LOVISA BLOMSTRAND SAYS FASHION SHOULD BE FUN

Lovisa Blomstrand's world is colorful, fashionable fun. If you're looking for a universe where the bubbly is always cold, the clothing is always vivid and style is always sensational darling, then welcome. Lovisa's editorials contain the same effervescent energy as her outfits; joyous with a dash of "never take yourself too seriously." Lovisa's free spirit approach to fashion is refreshing, fabulous and multidimensional. 

Besides curating and creating moods and shoots, Lovisa's also an illustrator and designer who turns her visions into literal wearable art. Most recently, she printed one of her illustrations on a silk dress that we want to wear all summer long (with some crazy socks and kitten heels of course.) FASHION IS DYING spoke to Lovisa about who she fell into styling, the future of the industry and why we should support fashion design grads.

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INSIDE THE FASHION MIND OF LOVISA BLOMSTRAND

FASHION IS DYING: Did you always know you wanted to be in fashion? How did you get your start styling?
Lovisa Blomstrand: First of all these two goes hand in hand, because i didn’t plan to enter the fashion world or styling, I just fell into both. I have always enjoyed clothes from a really young age and I’ve always styled myself for as long as I can remember. So it wasn’t until I was 19 and I heard of London College of Fashion and their study abroad program that fashion caught my attention. My friends have always said they like the way I dress and my fashion advice so I thought why not try LCF. I picked some interesting courses, styling wasn’t one of them, and loved it. Then it was probably faith that the visual merchandiser course was full so my professor at the time, Basia Szkutnicka suggested I’d do styling. Today I can’t see myself doing anything else because from my first class it all fell into place, it felt so natural. Everything from creating a mood, telling a story and playing around with clothes, I love every second of it.

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FID: You have such a signature look and style, which I love! How would you describe your styling aesthetic DNA?
LB: Fun! Fashion should always be fun, that's probably the most important! And then it’s all in the details. Find a detail you can claim as your own. Mine would probably be a mix of prints and patterns or colorful socks in crazy kitten heels. Don’t be afraid to have fun with your style, kids!! 

FID: Where do you find inspiration? Do you have a current muse?
LB: Inspiration personified: Leandra Medine (Manrepeller) get’s it right EVERY time. I adore her because I feel like she dresses just the way she wants to, not caring about the fact that half of the population would say "hell no" to shoes with fruits on them or bicycle tights in public. When it comes to my work I find new inspiration all the time, it could be anything from colour combinations in artworks, the way a curtain falls and drapes onto the floor, the sun shining through a dirty window or something as simple getting lost on instagrams browse page. 

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FID: Besides being an amazing stylist, you’re also a killer illustrator and designer. I love that you recently made a dress with your own art on them. Can you tell us about this process? What was it actually like to wear the final piece?
LB: First of all thanks! I started illustrating when I went to LCF and started to create my own woman after I realised I wasn’t very good at making the classic "pretty" illustrations. I experimented for a long time and after a lot of practice she kinda grew into the semi-bored fashionista she is today. I basically put her in things I wish I owned, would wear or just things that walked down the runway and should live on forever in my notebook.

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Since I have the basic sewing skills required to make most things I normally do with things I feel like my wardrobe is missing. Like a Prada shirt with feathers and a Salvador Dalí print and of course something with my own illustrations. I decided to do something for myself for my final project at university back in Copenhagen. Mainly because I never attended school and I knew this would be good idea since I could put my own twist on it and create something really memorable (while using uni time to make a personal project ha!) At the time I was assisting and styling fulltime myself so let me tell you that the dress was made proper project runway/Lionel Richie style: all night long! The feedback I get whenever I wear my dress is amazing, its so flattering. I dont think anything of it since I’m so close to my illustrations. Its so personal since I make them mainly for myself, but when my friend said she wanted to get married in one my heart dropped. 

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FID: Do you have a favorite magazine? Designer? Stylist?
LB: I do, but it changes every day. Right now I base a lot of my research for different project on the UK magazine PUSS PUSS. Another favourite magazine is DANSK (which I had the pleasure of doing an editorial for earlier this year, which was a major personal goal.) My favourite "glossier" magazine is Vogue Ukraine. I generally think the eastern european countries are on the right fashion track. When it comes to stylists my biggest inspiration is probably Julie Pelipas who is fashion editor at Vogue Ukraine. Every cover she styles, I buy. She will go down in Vogue hall of fame one day. Also I’m actually gonna shine some light on a friend of mine, Niklas Skovsgaard, he has the Danish minimalism down to a tee and all the editorial content he creates is simply stunning. 

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"Fashion should always be fun"

 

ID: Is fashion dying?
LB: Yes it is, if it's not already dead. It’s becoming a machine where the focus gets pointed in the wrong direction. In my opinion its too often taken away from the talented youth. Some of my friends started their own brands after graduating but It’s nearly impossible if you don't have the right funding, and thats hard to get, if not impossible. And don’t get me started on young designers getting their ideas stolen or deciding to drop them because they need a job that actually pays there rent. It's so sad. I really wish we could preserve the creativity young graduates possesses! They are full of ideas and hungry to get into the business and create greatness; we need to let them; then imagine how fun it would be to get dressed in the morning. All jokes aside, I do think it’s so important to find your own style and stick to it. In the end I think the things that will live forever and be remembered are style, knowledge and personality. 

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FID: What’s your dream project?
LB: My dream project would be to create something with my illustrations. I don’t want to be a full time designer (because honest to god I don't think I'm creative enough) but to make a capsule collection for another brand or platform. Four or five different silk dresses similar to the one I made for myself, but with different women and prints on them. All the women I draw have different personalities, so you basically could have yourself on a dress. Personally I’m laying down with a LOEWE dress sipping aperol spritz. And it has to be for Manrepeller, I mean who else!? (Harling Ross please hit me up!!)

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FID: What’s next?
LB: I just recently started working as the womenswear stylist at COS headoffice in London. I would ideally stay here for a bit, taking COS to the next level creating interesting and inspirational content. I think it could be a great platform for me to develop as a stylist. But at some point I will have to move on, maybe go freelance again? Id love to have the creative freedom you get at an independent fashion magazine, to dig deep into my quirky little fashion brain and create fun editorial fashion madness. 

 

Make sure to follow Lovisa on Instagram here. 

 

 

gabriela herstik