Pampas store with the Classic by Elfa storage system.

VOLUME, COLOUR AND INTEGRITY - MEET THE FASHION CREATOR BEHIND PAMPAS

Linnéa Samia Khalil became a designer by chance. From the beginning, it was music that mattered, but in the 2020 pandemic, her tour was cancelled for obvious reasons. Here, designer Linnéa Samia Khalil talks about the meeting of maximalism and minimalism in the newly opened Malmö store.

Text Charlotta Flinkenberg Photo Lina Arvidsson

Linnea Samia Khalil is sitting on a stool in front of clothes rails with Pampas clothes.

THIS IS LINNÉA

FOUNDER OF THE CLOTHING BRAND PAMPAS.

Name: Linnéa Samia Khalil
Age: 37 years old
Home: In Malmö
Family: Partner and dog
Profession: Entrepreneur, designer, founder of Pampas, musician

Classic by Elfa storage system in the Pampas store, with hanging clothes.

From musician to fashion creator

Linnéa Samia Khalil became a designer by chance. From the beginning, it was music that mattered, but in the 2020 pandemic, her tour was cancelled for obvious reasons.

"I had no plans to start my own clothing brand, but felt the need to create something creative. So I sat in the loft and started sewing."

Stairs down to the basement of the Pampas store.

Did you have any previous experience sewing your own garments?

"No, not at all! Haha… But I’m curious and driven by the joy of creating and experimentation. It’s important for me to have a creative outlet. Sometimes that’s my strength, that I’m fearless and don't know what’s right or wrong in sewing."

In the initial stages, Linnéa sewed her florid garments herself that are now her characteristic style. She posted pictures of the garments on Instagram and interest in her designs spread at record speed.

"I sold what I posted in just a few seconds."

Pampas clothes hang on the Classic by Elfa clothes storage unit.

Second-hand and dead stock - circular thinking

It wasn't more difficult than that to start the Pampas clothing brand. Linnea says that she always wanted to run her own business, but previously didn't know which kind. In addition to the spectacular design, the opportunity to rent the garments is something special about Pampas. Circular thinking has been part of the brand’s DNA from day one.

"Our brand is not like all the others. The fabrics guide my inspiration. My latest collection is based on second-hand and deadstock, i.e. leftover fabrics from other fashion houses in Paris and Milan. My plan is to completely transition to this type of reuse." There are no different sizes of garments in the Pampas store. Everything is made on demand in the store.

Classic by Elfa storage system in the Pampas store with hanging clothes in different colours.

Do customers understand this concept, with rental and the possibility of made-to-order clothing?

"It already says 'Rent or buy' on the window of the store in Malmö. And we have also placed signs in the store informing them to ask us. But not everyone understands that sustainable production costs money. Yesterday, a Swedish lady came inside and her jaw dropped and thought the clothes were very expensive. After her, a Danish lady came in who said that on the contrary, it’s very affordable. The Danes like to shop in Malmö because our Swedish krona is so weak."

Linnéa Samia Khalil is standing at the checkout in the Pampas store, next to the Classic by Elfa storage system.

In connection with the Southern Sweden Design Days 2022, three Malmö-based designers showed their garments at Studio Elfa. Pampas was one of the brands, and the newly opened store is furnished with Elfa from floor to ceiling.

"I also have Elfa systems at home, as well as in the old workshop part."

Pampas store where the Classic by Elfa storage system is filled with magazines, clothes, glas and accessories.

In addition to the creative height that the brand exudes, the Malmö store has a ceiling height of five metres and every single centimetre has been used for the interior design.

"Elfa added an extra section. The system is incredibly flexible in this way. It’s fun to be able to build up so high! At the top, we place showpieces that are more like decoration."

I SOLD WHAT I POSTED IN JUST A FEW SECONDS. STARTING THE PAMPAS CLOTHING BRAND WASN'T MORE DIFFICULT THAN THAT.

Linnéa

Pampas clothes in the store’s basement, hanging on a freestanding solution from Elfa.

Maximalism meets minimalism

Her designs are playful, vibrant, unconventional and exude maximalism. Of course, one is curious as to what appeals to her about Elfa’s more sleek and minimalist concept.

"The contrasts in the meeting between my clothes and Elfa’s interior design are exciting! We’re really at different ends of the scale, but that’s also what makes it work so well. I like that the storage is classic, stylish and structured. The clothes are displayed very well in this calm context and the wild comes out well.

Linnéa Samia Khalil in the Pampas store where the clothes hang on the Classic by Elfa storage system.

The voluminous, colourful style - just right for Eurovision

Today, Linnéa doesn't have to sit in the loft and sew any more, but has tailors who sew up the productions. Linnea’s unique fashion sense and stage outfits led to the Swiss delegation for the artist Nemo to contact her a week before Eurovision.

"They had already put together an outfit, but weren't quite satisfied.

It was love at first sight", according to Linnea. They met up in the workshop and brainstormed ideas for two concrete outfits.

"Myself and two tailors worked day and night and then they chose which outfit to wear."

As you know, Nemo won the entire Eurovision, which meant marketing for Pampas to 163 million TV viewers.

"We gained more international customers after this. The dream would be if Beyoncé got in touch!"

Hanging clothes from Pampas in different colours.

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