DAGMAR is one of the leading designers labels in Sweden today. DAGMAR has recieved recognition through being named ”Rookie of the year” by The Swedish Fashion Council (2005). DAGMAR also recieved an award for Best New Designer during the ELLE magazine gala (2006).

DAGMAR is created by a trio -- three sisters; Kristina Tjäder, Karin Söderlind and Sofia Malm. DAGMAR clothing is created by combining knitwear and jersey materials. The sisters chose to name thier label ”DAGMAR” in honour of their grandmother who is their great inspiration and muse. I met Karin Söderlind to hear about their latest collection and followed it up with an interview about DAGMAR. Here’s what she had to say:

Describe DAGMAR with one sentence…
- Feminine pieces, mainly knitted in fine quality materials with strong focus on details and fit, the style has Art-deco as its foundation.

What is the best part about being a designer?
- The opportunity to be creative and to work with beautiful things, also that it’s never boring because you create a new collection twice a year.

What is the hardest part about being a designer?
- It’s more a lifestyle than an occupation so it sometimes winds up being prioritized over family…

Who would you most like to see wearing clothes by DAGMAR?
- Sofia Koppola

When did you realize that DAGMAR was going to become something huge?
- When we won the prize as Rockie of the year and realized our style and story was of interest to many people.

How did you feel winning the prize as ”newbie of the year” at the ELLE awards in February 2006?
- Fantastic, it was a big confirmation and a push forward for our label.

The DAGMAR-collections are created by a designer-trio, three sisters, when and how did you decide to work together?
- We had talked about it forever and when the right time and opportunity arose, that was suitable for all of us, we decided to get our label started.

What type of education did you focus on to learn the designer business?
- Kristina Tjäder has studied at ESMOD in Paris, a designer education, she’s our main designer. Karin Söderlind has worked as a buyer for H&M for 8 years so she is knows all about purchasing and production she also takes part in designing the collections. Karin is responsible for press and promotion and has an education in communications as well as runs a PR company. Sofia Malm has recently graduated from a textile financing education in Borås, so she is in charge of sales. We have all got previous experience in the fashion industry through other comapnies.

In what country would you most like to open up a shop?
- Japan

How do you think/hope DAGMAR has evolved in the next 5 years?
- We hope we have grown internationally and that we have become a larger company with more employees. We also hope that we have created a DAGMAR collection for men.

Visit HOUSEOFDAGMAR.com to view collections and find out where to purchase their clothing.

Photographs by houseofdagmar.com