Edition 4
Charlotte's Letter
In this letter discover a heartfelt reflection on Linnea Lund’s journey over the past year. Charlotte shares memorable highlights, from the pride of showcasing at Le Bon Marché to the excitement of the NY pop-up and the joy of launching a capsule collection with Gucci Westman. She also opens up about summer challenges, the intensity of December’s “structured chaos,” and the immense satisfaction of seeing dreams like the Saint-Tropez pop-up come to life.
HEJ !
Here we are, another year has gone by... What a long way we've come in four years... I still remember the first scarf prototypes I sketched out, my first exchanges with Marco, head of our workshop in Italy, and the first people who immediately believed in me and Linnea Lund. I'd like to thank Jeannette Mix, Carole Bildé and Gilles Dreyfus for making me feel that anything was possible, when others thought it was sheer madness to launch myself into a "saturated" cashmere market. I have to believe that perseverance and conviction, authenticity and belief, eventually align the planets... And since then, how many decisive encounters and dreams have come true, how many sleepless nights, doubts and decisions sometimes so difficult... but how worthwhile! Especially when I discover that more and more of you are following us and believing in us. Thank you for being here and contributing, with us, to more responsible fashion. Thank you too for wearing our creations with so much style, you're our best ambassadors.
So, for 2024, I wish you to believe in yourselves again and again, to follow your intuitions and, above all, to have faith in life, because even when we go through moments as painful as they may be, fate often turns them into brighter moments.
And to bring 2023 to a close, I wanted to go back in time and retrace the past twelve months, sharing with you some of the highlights of the year.
past twelve months, sharing with you some of our most memorable moments...
... and above all light, warmth and gentleness on you.
The most memorable moment
Linnea Lund at Le Bon Marché! It's a unique place, recognized the world over for its cutting-edge fashion selection and its wide range of knitwear. And, when I think about it, I find it quite crazy to have been able to seduce, in such a short space of time, this essential address for lovers of the Parisian art of living. What pride and consecration for my team and myself to introduce slow-fashion to this temple of luxury!
The most stressful time
Summer... Even though it's a time I love because everyone can slow down and take a little more time to live, for me it's a season full of introspection, doubts and questioning, because it's at this time of year that I prepare for the new season and all the new collections to come. So there are many issues to consider. I can't hide the fact that it's a huge challenge for me to make such decisions when all I want to do, like everyone else, is enjoy the sun!
The most unifying moment
The NY pop-up, I think. It was fantastic to be there, in this city I love, for a month and to see our pop-up welcoming waves of customers. What a pleasure to meet you for real on the other side of the world.
The most stimulating moment
The whole month of December, when we're in a kind of structured chaos to meet all the orders and ensure that every parcel arrives on time under the Christmas tree. A real challenge for us as a small team, and even greater now that we're selling internationally. At Christmas, Linnea Lund is on call 24 hours a day. So the whole team pulls together to make sure we succeed, and we do! My team is really incredible.
The most solo moment
FIn the end, there are very few solo moments, because I'm lucky enough to be extremely well
surrounded by a team that's constantly growing and consolidating. But it's often at this time of year, after the hustle and bustle of the holidays. I can take a moment to savour the immense satisfaction of having climbed Everest, but I already know that, from January 1st, it's as if I were at the foot of a new mountain to climb... Everything has to be done again, thought out, imagined and put into practice!
The most satisfying moment
The opening of all our pop-ups that allow us to make Linnea Lund shine. I immediately think of the pop-up in Saint-Tropez. I really liked the idea and, these days, it's an incredible luxury to be able to make something you wanted from the start a reality.
The most exciting moment
The launch of our capsule collection with Gucci Westman. I admire this woman who fights in the beauty world to impose hyper-clean cosmetics, as we do with Linnea Lund in the fashion world. She's the one who came to us, and I think this spontaneous sisterhood is great. It's great to see us supporting each other, joining forces and convictions to create this capsule collection together. And, spoiler alert, we'll be continuing our collaboration in 2024!
So much for this first letter of 2024, which I hope you enjoyed. It's part of my good resolutions (which I intend to keep) to speak out more here, to share a few confidences with you and to give you a sneak preview of the news... So stay tuned, because there are lots of lovely things to come, and I'll be telling you all about them right here in the next few weeks.
All the best,
Charlotte.
