LISA HÖRLIND TALKS LOANA THE LABEL

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

The summer-season with sun and swimming also means Loana season, what does the summer look like wearing Loana The Label this year?

Loana-season it is! We kicked off the summer in style by guesting at one of Gothenburg’s biggest nightclubs for their very first daytime party of the year. Loana also had its very first pop-up store, and the weather couldn’t have been more magical! Just a couple of weeks ago, we launched our long-awaited summer mini-collection, 'Summer Romance'. A small, curated collection featuring a flattering bikini design in three vibrant summery colors. We shot the campaign in a beautiful Swedish summer setting, which was both fun and unusual for us since we’ve mostly done photoshoots abroad in the past. In just a few weeks, we’ll be releasing an updated version of our bestseller, 'Taranto', men’s swim shorts, and we’re really looking forward to it! All of this year and even a bit into the next one is packed with exciting launches and we can’t wait to share them all with our amazing followers!

What materials do you use, why do you prefer them?

For our women’s swimwear, we use a stretchy Lycra blend, partly because of the comfort it provides, but also because we believe it creates a more flattering fit. After taking several textile-courses, my interest in materials and their unique properties has really grown. Moving forward, our goal is to work primarily with “clean” materials, that are recyclable and better for the environment. In our summer collection last year, we experimented with fabrics sourced from different second-hand shops, which was something we both found incredibly fun so much so that we still do it now and then. Our new product the 'Lace Bag' is a perfect example, as it’s made from beautiful, repurposed bridal lace.

Are all of your garments produced here in Sweden?

I am proud to say that the majority of our products are made right here in Sweden, we work with a Swedish textile company that produces our fabrics, only a few of our pieces are manufactured outside the country.

Since you’re also a stylist and MUA it’s clear you have a deeper interest for fashion and design. How early can you trace all that?

I have always loved creating and have always been naturally drawn to creativity. As a child I spent a lot of time with both my grandmothers, who are both painters, and they probably inspired me to start expressing myself creatively too. Clothing, colors, fit, and beauty have fascinated me for as long as I can remember. I’ll never forget when Hannah and I used to organize little fashion shows for our parents during the breaks of Melodifestivalen when we were kids! (Laughs) I’m grateful that no matter what project I take on, I always have a clear vision of what I want the final result to look like. I think that’s what has kept me motivated over the years, and continues to motivate me today.

The Hannah you mention is your Loana The Label co-founder, Hannah Fors. Where did this journey start for the two of you?

Hannah has been my closest and most loyal travel companion for many years. We both adore warmth and the Mediterranean lifestyle. We spent several summers together in Italy, returning year after year. Every summer we would stay at hotels or rent small apartments in a charming coastal town called Loano. Day after day, we would spend hours on the beach, talking about everything under the sun. Hannah and I have known each other our entire lives and have always shared the same passions. Our mothers have been best friends since they were young, so we practically grew up like sisters, celebrating family birthdays and milestones together. It was on those beaches in Loano that the idea of creating something of our own first started to grow. The swimwear we had seen over the years inspired us to create stylish, timeless designs with flattering fits. In the summer of 2017, we came up with the name Loana The Label.

What was the very first piece of clothing you made for the label, and what did it look like behind the scenes as you worked on what would be your first sample?

Our very first sketches were made on the balcony of our apartment in Tenerife, after we both graduated in 2019, we moved there together and just a few months later, we went into lockdown because of the pandemic. During quarantine, we registered the company and spent our time building Loana from the ground up and we sent our first sketches to a manufacturer in Bali in Indonesia. When we finally got out of lockdown, three months later, we had our very first Loana photoshoot. We spent an entire afternoon and evening on the cliffs, taking turns photographing each other wearing the collection. That very first collection consisted of two different bikini sets and one swimsuit.

As someone who seems to always be drawn to the sun, do you have a special memory that really defines what summer means to you, whether in Sweden or your inspirational second home on the Italian beaches?

Where do I even begin! I've always been a huge sunset enthusiast, to this day, I still do not think there is anything more beautiful. I honestly believe every summer evening should be spent watching the sunset. I get this warm, nostalgic feeling whenever I think back to all those incredible summer days, sitting on a beach with the waves gently moving in front of me, with someone that I love, sharing a moment of peace and joy, and maybe a gelato or a pizza in hand. For me, that is life at its absolute best, and I’ve been lucky enough to experience it many times.

What’s always in your 'Lace Bag' this summer?

Oh, I love this question! In my 'Lace Bag' this summer, you will always find my essentials. Sparkling water, wallet, hair clip, snus, at least one pen, a lip product and then depending on the day I’ll probably also pack moisturizer with aloe vera since I sometimes get sunburned, a bikini top, if I am not already wearing one, and, of course, if I’m headed to the beach, a towel and snacks!