Favorite spot in the Twin Cities?The stretch of Minnehaha Creek trail between Lake Harriet and Minnehaha Falls. Bike, run, walk... it's just makes me happy.
Coffee, tea, or cocktail (and how do you take it)?Large coffee, no room.
In a few words, explain your style:Thereâs an essence of Scandinavian minimalism and efficiency I've picked up from years living in Stockholm, along with the comfort of Menswear because I grew up tagging along with my boy cousins. I never understood women being uncomfortable in clothing that didn't allow movement. But even in elevated basics, I add a feminine statement pieceâ a chic fedora hat, a vibrant red lip, a gold rimmed loafer.
Any daily rituals? I start every day with a cup of warm lemon water and a tablespoon of cod liver oil. Iâm like an old Norwegian grandmother, I guess.
One piece of advice youâve taken to heart: Less is more-- what a relief!
Which is your favorite and why?Rachel Comey Thora Boot. As a designer, she can do no wrong in my opinion. These boots are timeless, seasonably sensible, sexy, and well made. I would wear them every day if they were in my closet.
What is your background? Is it specifically in fashion design? Well yes I studied fashion design originally (first in Lahti, Finland, and then in Florence, Italy), but I have always had interest in a wide range of aesthetic and artistic fields. I'm happy that within Samuji I have been able to explore these other fields as well: homeware, interior design, film, visual arts etc.
Did you ever doubt yourself as a designer? If so, do you have any advice for those trying to conquer similar doubts?
All the time, with every collection! I feel this moment of desperation is almost a crucial part of my creative process. And it doesn't get better with time and experience, I'm sorry to say.
What keeps you stable during the chaos of your work?
Other aspects of life. Luckily my life is not all fashion and design -- I escape to do gardening, take walks in the forest with my dog and husband, or travel.
What people/place/things do you find yourself consistently going back to for inspiration?
The Finnish nature. I grew up in the middle of Finland in a small village surrounded by forests and lakes, and that continues to be my endless inspiration.
Do you feel there is a specific piece that is iconic within your AW16 line? Maybe, one that you feel most inspired by, or simply your favorite?
I was really inspired by this amazing moss green wool fabric from Italy. I made two A line coats of it, shorter and longer, and some how I feel that they are key pieces of this collection!
How much do you think about your audience or customer during the designing process?
A lot. I don't see design so much as art, to me it's more about serving people and purpose. When I design collections, I have a couple of close friends in mind: different kinds of women with different lifestyles, tastes etc. I try to see that each collection has something for each of them.
When designing do you fancy collaboration or are you more of an independent artist?
Definitely collaboration. This is just why I'm so happy about our artistic collaborations with film makers, painters, musicians... And I also get very inspired from the collaboration we have with other designers within Samuji. I design the clothing collections together with Jenni Väänänen, and we both use prints designed by our own print artists. In our Samuji Koti homeware collection we have even more designers and artisans collaborating.
If you werenât a designer, what other occupation could you see yourself in?
At one point I was supposed to become a photographer, so maybe that then. Or a gardener.
Current book youâre reading?
I love Haruki Murakami, and right now I'm looking forward to getting to start his newest novel.
Flip to a page in the last book you read and give us an excerpt.
Well as said, I'm only waiting to get my hands on the newest Murakami, so can't give an excerpt yet :)
What are 3 products you canât live without?
Elizabeth Arden Eight Hour Cream (works for everything imaginable!), 'Joutsen' down pillows and duvets, and my iPhone (sadly. I'd like to be less dependent on it).
Where is your favorite place to pass the time, or take a break?
I want to say the nature again. From my house in Porvoo I can take a walk straight to an ancient forest. A stroll there with a cup of coffee and my dog -- that would be a perfect break for me.
/ Handle With Care / "Shifting boundary between art and design, producing creations with fascinating shapes and textures that reflect an uncommon eye." The Last Magazine.
/ An Artist and a Poet on Shame / âSwelled relief, restoration, a stronger volume of my own oxygen at liberty among the trees, a sharpening as of many pencils in the cup on the desk in my cold office.â New York Times.
/ Food Forward: Chinese Wine / âMaking wine involves a thousand decisions. Sometimes you are not sure what you should do. Always wondering if it's correct.â Nowness.
/ Feature ăź John Booth x Tate / "Whether building upon, tearing down, covering up or painting over, visual art in all its forms enforces an allowance of chop-and-change in order to grow.âPitch - Present.
/ The Cult Style Secrets of Brazilian Model Mari Giudicelli / âThe beauty of this line is that you can wear the shoes to go anywhere.â W Magazine.
/ Artist Ana KraĹĄ Discusses Her Brand New Photobook / âI experienced an entire spectrum of emotions, from endearment to embarrassment.â AnOther Mag.
/ Lost On Dress Parade / âBut I could love him only if he had an ambition, an object, some work to do in the world.â Vestoj.
/ The Illustrated Interview | ClĂŠmence PosĂŠy / Â New York Times.
/ Family House Based On Passivhaus Standards By OHLAB / âAccording to the Passivhaus method, the use of the energy to heat or cool the building is reduced to the minimum.â This Is Paper.
/ Experience the Essence of Scandinavia w/ Skandinavisk / âKnowing that a candle makes any moment softer, more informal and cosier, they believe the glow of candlelight nourishes the soul as it burns through the wax.â Amara Living.
Hometown? St. Anthony Park (St. Paul) MN.
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Inspired by John Singer Sargent's portraiture. 
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