At home with Lovisa Blomstrand, Ardin Studios Co-founder
You grew up in Sweden, right?
Correct! Born and raised but moved away when I was 17. First to Madrid, then London, Copenhagen and finally back to London again. She’s all over the place.
What was it about fashion that made you gravitate towards the industry?
I never really knew I wanted to work in fashion, it kinda just happened naturally. Ever since I can remember I’ve always expressed myself through clothes. So I guess that is what got me hooked!
One of my first ever memories that I treasure is the day my mum told me I could start picking out my outfits for school at the age of 7 haha. She used to do it for me for timekeeping purposes. I would take ages, and surprise surprise, I still do.
How has the global pandemic affected your creativity?
I’ve had the time to focus on myself and what I want to do so I must say that if anyone or anything has benefited from this terrible year it must be my creativity. I’ve never been very good at sitting still and I constantly have 3 projects going at all times. Normally I would never finish them because I would be busy working most of the time, but being furloughed allowed me to do everything I’ve wanted to do. One of the biggest things was giving birth to baby Ardin. Other than that I’ve made a version of every table you can think of.
Where did the name for Ardin Studios come from? What inspires your brand?
First of all, I gotta say coming up with a clever name, that sounds good and isn’t taken is HARD work. My friend/ co-creator Josefine and I worked on it for weeks. In the end, we kept it simple. Ardin comes from the Swedish word for curtain, which is spelt (G)ardin. Again I never really intended to start a brand, just like I never intended to work in fashion. (Such a great planner as you can tell lol)
Anyway, it just happened naturally because I started making things for myself during lockdown from materials I’ve thrifted over the years, mainly old curtains hence the name Ardin. When I then wore them out people would always ask where I bought my dresses and one day my boyfriend said to me “ok you need to start selling your dresses, it’s long overdue” and the rest is history.
Sustainability is central to Ardin, what other values does your brand stand for?
Fashion is supposed to be fun! That’s my entire approach to everything I do work-wise. If it’s not fun you won’t enjoy it and if you won’t enjoy it you won’t do it well. Also fun for me means colors, ruffles, big sleeves, unexpected details and larger than life silhouettes which is what I want Ardin to look like.
How important is sustainability to you in your personal life?
I think sustainability should be in the back of everyone’s minds at all time. It’s the little things we do every day that make a big difference. Try to pick veggies without plastic, use canvas bags, buy local, recycle and bike wherever you can. My motto is don’t buy it if you don’t need it when it comes to fashion. I’m a big believer in vintage and it doesn’t matter if it’s charity shops or high-end boutiques. There’s no greater rush than finding something you’ve been searching for ages in a charity shop and they have no idea what they’re even selling.
Let’s talk interiors, your home has such a mix of styles that work, where did you get your inspiration?
Thank you! I gather inspiration everywhere. From colour combinations to mix of material in real life, on tv or countless hours getting lost on Instagram. I don’t really have a plan but I do like finding statement pieces that all work together. It’s a lot but I feel like my home is a bit like my personal style- fun, colourful and a mix of new and old.
My mum has always been very good with interiors and so has my dad to be fair. Our home back in Sweden is very white and Scandi so the complete opposite of mine. But my mum definitely thought me the importance of a beautiful home and that inspires me greatly.
If you could have any piece of furniture or artwork in your home what would it be?
Oh, a Gaetano Pesce statement vase, a Bjørn Wiinblad candle holder and a moustache chair for my studio.
Favourite interior Instagram account? Favourite fashion account?
Interiors:
Sorry can’t pick one?!
Fashion:
How do you think covid has affected the future of the fashion industry?
I think people will think a lot more about the purpose of clothing. Why do we buy it, wear it and what will happen to it when we’re done wearing it. I think we will be more aware and hungry to find new independent brands and designers and move away from fast fashion. I hope the pandemic will be the beginning of the end of the fast fashion trend because dressing and the making of clothes is an art form like any other.
Set the tone for 2021…
I’m planning on being kind to myself and others because the last 14 months have been hard in many ways, and, of course, to keep being creative.
