I like “a bit of salt in what I do,” says Anna Teurnell, the founder and designer of Teurn, a label that within five months of its founding has become something of a sensation in Stockholm. The rhinestone-encrusted Italian-made “bling bling” boots designed for the fall 2021 season (Teurn operates on a see-now, buy-now model) are sold out. That such extroverted accessories should find a home among luxurious and minimal pieces like a relaxed fit blazer, dense shearling jacket, or sky-blue cashmere turtleneck is surprising. “Seasoning” a minimalist wardrobe with more out-there accessories seems like a new recipe for updating Scandi chic.
Teurnell is something of an expert in Scandi style having worked at H&M, &Other Stories, and Marimekko. In 2017 she was named design director of Arket. Having her own brand gives Teurnell freedom to express her own personality and preferences when it comes to selecting fabrics, creating clothes, and imagery.
Many old Celine devotees have “teurn”-ed to this label for quietly decadent pieces like spring’s trench dress with deep smocking around the neckline. Just as intricately worked were a pearl-colored blouse and dress with deep, dimensional pleats that called to mind Charles James’s lobster dress. Teurnell said that she wants “to create clothes that make you feel and look good and strong.” Judging by the “oohs” elicited from the crowd, a leather windbreaker in cornflower blue is one of the spring offerings that deliver on that promise.
