Iceland review - 2015, Síða 9

ICELAND REVIEW 7
CREATING
ANOTHER
CREATION
With high fashion, you only wear the
piece once,” says Icelandic designer Ýr
Þrastardóttir when I visit her at her
studio in downtown Reykjavík during the lead-up
to the 2015 Reykjavík Fashion Festival. “Our idea
was to design accessories that go along with the
piece and are less expensive, such as sleeves, collars,
and hoods, so that you can wear it more than once.
It becomes multi-functional.”
Under the label Another Creation, Ýr combines
high fashion with an eye toward sustainability, as
well as usability, in the design for a new collection
of clothes. The line features natural materials, such
as silk, leather, wool and fur, and the clothes are
produced by hand, one piece at a time, according
to demand. Another Creation was founded by
three women, Ýr, who is head designer, and Anna
Lilja Johansen and Hrefna Sverrisdóttir, who run
the business side of things. For the current line,
Icelandic furrier Heiðar Sigurðsson of Feldur
Workshop was brought in as a collaborator.
Ýr explains that the idea of multi-functionality
comes from today’s technology, such as phones and
computers, which are easily customized to fit our
needs. The clothes in the new line are similarly
customizable, so that the wearer has “the power
of creation.” Ýr describes her vision of a woman
wearing one of her outfits to work and then in the
evening, simply turning it inside out to create a
whole new look for going out on the town.
“The fashion industry is changing,” says Ýr.
“People are trying to consume less and so clothes
must last longer.” She says that one of the advan-
tages of being a designer based in Iceland is that
the fashion world here is relatively small, allowing
for more individualized expression.
However, with such functionality, Ýr hopes that
Another Creation will reach a global audience. *
PHOTO BY PÁLL STEFÁNSSON.
FASHION
Designer Ýr Þrastardóttir
tells Rachel Mercer about her new fashion line
under the label Another Creation.