Swedes are, naturally, very close to nature. We have learned to adapt to harsh winters and to love the fresh air and vast forests. Les Fables is a contemporary fashion brand from Stockholm embracing not only the Swedish winter and inland but the beauty of the surrounding ocean.
We took a minute out of founder Mikaela Assmundsson’s busy schedule to chat about seasonality, artistry and Les Fables place on the Swedish fashion map.
What is the vision of Les fables, and your background?
Les Fables is a contemporary fashion brand offering ready-to-wear garments with statement patterns and prints inspired by nature. All design is developed in our Stockholm based studio and released in capsule collections. Les Fables consists of two lines of work; one being the Collections run by season and one being the Atelier focused on more experimental and artistic work, a form of slow fashion. Les Fables Atelier provides a space for artistic and uncompromised craftsmanship.
All designs are produced in a limited edition, with some of them being produced in Sweden. Our vision is to offer high-quality products inspired by nature.
What are your core values?
Expression and Uniqueness in great quality inspired by nature.
What is the story of Les Fables?
Les Fables started in 2010 as a way of combining my interests in illustration, fashion, and textiles. The brand has developed over the years and we are currently releasing two collections per year with collections inspired by nature.
We have previously been representing Sweden at Jakarta Fashion Week and have also been awarded Show Up Print Awards by Tobex. My drive is to develop collections and products with a great feel and expression inspired by nature. We want our customers to love their garments and feel confident and beautiful while wearing them.
I also look a lot at the art world and artists such as Frida Kahlo, Karin Mamma Andersson, and Andy Goldsworthy. This is portrayed through our design process, which looks more like artistic research than a conventional business process. However, I do enjoy both sides of Les Fables; Collections of ready-to-wear products with this season’s patterns and prints and Atelier where products are made to order especially for the customer. Nature has always moved me and is a constant source of inspiration.
What can we expect from Les Fables in the near future?