Interview

Interview with Hunkydory’s Head of Design


September 1, 2020

Get to know Hunkydory’s Head of Design, Charlotte Simonsbacka, in this interview that was first published in Swedish Elle.


Can you tell us a bit about your background?
– I am from the northern part of Sweden but left at an early age for the Paris fashion world. I studied at ESMOD and was an apprentice at big fashion houses such as Nina Ricci and Givenchy, under the direction of Alexander McQueen. My first employment was at Faycal Amor at Plein Sud — a well-known brand at the time. I stayed in Paris for 12 years before I returned home. After many years of experience at several of the big Swedish fashion brands, I was offered this role, as Head Designer for Hunkydory. A brand that I have followed through the years, worn and loved. It’s with humbleness for what the founders have created, that I’ve taken this role to lead the creative work for this unique, Swedish fashion brand. The first collection will be released in August this year.


What is your and Hunkydory’s vision?
– Hunkydory is a strong brand that just feels more right for every day, because of the focus on iconic pieces. We have done a new take on the collection but kept a lot of Hunkydory’s strong identity, style and DNA. The style, the feeling and the great materials, as well as the design, have been the foundation for the past success of the brand, which we want to cherish.


We want a Hunkydory piece to not only be beautiful and responsibly produced, but also to be one of those favorite pieces that you keep in your wardrobe season after season. That’s an ambition with the brand that affects everything that we do.


"For me, friendliness, humbleness, and harmony are important in life and in everything that I do."


What does Hunkydory stand for?
– We believe in responsible fashion that lasts, which is something that we will always strive to contribute with. Exclusive quality garments with an effortlessly cool look, produced in a responsible way.


What are you inspired by?
– Iconic pieces that you want to wear again and again. The trenchcoat, the leather jacket, the shirt and the perfect t-shirt. Classics that you can just throw on and feel effortlessly cool in, wherever you’re going. The French, natural, chic feeling. A simplicity in the way of dressing. Serge Gainsbourg, Jane Birkin and their daughter Charlotte inspire me, all three in different ways. The Rolling Stones and Anita Pallenberg. Musicians and their muses.


What movie, album or artist inspire you in times like these?
– I recently watched the documentary ”I go back home”, about the jazz musician Jimmy Scott and the creating of his last album. The movie touched me and since then, that album has been played over and over here at home. His music gives a calmness and a warmth that makes the world outside stop for a second. His music inspires me to love and safety in these difficult times.


What’s the best word to describe Hunkydory?
– Cool and relaxed, but with style. A good expression for that is ”effortlessly chic”.


What is Swedish fashion to you?
– Swedish fashion design is unique and stands at the forefront with its timeless aesthetic.


What do you contribute to Swedish fashion?
– A unique expression. An own silhouette. A relaxed, cool, army, rock ‘n’ roll influenced feeling with style.


What is Swedish fashion to you?
– Swedish fashion design is unique and stands at the forefront with its timeless aesthetic.


What do you contribute to Swedish fashion?
– A unique expression. An own silhouette. A relaxed, cool, army, rock ‘n’ roll influenced feeling with style.


What are your three favorite pieces from the spring collection?
– Our suede trenchcoat. I will wear it for many years ahead. A classic that has that extra something, a piece to just throw on, tie the belt and feel effortlessly chic for any occasion. The blue flared jeans. A personal favorite that never goes out of fashion. The jersey tank top. A Hunkydory classic. Always a bit oversized for me personally. The perfect, cool basic garment.


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