Meet Malvina Erlandsson – Creative Editorial Lead

Welcome to Inside NA-KD: a behind-the-scenes look at the people shaping our brand from the inside out. In this series, we speak with team members across departments to explore what drives their creativity, what a day at NA-KD really looks like, and the passion behind the work.

First up: meet Malvina Erlandsson, our Creative Editorial Lead.

One of the best parts of what I do is that there is literally no ordinary day. In my role as creative editorial lead, one day you’re in an airplane with models, heading off to a shoot in Paris, the next day you’re at the office working on final campaign retouch. My role is to guide and overview the process of our fantastic team putting together the editorial campaign concepts, meaning creating a wholesome campaign from single ideas.

Creative idea visualizer

That’s another thing that’s so great about working at NA-KD, your creativity gets to fill up the room. My experience is that there is always room to try out new things, shoot jewelry in ice cubes, use snow as a prop even though we haven’t done that before, and have no idea of how it will actually turn out, and so on. 

Surprise rain shower navigator

If you only have strong ideas and a dreamy team of fellow creative souls, you will come up with something great, even when quick turnarounds happen – and they do happen! Surprise rain showers, tropical storms, you name it. As cheezy as this might sound, teamwork makes the dreamwork. I am so happy to work with fellow crazy creatives, and conjoint efforts in visualizing ideas about how to interpret fashion expressions.