INTERVIEW – The Danish brand of sisters Julie and Marie Skall celebrates its tenth anniversary this year. As they open a pop-up shop in Paris, they talk about their Copenhagen-infused style, work with family, and their passion for Paris.
They were born in Jutland, a peninsula that forms the mainland of Denmark. In other words, feet in the water. It was in this peaceful atmosphere, close to nature and essential, that two sisters Julie Scull (age 40) and Marie Scull (age 36) developed a passion for fashion. In 2014, this inseparable duo launched Skall Studio, a brand with its roots in Copenhagen and offering everything that is best in Danish fashion: bold spirit, honest and natural materials, modern cuts. For ten years, the two-sister label has stood out for its high-quality and responsible pieces designed to last a lifetime. It is enough to place the brand’s name on the official calendar of Copenhagen Fashion Week, an event that has conquered the fashion world over time. This March, Skall Studio is opening a pop-up shop at 22 rue Debelleyme in Paris. Opportunity for: Madame Figaro to meet the two designers who dream of exhibiting in the capital of France.
Madame Figaro: How does it feel to be at the helm of a brand that is celebrating its 10th anniversary?
Julie Scull: It’s an incredible feeling. This brand has always been our dream, our passion, and so we can say that our dream has come true. We live the joy of being able to do what we love every day, and celebrating ten years of the brand proves that we are in the right place. When starting a brand, the beginning can be really difficult. We’ve worked hard to get to where we are today, and it still feels like we’re just getting started.
How do we work as a duo? What are the challenges, the daily challenges?
Julie Scull: It is clear to us because we are sisters. We grew up together and evolved with the same mindset when it comes to creativity. It is a family matter with us. we love to be together. Running a business with your sister is a great dream and a great gift.
Marie Scull: We are often asked this question, but yes, it is very simple for us.
Would you say it’s an opportunity to run a fashion brand with your family?
Julie Scull: Yes, especially since the fashion industry is intense. As much as we love it, it’s a little crazy sometimes, so working together reminds us how important family is. It helps keep our feet on the Earth.
Danish fashion is very trendy at the moment. What makes Skall Studio stand out? What accounts for the difference?
Julie Scull: There are many well-known brands in Denmark, but also younger brands. Like Skall Studio, they are imbued with creativity and energy. Young brands often have a fresh, new perspective. At Skall Studio, we have very strong design and that’s what sets us apart.
Imaxtree:
Your fashion has a very slow, gentle, comfortable side. Finally, you were “quiet luxury” ahead of your time.
Marie Scull: We grew up in the countryside of northern Jutland. Very quiet, undisturbed space. We’re not really into logos. We love quality clothes, honest fabrics, so yes, we can say that “quiet luxury” suits us.
Julie Scull: I also think that traditional Scandinavian and Danish designs are very minimalist and there is often this focus on materials. It is through this association of strong materials and relaxed design that we identify ourselves. Not forgetting the functional aspect, and it is necessary to create clothes that can be worn for a lifetime. This is what I prefer with “quiet luxury”, the fact of having this mix of classic and timeless codes with a love of beautiful materials. This is what makes the product premium.
Marie Scull: Buy less to buy better, that’s our philosophy.
You have just opened a pop-up shop in Paris, in the heart of the Marais, and you are increasingly present in the French market. For what ?
Julie Scull: We have always loved France and obviously Paris. This country has such a strong history with fashion and its historic designers. We grew up in a small town in the north of Denmark with the characters of the designer Erik Mortensen, who became the artistic director of the Balmain collections. He inspired us a lot, drew us to Paris. Then we fell in love with France and its lifestyle, people, art. But also more distant regions, the south of France, the seaside…
You have always been very attracted to nature. you’ve also envisioned a collection that pays homage to the Scottish Highlands.
Julie Scull: When designing a collection, we work with natural materials such as cotton, wool… We have a very strong connection with nature. This is also reflected in the natural colors found throughout our collections.
One of your projects is to find a permanent store in the French capital. Do you also dream of putting your name on the Paris Fashion Week calendar?
Marie Scull: Obviously, we love to present our collections at Copenhagen Fashion Week, but Paris would be a dream come true. It makes sense to see more and more Danish brands presenting their collections in Paris; it would be a logical continuation for us.
Julie Scull: Denmark is a small country with a population of just over 5 million. Copenhagen is a small city compared to others, which is why many Danish brands open sales outlets all over the world. Many brands consider Paris to be the heart of fashion and a city where buyers regularly travel.
Marie Scull: We also studied French in Denmark, but we are still not good (laughs).
People in Denmark travel a lot and find inspiration all over the world to bring it back to Copenhagen and create something new.
Julie Skall, co-founder of Skall Studio
What should Paris learn from Danish fashion?
Marie Scull: Denmark is a small country that has this “safe place” aspect. We have a very simple lifestyle and it shows in our clothes. Danes have this “easy” side of dressing, something very relaxed, always with clothes made of noble materials. It is perhaps this state of mind that we would like to bring to Paris.
Julie Scull: We are free thinkers, we like to look beyond our comfort zone, especially our generation. People in Denmark travel a lot and find inspiration all over the world to bring it back to Copenhagen and create something new. We could share our eclecticism.
Source: Le Figaro
