Petra Tungården playfully calls herself a fashion “dinosaur”— as a tried-and-true industry veteran with over 20 years of experience working in fashion and media under her belt, it makes sense. Since 2017, Adoore has been focusing on form-fitting, cozy, chic ready-to-wear womenswear. As Tungården puts it, she set out to fix the pain point so many women often complain about: that, with a closet full of clothes, they have nothing to wear.
“For many, a staple wardrobe often leans towards minimalism, with focus on pants and shirts,” Tungården told Who What Wear. “Personally, I’ve always favored dresses, aspiring to curate a staple wardrobe centered around them. During the summer season, Adoore is known for vibrant prints that we create in-house. Although our designs embrace color, they stay resistant to fleeting trends, always prioritizing a timeless look with the fit in focus.”
For you, what is the future of fashion or of your business? Is this a dream or concept that’s just exclusive to your business in Sweden, or is it an idea you can apply as you expand?
For me, the future of fashion, and specifically our business, revolves around the concept of long-term investments that beat fleeting trends. Our unique focus on the perfect fit positions our clothing as fashion-forward without being limited to trends. That’s a universal idea we aim to apply and nurture as we expand.
In Sweden, the evidence lies in the results — our clothing from seasons past continues to hold their value, often selling for the same or even higher prices years later on the second-hand market. This is a testament to the timeless nature of our designs. Our vision is to keep creating pieces that withstand the test of time, with great fit as our main focus.
After visiting Sweden, one thing I noticed heavily was the abundance of creative vision, especially as it pertains to community. Everyone works together, knows each other, and often, invests or does collaborations with each other. Do you think this is exclusive to the creative arts, fashion, and lifestyle scene in Stockholm?
In Sweden, there’s a spirit of teamwork and support within most industries. In our culture, there is a “team before me” vibe. Whether in arts, tech, public or any sector, the culture is about working closely within the industry, getting to know each other, and tackling projects together. It’s really ingrained in our approach to how we do things here.