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Can you tell us a bit about where you grew up?
I was born to Swedish parents in Switzerland. I discovered my love of fashion and design at a young age and came to pursue this passion by studying in two of the world's most creative capitals - Florence and Paris.
Who was your biggest inspiration growing up?
I have always been inspired by my grandmother. She was very stylish and taught me the importance of having a wardrobe with pieces that are classics, like the white shirt.
What got you started in fashion?
Having studied Fashion Business at Polimoda in Florence, Fashion and Apparel Design at the International Fashion Academy in Paris, and finally, Graphic Design at the prestigious Accademia Italiana, I soon found myself working at international brands such as L'Officiel, Vogue, Harper's Bazaar, Graff Diamonds and Ralph & Russo.
What inspires you when making a new collection?
I'm always inspired by nature and nostalgia. This season, I was inspired by the work of the artist James Rosenquist. His lusciously painted floral works are described as 'ecological and political paintings' - addressing the fragility of life on Earth. I also looked to the works of Yves Klein and his quote, 'Blue has no dimensions, it is beyond the dimensions.' Last but not least, I drew inspiration from the forever natural looking still life photographs of Horst P. Horst.
What is your key element to designing a sustainable garment?
The materials. Always start with the materials. I think linen is the answer to true sustainable fashion because it's grown in harmony with nature and draws on centuries of tradition. It has, therefore, become the core material of all Oramai designs.
Then, look into the details - what are the buttons made of? How can you make them better and are they biodegradable? Ours are 'corozo' that are made from a nut or Mother of Pearl but only those leftover from the food industry.
How would you describe your own personal style?
Working in fashion for many years, I'm sure many can relate to how black becomes the uniform. In the summer, I alternate it with white.
Do you have a personal goal when it comes to your own sustainable lifestyle?
To always be better. No one is perfect but we can always improve, and to improve, you have to learn. The last book I read was How to Avoid a Climate Disaster by Bill Gates. I admire his mission to reach a zero carbon future. That is now my goal too.
How would you describe Oramai London in one word?
Timeless. The designs are made to last many seasons and ideally, to be passed down. Also because, if we achieve the goal of a sustainable future, the human race will have more time.
(Pre-quarantine) Where would we find you on a Friday evening?
At the stables. I work a lot and so my reconnection with nature and myself happens when I go riding. I own a beautiful horse stabled outside London and my favourite Friday night is to arrive at the stables and go for a long hack in Windsor Great Park.
What's your favourite travel destination?
I love traveling to Tulum for the winter, in late February. There's something very beautiful with the whole eco-tourism there and how so many people are trying to make travel sustainable. I especially love the Nomade and spend hours walking on the beach.
In the summer, mostly Ibiza, hiking the coasts and doing my groceries at the organic farm Terra Masia.
Can you tell us a bit about where you grew up?
I was born to Swedish parents in Switzerland. I discovered my love of fashion and design at a young age and came to pursue this passion by studying in two of the world's most creative capitals - Florence and Paris.
Who was your biggest inspiration growing up?
I have always been inspired by my grandmother. She was very stylish and taught me the importance of having a wardrobe with pieces that are classics, like the white shirt.
What got you started in fashion?
Having studied Fashion Business at Polimoda in Florence, Fashion and Apparel Design at the International Fashion Academy in Paris, and finally, Graphic Design at the prestigious Accademia Italiana, I soon found myself working at international brands such as L'Officiel, Vogue, Harper's Bazaar, Graff Diamonds and Ralph & Russo.
What inspires you when making a new collection?
I'm always inspired by nature and nostalgia. This season, I was inspired by the work of the artist James Rosenquist. His lusciously painted floral works are described as 'ecological and political paintings' - addressing the fragility of life on Earth. I also looked to the works of Yves Klein and his quote, 'Blue has no dimensions, it is beyond the dimensions.' Last but not least, I drew inspiration from the forever natural looking still life photographs of Horst P. Horst.
What is your key element to designing a sustainable garment?
The materials. Always start with the materials. I think linen is the answer to true sustainable fashion because it's grown in harmony with nature and draws on centuries of tradition. It has, therefore, become the core material of all Oramai designs.
Then, look into the details - what are the buttons made of? How can you make them better and are they biodegradable? Ours are 'corozo' that are made from a nut or Mother of Pearl but only those leftover from the food industry.
How would you describe your own personal style?
Working in fashion for many years, I'm sure many can relate to how black becomes the uniform. In the summer, I alternate it with white.
Do you have a personal goal when it comes to your own sustainable lifestyle?
To always be better. No one is perfect but we can always improve, and to improve, you have to learn. The last book I read was How to Avoid a Climate Disaster by Bill Gates. I admire his mission to reach a zero carbon future. That is now my goal too.
How would you describe Oramai London in one word?
Timeless. The designs are made to last many seasons and ideally, to be passed down. Also because, if we achieve the goal of a sustainable future, the human race will have more time.
(Pre-quarantine) Where would we find you on a Friday evening?
At the stables. I work a lot and so my reconnection with nature and myself happens when I go riding. I own a beautiful horse stabled outside London and my favourite Friday night is to arrive at the stables and go for a long hack in Windsor Great Park.
What's your favourite travel destination?
I love traveling to Tulum for the winter, in late February. There's something very beautiful with the whole eco-tourism there and how so many people are trying to make travel sustainable. I especially love the Nomade and spend hours walking on the beach.
In the summer, mostly Ibiza, hiking the coasts and doing my groceries at the organic farm Terra Masia.
Can you tell us a bit about where you grew up?
I was born to Swedish parents in Switzerland. I discovered my love of fashion and design at a young age and came to pursue this passion by studying in two of the world's most creative capitals - Florence and Paris.
Who was your biggest inspiration growing up?
I have always been inspired by my grandmother. She was very stylish and taught me the importance of having a wardrobe with pieces that are classics, like the white shirt.
What got you started in fashion?
Having studied Fashion Business at Polimoda in Florence, Fashion and Apparel Design at the International Fashion Academy in Paris, and finally, Graphic Design at the prestigious Accademia Italiana, I soon found myself working at international brands such as L'Officiel, Vogue, Harper's Bazaar, Graff Diamonds and Ralph & Russo.
What inspires you when making a new collection?
I'm always inspired by nature and nostalgia. This season, I was inspired by the work of the artist James Rosenquist. His lusciously painted floral works are described as 'ecological and political paintings' - addressing the fragility of life on Earth. I also looked to the works of Yves Klein and his quote, 'Blue has no dimensions, it is beyond the dimensions.' Last but not least, I drew inspiration from the forever natural looking still life photographs of Horst P. Horst.
What is your key element to designing a sustainable garment?
The materials. Always start with the materials. I think linen is the answer to true sustainable fashion because it's grown in harmony with nature and draws on centuries of tradition. It has, therefore, become the core material of all Oramai designs.
Then, look into the details - what are the buttons made of? How can you make them better and are they biodegradable? Ours are 'corozo' that are made from a nut or Mother of Pearl but only those leftover from the food industry.
How would you describe your own personal style?
Working in fashion for many years, I'm sure many can relate to how black becomes the uniform. In the summer, I alternate it with white.
Do you have a personal goal when it comes to your own sustainable lifestyle?
To always be better. No one is perfect but we can always improve, and to improve, you have to learn. The last book I read was How to Avoid a Climate Disaster by Bill Gates. I admire his mission to reach a zero carbon future. That is now my goal too.
How would you describe Oramai London in one word?
Timeless. The designs are made to last many seasons and ideally, to be passed down. Also because, if we achieve the goal of a sustainable future, the human race will have more time.
(Pre-quarantine) Where would we find you on a Friday evening?
At the stables. I work a lot and so my reconnection with nature and myself happens when I go riding. I own a beautiful horse stabled outside London and my favourite Friday night is to arrive at the stables and go for a long hack in Windsor Great Park.
What's your favourite travel destination?
I love traveling to Tulum for the winter, in late February. There's something very beautiful with the whole eco-tourism there and how so many people are trying to make travel sustainable. I especially love the Nomade and spend hours walking on the beach.
In the summer, mostly Ibiza, hiking the coasts and doing my groceries at the organic farm Terra Masia.
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