“I have now started with the olive groves. The old blue-violet tree trunks bend fantastically in different directions, in arcs, apart from each other, never parallel, but there is still a solid melody above everything.”  (Sigrid Schauman 1877-1979)

The colorist painter, Sigrid Schauman, used to sit in the gardens of the observatory in Helsinki, have a zip of vermouth and explain that the reason for her travelling to Central Europe was to develop herself as a painter. “One has to think about one’s future”, she said at the age of 74.

For AW24/25 HEDVIG looked into Schauman’s landscape paintings. Presenting its autumn winter 24/25 collection exploring the interface between stillness and movement. Interacting between the disappearance and emphasis of contours. The transformation of landscape elements into corporeal female images. The colours, the subtle liveliness. The dancing trees.

“The painting chest eliminates age differences. Here, young and old are interested in the same thing and joke with each other.” (Sigrid Schauman)

Helsinki based HEDVIG was founded by Sofia Järnefelt and Taru Lahti in 2021. HEDVIG is an incarnation of Sofia’s ancestors. The peculiar life stories from her family’s history are turned into intriguing visual stories and wearable garments. HEDVIG balances abundant luxury with a pruned aesthetic. Giving the construction of garment extra emphasis. Speaking to women of all ages.