The Women Behind Dagmar

02

What does the name House of Dagmar mean to you, and how has your grandmother’s influence carried through into the brand today?

Sofia: DAGMAR was our grandmother and she was a tailor. She had an incredible eye for quality, fabrics and construction. She would spend hours looking through fashion magazines, studying clothes and then recreating things herself.

But her influence goes beyond craftsmanship. She was a warm and generous person and there was something genuine about the way she approached life. The idea of creating things with care, and making things that are meant to last, is still at the heart of DAGMAR today.

03

How does being sisters shape the way you work together? Do you naturally take on different roles?

Karin: Absolutely. We know each other so well that there is a lot we don’t need to explain. We have different strengths and have naturally taken on different roles over the years, which has been important.

At the same time, there is a shared intuition between us. We can come to work wearing almost the same thing without having spoken beforehand. We share a similar idea of what feels right for DAGMAR, even if we approach it from different perspectives.

04

House of Dagmar has evolved significantly over the past 20 years, but the brand feels more defined than ever. Was there a moment when you felt you had really found the Dagmar point of view and what became clearer to you then?

Karin: 2020 was an important turning point for us. Sofia stepped into the creative role, taking over from our sister Kristina, and together we made a conscious decision about where we wanted to take DAGMAR next.

We chose to step away from a number of significant wholesale accounts, even though they were performing well, because we felt they were no longer fully aligned with the direction we wanted to take.

Sofia: When I stepped into the creative role, I started from a personal place. I wanted to create the wardrobe I was looking for myself.

That clarity has been key to defining the DAGMAR point of view we have today.

05

There’s such a distinct Scandinavian sensibility to Dagmar. How much does where you live and work influence the way you design?

Sofia: A lot. For us, it’s rooted in Sweden and in the way we live in Stockholm. I design from real life and from how the women around me actually live.

I want to create clothes that work across all of those moments. Pieces that feel effortless during the day but can easily be dressed up or down depending on the occasion.

06

What makes a piece feel unmistakably Dagmar?

Sofia: I often talk about it as skav in Swedish. It can be in the proportion, an unexpected detail or the way something is cut.

The foundation is always beautiful materials, quality and ease, but there needs to be that little something that gives the piece character. That’s what makes it feel unmistakably DAGMAR to me.

07

You place a real emphasis on materials and longevity. What do you look for when developing a piece you want someone to keep for years?

Sofia: For me, longevity starts with both the material and the design. We work with high-quality materials, but the piece also needs to have a relevance beyond one season.

I want to create clothes that you return to again and again, pieces that become part of your wardrobe rather than belonging to a particular moment. Quality, fit and how something feels when you wear it are all incredibly important.

Karin: Longevity is also a business decision for us.

08

Is there a piece from the current collection that feels particularly special to you?

Sofia: It’s almost impossible for me to choose just one. I love the new double breasted shearling coat. It feels so special and luxurious and the pony hair effect pieces have such a strong character.

And then there’s the tailoring, which I always come back to. So no, I’m probably not very good at choosing just one.

Karin: I’m a little better at choosing. For me, it’s the buttery leather dinner jacket. It’s so soft that it feels almost like wearing a knit, but it still lifts even the simplest look.

09

Your three Dagmar pieces to own now?

Sofia: First, our denim. I love our straight leg in raw blue. Then the new boots we’ve just launched, made in a thin, soft leather. And our wool mac coat, which I’m wearing every day right now. It’s perfect for this transitional weather.

Karin: My go-to pieces have been the same for three years now: our long tailored blazer in black wool. With denim, wool trousers or a dress, it goes with everything and you still feel dressed in an interesting way. Other than that, our leather blouson is the best piece for this time of year. It’s easy to wear but still gives you a bit of attitude.

10

After 20 years of House of Dagmar, what still feels exciting or unexplored for you, and what are you most looking forward to in this next chapter?

Karin: DAGMAR is growing internationally, entering some of the world’s leading retailers, and we’ve expanded from two to four collections a year. There is so much opportunity ahead of us.

Sofia: Creatively, it feels like an exciting moment for DAGMAR. Rachael Proud has recently joined the design team, and Pre Spring 27 will be the first collection we’ve developed together. She brings a new perspective to the creative process and I’m excited to see how the world of DAGMAR continues to evolve.