A NOTE FROM ME
There's two things I ask from summer: sunshine and absolutely no responsibilities. Two weeks of that and I'm recharged. And honestly... I'm kind of ready to swap 30 degrees for my desk again. Back to bringing creative ideas to life. Maybe that's what inspired this week's edition: creativity over commerciality. Hanna Schönberg and Arakii felt like the perfect story for it.
THE ONE TO WATCH
ARAKII
New fashion brands from Europe aren't that common. It often feels like it's either luxury fashion or merch. I usually find myself looking to Australia and the US for brands that speak to women in their 20s and 30s. Arakii, though, felt different from the start. Great design. Quality. A point of view. It has all the ingredients to become the next generation's fashion brand.
Via Instagram @arakii.official
Creativity before commerciality
ABOUT
A contemporary womenswear label from Sweden — Founded by Hanna Schönberg, Arakii debuted its first collection in spring 2022, introducing refined womenswear defined by sculptural silhouettes, craftsmanship and a distinctly feminine aesthetic.
Timeless dressing, redefined — From sculptural dresses and refined tailoring to elevated knitwear and pieces designed for vacation dressing, the collections are created to complement every part of a modern wardrobe. Blending statement silhouettes with timeless design, every piece is designed to be interpreted through the wearer's own style, allowing it to become part of a personal wardrobe rather than define it.
Why their POV matters — While much of fashion begins with trend forecasts and market research, Arakii begins somewhere far more personal: Hanna's own creativity. She designs from instinct, emotion and self-expression rather than following industry predictions, resulting in a brand with a clear creative identity—one that encourages women to develop their own perspective instead of following someone else's. Creativity before commerciality.
Via Instagram @arakii.official
When you can't put the pen down...
I just love the behind-the-scenes of Hanna's story. From growing up in a small town in Sweden to building a name for herself on social media, then following her creative itch and starting Arakii with her boyfriend.
My three thoughts on Arakii
01 — Statement enough for a Tuesday
Arakii sits somewhere between statement dressing and everyday wear. The silhouettes are sculptural, but never intimidating. It almost feels like couture made for a normal Tuesday. I think that's one of Hanna's biggest strengths: making women feel elevated without making them feel overdressed. Maybe the best products don't create a new version of you—they make your everyday life feel a little more special.
02 — Creativity before commerciality
I think it's easy to forget that every successful brand once looked like a risky idea. Hanna didn't build Arakii by chasing trends. She built the kind of wardrobe she genuinely wanted to exist. Ironically, that's probably what made it commercial in the first place. The internet rewards originality far more than imitation.
03 — Price matters more than we admit
One thing I really appreciate is the pricing. It sits in that sweet spot where quality still feels special, but owning a piece doesn't feel impossible. Luxury isn't only about exclusivity anymore. Sometimes it's about making great design accessible to more women. That's a much more interesting kind of aspiration.
Via Instagram @arakii.official
Like Almada Label, Arakii is one of my favourite brands to come out of the Nordics. It's still such a young brand, yet I've already seen more commercial labels “borrow” its silhouettes. I guess that's what happens when you create instead of copy. I'm always more interested in the people who create first. Arakii is definitely a brand I'll be watching for decades to come.
TO FOLLOW
HANNA SCHÖNBERG
Hanna has one of my favourite personal styles, but it's not just the outfits. She's open about her thoughts, insecurities and the creative process behind building Arakii. Everyone shares the result. Very few people share the process. Beautiful holiday photos are one part of the package, but I'm always more interested in what people like Hanna think about life.
SAVED
ALMADA RUNWAY
It's the vibe. The clothing. The styling. The model. The lighting. Later in this edition I talk about how effortless things look, but I bet every single detail was considered. That's what I love about Almada. I don't just want the clothes—I want the feeling. The colour palette. The atmosphere. The point of view.
What do you think?
ON MY MIND
Jealousy, redefined.
Lately, I've been paying attention to what makes me jealous. Not because I enjoy the feeling, but because it usually points towards something I admire—someone's creativity, their beauty, their ease. Then I remember: what looks effortless is almost always just effort behind the scenes. Maybe every jealous thought is less about wanting what someone else has, and more about discovering what I want to build in my own life—piece by piece, until it looks effortless too.
See you next week.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
Tennis player Tommy Paul's brand making beverages interesting again.
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.