Do people think Swedes are cool? I think they think you're cool in spite of you being Swedish. But the good thing with being Swedish is that we're melancholic.

Film is a narrative format. Some fashion films try to retain some of the poetic mystery, but most of the time they only end up looking like some crappy, pretentious film-school thing. So I think the interest in film is really about the fashion world finding another form of expression.