Scan Magazine | Cover Feature | Anja Pärson & Filippa Rådin
own prints, six-year-old Elvis demanded soft, comfortable tracksuit bottoms, and little Maximilian wanted sequins and a tulle skirt similar to one his big sister picked out. Some of these made the party collection, while others are part of the new, luxurious loungewear collection, which has just hit the shelves. “We weren’t quite sure what to expect when we went in for that first meeting,” says Pärson. “Filippa had created some mood boards and everyone had ideas, but I guess you never know when you step into a big company like this what your role will be, how hands-on you’ll be able to be. But it turned out there was a shared vision right from the start. And even if I don’t know all the fashion terminology, I’ve felt very involved – it’s pretty much been a case of 20 power ladies having the time of our lives!” Rådin interjects, tongue in cheek: “There was one poor lad who got to come in there at the very end, but other than that it was all women.”
While the party collection caters to everything from staff Christmas parties to the festivities themselves as well as the most glamorous of New Year’s Eve parties, presenting glitter and gold and elegant fabrics, the loungewear range suits everything from a relaxed brunch gathering to a chilled-out Friday on the couch. “It’s functional, but also luxurious and feminine,” says Rådin. “It really does what it sets out to do: it looks good, and it feels good.”
Real-life lessons The collection press photos feature the whole family, oozing joy and what looks like an uncomplicated sort of love, at last. It is this honest, simple way of life, believes Rådin, that has made them relatable, and perhaps especially meaningful in HBTQIA+ circles. Pärson, a competitive spirit by nature, talks about a tireless determination to improve, to become a better speaker and improve the talks she gives; yet she admits that “real life”, as she calls it, came as a bit of a sucker
punch. “When I decided to quit skiing, I thought I had all these great ideas, which I could bring with me and talk about – but I’ve learnt a lot by living a normal life with three kids when it’s rainy and miserable and you’re not on an Alpine peak in the sunshine but your three-year-old keeps waking up in the middle of the night,” she says dryly, yet without a trace of regret in her voice. “Meanwhile, Filippa is in this creative process right now where, if there’s a funnel, well that narrow opening at the bottom doesn’t even exist yet…” And yet again, her wife laughs: “Well, yes, I do get giddy… I’m at the most enjoyable, most awful stage of the process right now – so I guess it can be a bit of a laugh to sit and work next to me.” Home office or no home office – it seems safe to say that the couple will manage just fine. If you can survive a free fall, land on your feet, and walk away with both love and pride intact – despite an entire nation watching – you might just be able for anything. Issue 119 | December 2018 | 47
Promoting Brand Scandinavia! Including Sweden, Denmark, Norway, Finland and Iceland.