Karin Söderlind is one of the sisters and co-founder of the fashion company House of Dagmar. She is also the Communications Director of the company. Read her thoughts about success, image, and sustainability in the fast-paced world of fashion.
What is a successful image for you?
– When I feel that I have high-quality clothes and the design is a mix of classic and a little special, it is a combination that makes me feel confident and strong in myself.
How do you define success in your work?
– When I set goals and reach them. Another success for me is also when friends wear our outfits from Dagmar.
What do you want to express to everyone in the way you dress?
– That I am a person who thinks outside the box and understands trends and fluctuations in society. That I dare to have a voice that does not have to say what everyone else says but rather what I think and stand for.
How would you describe your own style?
– Unconventional but sophisticated.
When you hire new employees – do you give them an introduction on how to live the Dagmar brand?
– Partly but it’s not a strategic plan. Maybe we should do more, but I think everyone is naturally good at picking it up as we are a relatively small company.
What do you think is the best way to influence other people without using any words?
– Our own actions are always the best way. So to set an example of oneself, show it yourself. However, it is difficult when you do not want to be too visible and in the public spotlight.
What is the key to communicating successfully as a public figure?
– It is important to feel comfortable in what you are wearing, the clothes should strengthen you and give you the confidence to make you feel strong and good looking. Don’t be too rigid or too tight so that you feel anxious or uncomfortable. If you are going to communicate in a public context, it is important to feel confident in what you are wearing. The clothes should always empower you.
What do you think about the image of leaders today?
– I think it is difficult for some women to find their own image. Especially if you are not that interested in clothes. The way you dress is a tool of gaining confidence, it is important to understand it. Men have it much easier, they have two things they can always wear when they want to build trust – a shirt and a jacket. Women should not have to dress like men to gain confidence. We should see it as an opportunity to be able to adapt our outfits depending on what we want to achieve when we connect with other people.
What kind of women does the House of Dagmar design for?
– Women who are aware of their choices in life and want to feel good. Those who look at how they can feel their best both internally and externally.
What advice do you have for leaders who want to express their professionalism and confidence?
– Oh, that is a difficult question. Style is all about expressing a part of your personality. I think that if you want an image of confidence, then you should dress in clothes with very high quality and something stylish. Quite a classic style but a detail that still stands out and gives a personal touch. It creates both security and shows that you are strong and confident as a person. Never too classic – it shows that you do not have your own style and that you are a follower which you do not want to be if you are want to be a leader.
As the founder of a fashion company in today’s society – Where are we heading in the retail industry?
– You need to design and produce sustainable clothes for succeeding. I think the only way to go forward is to work with a holistic sustainable approach when choosing environmentally friendly fibers. 8% of all carbon dioxide emissions in the world come from our industry. 71% of the House of Dagmar’s carbon dioxide emissions in 2017 came from the production of fiber. Therefore, it is very important for us to work with our most sustainable choice of materials. It would not be fun to work within the fashion industry anymore if we were to create products that are bad for the planet and mankind.
The fun thing now with our job is to be challenged and surprised and to work with new sustainable materials and offer the modern woman a fully durable wardrobe so she can invest in themselves and in our future planet.
Do you think today’s leaders need to start building their sustainable wardrobe?
– Yes, absolutely and there is already every opportunity for it.