We kickstart this season with a fantastic interpretation of our range by illustrator and artist Jenny Almén, captured by photographer Jenny Unnegård. We start with our silk collection, a meeting of vibrant colours and tactile textures. Using imaginative brushstrokes, Almén captures the liveliness of the fabrics while the stunning shades enable textile and watercolours to become one with each other.
In 2020, LINUM chose various industry personalities, creators, photographers and stylists to interpret selected parts of our range. The idea was to bring in new, fresh blood to make a mark on the range we have to offer. With a desire to always inspire our customers, followers and readers this autumn, we welcome fresh interpretations of our range, which can hopefully bring new creativity to our entire industry. While Almén and Unnegård were working on the interpretations, we were curious about what it’s like to work in the creative industry. Here’s what they had to say:
YOU BOTH HAVE CREATIVE PROFESSIONS, WHAT’S THAT LIKE?
Jenny Almén (illustrator) – I have always wanted to be creative. Whether using pen and paper, needle and thread or a saw and nails, there’s some kind of inner force that compels me to find an outlet to express myself creatively. In my profession as an illustrator, I get the opportunity to learn about subjects I may not have chosen to explore myself. I’m an inquisitive person, and I find learning new things stimulating. An assignment might involve me illustrating what a courtroom looks like, the people in there, how many, who is sitting where and so on. The best thing about my profession is that I get to learn new things and research companies and/or a subject. Once the image composition is complete, the reward is adding colour to the illustration.
Jenny Unnegård (photographer) – For me, creativity makes me feel safe and secure, and I’ve always felt at home when doing something creative or hanging out with creative people. My dream job when I was a child was to be a clown. I sang most of the time and wrote my own lyrics to songs and gladly performed my own shows. When I was 18, I received an analogue camera as a gift and it became my new passion and a tool for expressing my thoughts and feelings. I am extremely grateful that my hobby then became my profession. All the amazing people I meet and exciting environments I experience, enrich me immensely.
TELL US ABOUT THE ASSIGNMENT FOR LINUM, WHAT THE IDEAS LOOKED LIKE AND WHAT YOU WANTED ACHIEVE?
Jenny Almén (illustrator) – My idea was to create something colourful and I chose cushion covers in a wide array of colours that would complement each other. I wanted to interpret the colour and luster in the silk fabric with a technique that also felt organic. I then opted for liquid ink, which was painted flowing on watercolour paper. The idea was to create abstract paintings. What I saw in front of me when I arranged the cushions was nature and landscape. The blue in the sky and sea, the yellow and bronze in the sand, sun and mountains. Red and yellow tones led me to summer sunsets with all their colourful splendour. I created a collage of watercolour paintings to open the mind, and I interpret formations and figures that arise when watercolors are allowed to flow freely. I want you to be inspired by the abstract works of art, to create your own interpretation and find your story in the picture. As Unnegård filmed and photographed the entire process, you get to see it and find inspiration along the way.
HOW WOULD YOU EXPLAIN THE LINK BETWEEN OUR TEXTILES AND CREATIVE INTERPRETATION?
Jenny Almén (illustrator) – The colours are the common denominator between the textiles and the illustrations. The idea behind the film is that the customer, the reader and the follower can take part in the autumn cushion collection in silk. We get to dive into the arranged cushions that are experienced as an abstract world, and then see the illustrations grow into complete works of art.
HOW HARD OR EASY WAS IT TO ASSEMBLE THE ILLUSTRATION AND PRODUCT?
Jenny Almén (illustrator) – I love a challenge, especially when it allows me a certain amount of freedom and I can interpret it as I wish. I’m stimulated by the lack of rules, or and that there’s no right or wrong, so the answer is yes.
Jenny Almén, Illustrator
Jenny Almén works as an illustrator and artist based in Stockholm. With clients such as Bonnier, Natur och Kultur Förlag, and Nike, she illustrates human situations and creates moods in images based on the customers’ wishes. The style is realistic and simple, with a colour scheme dominated by Scandinavian lightness. In addition to commercial assignments, there is free creation as an artist and over the years, she has enjoyed both solo and group exhibitions.
Jenny Unnegård, Photographer
Jenny Unnegård is a photographer and has her base and photo studio in Vaxholm. Living on the archipelago close to the sea inspires her. Her focus is lifestyle, interior design and portraits, where clients vary between advertising and editorial assignments. She prefers to work with the existing light, but also has extensive experience of studio work and lighting. Curiosity is her driving force that also takes her out into the world on various photo shoots. Customers she has worked with include Vingresor, Maskot Bildbyrå and Tarkett.