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Global Designer Spotlight: Farmers Market of Reykjavik, Iceland


 

From Farmers Market Look Book

From Farmers Market Look Book

 

 

Keeping it natural. 

 

By: Hina P. Ansari

 

Popular Icelandic fashion label, Farmers Market is perfectly situated in the “Fish Packing District” of Reykjavik in a studio called “Farmers & Friends”. This fashion house looks towards their Nordic heritage for style inspiration. Reykjavik native, Bergthora Gudnadottir who is the co-founder of Farmers Market  (alongside her musician husband, Joel Palsson) continues her love for outdoors with fantastic hints of her reverence to Japanese design.  Fresh from their runway presentation at Reykjavik Fashion Festival Bergthora sits down with us and shares her thoughts about the Nordic fashion scene, her reverence of history and nature and finding her muse in music.

 

Bergthora Gudnadottir

Bergthora Gudnadottir

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

What made you decide to get into the fashion business?

 

I’ve always been fascinated with fashion and 2 years after I graduated I got a job as a head designer at one of Iceland’s oldest outdoor brands.  After that I fell in love with this industry, although that love affair can sometimes be tough at times.

 

 

Who inspired you when you were just starting out?

 

I’ve always been very fond of everything Japanese and when I first started out I loved Yohji Yamamoto and Issey Miyake.

 

 

Who inspires you now?

 

Actually it is our Nordic heritage and the nature that inspires me the most, the weather for example can be a fantastic inspiration.  I’m also very attached to the music scene since my husband and partner in Farmers Market is a professional musician, so that scene inspires me a lot.

 

Farmers Market FallWinter 2013-14 from Reykjavik Fashion Festival

Farmers Market FallWinter 2013-14 from Reykjavik Fashion Festival

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

Has your sources of inspiration changed in any way?

 

Yes, I have grown to appreciate the established designers that keep doing their thing and surprising us with beautiful things over and over again, people like Karl Lagerfeld, Ralph Lauren and Sonia Rykiel.  The thing is that I sometime feel that people tend to get so bored easily, it is easy to do your first collection and impress with it, but it is harder to do the second or third collection number.

 

 

What part of the day best inspires you?

 

Every part of the day and night has it’s charm, but I am a morning person.  I like new beginnings and the feeling of a fresh start.

 

 

From where do you gather your inspiration?

 

From my daily life, art and nature.  I am very fortunate to have wonderful group of friends in the art and music scene and being around them inspires me a lot.

 

Farmers Market FallWinter 2013-14 from Reykjavik Fashion Festival

Farmers Market FallWinter 2013-14 from Reykjavik Fashion Festival

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

What is the story board/inspiration behind your latest collection for Autumn/Winter 2013?

 

We don’t really have dramatic changes or seasonal collections.  We try to stay true to our original story, to do timeless clothes and accessories with focus on natural materials and with references to our Nordic roots the country side.

 

 

I see that in your collection and press materials that your vision is to really celebrate your roots. Where music and creativity serves as your muse. Can you expand on that philosophy?

 

Absolutely, I believe that nature and heritage never really falls out of fashion.

 

 

How do you unwind?

 

I like to go camping with my family and be outside in the nature.  Visiting Paris twice a year is also something I would rather not live without.

 

Musical Interlude during Farmers Market's runway show  at Reykjavik Fashion Festival

Musical backdrop during Farmers Market's runway show at Reykjavik Fashion Festival

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

What makes the fashion scene in Reykjavik so unique?

 

It is so young and un-established.  I feel that the scene is forming as we speak and that is very exciting.

 

 

How does (if it does) the Reykjavik fashion consumer differ from other consumers?

 

It is easy to get noticed here and people are really interested in what local designers are doing.

 

 

Who is the Farmers Market man/woman?

 

It continues to come as a surprise to us how broad our clientele is. We have clients at all ages and very different backgrounds.  But, since we focus on natural material it tends to be people who like that.

 

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

 

 

What are the challenges of the Reykjavik fashion scene?

 

How small it is and disconnected geographically it is to other fashion scenes.

 

 

How does social media play a part in your overall branding?

 

Well, we use our website, webstore, newsletter and Facebook.

 

 

What advice would you give to up-and-coming designers and design students who are interested in following this career path?

 

Be humble and respectful, there is nothing as embarrassing as young arrogant designers who claim to know everything about this old and established industry.

 

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

Farmer Market Fall/Winter 2013-14 at Reykjavik Fashion Festival

 

 

What is the best advice you’ve received and still treasure today?

 

My grandmothers respect for fabrics, although it is not really an advice.

 

You can connect with the designer in the following ways

 Check us out here: www.farmersmarket.is    

 

 

Photography courtesy of  Farmers Market; Portrait of Bergthora from www.visir.is 

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