Education: HDK in
Why a designer?: We create
something creative together and then being able to see the clothes
in the store and hear the customers feed back.
A creative chaos, tons of ideas, fast pace, inspiring mood
boards and sketches everywhere. We are at the Lindex epic centre,
the Design Department. This is where it all happens. This is where
the ideas are realized and comes to life. Or clothing if you
At a table there are big sheets with taped fabric samples, words
written all over the place; colourful, feminine, gossamer and mix
of materials. Piles of international fashion magazines and on the
computer the latest fashion shows from Paris flashes by.
A collection is about to take shape. But how do you start and
which people take part? We ask Susanne Stålrud-Ling, who is a
designer at Lindex Ladies Department.
- Before every new season we scan the world for any upcoming
trends. We attend the fashion shows in Copenhagen and Paris, we
visit music festivals, watch people on the streets and read blogs.
All this is then collected in a trend report and this is the
starting point for every new season, Susanne says. One of our
strengths is that we deliver useful fashion and we know how to
translate the catwalk trends to real life. There are many people
involved and the design team consists of a controller, who keeps
track of the money, a purchaser and purchase assistant, a
directress who is in charge of the measurements and detail
instructions, a designer and design assistant, a product manager
and not the least a country merchandiser. A merchandiser is the
person who makes sure that the sales is optimized the best way. We
are interrupted by Susanne's assistant who asks if the latest
sketch is correct. Susanne nods and we continue talking about how
the actual design process happens.
- The designer starts by sketching the items which will be
a part of the collection, the directress then adds her expertise by
making sure that all the measurements are correct. Then a sample is
send to the production country, which then sends a price offer. A
first sample is made and tested until perfection and then the
actual order is being made. When we sketch a collection we have to
keep in mind what the market looks like, how it will look in the
store - it is very important the store can take of the clothes in
the right way.
Today Susanne is wearing a knitted burgundy jumper which
she matches with a snood in orange. A lovely colurmix and so right
this season. Speaking about colours: How many colour codes are
there for one sample?
-That can vary from one to six colours. It is important to
create volume and give the customer lots of choices. If you
find your favourite sweater it's great to be able to buy it in an
additional colour or if you and your friend like the same maybe you
can compromise and pick a different colour?
One of Lindex challenges, which we started working on this
summer, is the new concept Get the look. The idea is that we give
the customer many different buying suggestions, combinations and
styling tips. We simply offer her a complete look. This has made
Susanne's work even more satisfying and fun. A way of thinking
which gives even more creative energy.
In our stores you can always find the basic garments which are
the core of every woman's wardrobe, a middle segment with big
volumes and the season's campaign items and then there are the co
called peaks, which are those styles which is the season's trend
carriers. At Lindex the Ladies wear section is divided into three
sections: Contemporary, Everyday and Generous. Contemporary is
characterized by styles with an urban elegance with a twist;
Everyday offers a quick, fun and accessible collection for the
everyday life and Generous combines Everyday and Contemporary and
is a collection which suits everyone, also the ones which takes
Outside the big panorama window there is a constant flow of
buses, the sun is hiding behind the thick clouds and the day is
coming to an end. We end our conversation by looking at Lindex
latest campaign California Denim and Susanne finishes off by saying
that Reese Witherspoon really personifies Lindex in a good way. She
is warm and has a lovely energy, just as Lindex.