De Style Files: Ulla Johnson

Ulla Johnson has, as far as I'm concerned, knocked Isabel Marant off the top spot when it comes to designers you want everything from. What I find even more appealing than Isabel is that it is more feminine and cheerful, and perhaps also a bit more exuberant. Ah, I love both, but Ulla is equally a favorite. And not just for me, she is one of the best-selling designers at Net-A-Porter and is the favorite of Gwyneth Paltrow and Sienna Miller.

Who is Ulla and how did it all come about?
Ulla is the daughter of two archaeologists and, despite a great love for clothing that she has had since childhood, never considered the option of doing something with fashion, although her mother used to bring her Vogues when she was sick in bed as a child. It became a study in psychology, but you know how it goes with blood: it crawls where it can't go. So that clothing brand came about, first sold by a few friends with boutiques in the Lower East Side, and then she was quickly picked up by the buyers from Barneys.

Ulla and inspiration
Normally, she draws her inspiration from a beautiful trip. She often went to Peru, which inspired the colorful patterns in her dresses. But the buzz of New York and Parisian galleries also fuels her for new ideas. Last year, Japan was on the agenda, but then corona came with its big snout, and that blew the adventure away. But Ulla is of course creative, so she dove into books about Japanese art and embraced the connection with her city again.

Ulla and Covid
Covid had downsides, but it also connected. And when it worked, like that show in September 2020, the happiness was intensely great. Her son interned with her and her daughter helped prepare for the show. Suddenly, a cautious fantasy emerged to make Ulla Johnson a company that spans multiple generations.

Away with the suit
Ulla also noticed that the higher she rose, the fewer women were in the boardroom. So she understands that many women have the need to dress down when it comes to office wear. But Ulla believes we should redefine office clothing and actually step on the gas when it comes to exuberance in meetings. Because who says a business look has to be boring?

Ulla’s style
It is just as eclectic as her outfits. “I like to emphasize my different personalities with my looks. I feel suffocated by a fixed uniform.” Thinking about her outfit, which usually takes no longer than three minutes, mentally puts her on the right track for the work she will be doing.

For the fun of it, we've put together a nice shopping list for you.

1. Wool-blend turtleneck sweater, €292,- The Outnet
2. French cotton-teddy hoodie, €217,-, The Outnet
3. Midi skirt, €265,-,Farfetch
4. Long-sleeve jumpsuit, €381 Fartfetch
5. Mini dress, €413,- Farfetch
6. Chiffon midi skirt, €165,- Net-A-Porter
7. Luise floral mini dress, €409,-, MyTheresa
8. Akela cotton and straw bucket bag, €225,- The Outnet
9. Midnight blue dress, €382,-  The Outnet
10. Silk-satin midi dress, €647.50, Net-A-Porter
11. Cotton-gauze midi dress, €289,-, The Outnet
12. Cotton-poplin midi dress, €353,-, The Outnet

Source: Netaporter.com