Rika’s Taking Paris By Storm | yohana
PARIS—“More just a retailer, brands can also be a community,” said Ulrika Lundgren, founder of the Swedish-born but Paris-based label Rika. The statement is certainly true for her brand. Rika’s turned into one of Paris’ best kept secrets, attracting die-hard fans like Carine Roitfeld, Scarlett Johansson, Alexa Chung. Lundgren’s clothes straddle Scandinavian minimalism and Parisian chic with a rock’n’roll touch—her shot at empowering women—and each piece bears a strong reference whether its rockabilly girls, beatniks, or bikers. The current collection, shown during Paris Fashion Week, features laminated leather dresses, plenty of leopard print, pencil skirts and kitten heels. “This encourages beauty that comes from the inside, it complements true confidence,” said Ulrika. An added bonus? The comfortable but fearless cuts are made by local craftsmen.
“People who wear my clothes are a community of strong girls; inspirational women are very important to me,” Lundgren said while walking us through the collection. That’s probably why she’s adamant about growing the brand’s universe beyond clothing. Lately, Rika’s been into videos, screening them online as a virtual counterpart to the brand’s bi-annual eponymous magazine which, by the way, often features all-star shoots like a Helena Christensen-shot editorial starring Mischa Barton and styled by Irina Lazareanu.
This week, Rika held a party with Maison Michel. Dozens of Rika girls showed up in hats designed by Laetitia Crahay to eat crepes and cotton candy. “Good food and hats, what more can you ask for?” Lundgren said with a smile.
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