FASHION

Teurn Studios enters the market based on a ”reset” on how you do things as a fashion brand

At the heart of the product assortment will be an ”always-on” core offering of evergreen staples, ranging from ready-to-wear garments to shoes and accessories.
By JOHAN MAGNUSSON
March 18, 2022

18 years ago, Anna Teurnell took her first head of design role. After H&M’s Trend department, she’s moved on to creative director positions at & Other Stories, Marimekko, and Arket. Late last year, she launched her own brand, Teurn Studios.

— To me, it’s a universe where I can work more freely and without compromise with ready-to-wear and accessories of exceptional quality, and create communication that I feel is relevant, aspirational, and inspirational, she says.

The brand is rooted in a curated wardrobe of luxurious essentials with a twist, designed to last, based on a timelessly sleek design expression.

— We think the fashion industry needs more brands that offer timeless, long-lasting garments of exceptional quality at sensible price points, Teurnell explains. This is a time when a lot more focus should be placed on craft and the skills that lay in the hands of suppliers that holds generations of knowledge about how to create fantastic clothes that last for years and years.

— Our business model, co-founder Moa Strand says, is based on a ’reset’ when it comes to how you do things as a fashion brand. We consider our digital D2C channel our prime go-to-market route, complemented by selected, long-term wholesale partnerships. We like to work very close to seasons and consumer shifts, rather than developing collections long before launch in order to please a hectic fashion calendar. We take a very curated approach to our collections, creating a small set of extremely well-crafted items that we truly love rather than trying to please as many people as possible. We put a lot of focus on our evergreen range and strive to apply a never-on-sale policy. I would say that we take a very controlled, organic, and calm approach in everything we do.

Along with the mentioned range of evergreen staples, Teurn will present two main collections and two smaller capsule collections per year. During the latest Stockholm Fashion Week, the brand showed a curated set of looks from the Spring/Summer 22 collection. 

— It’s all about spring essentials with a twist. Or, ’a bit of salt’, as I like to say. We like to add a bit of salt onto everything we do really; some elements of surprise, an added sensation. It can be an unconventional silhouette, an unusual fabric — or a bit of bling, like this season’s silver and gold shoes, says Teurnell, adding,

— The name, Teurn, is of course a reference to my last name. But it also represents a turning point, for me personally and professionally as well as for the fashion industry. These are days that require us to fundamentally change our perspective on consumption and production.

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