NORDIC POETRY'S MOODBOARD
We speak to Ameli Lindgren, Founder of the celebrity cult-following vintage archive Nordic Poetry.
What's on their Moodboard?
Since opening in 2007, Nordic Poetry has become a fashion mecca for Gabriette, Charli XCX, Lily Allen, and Law Roach, who pose against the East London store’s nowviral pink walls. Ameli, an archive-design fanatic, even sourced Pink Pantheress’ cool-Britannia Vivienne Westwood gown for the Grammys. She tells us how she developed her curatorial eye.
What are you a magpie for? What draws you in when looking for your pieces?
I was a 90s kid – I was born in the 70s but young in the 90s – and there’s a reason why people really want to wear that stuff. It was expressing freedom, which doesn’t happen as much as it used to. It’s a shame he’s made stupid mistakes because John Galliano is one of my favourite designers along with Vivienne Westwood and Alexander McQueen. They’re all British. I’m not from London. I’m Swedish. I moved to London because it was raw. I used to think Paris was very streamlined, and I still think it is in many ways, but London has that edge. I go back, and I find things that are wearable and fashionable but creative and fun.
Are there any celebrities you’ve not yet encountered who you’d love to lend to?
We have such a huge clientele. We dress the biggest celebrities all around the world. I’m not a person who gets starstruck. That’s not why I started this. It’s for anyone to be able to wear something that resonates with them, that is unique, that has got a story. Also, I think everyone within the industry needs to be paid for what they do. We do very rare pieces. It’s taken a lot of time and effort. I started from nothing, and I’ve built an archive by myself through hard work. So no, we don’t lend for free.
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