Scan Magazine | Design Profile | Ioaku
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Bold statements, big dreams The mix of fashion and jewellery has never looked better. With IOAKU, multi-talented designer Fanny Ek celebrates strong women in her collection of eye-catching and chic jewellery with encouraging messages – to mix and match in endless combinations. By Malin Norman | Photos: IOAKU
She is the talented designer, entrepreneur and founder of the award-winning jewellery brand IOAKU. Confidently striding down her own path in life, Sweden-based Fanny Ek certainly does not lack ambition. With timeless yet fashionable charisma, Ek and IOAKU are on their way to reach the stars. “It hasn’t always been easy though,” she admits. “As a designer and entrepreneur you never stop working, always thinking about the next step. It’s important to stay brave and swim against the current. I like proving people wrong!” Ek’s inspiring journey took off with fashion studies in Sweden and later at Istituto 16 | Issue 103 | August 2017
Marangoni, the prominent school of fashion, art and design in London, where she was awarded as best graduate student with the honour cum laude. Upon graduation, she began a successful career as a fashion designer but decided to go her own way and set up IOAKU in 2012, which has grown to be one of Sweden’s most popular jewellery and accessory brands in merely a couple of years.
Match your IOAKU collection In her stylish designs, Ek combines elements of wildlife and history with a hint of magic. She talks about her creative expression and says: “The mix of Scandi-
navian style and world influences creates the perfect synergy. Even a simple shape can express a compelling statement of power.” Each piece tells its own story and often includes a message to the wearer, boosting them to remain strong and focused. For instance, the Massive Drop amulet has the encouraging engraving “believe in yourself”, and the Luck amulet comes with “all the luck in the world”. IOAKU’s first collection, Different is Beautiful, consisted of pieces inspired by nature combined with trends on the catwalks in Paris and was dubbed Trend of the Year by the Swedish Fashion Council. It included the bold Dragonfly, a majestic pendant on a metal choker, which has become the brand’s signature piece and is also available in a mini version and matching earrings. “I want every piece to radiate elegance, design and fashion,”