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.

Music is the highest art form.I still think that. I wish I was really talented in music because then I would be doing it. I felt that I could write a decent song, but it was a big struggle. It took a lot of time and effort for me, whereas a lot of my peers and other people seemed to have a much easier relationship to it. But I profoundly love music, and I still dream that I might one day try to write some new songs and record something - just for myself, to see what would happen.

We've always created stuff to go beyond our Swedish borders. I think we've always wanted to be noticed - to be known outside of Sweden.

I was a huge fan of this band called Sparks. It was a pretty good inauguration to music since their music is quite complex. They were a little glammy, and me - being a kid and not really understanding the complexity of grown-up lyrics - I took the best out of it. But at the same time, it was mysterious enough and too far away from me for me to really be able to reach it. But they were my first love affair in the world of music. I loved that band.

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.

Somebody once said that the ideal size of a country for democracy to work is around 10 million people - and that kind of makes sense if you think of it in very crude terms. In a smaller country, I guess it's easier to maintain some kind of common ground.I do think the Swedish system of government works really well. Obviously, everything doesn't work perfectly, but I like the principle of it.