One of my favorite brands at Playtime Paris is Jumina, a Norwegian Fairy Tale by Elisabeth Rognmo. Each collection has an inspiring story behind it and features incredible photos that perfectly communicate Elisabeth’s vision. Truly a work of art!
I have to admit that I have a special connection with Jumina. I have family living in Norway and love the Norwegian heritage that Elisabeth brings to Jumina. Not to mention that the unique way Elisabeth incorporates the fairytale, and dreamy feeling to each collection.
For Spring Summer 2014 Jumina’s collection is inspired by the 1920-40s beach holiday life. The Spring Summer 2014 collection is a bit more colorful than past collections. You’ll find lots of colorful red, green and red stripes and polka dots, vintage air balloon prints and a new baby collection for sizes 0-2. Simply a gorgeous collection that you don’t want to miss!
Interview with Elisabeth Rognmo Designer of Jumina
Hello, my name is Elisabeth Rognmo. I’m the founder and creator of Jumina, a Norwegian Fairy Tale. Welcome to my world!
I got into kids fashion when I had my third child. I was home for one year and I wanted to make my own business. I wanted to do something creative, and I wanted to do something with fair trade and organic materials, and it became children’s fashion. Because I’m trained in fashion as a seamstress, actually. So I know my way around clothes, and that’s why it happened.
The uniqueness of Jumina I think is that it’s all inspired by the Northern Stories and Fairytales. So there’s a lot of my heritage in there as a Norwegian person.
And it’s also the use of fabrics that could be quite different and more kind of grown-up fabrics that you wouldn’t typically see in children’s fashion. And we also use only organic materials and bamboo. And now we also started a new partywear collection with a lot of silk.
Jumina Kids Red Stripe Shirt
Jumina Spring Summer 14 is very playful, it is strong in color, and is inspired by the European 1920s to 1940s beach life and holiday. So it’s a lot of red and stripey, dotty…I can almost smell the sand when I look at the photos that we did.
Jumina Children’s Blue Stripe Dress
We did a photoshoot with a wonderful photographer named Wanda Kujacz. She’s based in Paris and she did these. Something like this is from our Spring Summer 2014. They are playful, dreamy. It’s all in organic cotton. There’s a lot of solid colors, but with a hint of details in the buttons, for example, we did different colors with those. So you have to look for the details and then you find the uniqueness.
So you can see the stripes. You can see the shorts and a bit of the beachy feel.”
Thanks so much to Elisabeth Rognmo for the video interview on Jumina’s SS14 Collection at Playtime Paris. Soon to follow on DFTV is my interview with Elisabeth on the Jumina FW14 collection.
