Exclusive Q&A with this season’s upcoming designer, Jasmine Haglund

Q.1.  What is your collection called?



Q.2.  What was your inspiration behind this collection?

The Swedish Dala Horse combined with Old School Nintendo games.

Q3. Would you like to share some Fun facts about you or your brand?
HUGLAND is a playful pseudonym of my family name Haglund. It’s a perfect description of what I want to convey, It’s all about positive vibes.

Q4. What motivated you to get into the fashion industry?

It’s been a natural call since childhood.


Q5. What is your favorite part of designing a collection?

After research when my vision is clear and at the end when I see the result.


Q6. How would you describe your brand in 3 words?

Playful| Vibrant| Exploring.


Q7. Is there any inspirational quote you follow? And by who is it from?
“Identify your problems but give your power and energy to solutions.” – Tony Robbins.


Q8. Who is your role model/ inspiration in your life?
Tony Robbins.


About the designer:

At the age of 15, I had my first job at a bakery in the Stockholm archipelagos (a small group o islands), where I discovered a new way to express my art by making various pastries and cake decorations. I stayed in the field for many years later and still have baking as a hobby.

In between everything “Life happened”: marriage, moving from one country to another and having a child.

And as time went by, there was still this inner voice reminding me and pushing me to pursue my lifelong dream of becoming a fashion designer.

So here I am. – Jasmine Haglund

About the brand:

I believe that color has a great impact on our minds. It affects our mood, feelings and behavior, both positively and negatively.

I strive to harness the positive effects of color and texture to stimulate the senses of the playful inner child, that is a constant explorer of cultures, keeping the imagination fresh and inspired.

My brand offers comfort based on the principle of loose fitting garments for fun and lively play.

The HUGLAND customer uses fashion as an expression of their personality and individuality.


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