Im curious about everything… nature, science, paintings, art, film, people… I'm always asking for details when people are telling stories and I can get really absorbed by things.
Almost all garments are made here in the studio, the atelier, and I wanted to highlight that the garments are craft made and that there’s a consideration for high quality and luxury fabrics. And the word atelier has always been one of my favorite words… in all languages. I knew for a long time I wanted to include it in my future label. I like the way in which the letters follow and I like that it also tells a story about where the actual process of making the garment happens.
Inspiration is always around. I see something and collect ideas of shapes, attitudes, images and details… everything really. And then it evolves in a very organic way, I have a quite clear image of what I want the result to be like in the very beginning of the process, but let the materials shape the collection too.
My family means a lot for me. The initials for JAAL are mine, my great grandmothers, my mum and my grandmother's. They are all very inspirational women in many different ways and there life stories have shaped who I am. I liked the idea that their heritage would keep on living together with me to something new.
I lived in London for six years were I had all my education so my view of fashion is more British / European though I think my aesthetics may be influenced by nature and cool scenery that gives the overall mood to my clothing. Also that the garments are practical and functional might be part of the Swedish way of thinking.
I love Swedish nature and I feel at ease living here so I guess that influences my work in a way which wouldn’t happen if I were living somewhere I don’t like living. Somehow, in an unconscious way, I probably try to make the garments fit in this environment as well.
Not really. Everything Louise Wilson taught me during my MA at saint Martins I can recall when needed, and I sort of try and think what she would say or approved on. I left Sweden to go to London because the fashion education there is the best.
My family, art, food, beautiful things, silence, music, dreams…
I would love to but in a more intimate format I believe. I am quite comfortable with the lookbook presentation format for now. Then I'm planning to increase my sales! And I would love to make a swimwear collection…