Laura designs children’s favourite clothes at work and dives into a cold pool to relax in her spare time 

The Stockmann Design Studio in Helsinki city centre department store is a creative workplace that embraces both customer wishes and sustainability. Designer Laura Tilaeus knows how to make children’s clothes that stand the test of time and use.   

What do you do at Stockmann and how did you end up working here? 

I’ve worked here for years as a designer, and currently I’m designing children’s clothes for our own brand, Bogi. I’ve always been interested in sustainability and two years ago it became part of my job description. The legal responsibility obligations require a lot of work. The EU Deforestation Regulation, effective from the end of this year, also affects the design and manufacture of the wood products in Stockmann’s own home brands. I’m also studying for a Master’s degree in Circular Economy and Responsibility in Textile Sector.   

What is the best thing about your job?

We once got customer feedback that a child was keen to do /r/ sound exercises wearing a shirt I designed featuring a character with a long tongue. Children often enjoy playing with the characters in the clothes. It’s wonderful to see how your own work feeds children’s imagination and makes their everyday life more fun. 

Share one surprising thing your colleagues don’t know about you.  

I was considering a dance career before I decided to study clothing design. While still studying, I worked as a dancer in a musical at the Kuopio City Theatre. I pay a lot of attention to the silhouettes of clothes and the movement of materials. My latest interest is cold swimming, which I started last autumn. 

Your most memorable moment at Stockmann?

We design Stockmann’s own home and fashion brand products in our Design Studio in the Helsinki city centre department store. Our team of about ten people has been working together for over a decade and we are closely welded together.  Seasonally, we get to go on inspiration trips abroad. All sorts of things happen on those trips, and at work we often look back on the fun times we’ve had.

What is the best way to wow customers? 

By being present and listening to the customer’s needs. In clothing design, this means paying particular attention to the customers’ preferences and to the quality, durability and material choices of the garments. We want our products to be versatile, easy to mix and match and suitable for many body types.  

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