Can knitwear be edgy? Sweden-based textile designer Emma Hasselblad has us convinced it can.

We’re in love with her latest offering for winter ‘17, captured by photographer Mona Cordes (you can read a past Whim interview with her here). When shot alongside flowers and foliage, it’s easy to see how Emma’s taken her inspiration from the colours and patterns of nature, playing with non-traditional shapes and making her hard work look effortless and fun.

With its midriff cuts, bold shapes and asymmetry we’re getting a curiously punk rock vibe from these pieces – and did we mention the pastel flares? Looking at the thick round collars, oversized pom pom crowns and the mohair-style sweaters, we know it’s a collection we just want to reach out and touch – and it’s all perfect for layering.

We can’t wait to see what Emma does next – to keep up with her on her design journey, visit her online, like her label on Facebook, or follow her on Instagram @emmahasselblad.


Photos taken by Mona Cordes in Stockholm 2017 | Models: Disa Ferm, Maja Ahnborg, Elsa Steinbock, Ida Rydin.


Cecile Blackmore is a writer from Brisbane, Australia. She writes and edits at The Creative Issue and hoards vintage clothing – follow her adventures on Instagram at @saintcecile.

Leave a Reply

Your email address will not be published. Required fields are marked *