I've been following Emma's blog for quite some time and I always think of it as a place where I can find some inspiration and serenity. I'm in love with everything Swedish so it was only natural to keep on following the blog of this 22-year-old lover of everything natural, her modelling life, and the start of her career as a crochet designer. As soon as Emma started her career as a clothing designer you could see her work all over the blogosphere: everybody was excited about her designs. She dressed up some of the big blog names as Chiara from The Blonde Salad, Kenza from Kenzas, Alexandra from Lovely Pepa, Marianna from Mariannan, Natalie from Natalie Off Duty ... With almost 62.000 likes on Facebook and 121.000 followers on Instagram her brand is definitely on the rise. I personally can't get enough of her beautiful creations, so I contacted her and kindly asked her to do a little interview for Odds&Ends. And guess what? Here she is: Emma from Emma O Clothing.
My name is Emma. I'm a girl who loves nature, calmness and everything non-superficial. Yet I still find myself working a lot and I've been travelling as a full-time model for 6 years. Then it was time for the next step: to become a clothing designer.
How did you come up with the idea for your clothing brand Emma O Clothing?
Emma O Clothing is a brand which represents freedom. 60% of each purchase via my website proceeds to charity in Zimbabwe. I came up with the idea back in February 2011, while I was shooting a modelling job down in South Africa.
What is the inspiration behind the brand - was there a particular trigger that put your ideas into motion?
Disney Pocahontas. Nature. Plus all the amazing places I've seen while travelling as a model. Shooting at exotic locations in countries such as New Zealand, China and South Africa.
What does sustainable fashion mean to you?
I don't really care too much about "fashion" ... I believe that everything that is natural can and will last forever - it can never go out of style, in my opinion.
Why did you decide on making crochet pieces?
Because in my eyes crochet is one of the most beautiful things existing ...
Many people still think of eco / sustainable fashion as some baggy clothes made out of hemp - what are you doing to change that perception?
I don't really think much about aiming to change others people perception. I just do what I love and what I believe in ... If you always do what you love and what you believe in, the rest will automatically fall into place.
Can you tell us something about your creative process? Where do you go / what do you do to get inspiration and how does that inspiration turn into reality?
I just "am" - I never try too hard to find inspiration or to come up with ideas. When I get inspiration it just happens. It's the same when it comes to ideas - they just come when the time is right. I spend most of my time out in the nature when I'm not working, mostly just reflecting on life.
Which piece or pattern that you created are you most proud of?
It's the handmade crochet loose sleeve dress in beige - I sold about 100 pieces of that dress the same day I released this season's collection.
What does in your opinion make a good crochet design?
A crochet item that is handmade with love. Something a 15-year-old girl or a 50-year-old woman would be excited to wear!
You probably achieved a lot of important milestones throughout your career as a designer. Which one do you find the most important and exciting?
It was a really cool and proud moment for me when Hollywood star Ashley Benson (from "Pretty Little Liars") supported my brand via her Instagram the other day!
Your blog is really a pleasure to read - what role has it played in your crochet life?
I started blogging when I was 16 years old and it has always been a place for me to share my thoughts and inspirations ... Love and loss ...
You travel a lot - can you pick a place that you like the most? Maybe in terms of finding a rich source of creativity or just refilling your batteries.
I've traveled all around the world when I used to work as a model, but my number one favorite place in the whole world is Fårö - a tiny island outside of Sweden, where I used to spend my summers as a child.
I've noticed that you're highly ecologically aware. What do you do to improve the environment on a daily basis?
I eat eco friendly food and in summer I usually grow my own vegetables. I recycle and always use as little lights as possible at home.
What was the best career advice you ever got? What advice would you give to a young, aspiring designer?
I never take advice from people who are out after the money, but I do take advice from my amazing mother and she always tells me to do everything with my heart. If one's heart is in it, then anything can happen.
Thank you so much Emma, I really appreciate it. I wish you all the best in your career and life in general!
So guys, what do you think? I say Emma can be a big inspiration to all of us, regardless of age or gender. Oh, and do I even have to say how madly in love I am with all the designs? I can easily imagine myself in that crochet loose sleeve dress, chillin' on some beach and sippin' on some smoothies (or something a bit stronger). If you share my feelings, head over to the store of this modern day Pocahontas!