Anni Ruuth

For me clothes are more than just clothes. I feel that they are something bigger than just the physical elements that we can see. With clothes we create an image of ourselves and of our personality. Clothes hold our memories and our mood is impacted by them.

We can be playful with what we are wearing, we can be differentiated by what we are wearing and we can show our persona and emotions, such as love, through the clothes that we are wearing. An emotional bond is created between us and our clothes. Some clothes end up dumped in our closest and wardrobes, while others become our beloved and trusted pieces. In my opinion the garment can’t be beautiful from the outside, if it’s not beautiful from the inside.

Timeless is a keyword for me with clothes and design. Timeless doesn’t just refer to the lifecycle of the clothing, it also means that the design behind, the impact created and the experiences got from the specific piece aren’t attached to time.

I wan’t that my work tells a story of strong women with loving power inside of them. The mission is to create a monument of the light and softness we all have inside of us. My goal is to make every woman feel good and proud of themselves, inside and out.