Founder's Letter Pre Fall 2021

Founder's Letter Pre Fall 2021

A woman wears a floral dress while laying on an inflatable in a pool

After a rainy, cold May, it is finally starting to feel like summer here in Sweden, and that means everyone is outside taking advantage of the sun. The name Pre Fall doesn’t really do this new collection justice, because it is actually our high summer pieces. When I’m designing it, I’m thinking of what I’ll be wearing to summer parties, at the beach, or poolside. 

This year, we won’t be traveling further than a few hours from our home, but I hope that it will feel more like a proper summer than last year. Vaccination rates are increasing here, and restrictions are loosening, so we expect to be able to entertain outside and visit friends and family. The shape I’m most excited about wearing to social events like these is the new Gathered Neck Dress and Top. In our new Summer Floral print (shown above), the dress will be my go-to summer event piece – it’s cheerful and pretty, and the print is forgiving if you’re outside and sit on the grass and get a small mark on your dress.

Mirror selfies of a woman wearing a white linen top and skirt, and a pink linen oversized shirt with skirt

I’ll be wearing the Gathered Neck Top in white linen with the matching House Skirt (above left) or the Curved Hem Shorts from our Resort collection. This is a lightweight, summery piece that also comes in a range of other fabrics, and by the way things are going so far, I think we might produce it again next year.

Speaking of linens, Pre Fall is full of them. We’ve launched the Sand Linen, which is going to be a new classic, as well as a raspberry pink linen (shown above right with the House Skirt in Black Linen), a blue and white striped linen, and a few cotton-linen blends, including one with a giant blue stripe.

The thing I’m most proud of this season, though, isn’t a style or a fabric – it’s the size range. We are incredibly excited to be launching our first items in up to an XXXXL (4X), and we’ve also increased the size range on several new shapes. The Oversized Kaftan is now available in PLUS, so if you’re looking for that perfect, billowy kaftan for summer, we’ve got you covered.

A woman in a garden wears a gingham nightie next to a girl wearing a pink linen dress

In case you missed it, in June, we launched our second collaboration with Canadian designer Eliza Faulkner. We redesigned the Party Nightie in some new fabrics, including a garden floral, blue gingham, and a pale pink linen. There’s also a full length version in pink linen, because who doesn’t love a full length linen dress, right? I’m wearing the gingham one here. My daughter, Helena, is actually wearing a very old pink linen Short Sleep Shirt that I transformed into a dress. It was from one of our first collections, and the armholes had torn, so I made the top a bit smaller and turned the sleeves into a belt. 

The highlight of the summer calendar in Sweden is the Midsummer party, where we make floral crowns, dance around the maypole, and devour strawberries, herring, and schnapps. We usually celebrate it in the countryside with the local villagers, at a party in an old one-room schoolhouse. I normally wear a white dress, but this year I’m considering florals. Or maybe I’ll change outfits halfway through – the white dress I wore last year was only seen by a handful of people, due to Covid. However many people see my outfit this year, I’m hoping things will be different, and that we’ll be feasting on strawberry cake with all of the locals.