Can you tell us a little bit about your inspiration for the Fall 08 collection? My inspiration always comes from Iceland, this season it is the texture of the lava, the orange colour of the magna, the floating lava and the misty silver, grey colour from the steam of the hot springs.
The details of each garment really stand out. This was part of the reason why we chose to shoot the collection with photographer Wayne Liu, in black and white film. Does detail come before, say, color or silhouette in your designs? I always start with texture, that is the most important part of the collection, it is the reason behind the collection. I didn't know that you choose to shoot in black and white, it must look amazing.
What did your experiences working as Design Director for La Perla and Senior Designer for Tom Ford teach you about what it takes to run your own label? Mr. Ford made me independent, to stand and work on my own and make my own decisions, He gave me an insight in to sex appeal and rock and roll. La Perla gave my the first oppertunity to prove my independence.
Is there anything you miss about working for another designer? What I do miss about working with the big fashion houses is the professionalism that surrounds them. Their names stands for crafmanship, pure design and standard that is very high. Everyday I think of this craftmanship.
If Seinunn could go anywhere, be anything--what would be in store for the label? The most amazing pieces of clothing with crafmanship that can withstand decades...timeless elegance. 6. Outside of Steinunn, what is your everyday life like? My Reykjavík life is very simple: family, friends, dog, house, summerhouse, gardening and being part of the Reykjavík creative melting pot.