Where do you draw inspiration for your designs?

I get inspiration from the most unexpected places- from a news headline or something my husband mentions to a word or feeling someone describes.

The inspiration usually comes when I least expect it – like when I am out in the forest or cold swimming in the lake – and develops in dialogue with my creative team. However, our customer and their perception of the world, their routines and needs are always the starting point or foundation of my inspiration.

Are they influenced by your personal taste? Your background? I know you studied scenography, is that a part of you that defines your way of working?

I think early experiences such as growing up in Zambia has been instrumental in how I am and have developed my taste today – I’m very curious and interested in people and how they live their lives which I think is important when designing for a global customer. Running my own brand has also shaped who I am today the most in terms of creativity and having a holistic approach and understanding of a brand- from vision, product, production and sales to brand building and customer focus. I studied fashion but interned and worked extra at the Royal Opera House atelier here in Stockholm, and was very drawn to theatre. When I had my own brand, we approached each show as a mini performance- the experience and ambience was more important than showcasing the clothes which would anyway be available in press rooms. In my work today, this approach to having a larger meaning and vision is still important- even if it does not result in a show, but rather fragments that together over a season build a feeling and theme through product and imagery.

What is the first thing you have in mind when designing a product?

At ARKET, our focus is very much to create products that are the perfect versions of themselves- starting with choice of materials, silhouette and fit. Sustainability is also always incorporated naturally and early on in all processes – from supplier choices to the materials we use – we want to create products that will last a long time, both physically and emotionally. This is always in our brief and creative start-ups. The purpose and use of the product- the reason it should exist and the life it will exist in is also part of the brief. A t-shirt can look different depending on whether it is designed to wear under a blazer to work or layered when leading an active life.

Give us 2-3 words that define you as a person.

I think we are all more complex than 3 words- so this is quite difficult…

In no specific order- Reflective, curious, compassionate, contrary and someone who believes a good sense of humour is one of the most important qualities to have in life.

How did you start working with HM group and how did ARKET manage to differentiate and strongly place itself in the market.

I started working at H&M as a design assistant after my degree but left to launch my own brand. I freelanced in different roles and always had a close relationship with H&M over the years and came back full-time when they started their department for new developments and special collections where I worked for 12 years with innovations, sustainability and special drops and collaborations.

We live in a fast-paced society, where customers are constantly distracted. I think it is challenging to break through the noise but believe it is possible with creativity and consistency. At ARKET, our offer is very much based on essentials and a continual offer- products that our customers can come back to season after season. I believe this commitment to longevity is what makes us so strong and sets us apart from other brands as well and that we offer a full lifestyle assortment for women, men, children, home as well as our ARKET CAFÉ through a Nordic lense.

Many big fashion groups have brands that right now sit in a niche in the market that stands above fast fashion, towards a more high-end product. ARKET focused from its beginning on materials and sustainability. Do you think the focus on sustainability is still relevant to customers?

Yes I do, but I think sustainability goes further than materials and fibers. Durability, in quality and style, is a fundamental part of being sustainable at ARKET and I believe this is a core value shared with our customers.

How do you manage to offer a product made with ethics and respect to materials and fabrics at such affordable prices

We work hard curating the assortment and try hard to keep the number of articles and volumes reasonable, producing what is necessary and the perfect version of itself, so constant curation and analysis in the team as well as a close sollaboration with our suppliers is part of our everyday work. Being transparent to our customer is very important to us, and we always want to share as much information about the design and production process as we can.

How do you like to dress, your personal style. Which ARKET pieces do you pick from your wardrobe on any day?

I love to mix silhouettes and menswear with womenswear, so I usually wear a pair of black tailored or casual trousers (depending on season) and a menswear knit or shirt and a pair of earrings. I can then dress this up or down depending on which shoes I choose- practicality and versatility is what I need in my everyday life.

AN INTERVIEW WITH ARKET HEAD OF DESIGN AND CREATIVE ELLA SOCCORSI BY CHRIS KONTOS