SCANDINAVIAN STYLE MOMENT

We're having a bit of a Scandinavian style moment over at Topshop, and have loads of gorgeous clothes now in our iconic Oxford Street store from Sweden, Iceland and Denmark. We wanted to get the low down on these cool labels, so we got in touch with the designers behind them for a quick chat about summer, style and must-see spots.

PRIM I AM

This Danish label got started in 2008 and when we spotted them at a recent fashion fair in Europe, we couldn’t wait to get them on board with us!
 
How would you best sum up your design ethos?

Good quality, attention to detail, organic materials and affordable too!

What's your favourite thing about your job?

Doing what we love doing every day, being creative and working with wonderful people!

If you had to pick one favourite piece from your current collection, which would it be?

We have many favourites, but if I had to pick I would say either the sexy Bounce dress or the very soft Allure t-shirt in organic cotton. Or the denim shorts, Blast, which I love the fit of.

Where's the best place in the world?

Copenhagen in the summertime!

What are your must-see London spots?

We love Covent Garden and all the small shops and cafés.

What can you absolutely not live without this summer?

Wedges, denim shorts and tank tops.

Prim-I-am

E-LABEL

Launching in 2007 with a collection of just 15 pieces, Icelandic brand E-Label are designers with a conscience. They came to Topshop through our brilliant Edit pop-up shop, but we loved them so much we just had to ask them back for more!

How would you best sum up your design ethos?
Timeless, trendy, comfortable.

We heard that you've just been at Reykjavik Fashion Week?
Yes, it was amazing! It was the first time the Reykjavik fashion festival had been held and we already can't wait to repeat it next year.

Tell us a bit about The Girls Project.
The Girls Project is set up to empower underprivileged young women in India. It provides them with skills and education so that they support themselves. As all our manufacturing is done in India we wanted to give something back to the community and help these women who are less fortunate than many.

And apparently you've managed to make the recent volcano eruption fashionable?
Yes, one of our designers visited the volcano area and was inspired by it to produce a collection of three different styles, all of them with prints of the eruption in Eyjafjardarjokull.

What’s your favourite thing about your job?
Getting the opportunity to travel and working with some great, talented people.

Where's the best place in the world?
Home.

What are your must-see locations in London??
I love Brick Lane and the area around there – it has a great vibe.

And finally, what can you absolutely not live without this summer?
The sun!

E-label

MINI FOR MANY

Three sisters set up this Swedish label in 2003 and have gone from strength to strength. We'd had one eye on them for a while, and as soon as they launched their diffusion line Mini for Many, we asked them to join us!

How would you best sum up your design ethos? Cartoony but feminine, sophisticated and comfortable. The collections are inspired by tailoring, but have a modern way of playing with patterns and color.

What made you decide to branch out from your mainline Minimarket with Mini for Many?

A lot of girls would write to us saying that they loved our main line, but that it was out of their price range. We had so many ideas and wanted to keep our collection streamlined as well as providing a collection for everybody, so it made sense to form diffusion – hence Mini for Many.

Congratulations on winning Elle Designer of the Year!

It must be really exciting!  Everyone involved (all the girls in the office, close friends, Mum and Dad, our investors, etc) have been really excited. It was a great start to the year! Winning a prize like this is of course very rewarding and it gives you that extra energy you need after working so hard. It makes it easier for you to keep up the hard work! What's your favourite thing about your job? That no day is like another. There are constantly new challenges, new people and a lot of travel.

Tell us a little about your statement shark tees.
As we are so interested in nature, it felt natural to do something to help nature out. Every season we do one t-shirt where all profit is sent on to a specific project/organization. This season, we’ll donate all profit from the shark t-shirt to Save the Blue, who work to put a stop to the killing of sharks for shark-fin soup. 

Where's the best place in the world?
Our countryside house in the middle of a forest! It is the perfect small, red, Swedish cottage, with no neighbours and its own lake. We all go there to fish, cook, drink wine and take walks with our lovely dog, Della. It makes inspiration flow!

And finally, what can you absolutely not live without this summer?
A vacation!

Mini

JUST FEMALE

Just Female are a close-knit team working out of Copenhagen, in Denmark. They launched their first collection at the Copenhagen Fashion Fair in 2007 and we snapped them up quick sharp!

How would you best sum up your design ethos?
It’s a combination of a minimalistic cut and raw, edgy details that create a unique, feminine style, with a twist of rock and attitude.

What's your favourite thing about your job?
That no day is the same, and that we all work in a very close team. There are only five of us working on the brand, so are we all involved in all areas.

If you had to pick one favourite piece from your current collection, which would it be?

The striped maxi dress! It’s really new and trendy.

Where's the best place in the world?

In the summer – Copenhagen.

What are your must-see locations in London?   
We love Camden and Covent Garden.

And finally, what can you absolutely not live without this summer?

The Just Female striped maxi dress of course!

Female