disappointment. In fact she was very sweet and loving. It was the friend of the mother that was the problem. As soon as she heard that the dress was self made her eyes went all dark. She grabbed the hem of the yellow ocean and carefully started to inspect it and its stitches.
– I hope you are aware of the importance of the inside looking as good as the outside? she said haughtily and put on her glasses to be able to look even closer.
Well… what can I tell ya? The importance of the inside looking as good as the outside…..? Like 1952? Perfect hair, legs together, straight back, flowered wallpaper, correct, correct, correct and never ever wrong? Ladies and gentlemen - Those days are sooo over!
How my inside looks like is no ones business. It can be messy, uneven and thready, but it is still mine. I am going to love my inside just the way it is. And sure, I do love a straight seam, but sometimes it gets so much more interesting when its not as straight. It just means that someone has been struggling a bit, that someone maybe had to put up with a little fight. That is a beautiful thing.
I sew as I want. And if I wanna’ show my hem, trust me I will. Otherwise - Stay away from my dress please!
I love the message of this story. Thank you so much!
Taco truck!
Wow! When I saw this truck that was parked in my neighbourhood the other day, I just melted of love! First of all – who paints a taco truck pink??? I felt an urge to know! It MUST have been a person with great taste at least! And secondly – I wondered if they had veggie tacos? Very important questions like these went through my mind - and then what happened - was one of those moments that I love so much: This wonderful truck experience – now in my mind - turned into a skirt - just like that! That heavenly creamy pink color can not get anything but totally faboulicious on a skirt. AND of course - with a matching tie! I am ready to serve! -WHO WANT TACOS?
This skirt is called Toto and is featured in my new book. You can have your own great taco-truck moment and make it anyway you like with a matching tie!
Jenny, I love that story and your skirt! I miss the fashion you created and bought a lot of pieces which I am still wearing. Can't you start all over again?
Yours Hanna
Jenny
Hey Hanna! Oh, that is just great! I am honored that you have your own little collection of jenny -stuff! A new collection?….. Well, never say never right:)? Jenny
Emma
När kommer boken ut?
Jenny
Hej Emma! Boken kommer att finnas i butik i slutet av Januari 2013! Kolla gärna in den och berätta vad du tycker! Jenny
Sofia O
Söt karamellkjol! Har flera kjolar från dig. Nu kanske det är dags att sy några själv :)
Jenny
Ja! Bara att sätta i gång! You can do it girl! Maila mig bilder på resultatet! Jenny
Emma
Tack, det ska jag göra! En bok med dina mönster är en fantastiskt bra idé! Jag har så saknat dina kläder, och butiken vid Hornstull. Det ska bli jättekul att kunna sy sina egna nu!
Kattis
Fantastiskt! Vilka färger och - Det ligger väldigt nära tillhands att tänka på -Strawberry Fields; Forever-. Många väntar med spänning på din bok. Kattis
True Story
Many years ago while I was still working with my fashion brand Jenny Hellström, we were working with a great guy named Ludvig. I did not just like him for his beautiful freckles but also because he shared my passion for rainy days – and always when I hear people talk about how they love rain, they get just a little bit more interesting to me. Ludvig had been modeling for us for a couple of seasons and during this period of time he had collected quite a few garments from my collections. One day he stopped by my show-room and told me this crazy story. He had been dressing up for a night out with some friends, gotten ready to go and wrapped his Jenny Hellström logo scarf around his neck since it was freezing outside. He folded up the collar of his wool coat and finished his ensemble by putting on his Jenny logo hat. When he arrived to the Metro station there was a bit of a wait so he leaned against a wall, looking as gorge as he always did. Suddenly two guys started walking towards him. It was obvious that they wanted to provoke him and soon he realized that they wanted to fight him. As you see on this picture - this guy is not a body builder so let’s just say – not the most comfortable situation one could get in to. They started pushing him, first almost playful but rather quickly it got more and more violent and soon one of the guys grabbed Ludvig’s scarf. Ludvig knew that he had not a chance against those two thugs. He closed his eyes waiting for it to happen, but for some reason, it didn’t. For a moment, time stood absolutely still. Ludvig was getting quite confused about the whole situation. He now slowly felt the grip of the violent guy loosening up and when Ludvig opened one of his eyes to see what was going on he got seriously confused. Now – for some reason the angry guy stood there looking almost happy, smiling at Ludvig, and said: -Damn, thats some serious shit you are wearing! He had now also discovered that the t-shirt Ludvig was wearing had the exact same print as the scarf. That means: Jenny’s dad’s face all over Ludvig’s upper body including the head! The guy now let go completely of Ludvig’s scarf and looked at him with great respect and said: -Man, that Jenny Hellström totally rules! His friend nodded seriously. They high fived Ludvig and walked away. Ludvig brushed the dirt off his shoulders and stepped on the next train.
Once a while I write myself a letter. It might sound a bit coocoo, but it is such a warm and fuzzy cotton love for my heart. I have a deep belief that our soul is directly connected to our creativity. That the creativity is the loving voice of our soul. There is no better place to be than right in the center of a sparkling creative moment. It is just pure love for me, an absolute silence, a lost stillness. It really doesn´t matter what is going on around me, I can still feel that amazing sense of peace. When I´m in that moment, I know for sure that I am right where I am suppose to be. It´s been like that as long as I can remember. But since I´m human I tend get off on the wrong track sometimes and I forget this mighty force of love. That is what those letters to myself are for. I write them and then I place them somewhere in my home: Inside a book, behind a painting or in my jewelry box. Then I forget about them. Today I found one when I was dusting off my big, shiny, smiling Buddha and it made me so very happy. After an intense autumn of real hard work, I really needed that dust to sneeze me right back to my soul-track. I am now going to write a new letter and hide it somewhere really, really dark.
A question I often get is if I regret that I stopped producing clothes back in 2008. And the great thing is that I really never have.
A regular Wednesday dress for bicycling to work or some cocktails in the evening with Jean-Pierre or whatever his name is? I personally think that you have the right to wear party clothes whenever you want. 
During my years in the fashion industry the most common comment I got was probably:
Little black dress, little white dress or why not the little black and white dress?
Check this out! A girl named Josefine has sewn Julie blouse in a greymelange jersey! Gorgeous, both the top and her :)
A fabric. A button. A ribbon. An eiffel tower or an ice cream on a sunny summer day. In a flash there is an idea in your head!
It is such a pleasure to wear nature. When you are living in the city you are sort of in the forest at the same time. Close to the blueberries and brushy fairy tales. Close to the calming voice of the trees, the loving silence and whispering winds. A small brown tree on powdery pink, far far away from sirenes and buzz.
Sharpen your senses, pull on your finest blouse and finish with a tie! Even though really good business is often made while wearing a onepiece jumpsuit hoodie it doesn't mean you can't wear a tie once in a while.
Ready? It is time for a competition!
Imagine an early spring day in the morning noise of Paris, you shiver a bit, wrap your jacket around yourself and cuddle. A little coffee, a braided café chair, a wobbly table. Bonjour, petit dejuner, merci, merci. It's rush hour. For all others.
You just sit there. Waiting for nothing. A scent of a soon blooming Paris. A bit too cold to sit outside, but you do it anyway. And of course you´re wearing an unreasonably nice jacket. Light pink lining with black dots. I love it when lining surprises!
Fleur jacket is a style that welcomes playfulness with colors and patterns! You can mix it whatever way you want! Try it! The easiest jacket in the book!
First of all – who paints a taco truck pink??? I felt an urge to know! It MUST have been a person with great taste at least! And secondly – I wondered if they had veggie tacos?
This wonderful truck experience – now in my mind - turned into a skirt - just like that! 
Ludvig had been modeling for us for a couple of seasons and during this period of time he had collected quite a few garments from my collections. One day he stopped by my show-room and told me this crazy story.
Once a while I write myself a letter. It might sound a bit coocoo, but it is such a warm and fuzzy cotton love for my heart. I have a deep belief that our soul is directly connected to our creativity. That the creativity is the loving voice of our soul. There is no better place to be than right in the center of a sparkling creative moment. It is just pure love for me, an absolute silence, a lost stillness. It really doesn´t matter what is going on around me, I can still feel that amazing sense of peace. When I´m in that moment, I know for sure that I am right where I am suppose to be. It´s been like that as long as I can remember. 
But since I´m human I tend get off on the wrong track sometimes and I forget this mighty force of love. That is what those letters to myself are for. I write them and then I place them somewhere in my home: Inside a book, behind a painting or in my jewelry box. Then I forget about them. Today I found one when I was dusting off my big, shiny, smiling Buddha and it made me so very happy. After an intense autumn of real hard work, I really needed that dust to sneeze me right back to my soul-track. I am now going to write a new letter and hide it somewhere really, really dark.