You definitely have a light-hearted approach to fashion, how [...]]]> Ahead of LFW, I thought I would dig out an interview I did with Ann Sofie Back a few years ago. I’m looking forward to her fashion week show, it’s good to see she’s returning to catwalk shows after an absence, I’ve missed her accessible, witty style.

You definitely have a light-hearted approach to fashion, how much is fun and humour part of your inspiration?
Growing up in 70s Stockholm when fashion was thought to be frivolous and superficial I myself have problems taking it fully seriously, I wish I could though! I have to include humour in my designs, these days I try to make it humorous AND attractive.

Aside from your professional life as a designer how does fashion fit into your daily life?
I am the worst consumer there is, I never buy anything new, I wear my own designs and mix with 2nd hand. I have consciously started designing for myself which I didn’t do before. I think the most successful womenswear designers seem to do so I thought it was worth a try. I also wear the “research” for the season ahead.

Without a history of haute couture or catwalk fashion in Sweden do you feel freer as a designer because you don’t have the burden of history on your shoulders?
I think you are absolutely right! This is strangely something I haven’t thought about before but I think that makes total sense, I really am lacking in respect.

Sweden, until very recently was a very democratic and un-heirarchical society, where fashion didn’t play such an important role. Were you into fashion at a young age?
I had to care about fashion from an early age because of my parents total lack of interest, I had to start checking my dad’s clothes in the morning by the age of 7 so I wouldn’t have to be ashamed of him. So for me, shame and fashion are intertwined in a strange way. By the time I was 14-15 I worked every weekend in a hotdog stand to shop for Gaultier clothes in the one shop in Stockholm carrying his designs. I was a punk by the age of 11 but soon realised that subcultures are as restrictive as “normal” society and I soon gave it up and have always had a problem with the herd mentality of belonging to any “groups”. I really enjoy it when people look at me and can’t work out what to think or how to approach me, I like to confuse them and myself I think.

One of the designers who you seem most similar to is Martin Margiela do you agree and what do you think of his work?
Yes and no, he is probably the only designer I keep on liking. I think I am more light-hearted and less intellectual than him. I’m probably completely wrong but I see him as very serious…

I nearly bust a gust when Sam made this t-shirt for me, a funny take on Ann Sofie-Back’s last collection before her Cheap Monday hiatus, complete with a funny message [...]]]>
I know it’s not very English to bring up politics, but fuck it, there’s an election coming soon and I’ll be damned if Webcameron gets in.

I nearly bust a gust when Sam made this t-shirt for me, a funny take on Ann Sofie-Back’s last collection before her Cheap Monday hiatus, complete with a funny message about the Conservatives. So good to combine the fashions and the politics and the LOLs. What’s not to like? Modelled by the creator herself, and Moonface in the background, it’s also a good way to update all your trendy Breton tops, non? They’re just for fun but if you ask nicely (aka leave a comment) I’m sure she would make you one.