PEOPLEText: Victor Moreno

Since Filippa Knutsson founded the brand in the early nineties, Filippa K has established a concept pioneer ambassador for the Scandinavian fashion style – clean design for modern times, so to speak. She is the Creative Director. Though her firsts collections were just for women, soon she works with both, Men and Womens wear. People on the circuit shows admiration and respect for her. You can have a look at her blog, which reveals sort of her restless and charming character. We met at the Moderna Museet in Stockholm, right after to introduce her Womens wear SS12 collection.

Filippa K

After a couple of decades, at this stage, what could you point out as main differences between now and then?

Design-wise we have stayed very true to where we came from. Minimalistic, clean design for modern men and women who value style, simplicity and quality rather than fast paced trends that quickly become outdated. As for the company itself, obviously the size is a huge difference. Filippa K started around my kitchen table and today we are present in 20 markets, have 46 brand stores, 700 premium retailers worldwide and are expanding at a rate of six to eight new brand stores a year.


Filippa K FW2011 Collection

As founder of the brand, what turned out as a benefit in your current work routine?

I have surrounded myself with passionate colleagues that I trust and believe in, it allows me to focus on my work as Creative Director. I don’t have to be involved in every little detail, it would be impossible to grow then.

Do you still like to get involved in all the brand communication?

Yes, I work on an overall brand level, the communication is very much a part of that.

Filippa K office

Are there any relevant changes in your vision today?

Of course little things change all the time but one of our greatest strengths is that Filippa K comes out of a personal need for clean, simplistic and functional design and that we have stayed true to that need through the years. That’s not a vision that is going to change, it’s the core of the brand.

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