25 Years of Stylein

This year, Stylein celebrates 25 years of warm Scandinavian minimalism. We speak to its founder about her New York beginnings, the demanding muse behind every collection and the pieces built to last a lifetime.

Elin Alemdar, founder of Stylein

01

For those discovering Stylein for the first time, can you tell us a little about the brand and the inspiration behind it?

Stylein stands for warm Scandinavian minimalism, where exclusive materials and a perfect fit are essential. I started Stylein in New York 25 years ago, and it all came from an urge and a desire to dress other women, which was my profession as a stylist. I still share the same passion now as I did then: the honour of enhancing a woman’s beautiful silhouette and creating designs that last forever.

02

Stylein celebrates 25 years this year. Looking back, how has the brand evolved, and what has remained at the heart of it?

I would say the brand has evolved together with me. I’ve grown from a young, naive, vibrant girl in NYC into a more sophisticated woman who desires exclusive materials and always wants a sharp look that still feels very comfortable.

The core of the brand has always been the same: simplicity, and a love for the details that make the difference in a look. That has always been there. So has a kind of lust, a feminine energy that I feel so deeply when I create the collections.

03

How did your time in NYC influence the brand’s identity, and do you still see that influence in the collections today?

Most definitely! I loved the energy in NYC, that typical “everything is possible” and “the sky is the limit” feeling. A cliché, I know, but it really shaped my mindset back then. Today, I find myself returning to that feeling in my heart and reminding myself of the boldness I had back then. With a turnover of SEK 70 million (£5.2m) and a team of 15, that same energy is more important than ever. It’s what keeps me willing to take the leap, embrace the unknown and keep pushing for what’s next.

04

What do you think makes a piece instantly recognisable as Stylein? Are there particular silhouettes, fabrics or details that have become signatures of the brand?

I do hear that a lot, “you can tell it’s a Stylein design”, but to be honest it’s tricky for me to say. It’s like someone asking you to describe how your daughter looks like you. You simply don’t have the perspective when you’re inside the bubble. But I do believe we have a specific Stylein uniform. We love to present sets, so that you feel well put together at once, with an effortless ease to your look.

05

How do you envision women wearing Stylein in their everyday lives? Is versatility something you consider throughout the design process?

Very much so! It’s fundamental for me as a designer to create looks that go from desk to dinner, as we say. Personally, when I pack for a weekend, I always aim for pieces that can easily be transformed for the evening, just by switching shoes and putting on some lipstick, for example.

06

How would you describe the Stylein woman, and has the way she shops or dresses changed over the years?

My muse is a very demanding woman. I see her very clearly in front of me when I create the collections. She’s always on the go and doesn’t have time to shop and deliberate too much, so she asks a lot of her wardrobe. It needs to be curated and long-lasting, made from the finest materials, and never feel dictated by trends. Always sophisticated ease.

But don’t get me wrong, she’s not boring. She loves to feel sexy and likes to play with her looks, even though they are so classic and minimalist. The magic isn’t in the piece of clothing itself, it’s in the muse herself.

08

What has been the most surprising thing you’ve learnt about your customers over the past 25 years?

That you can never fool them. I know it sounds strange, but our clients are very smart, both our wholesale partners and the women who buy Stylein directly, and they can see right through you as a designer. If I design a piece I think the client is waiting or asking for, instead of a piece I truly feel passionate about myself, it never lands well. It’s as if they can sense that it isn’t 100% true Stylein, or true to me as a designer. It’s crucial to stay relevant and true to your DNA.

Another thing I’ve learnt is that we have the most beautiful and loyal clients. I feel humbled that so many of them tell me and my team, “I bought this design eight years ago and I still wear it so often, I cherish it.” That’s a privilege.

09

Is there a particular piece from the current collection that you feel deserves more attention, or one that has surprised you with its popularity?

At the moment, both suede and leather are doing extremely well for us. I feel the market really wants these materials, which, once again, last beyond seasonal trends.

10

What are the three wardrobe foundations you believe every woman should own?

A classic oversized white organic cotton shirt, our tote bag and a pair of our leather or suede trousers.

11

Are there any particular references outside of fashion, whether art, architecture or interiors, that have influenced Stylein’s collections recently?

When designing a collection, we always picture our muse in front of us. My partner in the company Ulrika Nordén, who is also head of assortment, plays a huge role in this work. We build a world around our muse, we’re sort of in love with her and live through her in a creative way. We ask ourselves questions like: where is she travelling? What’s her favourite cocktail right now? Which perfume is she wearing, and what mood is she in? I’d rather let my muse dictate my designs than outside noise.

12

Are there any new categories, silhouettes or design directions you’re particularly excited to explore in the coming seasons?

I’m so excited to launch Stylein shoes in 2027. I can’t wait! I’m a big shoe nerd and actually studied shoe design at FIT in NYC, so it’s not something I take lightly and have a lot of respect for.

13

Looking ahead, what are you most excited about for the next chapter of Stylein? Are there any new directions you’d love to explore?

The most exciting thing in the world of Stylein right now is definitely our wonderful retailers, who carry Stylein and do such a great job with our collections. We are so proud to be stocked at Harrods, Selfridges and Liberty in London, to name a few.

Looking ahead, we are excited to continue building on these relationships while exploring new opportunities in international markets. The US is definitely a market we would love to develop further, as we see great potential for Stylein there. Our ambition is to continue growing the brand internationally, connecting with new customers and partners who share our appreciation for timeless design, quality and understated elegance, while staying true to the DNA of Stylein.