I think one big reason why Sweden might have a good reputation around the world is that if you look at Norway or Denmark or Finland, any of the Scandinavian countries, they all seem less interested in being a part of the larger world, where Sweden has always tried to reach out, whether it's with Volvos, Saabs, H&Ms, music, clothes.

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.

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.

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 think one big reason why Sweden might have a good reputation around the world is that if you look at Norway or Denmark or Finland, any of the Scandinavian countries, they all seem less interested in being a part of the larger world, where Sweden has always tried to reach out, whether it's with Volvos, Saabs, H&Ms, music, clothes.

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.

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.