Friday, February 18, 2011

Walk Into Spring with Leifsdottir

Celebrate Leifsdottir's first ever shoe collection by styling a pair in a spring look! The founder and designer of Leifsdottir, Johanna Uurasjarvi, will select one winner to receive $1000 and a pair of Leifsdottir shoes featured in their set. In addition, three runners-up will receive one pair of the Leifsdottir shoes featured in their set.

We caught up with Johanna to learn more about Leifsdottir and to get some hints for all of you participating in the contest.

How would you describe the look and feel of the Leifsdottir brand?

Leifsdottir is a uniquely modern contemporary designer brand with a Scandinavian heritage, rich in imaginative narrative and distinct design. The shoe collection mirrors this brand DNA, which is key to every collection.

Can you share the history of Leifsdottir, how the brand developed?

I conceived Leifsdottir while working as Executive Design Director of Anthropologie, where I led design teams for apparel, accessories and home from 2000-2010. I collected ideas and developed an identity for the collection from my Scandinavian background, travels and creative vision.

Do you have any favorite pieces in the collection?

I love the Kaisa, our sculpted platform wedge. It has a great fit and looks amazing with our wide leg, high-waisted tuxedo pant or a perfect dress. It also works great with one of our long dresses like the “Cocktatoo Feather Dress”.

What was the inspiration behind the Spring collection? Shoe launch?

For shoes, Tapio Wirkkala’s spiral wood sculptures were the starting point for strong curved lines that are a signature element of the collection. The collection mirrors the Leifsdottir brand DNA key to every collection – distinct lines influenced by Scandinavian design, fine craftsmanship and artful novel elements – for a modern look.

What are you looking for in the Walk Into Spring with Leifsdottir challenge – any hints or insights for our set makers?

I am excited to see how Polyvore users put Leifsdottir looks together. We’ll be looking for creative, chic, modern sets exciting and fresh for Spring.

Ready to create your spring look? Enter the contest here!


CrilovesJapan said...

I'm in love with their sandals :-)

Erin said...

How long until we find out who won?