Summary
Many regard Filippa K's fashions as quintessential Scandinavian because of the simplicity and timeless quality of the designs. But you and your colleagues have a broad horizon, regularly making "inspiration trips" to New York or Japan. What is the philosophy behind the brand? "The Filippa K philosophy is based on the concepts of style, simplicity and quality. We apply these values to everything we do: the look and feel of our fashion, the design and ambience of our stores, the direction of our shows, the artistic photographs of our ads and the way we meet our customers in the store." "Great effort is put into giving our clothes an exceptionally flattering fit and making sure they are particularly comfortable to wear. We want to create garments that become people's favorites: those beloved, well-fitting and comfortable clothes you wear over and over again."
If [Filippa Knutsson] was a more public the Swedish tabloid press would be delighted to record every detail of her private life. After all, her name is familiar to fashion lovers throughout Scandinavia. The Filippa K brand is considered so trendy that some young girls feel proud just walking down the street with a paper bag bearing the company logo; in Sweden, this brand has some of the snob-appeal that the Gucci name has elsewhere in Europe. Despite the extreme name recognition this label enjoys, Filippa K-the-person (not the brand) doesn't get mentioned in gossip columns because she keeps such a low profile. "I'm not interested in having people prying into my private life," she explained. "I'm nota product in myself. I prefer to stay low-key."See the full content of this document
Extract
Fashionably Low-Key
"We want to create garments that become people's favorites: those beloved, well-fitting and comfortable clothes you wear over and over again."
The flagship store in San Francisco is the first one in the U.S. Knutsson has been hig...See the full content of this document
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