It took the world coming to a halt for Aino Jawo and Caroline Hjelt to slow down. Since 2009 the best friends have been known as Icona Pop. In 2012 the release of the breakthrough hit ‘I Love It’ would mean nothing would ever be the same. The anthem changed both the trajectory of pop music and their own careers, leaving little room for a personal life.

But as America was shutting down the country’s borders in 2020 they packed their bags in a hurry. Thinking the visit would only last for a month they left their house in Los Angeles for Sweden. As the pandemic hit, the new album had already begun to take shape, but back in Sweden Icona Pop found themselves back in the studio they first recorded in. This is when the previous decade really started to sink in – those years had been a whirlwind of work and touring, with no room for vacations let alone processing it all.

“Before that, we had at most two weeks of vacation here and there. We travelled constantly. During the year when ‘I Love It’ was released we had 320 flight days. So, when we couldn’t tour anymore, all these existential questions came up. ‘Who are we without this?’ You realize you’re addicted to the highs of this lifestyle. When everything was quiet and calm, we finally had the time to talk”, Hjelt remembers. “It’s not often we sit down and talk about stuff on that very deep level,” Jawo adds. “A lot has happened during the touring years, but we haven’t had the time to deal with it. Writing this album was like being in therapy.”

Icona Pop had been trying to write a new album, the follow-up to their 2013 debut This Is…Icona Pop, but the opportunity to write a complete body of work only came about in 2020. During the intervening years they even scrapped a whole album, deciding it was not good enough. Reflecting during the pandemic on their decade-long career resulted in the album Club Romantech – their clubbiest but also most emotionally honest music yet. Amid the production of the album the two of them found out they were each pregnant, something that would make its own mark on the process. These years became truly transitive for the duo, who had to realign their roles as creators.

“We didn’t feel like it was time to call it quits” says Hjelt. “Instead, our vision was clearer and stronger than ever. You would think that we could have used this time for rest, but no.” She laughs self-deprecatingly. “This creative force completely took over,” Jawo explains. “We wrote the record super-hormonal and with no filter. It was very beautiful. Sometimes we came into the studio and just cried. There was a lot happening, both in our bodies and minds. The process felt very naked. We started seeing things differently and went from always putting ourselves first to having to prioritize someone else. In turn that has made us let go of the pressure, and that’s why we were able to create our best music yet.

Even though they were pregnant, Jawo and Hjelt were determined to keep working on the album, not only for their art but also to prove it could be done. This is not surprising, as the duo are known to make bold statements against sexism in the music industry. Being mothers, they claim, has even made them more efficient in their work and made them re-evaluate their work-life balance.

“Having a kid is the best thing that has happened to me, and we got to share that with our best friend”, Hjelt says. Jawo agrees and adds: “It feels very cool being a woman, having a child and still getting to do this. Other artists have thanked us for being so open and have said it has made the idea of having kids while still working in music seem more doable.” It was different in the past, Hjelt says: “Ten years ago, artists would disappear and then come back with a six-pack and you didn’t talk about it.”

Icona Pop was quickly placed in the pop genre after their debut, as radio stations had a hard time fitting their music into a box. With their love for electronica and dance music, pop is not a label they have ever felt at home.

“This time we decided there were no rules, and the music kept getting more clubby because we dreamt about being able to tour again. We let go of the classic format of a pop song. But we are still suckers for good pop melodies. It’s quite funny that we wrote our clubbiest album during the quietest time of our lives”, says Hjelt. “And while being heavily pregnant, adds Jawo. “The categories of genres are starting to be erased, so it’s an interesting time for creating music.”

As if all these life changes weren’t enough, Icona Pop decided it was time to start their own record label. A decision that was easy to make after the transitive period crossed over into their most grounded selves.

“This is truly a different time for us, where all the planning and decisions are made by us. After this many years in the industry we feel that we are ready, now that we have tried the major labels as well as the indie ones. But we still collaborate with other record labels – you’re never stronger than your team. In the future we would like to sign other artists and producers,” says Hjelt.

Having stayed together for 14 years, they reflect on how they have been able to stay by each other’s side. “The basis has always been our friendship and our passion. If that isn’t there one day, there will be no band. But we are stronger than ever now, and that is pretty cool. I’m so glad I didn’t have to do all this by myself, but there is also no one else I could have done it with” says Hjelt.

“We are two very different people, we complete each other,” says Jawo. “Our differences could be a problem, but in our case it has worked out beautifully. Caroline is more of a creative chaos, she can do a million things at once.” Hjelt agrees: “Aino is more thoughtful, she has a tendency to fixate on one thing at a time. It’s a good combo and we have learned from each other. Now we are like a married couple and can read each other very easily.”

They are eager to set up a second home in the US, but it is still undecided where Icona Pop will end up. Although one thing is clear, wherever that may be, that Aino Jawo and Caroline Hjelt will be there together. The duo promises we won’t have to wait another ten years for the next album. With a new-found excitement, the best is still ahead of Icona Pop.

Talents: Icona Pop
Caroline Hjelt & Aino Neneh Jawo

Team Credits:

Photography by Pelle Lannefors
Styling by Amanda Hörlin
Words by Emma Thimgren
Hair stylist: Sofia Geideby
Hair assistant: Freja Östman
Make-up artist: Jasmine Lundmark
Make-up assistant: Tereza Luyirika

Fashion Credits:
1) Caroline wears top by Humana Second Hand. Skirt by Stand Studio. Boots by Steve Madden. Earrings by Freya Douglas Ferguson;
Aino wears coat by Deadwood. Top by Khéla. Skirt by Stand Studio. Ring by Agoston Balazs. Necklace stylist’s own
3) Aino wears top by Stand Studio. Skirt by Deadwood. Stockings by Swedish Stockings. Necklace by Freya Douglas Ferguson
5) Caroline wears top by A. Roege Hove. Pants by Christiana Hadjipapa. Shoes by Stand Studio. Rings by Horisaki and Matilda Little. Earrings by Mara Peralta
6) Caroline wears dress by Hodakova. Boots by Stand Studio.Earrings by Freya Douglas Ferguson
7) Caroline and Aino both wear Tasha Goodhew;
Caroline wears earrings by Freya Douglas Ferguson;
Aino wears rings by Murky
9) Caroline wears dress by Keta Gutmane. Jeans by Diesel
10) Caroline wears blazer and skirt by Adnym Atelier. Lace top by Soda Lingerie. Rings by Matilda Little
11) Aino wears dress by Deadwood. Shoes by Filippa K. Earrings by All Blues
12) Aino wears leather jacket by Deadwood. Lace top by Soda Lingerie. Trousers by Khéla. Shoes by Stand Studio. Ring by Agoston Balazs
13) Aino wears body by Christiana Hadjipapa. Maxi skirt by Deadwood
14) Caroline wears dress by Hodakova. Boots by Stand Studio. Earrings by Freya Douglas Ferguson
15) Aino wears body by Christiana Hadjipapa. Maxi skirt by Deadwood

Ever since digitalisation and one-click consumption entered the field of play, brands have been forced to rethink. Besides catering to an overwhelming demand, it has become acutely necessary to evaluate brand identity to stand out in a sea of competition. The fashion industry is already under an intense gaze due to its overarching lack of sustainability measures. But if we zoom in on the current landscape and try to identify micro-level actions with the potential to switch up the landscape, we can see that there is a strong candidate in crossover collaboration.

With collaborations, you see less of the each-to-their-own industry mindset and more of unexpected matchmaking. What stands out to me are the blurred boundaries in how interior establishments collaborate with fashion designers, progressive design studios team up with niche scent makers, and – to highlight one in particular – the unexpected link up between an emerging accessory brand and a well-established tech institution. 

The collaboration is clear. You get two everyday tech gadgets in an elevated costume. A minimalist phone case and matching AirPods case, both functional pieces yet with an embellished, high-end feel. Although perceived as small gadgets, they carry an immense impact, steering two distinct brands into unexplored territory. In this case, the unexpected match is what initiated the romance in the first place.

For In Gold We Trust, the upcoming Paris-based progressive jewellers, the collaboration directs them towards a new market. Their aesthetic is raw, frequently offering perspective-altering takes on traditional crafting. Swedish tech-brand NUDIENT has the established platform yet wants to break out of the strictly functional sphere and instead reside within fashion. What intrigues me is not only the collaboration in itself, but the motives behind it.

In order to fully grasp In Gold We Trust, we need to break down the brand. Unlike most contemporary jewellers, In Gold We Trust has no previous expertise within the jewellery field. Architect Héloïse Chiron acutely felt the need to break away from the regular, nine-to-five life. Craftsman tailor Louis Mariede Bridiers shared the same need, volunteering to provide artistic direction to this new, unknown project. “We perceive jewellery as a means rather than an end. It’s a medium of expression, of which we have no experience,” Chiron says. “Self-taught in jewellery, we don’t know any codes, so here are no intellectual barriers in the way of our creative process.”

Curious to hear how they manage to remain true to their creative direction in a collaborative setting, without being too influenced by outside factors, Chiron shares: “We like to play with the direct and indirect meaning of objects and materials. This collaboration actually makes sense to us, since our latest collection addressed artificial intelligence,” she says. “Here, we have just asked ourselves what mobile phones actually represent to us. Being constantly connected, eyes riveted on the screen, it is clear that we are linked or almost chained to our phones.”

Héloïse Chiron sees each collaboration, although choosing them with care, as ideal ways to express yourself in a new context. Although vocal about creative and economical benefits of collaborations, she accentuates the complexity, “It’s not just a simple image association to boost sales. A collaboration must be balanced and encourage experimentation. Ultimately, this is the meeting of two distinct universes that give birth to a new vision, new idea, and new objects.”

On the other side of the coin, shaped by an ambition to rethink the meaning of functional design, we meet NUDIENT. Founded in 2016 by three entrepreneurs, their foremost vision was to create a unisex fashion tech brand characterised two words – minimal and urban. Co-founder Pontus Krusing explains: “With roots in Sweden, it became natural to acknowledge the minimalist design that has been paramount within Scandinavian design since the 1950s. We also wanted to highlight progressive and contemporary street-urban design that has influenced the narrative for the past years.”

Intrigued by the partnership between minimalist Scandinavian and blossoming Mediterranean, I ask Krusing to provide his take. To him, NUDIENT’s already existing focus on innovative production methods, sustainability and high-quality materials is essential. The combination has already challenged traditional fashion manufacturing paradigms on several occasions. “NUDIENT is a brand that takes functional design to a new level. The collaboration with In Gold We Trust shows common grounds in functionality, technicality but also curiosity to new things. I think it confirms our vision to move phone accessories into the room of fashion, where they belong.”

When asked about his thoughts on the emerging wave of crossover collaboration, with craftsmanship spearheading creativity rather than strict marketing, Krusing answers. “It’s important to keep the fundamentals of each brand and create common ground where it’s possible. In a world where people expect you to be adaptive and fast changing to new trends, collaborations are a great way to get influences from other emerging brands, sometimes in other product categories.”

It is precisely this kind of process of mixing up different kinds of knowledge and experience that can reveal how businesses can evolve into the future. It takes creativity and imagination to come up with these fresh and unexpected links, and once followed through in collaborations like the one between NUDIENT and In Gold We Trust, new journeys of discovery spark further creativity in a free-ranging exploration of the landscape that we thought we knew, changing it forever with a liberated spirit of entrepreneurship.

Team Credits:
Words by LINNÉA RUIZ MUTIKAINEN
Photography by John Scarisbrick
Styling by Ken Mogekwu
Make-up by Elvira Brandt
Model: Joanne O at MIKAs

Fashion Credits:
1) Carabiner & Cuban chains bold case, bandeau stylist’s own, trousers by Miko Maya, eyewear by Alice Gruvander
2) Pearl & ball chain bold case, jacket by Christiana Hadjipapa, shorts by Stand Studio, boots by Maya Sundholm
3) Pearl & ball chain bold case, bra and skirt by FROLOV
4) Screw link on Cuban chain bold AirPods case top, bralette and skirt by MARAN
5) Carabiner & Cuban chains bold case, top and leggings by FROLOV
6) Pearl & ball chain bold case, jacket and shorts by Samuel Westerberg, leggings stylist’s own.
7) Carabiner & Cuban chains bold case, dress by FROLOV
8) Dress by Maya Sundholm, top by MARAN, mules by Alice Svensson B, tights by Pop Stockholm

A community can stand for many things; Your inner circle, a creative collective, a group of like-minded people you were lucky to find. The people who share your passions, beliefs, or who simply lift you up and make you bloom by just letting you express yourself freely. For creator Ellen Elias this became very clear during the past nine months. The world was shutting down. The prospects became darker, but, on the contrary, for her and other artists, creativity and creative identity established itself, in conjunction with the definition of who the people were that mirrored and pushed her forward. To celebrate that exchange, photographer Anton Renborg and Ellen Elias give creative space to a few personalities from that human connection circle that we all need to thrive and remind us of who we are. Rapper, producer, and director Ayesha Quraishi with her son Ari. Best friends; Dancer, actor, and model Fredrik Quinones and dancer Talia Gallegos Fadda. Film and art curator Samuel Girma and his son Jonatan. Professional athlete Marvin Tay, PR consultant Fardossa Abdalla, and model Fariyah Ahmed.

Team credits:
Photography by Anton Renborg
Styling by EllenX Elias
Photographer assistant Tove Wall Dyrting
Stylist assistant Elca Heinebäck
Make-up by Milena Yigzaw
Models: Ayesha Quraishi, Ari Aschberg Quraishi, Marvin Tay, Fredrik Quinones, Talia Gallegos Fadda, Samuel Girma, Jonatan Girma, Fardosa Abdalla, Farhiya Ahmedi
Thank you to Studio Klippgatan

Fashion credits:
#1 Ayesha Quraishi (mother) wears Jacket by Woolrich, Pants by Bewider, Head Accessories stylist’s own
Ari Aschberg Quraishi (son) wears Turtleneck Top by Acne Studios, Bag by Ina Faaks,
Facemask stylist’s own
#2 Fredrik Quinones (left) wears Jacket by Stand Studio,
Pants by Bewider, Earrings by Caroline Svedbom, Necklace by Starstudio, Shoes by Our Legacy
Talia Gallegos Fadda (right) wears Jacket by Acne Studios, Leather Pants by Ina Faaks,
Head Props stylist’s own, Necklace by Caroline Svedbom, Shoes by Steve Madden
#3 Samuel Girma (father) wears Coat by Stand Studios, Skirt by Ganni, Top by Linus Leonardsson, Pants by Bewider, Hat by Hattbaren, Shoes stylist’s own, Bag by Steve Madden
Jonatan Girma (son) wears Jacket, Pants and Bag by Diemonde, Accessory Vest by Antonia Pihl, Head Wrap, Skirt by Boohoo, Sunglasses by Silhouette, Leather Gloves by Handsome Stockholm, Shoes Vagabond
#4 Fardosa Abdalla (left) wears Jacket by Stand Studio, Bodysuit by Bowie Wong.
Fariyah Ahmed (right) wears Jacket by Our Legacy, Bodysuit by Bowie Wong,
Leather Shorts by Stand Studio, Leather Boots Steve Madden, Face Jewellery by Starstudio
#5 Marvin Tay wears Pants by Antonia Phil, Hat by Hattbaren, Scarf by Naim Josefi,
Shoes by Our Legacy
#6 Ari Aschberg Quraishi wears Turtleneck Top by Acne, Bag by Ina Faaks, Facemask stylist’s own

Team Credits:

Photographer Zohra Hamidi @zohra.hamidi
Stylist Elodie Deval @elodiedeval
Hairstylist Romain Durand @romaindurandhair
Make Up Artist Jawhara @jaw_mua
Photographer Assistant Joséphine Lefebvre @lefebvrejosephine
Models Ophélie Him & Tian at Mademoiselle Agency @mlleagency
Flowerist Instagram : @aubonheurdesdameslevallois
Flowerist Website : www.au-bonheur-des-dames.com

Fashion Credits:

#1 Left: Dress by Marianna Ladreyt, Earring & Ring by Diana Law, Right: Dress by Materiel Tbilsi, Earrings & Ring by Pittsbroc, Neckless by Bless.
#2 Jacket by Prululla, Corset by Cadolle, Knitted pants by Lou de Betoly Tights & Socks by Falke Shoes by Soloviere Hat by Anthony Peto , Jewels by Pittsbroc
#3 Top by Altuzarra, Jupe by Paul Smith, Shoes by Maya Lakis, Socks Falke, Hat Anthony Peto, Earrings & Bag by Diana Law, Cuff Bracelet by Forte Forte.
#4 Jacket by Leandro Cano, Tights by Falke, Shoes by UGG, Earrings by Pittsbroc
#5 Left: Corset by Cadolle, Pants by Essentiel Antwerp, Shoes by Sarenza Socks by Falke Earrings by Pittsbroc. Right: Tee-shirt by Uniqlo, Corset by Cadolle, Skirt by Untitled
#6 Top by Lou de Betoly, Pants by Versace on matchesfashion.com, Shoes by UGG, Socks by Falke
#7 Left: Dress by Marianna Ladreyt, Shoes by Rombaut, Socks by Falke, Earring & Ring by Diana Law, Right: Dress by Materiel Tbilisi, Shoes by Rombaut, Socks by Falke, Earrings & Ring by Pittsbroc, Necklaces by Bless.
#8 Top by Altuzaarra, Jupe by Paul Smith,Hat by Anthony Peto, Earring & Bag by Diana Law, Cuff bracelet by Forte Forte
#9 Jacket by Jiwon Yun, Corset by Cadolle, Short by American Vintage, Shoes by Tory Burch, Scarf by Blue Marble, White Socks by Falke, Lavender socks by Simone Wild, Earrings & Butterflies Pins by Pittsbroc.
#10 Top by Heattech Uniqglo, Jumper by Uniqlo, Skirt by Lou de Betoly, Shoes by Maya Lakis, Socks by Falke, Scrunchie by Masion Chou, Jewels by Pittsbroc.
#11 Jacket by Prululla, Corset by Cadolle, Knitted Pants by Lou de Betoly Earrings by Pittsbroc, Ring by Diana Law
#12 Rainscarf by Bless, Skirt by Stand Studio.
#13 Jacket by Jiwon Yun, Corset by Cadolle, Short by American Vintage, Shoes by Tory Burch, Scarf by Blue Marble, White Socks by Falke, Lavender socks by Simone Wild, Earrings & Butterflies Pins by Pittsbroc.