Scan Magazine | Special Theme | Top Swedish Fashion Brands 2018
The fitted denim vest Vibb.
Fashion with attitude Olars Ulla is a mix of romantic and rock-chic, stylish and rustic, feminine and comfortable. The clothing line is made from natural materials, to last over the years and be loved even more as time goes by. By Malin Norman | Photos: Olars Ulla
The Olars Ulla brand was originally set up in 1993 by Ulla Simonsson. The talented designer was born at Olarsgården, a family estate in southern Dalarna dating back to the 17th century. Here, she was raised in a farming culture with strong work ethics and a loyal community. This spirit of the traditional farming culture of working together towards a common goal remains integral to her brand, with fashionable garments instead of crops as the end result. The collection is a balanced mix of casual, rustic and stylish designs, in both muted and bold colours and patterns, with a comfortable yet feminine fit. Olars Ulla certainly stands out from the mainstream fashion brands and gives customers the opportunity to mix and match 52 | Issue 111 | April 2018
ative process. “I don’t follow trends,” she says. “Instead, I let the ideas come from within. I believe in listening to my own voice instead of looking at what’s currently in fashion.” No doubt, more exciting ideas are in the pipeline.
pieces in order to express their own personality and style.
Adding denim dreams The garments are made of natural materials of the highest quality, often with organic textiles such as linen and cotton. New this season is the addition of denim, making for an exciting yet balanced combination of countryside rustic and rockchic attitude. For instance, check out the cool, fitted denim vest called Vibb, which will look fabulous teamed up with a romantic, frilled skirt or dress. Clearly, Ulla follows her own path and likes to experiment with new fabrics and expressions, adding to her characteristic style. The designer explains that she is very much driven by intuition in her cre-
The collection from Olars Ulla is available in the brand’s six boutiques, via some 50 retailers in Sweden and around the world, as well as in the online shop.
Web: www.olarsulla.se Facebook: olarsulla Instagram: @olarsulla