Interview with Emilie Helmstedt

Together with artist and designer Emilie Helmstedt, we have created an adventurous rubber boot and rainwear collection that exudes quality and artistic finesse. Emilie's distinctive, colorful universe unfolds with hand-drawn illustrations that invite play, imagination and creative expression. We spoke to her about creativity, career and balancing life as an independent designer and mother.

When did you know you wanted to create your own brand and what was the defining moment that set it all in motion?

For me it was very natural that it all happened. I think it was when I was in design school. That's when I started to open my world to even more creative ideas and projects, and then it just came very naturally to me. Of course, it was also crucial that I was privileged to win the Magasin du Nord Fashion Prize while I was studying at the school. That was probably what made me take the next step towards starting my own brand.

Has your style and approach to design changed since becoming a mom?

There are definitely some things that have changed. You evolve every day, every year, all the time - so you're constantly inspired. I don't know if it has anything to do with becoming a mom. I think it's just in line with getting older and the world changing. It's also helped develop my creative journey, process and collection in the end.

What values do you want your brand to reflect?

It's very important for me to keep the creative and artistic nerve of the brand, even though we are growing and on an exciting journey. We are expanding our collections and our markets and it's important to me that the artistic values are maintained in the brand.

What were your expectations of motherhood and how have you balanced motherhood with your career?

I didn't have big expectations, I took it very much day by day, like a journey. Blue and I are getting to know each other better and better, we inspire each other and grow with the role of mother and daughter. I haven't felt like I had to choose between career and motherhood. My work is a lifestyle and my daughter loves being part of my company.

What is the greatest gift your daughter has given you - both personally and creatively?

Having a child is a huge gift. It's love every day and you are forced to be where she is. She's very much in the moment, so it allows me to disconnect and give myself over to playfulness, immediacy and being grateful for the little things. She's wild, exciting, fun and she inspires me a lot.

What values do you hope to pass on to her through your work and life as an artist?

To dare to stand by yourself and your visions - no matter what they look like - and to rest in the process and the time it takes to create.

What do your creative moments together look like?

My daughter loves being creative and when we do something together she calls it krea - "Shall we play krea Mommy?". We have crea drawers, boxes, boxes - she loves to glue and cut and paste. It really means a lot to me that it's something we can do together. Drawing together, going out and finding materials, gluing things on branches,I generally justlove being creative together.

Has she everever said or done something that inspired you for a design or project?

Her name is Blue, which is my favorite color. For my last spring/summer collection, the show started with me talking about the color blue. My daughter was generally a very big inspiration for the whole collection. Blue inspires me every day to be happy in what I do and to keep doing what I dream of. She is truly a life piece.

How do you think growing up in a creative atmosphere affects her?

I grew up in a creative atmosphere myself and it's part of our language. So it's hard to say how it affects Blue, but if I ask her now, she's drawing and painting dresses and that's what she wants to do when she grows up. I don't know if it will stay that way, but I will be happy with whatever she chooses and will always support her in it.

Do you have a special memory where your creativity really merged and became something magical?

I've done some creative clubs for kids on Sundays where we got together and made sponges out of newspaper. Blue was there too, and she just loved it and it's a lovely memory. Blue often looks at the sponges and remembers how we made it together.

If you were to design something special for Blå, what would it be?

I get very emotional at the thought of being able to make her wedding dress. Wow what a dream...

What would you say if your daughter wanted to follow in your footsteps one day?

You want your child to be happy and follow their dreams. Whether it's one or the other, I will always support and help in the direction she chooses. Of course, it will be easier if she chooses something creative, as I'm not so good at math and writing, but it's something that I will learn for her. I just want her to follow her dreams, try things out and go for it.

What has motherhood taught you about yourself?

It has taught me the importance of structuring my days, to find the time to create the spaces you have together where it's just about enjoying yourself. Not letting all the practicalities of cooking, packing lunches, cleaning up, etc. take over. It has also taught me to be present and keep both feet on the ground, and just be happy with the immediate. Everyday and everyday life is the best and most wonderful thing.