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Emma Elwin

Notes from a Swedish stylist


As Filippa K launches the Not That Complicated campaign, Emma shows three ways of wearing her favorite Filippa K garment – one that she's pretty sure she will use for the rest of her days.

All garments from Filippa K.
On September 28 Filippa K launches a new campaign, Not That Complicated. It visualizes Filippa K’s design philosophy by exploring the idea that seven perfect pieces is all you need to create a versatile wardrobe. Seven timeless and wearable garments are styled into 18 looks (by our dear friend Columbine Smille).

In today’s complex world, simplicity is the purest form of luxury, and the Not That Complicated campaign stresses that a long lasting, beautiful and simple way of dressing is the essence of Filippa K.

I was very happy when Filippa k asked me to style one of my favourite Filippa K pieces in three different ways. The garment I chose is a navy blue silk shirt. I’ve had it for two years and I haven’t had to wash it a single time! I have only used my lavender water to spray it down and then aired it and steamed it. If I got a stain I have just spot cleaned it, this way the silk will last longer and not get tears.

I love this shirt because it’s so easy to style and translates great from day to night. It is a timeless design that with the right care I will wear for the rest of my life. For day I match it with jeans and for night with black tailored trousers, earrings and heels. One of my favourite looks this summer was the shirt with a Filippa k skirt and sandals. For fall I will change the sandals for suede boots.

In collaboration with Filippa K
#NotThatComplicated #filippak

Shirt and loafers, Filippa K. Jeans, Levi’s. Sunglasses, Céline. The other picture is two from years ago.


How Do We Grow?

Posted in Style
by Emma Elwin on 22 September, 2017

The last couple of weeks I’ve really been thinking about what it takes to expand a company. What about Make it last are we doing right and what are we doing? We make content for the site and we supply creative services, advertising, consulting, custom content and affiliate marketing. And on top of that we have so many more ideas of things we’d love to do.
Again, time is the enemy. How will we find the time to make all our plans and dreams come true? The people at our office are some of the most creative souls in the business, and—all women. Sometimes I think the possibilities are endless, other days I only see problems.

Do any of you have successful businesses? What are your best tips on getting forward and growing as a company?


The Hope SS18 Collection

Posted in Style
by Emma Elwin on 21 September, 2017

Better late than never, right? My favorite show at Stockholm Fashion Week was Hope. They’re doing this unisex collection that I think is great—more brands should think like that. Gender should not have to define the way we dress. Don’t you agree?


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