Swedish photographer ASA TALLGARD recently shot the EFVA ATTLING 2015 jewellery campaign for eponymous designer Efva Attling. Swedish top model Mona Johannesson, who divides her time between her modelling career and a horse farm in Växjö, South Sweden, is the face of the campaign. The Stockholm born fashion photographer shot Mona in creations including "Ring Chain Necklace", "Kaboom Earring" and "Loop Necklace". Swedish multi talent Efva Attling, a celebrity in Sweden, originally had a career as a model and a singer, before becoming the successful businesswoman and designer she is today. We found the following introduction to her on the Internet:
"Efva Attling was born in Stockholm. She made her first piece of jewellery when she was only eleven years old. By the age of sixteen she was a pupil of one of Sweden’s greatest silversmiths. When Eileen Ford spotted her, a twelve year long modelling career began. Efva worked as a model in Milan, Paris, London and with Ford Models in New York, but she wanted to change her career, and so she did. Having music in the family and in her heart, Efva started a band in 1981, called 'The X Models'. The band had a hit ballad in the 80´s, "Two of us", which Efva composed. While she kept on writing, singing and releasing records, she was also working with design in different projects. Efva has designed clothes for big, international brands such as Levi’s and H&M, and she also had her own line of maternity wear - "Pretty Pregnant". In the year of 1996, Efva went back to her origins: working with silver, gold and precious stones.
Efva Attling opened her workshop in 1999 on Hornsgatan 42, in the arty southern part of central Stockholm. After two years, she expanded and bought the premises next door as well. This was the first jewellery shop that she owned and designed. In November 2004 the flagship store "Efva Attling Stockholm" opened on Birger Jarlsgatan, right in the centre of Stockholm, located just between Gucci and Louis Vuitton. Today, the company runs a total of six concept stores, located in Stockholm, Gothenburg, Malmoe, Helsinki, Oslo and New York. All the stores have been built with the same atmosphere as the very first one - with soft powder-coloured walls and oak details.”
We made the most of the opportunity and interviewed Efva für Euch on her collection, clients and designs as well as future plans.
Asa Tallgard photographed your new collection. As we know you combine “beauty with a thought” - what is the idea behind the collection?
First, I am so happy with and proud of Åsa's photographs. Mona is the first model I have ever used for my jewellery, I have always had flowers in my ads. I love Mona's looks, she is one of my all time favourite models. I call my design “beauty with a thought” because I have a story behind my pieces and they often become conversation pieces. I used to be a singer songwriter and I know words can move people so I sometimes put strong expressions on my jewellery.
Loop necklace, Kaboom and Ring Chain necklace ….. what do they stand for?
A soft loop of silver to embrace you, Kaboom, like fireworks on your ears and let me wear your ring around my neck, as Elvis sang.
‘Take no shit’ – sorry, we do not understand Swedish even though we love the sound – what is that all about?
I think that every human being should be treated with respect, so: take no shit. I have a collaboration with BRIS which is a foundation that helps kids in need. They have a team of councillors online for kids to call about abuse etc. We donate 100 Swedish crowns per each piece of jewellery sold and so far we´ve come up to 800.000 SEK. (So Go & Buy here:efvaattling.com/take-no-shit/s/256)
Madonna, Jennifer Aniston, Kylie Minogue. A lot of famous people love your designs. Who is the regular ‘Efva Attling’ buyer?
I really want to boost people and all my collections are inspired from my experience of life. My customers are women from all categories. Nurses, mothers, fashion people, young or old…I´ve got 750 pieces of design to choose from…
You design for men as well. What are your thoughts about the evolution of the male accessory and beauty market?
I think men want to show their personalities with jewellery as well as women. I do simple but strong silver pieces for men but also rings in 18 k gold with black diamonds.
You opened a store in New York. Are there differences in what you sell? Are there products doing better in NYC than in Scandinavia?
Not really, perhaps the bolder pieces sell better in the US.
And are you often in New York?
I live in NY part time and I love New York, who doesn’t ;-) ! It´s the best place for a designer to find inspiration.
What are your plans for 2015, opening a store in Berlin? London? Paris?
We are definitely looking at the German market and to find a distributer. But the focus right now is the US market and London as well.
We recognise your beautiful red lips – is that your signature look?
My red lips - is a morning decision :) !
Check out Evfa in action in her YouTube spot 'Take No Shit' here on GoSee :
Visit Efva Attling’s online shop here: www.efvaattling.com
