Scan Magazine
Design Profile
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Hedvig Stockholm
For the shape of you “How hard can it be to make clothes that fit real women?” That’s the hard-hitting question that led to the launch of clothing brand Hedvig Stockholm. Run solely by dynamic duo Hedvig Andér and Maria Ahnström, this brand is the definition of organic growth – and it fits great, too. By Emma Rodin |
Photos: Peter Knutsson
Let’s cast our minds back a decade or so. This is the time when Hedvig Stockholm’s founding pair met via mutual friends and colleagues, together noticing a gap in the market for well-fitting, high-quality clothes that fit real women, not just plastic mannequins – clothes for everyone to 14 |
Issue 141
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April 2022
feel proud and comfortable in, regardless of age, style or size. Joining forces It seemed fitting for the duo to team up: Andér with her degree in costume design and considerable experience of
heading up the Swedish theatre mecca Dramaten’s costume atelier, not to mention TV stylist gigs and a book release; and Ahnström with her extensive knowledge of pattern design, having worked for a range of well-known brands, as well as teaching her craft to students. “We felt like form and function weren’t aligned in the clothes available,” explains Andér. “It seemed like a lot was just designed to look good on a hanger, with no or little thought given to how the piece would fit a living person,” she adds.
