Reykjavík Grapevine - 05.10.2012, Side 22

22 The Reykjavík GrapevineIssue 16 — 2012FASHION
Fashion, Music And Moving House
Snoop-Around talks to Bára Hólmgeirsdóttir,
fashion designer and owner of Aftur
So what’s happening with the
shop, are you moving?
Yeah, I’m moving the shop to
Laugavegur 39 mid-October. The
building that we're in at the moment,
where the shop and the workshop
have been, is supposed to be moved
or torn down in the near future. I
also want to separate the workshop
from the shop and begin carrying
new labels. It’s time to expand and
make the shop more accessible to
everyone.
So you’ll be carrying a variety of
brands at the new store?
Yes, I’m not making an Aftur
f lagship store; it’s more Bára’s shop
with a representation of things I
like. Aftur is my brand and it will of
course be the main focus of the store,
but I also plan to carry a variety of
other brands that I feel compliment
Aftur.
Aftur seems to have a strong
connection with musicians. Is
that something that you were
striving for?
Well, it’s been more accidental
than anything else; it just happened.
I’ve found it really interesting to col-
laborate with such talented people.
When I work with someone else I
have to consider their thoughts and
opinions, and that obviously has an
effect on my designs for Aftur.
Ultimately everyone is happy with
the end result and the main goal is
that the artist feels good on stage. It’s
healthy to have to do that because in
the end it pushes you in new direc-
tions and brings you a new perspec-
tive to work from. That’s what I find
most interesting when doing these
collaborations.
You've been working with Sigur
Rós on their stage look for their
tour their latest album, ‘Valtari.’
How has that collaboration
been?
Well, I've worked with Jónsi
before and I understand him quite
well, but this is the first time I’m de-
signing for Georg and Orri, so I had
to get to know them. It’s been great
working with them. They all have
opinions about what they like and
don't like. And of course Sigur Rós is
Sigur Rós so you know what you are
working with. I had to make clothes
that would make them feel and look
good on stage; they wanted to be able
to wear these clothes off stage too, so
basically it’s not a big costume thing.
How does the fall look for you
and Aftur?
Right now I'm working with mu-
sician Beth Orton to get her ready for
her tour. I made the dress she wore
in the video ‘Magpie’ and Hrafnhil-
dur did her styling. And since then
I’ve made some outfits for her to
wear for interviews and TV appear-
ances. But of course my main focus
is on the new store.
- ERLA BJöRK BALDURSDÓTTIR
“
I’m not making an Aftur
flagship store; it’s more
Bára’s shop with a repre-
sentation of things I like.„
Founded in 1999 by sisters Bára and Hrafnhildur Hólmgeirsdóttir, Aftur is a fashion label
made with a strong environmental conscience. Its motto, “Recycle or die,” can be seen in
the deconstructed rock ‘n’ roll look that has come to characterise the label. Aftur is now
run by Bára, who has designed for Icelandic music royalty such as Björk, Sigur Rós and
Emilíana Torrini. We caught up with her to hear about upcoming changes to her shop
and her recent collaboration with Sigur Rós.
Snoop-Around
Nanna Dís
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