I grew up in a very bohemian environment in southern Sweden, so I was always, always, always in black jeans.

Coming to LA and working with brands connected with celebrity was a very different experience. I thought it was interesting to work with someone like Justin Timberlake and to work with the phenomenon of celebrity in the U.S., and also to take on the challenge of taking a celebrity brand and adding credibility to it.

An easy way to find your own style is to exaggerate yourself a bit and then find a balance.

For women, I take inspiration from strong women with good aesthetics and integrity, and a little tomboy influence.

I always like to incorporate one or two chic accessories that contrast with the more gritty look of my daily uniform: a leather jacket and jeans.

I think it's great to use fashion to develop your personality and express who you really are.