If you’re interested in Fashion you’ve surely heard about Viktor&Rolf. Even if you’re not im sure that you at one point have encountered their intriguing perfume flowerbomb. They’ve been present the last decade and their creative world is continuously growing. Viktor & Rolf develop visionary creations inspired by fashion, history, culture and current affairs. They transpose dreams of the past into the present. They put their soul into everything they do and if it wasn’t clear before its even more so clear now. They are doing exactly what they feel is right, what they dream about and letting the creative process control which direction they take. In the interview we touch base on the very beginning, importance of meditation and what made flower bomb the success it is.
E: Flowerbomb has had an enormous success all over the world, what do you believe is the reason?
V&R: Simple, It’s a GREAT fragrance. The scent is addictive and different. When it first came out it felt “new” – like nothing on the market. Its seductive and playful. The name and the bottle is romantic yet has an edge to it. There’s something mysterious about it. The bottle looks like a weapon and a jewel at the same time. All these mixed elements makes it great.
E: I agree, That’s also what I remember the first time I saw it many years ago in a store, the bottle really stood out and was so different from everything else. It immediately makes you drawn to it.
Funfact: Flowerbomb was actually banned once in an aiport because customs thought it looked too much like a granate.
E: Of all your products and of all you’ve done – what are you the proudest of?
V&R: Flowerbomb because it’s just been a great achievement. When we first made it we were totally free, so we did something that we really believed in without thinking of anything else. We didn’t think about commerciality, we worked at it as an art project and then when you see that it becomes so popular and still is– that’s really cool. That’s what you want to achieve as an artist.
E: If flowerbomb were a woman, who would she be? What’s her persona?
V&R: A person of opposites I would say, like the image. She’s a mystery. She has power. She’s almost assertive but at the same time very feminine and seductive. She’s naked and not recognizable. Meaning it could be anyone. Its more about a mind style rather than a persona. A mind style that says everything is possible. A feeling of mystery and transformation at the same time.
E: I read that you met at art school, so I wonder how you guys came up with the Idea to start V&R?
V&R: ohhhh. Long time ago (laughs) When we studied, we studied individually. we would take some of the same classes and we liked each others work. We recognized a gathered ambition. So when we graduated we thought it would be fun to do something together. Just project based and we started out with one collection, then we won this big contest and – Here we are! Still working together.
E: I read that you have a new perfume coming out, a new edition -whats the difference between that one and the original flowerbomb?
V&R: It’s still flowerbomb, its just a version that’s very well suited for summer. It’s a little bit more “fresh” and light. But its still flowerbomb, just with a hint of summer.
E: Beauty and fashion trends often goes hand in hand. When it comes to perfume, scent is very personal but some notes still tend to trend. Do you think about trends and notes when creating new versions of flowerbomb?
V&R: The thing with us is that we just create what we like. We’re never interested in trends. We create what we feel is right both in perfumes and within fashion.
E: I think that’s when the products becomes successful as well, like flowerbomb which has been popular for years now. Its better when its about the creative process and creating something you believe in rather than just making something mainstream with an ambition to create revenue or hit a trend.
V&R: Yes, we always create what we want, not because of a trend.
E: You’re not doing ready-to-wear collections any more, you’re focusing on Haute Couture, whats the reason behind that decision?
V&R: We’re only creating Haute Couture twice a year, we choose to do that because we feel like we’re much better at Haute Couture and that’s where we really can make a difference.
E: What do you dream about doing further on in your career; do you still have goals that you want to achieve?
V&R: when we started out the first years, like for a long time, we would think like that. We wanted to do this and that, but we don’t do that anymore. Now we just want to be happy, and we are! Being happy is quite an achievement. So no bucket list anymore.
E: What is it like to work with such a close friend for so many years?
V&R: its great! Its like in a way we are married, it’s the biggest gift in my entire life. To find somebody that I can share everything with. It feels so much richer to have someone to share it with. It’s called work but it’s more than a job. It’s like an on going conversation. There is a lot of things we recognize in each other, we are similar in many ways. That’s why we do what we do and enjoy doing it, even though were not the same person.
E: As you said, you recognize a lot of things in each other, but what aspects are you different on? Whats each others strengths?
V&R: We never really speak about it, because even to us that’s a mystery. Viktor likes colder tempurtures though, haha. So sometimes when we’re driving in a car the heat is a discussion.
E: Do you have any great beauty tips for women? When do you feel a woman is beautiful?
V&R: We always think more personality wise; we talk more about a mind style. Its about intelligence, humor and those things.
E: Do you have any style tips for Women?
V&R: God, we are always very bad at that. But, Be yourself is probably the best tip ever. Be happy!
E: Whats important to you when you’re working, whats your daily routine?
V&R: Meditate! We meditate twice a day, and somehow it brings you a bit more to your core. It’s a good beauty regime as well.
E: so you begin every morning with meditating?
V&R: Not right away – I need some coffee first!!
Off all the things i’ve done this meeting is probably one of the most exciting experiences. This was a lesson in life, whats important and Viktor&Rolfs road to success all at the same time. I’m so honoured i got to meet them, I hope you enjoyed the interview.