FELICIA LARSSON TALKS FL SWIMWEAR

Interviewed by Culture Coast Talks editor Daniel John. Interview transcripts might have been edited for length and clarity.

The Swedish summer might be over, but it looks like you're still enjoying some summer vibes?

I'm definitely feeling the summer warmth right now! Soon I’ll be heading back to cooler latitudes. Luckily we just switched to winter time here in Dubai yesterday so I’m hoping the temperature drops a little so we can start spending more time outdoors.

How did a girl from a small town in Sweden end up in Dubai?

It was my partner who got a job offer to switch regions within the same company. So we thought why not! But I actually live both in Sweden and here and I travel back and forth quite a bit.

When, and how, did your interest in designing clothes begin?

I have always been interested in how things generally "works", including how clothes are constructed, and I remember often studying my own clothes when I was little to see how they were made. (Laughs) I was probably a bit of an odd kid! I’m not really sure. I’ve always been very creative and found a sense of calm in making things, no matter what it is, the real spark came in high school. I got a sewing machine when I graduated and after that I started sewing clothes and other things as a hobby.

Was it always going to be swimwear?

Swimwear came about by chance. Back in 2015 I made a swimsuit for a trip with a friend. I actually got it back recently and "wow" it is probably the worst thing I have ever seen. But I was so incredibly proud of it at the time!

Going from liking clothes, to designing and sewing them, is a big step. And an even bigger one, is then turning that into your own brand. What was that step like for you?

It happened in baby steps, I started as a hobby business and made almost no money in the beginning. Everything I sold to friends went back into buying better machines, better materials, a camera and so forth. When the brand started to grow I officially started up a company in the spring of 2018, but I still worked full-time on the side. Since 2020, I’ve been able to work with sewing full time, but I don’t make a lot. I reinvest everything into marketing, material and things I need. I do live a bit off savings which can be frustrating sometimes but it’s so worth it to be able to do what I am passionate about. Every summer since I was a kid, I've been working for my parents who run this moose park in Dalarna, so working on both in the summers are definitely intense.

There has been mixed reports on the fashion industry recently. Have you noticed any negative trends. Or has FL Swimwear not been affected much?

Thankfully, I have not really noticed any drastic changes, the European summer is my peak season, and it has grown significantly every year, even during the summer of 2020 after the pandemic. Buying power isn’t as strong now which is why I want to reach places like Australia, where the seasons are opposite to Europe. Right now, I’m focusing a lot on marketing and updating the website.

Beach life was not always something you loved?

That’s true, I still struggle with it today. When I photograph all these beautiful girls in my swimwear, I honestly don’t see their "insecurities", just how stunning they are, regardless of size or ethnicity. Meanwhile, I don’t want to be in front of the camera myself. I’m neither big nor small, I have a healthy and functional body that I’m grateful for but I still struggle. Helping others feel comfortable in their skin helps me appreciate my own body more and I do also have a phobia of open water, I only swim at the edge never from a boat or anything like that.

How often do you still find yourself being there?

Once this week, to photograph a new design I’ve been working on for quite a while! But overall I still swim quite a bit, during the summer time.

Do you think swimwear can be a good starting point for self-love?

Absolutely, one hundred percent! One of the biggest reasons I love this job is getting messages from women saying that they feel good in their bodies after wearing my pieces, it warms my heart every time, that to me is everything.

Historically speaking, women’s swimwear has often been designed by men. How do you think designs are influenced by the fact that you, a woman, is behind FL Swimwear?

My main focus is always comfort, flattering fit and of course beauty. For every pattern I probably sew between ten to twenty test versions before it's real perfect, nothing should pinch, sit awkwardly, or look unnatural, the big advantage of being a woman designing swimwear is also that I can actually try everything on myself, and feel how it fits.

How much thought do you give to trends?

Not much. I do try to create timeless designs that will last year after year rather than following trends.

Where does FL Swimwear stand when it comes to sustainable fashion?

It’s something I work hard on. Like I just mentioned, I want the pieces to last beyond a single season. I use fabrics made from recycled plastic from the oceans which I think is the absolute best and the softest material to be working with. My own grandma sews the bags I pack the items in, made from linen and cotton blends. They’re slightly bigger than necessary because I want people to reuse them for fruit shopping, makeup organizing or anything else that might need a cloth bag. Even the shipping-bag is a hundred percent biodegradable, and made from recycled material. I also never keep inventory. I sew to order. Which means only items that are purchased get made, that way I maximize the use of fabric and minimize environmental impact. That is also why I never have big clearance-sales, I want people to buy something they truly want and not just buy because it’s cheap, because how many of your "sale steals" do you really use and cherish?

What are your favorite fabrics to work with?

Econyl fabrics because they’re soft, stretchy, offer high UV protection and are made from a hundred percent recycled plastic. You just can not beat that!

You hand-sew everything. Showing the love and care behind your craft. What does the journey of a piece look like, from idea to hitting water?

It takes a while! Getting the idea on paper is easy. Mostly because I sketch like a one-year-old. But going from idea to a working pattern takes time, it can take around fifteen tries before a new bikini bottom is just right, it’s about tiny millimeter adjustments. Once I’m satisfied I grade the patterns into different sizes which also takes time, then I just wait for someone to order so I can start sewing.

Models are always asked which designers they’d like to wear or work with. But who would you, the designer, love to see wearing your designs?

Everyone. If I can just make just one woman feel confident in her body while she is wearing my swimwear, I’m incredibly happy and proud!

How does trying on the items work when shipping world-wide?

Unfortunately, I don’t offer returns or try-ons, since everything is made to order in your selected size, coverage, and color.

But you'll help out finding the right size?

Of course! I often chat with customers before they order and I'll help guide them. I can always make slight adjustments, adding or taking away a few centimeters here or there. Plus ninety percent of my designs are adjustable to ensure a perfect fit, and the fabric is stretchy and molds beautifully to the body. I think over the years I have had maybe three or four returns total, and that was because I misread the sizes or colors in a rush! (laughs)