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

I was Justin Timberlake personal stylist for years, so I went to his video shoots and his gigs with Madonna, and I did it very hands-on. It was a great way to experience and understand that part of American culture.

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

Everything I do with BLK DNM is more personal than anything I have done before. I've worked hard to go deeper in my true intuition, and therefore I am definitely more pure in my personal taste than ever.

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

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.

My first girlfriend, when I was about 18, was a fashion designer, and my sister was a fashion designer as well. I've always been into shopping, and I've always been very aesthetic, in a sense.