Words by: Rand Niederhoffer
Anna Angseryd, the designer behind Patouf clothing, started her label after moving to Sweden from Oslo in 2007. She used her savings from a job in the buying industry to launch her fledgling label. The aesthetic is a cosmopolitan one that reflects the designers fashion industry roots. I had always dreamed of having my own brand and wanted something that would reflect my style: elegant with an audacious spirit. Read on for our interview below!
Describe your collection?
Its mixed up by three different styles; The Parisian chic Chanel lady, the girly and playful Harajuku girl and the tailored clean-lined Scandinavian woman.
What is FW13 inspired by?
It's inspired by Jackson Pollocks non-conventional paintings, his use of texture and multiple layers. This is the second season that Patouf has included a mens collection and we added even more unisex pieces, blurring boundaries and avoiding emphasis on conventionality.
Who is your dream customer?
If Diana Vreeland was alive she would definitely be my dream customer, her personality and humor was always reflected in her way of dressing. To be able to mix prints, colors and tailored pieces in a playful (but elegant) way is really difficult and she always pulled it off.
How does the American buyer differ from the international buyer?
In my opinion the American buyer is very direct, honest about their opinion and knows exactly what they want. This is not always the case with other buyers.
Where do you see the line going from here?
SS13 was the first time we braved taking on the challenge of menswear. And for AW13 we are continuing that collection!