The Swedish born fashion designer Josefina Larsson, a graduate of Central St. Martins, splits her time between Stockholm and London where she runs her label JÃ…AL ATELIER. Larsson talks with LINE about the inspiration she finds in both of her cities and who the JÃ…AL ATELIER woman is.

LINE: What is the first memory you have of fashion being of interest to you?

Josefina Larsson: My grandmother was a milliner and had her own hat shop and it was through her that I was introduced to fashion. She had loads of fabrics and materials, hats and weaving machines on her basement floor, so it was really difficult not to be interested.

LINE: You had your own label prior to receiving your MA at Central St. Martins. How is designing under the JÅAL ATELIER label different for you? 

JL: I learned so much during my MA studies which I wanted to interpret in my design and it didn’t feel right with all the new knowledge and experience to continue doing the same label. Designing under the JÃ…AL ATELIER label is very different for me in terms of that I’m using all that experience to create design with higher quality and consideration.  JÃ…AL ATELIER has the scope to develop and take the design wider and further than before.

Images on the following pages from JÃ…AL ATELIER AW11-SS12 Collections