Behind the Scenes
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Behind the Scenes
Diary

INTERVIEW WITH ASTRID ANDERSEN

 

Astrid Andersen (AA): Please tell how you’re preparing yourself for the jury presentations?

AA: Im taking time to reflect on what is actually important to me as Im sure that has to be the center of the presentation when also talking about where you want the brand to go in the future. Its really important to me that my intentions and passion around my brand is communicated clearly because I value that as my biggest asset.

 

 Is there one jury member you’re particular excited to meet?

AA: Every time anyone takes the time to listen to your journey and give you feedback based on their own experiences its extremely valuable and I consider mysef very lucky to have this opportunity right at this moment in time to have this conversation with the jury members.

 

Design, sustainability or business – how do you plan to priorities your efforts?

AA: Design is my core passion. Creating fashion that inspires the customer and contributing to an industry that has to stay inspirational in order to be sustainable – we need to buy better and less and that consumer behavior is driven by the essence of fashion.

 

What would be the first sentence you say at the presentation?

AA: Hi my name is Astrid.

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Diary

INTERVIEW WITH ASTRID ANDERSEN

Could you please describe your studio?

Astrid Andersen (AA): My studio is located on Jagtvej 19, the front room is our flagship store/showroom that is open Saturdays only. The rest of the studio works as our office and workshop. We create most of our sampling in house around the shows and it’s a space that represents all processes of a design business from ideas to product to sales. I love this space a lot, its my second home and I have been here for 10 years now which is also very special to me.

 

How would the daily routine look like at your studio?

AA: It depends very much on the season – sometimes its very production focused which would mean a lot of time at the computer only, but right now we are working on the next show in February so we are working on our mood boards, fabrics and sampling the first silhouettes.

 

Do you have a guilty pleasure (snack, music, etc)?

AA: Each season I feel like a new guilty pleasure emerges whether its romkugler* from the local bakery or Justin Bieber it somehow finds its way in.

What has happened with your work routines during the pandemic?

AA: I had a lot of time alone in the studio and it reminded me a lot of when I started the brand and it was just me 24/7 in here and in some way reconnecting with that passion and mindset is very healthy in our industry.

 

How do you get inspired at the moment?

AA: At the moment Im very driven by having reconnected with my own creativity and reasons for starting a brand – being less inside the insustry and breaking free from the fixes seasons is inspiring.

 

What’s usually the starting point of your design process?

AA: I always start with fabrics and follow the intuitive story they tell.

 

Describe your collection this season in 5 words?

AA: These are the sort of questions that have been inspiring not to have been confronted with for a while  As a creative mind its always slightly stressfull to be given an amount of words to describe something you already feel like is a visual expression. AW20s starting point was a floral couch that my mum bought in her teenage years and exploring the 70s references around that rose printed couch and turning those references into a collection that represent my aesthetic.

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