FROM IDEA TO COLLECTION: PALE LAVENDER DREAMS AND SUMMER-READY SILHOUETTES

THE MAGIC OF LAUNCHING A NEW COLLECTION

Launching a new collection is always very special. It’s that moment when you finally get to see and hear what people think of the pieces you and your team have poured your hearts into for months. It all begins with ideas and the search for those perfect fabrics, gradually coming together into a cohesive whole over time.

A FOCUSED COLLECTION WITH PURPOSE

This collection consists of 11 pieces and one accessory. I actually had many more ideas but chose to leave some out. I aim to focus on creating a maximum of 12 carefully considered pieces with every collection to avoid overproduction and keep our commitment to sustainability at the heart of what we do. Every piece in this collection is thoughtfully designed, with a beautiful and delicate color palette: pale lavender, ivory, and butter yellow. It all started with the idea of creating a collection for today’s modern woman — someone who gracefully balances strength and softness. Translating this into my design language, I created minimal, luxurious pieces that work for both casual days and more festive occasions, empowering women in every situation.

THE FABRIC THAT INSPIRED THE COLLECTION

One of my favorite fabrics in this collection is a loosely woven pale lavender silk-wool blend, which I’d say became the heart of the collection. I discovered it last summer and instantly fell in love with the texture. I wanted to see how it would work for a bias-cut midi dress. The first fitting was incredible, so I continued, adding fringes to the hemline, neckline, and armholes to soften the look and bring in that airy, summer feel to what might otherwise be quite a structured piece. From the same mood came a light mini jacket and a midi skirt, both detailed with fringes.

CHIC SIMPLICITY FOR EVERYDAY MOMENTS

As many of you know, I love a good, chic coat-dress for summer, so naturally, the collection wouldn’t be complete without one. I also designed a silk t-shirt dress with a detachable bow detail, an evolution of our best-selling blouse from last spring — a beautiful piece separately but also works wonderfully when paired with the coat-dress.

THE IDEA I COULDN’T LET GO OF

I’ve been dreaming of creating a white suit since last summer’s collection, but back then it didn’t quite fit with the overall concept. I kept the idea for this spring, and I’m so happy I did! The result — white silk pants paired with a silk peplum top, or with a very special draped front detail jacket — is perfect for a modern summer bride but also works for many other occasions. And of course, as always, if white isn’t your color, you can choose a different shade for these suits.

A NEW BALANCE BETWEEN STRUCTURE AND EASE

This time, I felt it was the right moment to add cropped jackets to our collection, as they beautifully complement the voluminous skirts we’ve created over recent collections. Plus, they’re incredibly figure-friendly — especially for petite women.

A campaign filled with serenity and gratitude

We photographed the collection campaign with me again this season. It was an amazing experience, and I’m so proud of the whole team for bringing our creative vision to life. We shot the campaign in a beautiful location that truly captured the mood and elegance of the collection — a combination of serene pine forest paths to modern architectural backdrops. Every detail, from the styling to the sunlight, came together in the most magical way. One of the most special moments was when the sunlight broke through just as we started shooting — exactly what we had hoped for, yet so rare at the tail end of winter in Estonia. It felt like a little gift from nature, perfectly representing the inspiration of the collection — the woman who is the brightest presence in the room.