• All images courtesy of MORJAS, 

    Image from MORJAS summer25 campaign

    Building a Brand with Soul: Henrik Berg on the Story Behind MORJAS

    Written by Ulrika Lindqvist

    For Henrik Berg, founder of premium footwear label MORJAS, the magic lies in the details — not just in the shoes, but in the entire brand experience. From a Stockholm apartment stacked with boxes to a flagship store and a newly launched women’s line, Berg shares how frustration became fuel, how timelessness trumps trend, and why good design should always leave a lasting impression.

    Ulrika Lindqvist: Can you tell us how long you've been working in accessory design and what originally inspired you to pursue a career in this field?
    Henrik Berg: MORJAS was launched in 2017 and I worked on it 1.5-2 years before launching so I’ve been in the business for about 10 years.
    I’ve always been drawn to the full experience of a brand, not only product design, but the whole spectrum of the brand universe. From visual aesthetics to materials, silhouettes and packaging and so on. To me, it’s important to blend a variety of ingredients that together create a memorable taste.This has been with me since a young age, I've been interested in both aesthetics (furniture, architecture, art, music, style) and business and how the two worlds can interact. The two don'talways overlap naturally, but when they do, it’s really interesting.
    My first real career experience came from working at Maria Nila, a beauty brand where I launched the brand globally working as an Export Manager. It was stimulating to work with the full scope of brand building, from product to storytelling to customer experience. Again, the full scope of a brand is something that has remained my core since.

    UL: What motivated you to found MORJAS?
    HB: I was a frustrated customer. Period. I was a customer of high-quality shoes, but kept running into the same frustrating experience where I didn’t think that the value you received matched the price you paid – from product to brand experience. That disconnect between product and brand, price and service, became a frustration I couldn't shake. MORJAS was born out of that tension. I wanted to create a brand that didn't just deliver great shoes, but gave you the feeling of being taken care of, from start to finish.

    UL: Please tell us about the process in creating the SS25 collection.
    HB: SS25 is the most extensive collection we've released so far. We've focused more on casual styles this season, including sneakers and boat shoes. Every new season begins with the team sharing product ideas and design proposals. We look at the collection as a whole and ask what's missing, what can be improved, and what adds value. We've always prioritised refining what we have before adding new styles. This year is no exception, with an updated boat shoe, a new deck shoe, and a complete redesign of The Trainer.

    UL: Can you walk us through a typical workday?
    HB: No day looks the same, which is part of the appeal. We're a team of fourteen, so I stay close to most parts of the business. I hold meetings, sync with different teams, and try to carve out time for creative and strategic work. That could be researching products, outlining a new campaign, or shaping future steps. The energy at the office and the people around me are a big source of inspiration.

    UL: How do you view trends in the world of accessories—would you say you follow them, or go
    your own way?
    HB: We observe trends, but we're not driven by them. Style, to me, is separate from fashion. It lasts longer. The aim is always to create pieces that feel relevant today but still resonate in five or ten years. That's why we spend time refining shapes, silhouettes, and materials over time. We want things to age well.

    UL: What is your favourite piece from the collection?
    HB: The Penny Loafer will always hold a special place. It was the first shoe we launched back in 2017, and still feels like the anchor of the brand. It's traditional but distinctive, with a balance between Swedish design and Spanish soul. Right now, I've been wearing the new boat shoe in taupe nubuck on repeat. And once summer hits, I'll basically live in The Espadrille and our unlined penny loafers.

    UL: What would you say are the three core values of MORJAS?
    HB: Deliver WOW. Be kind. Take action. These values shape how we operate, how we treat each other, and how we interact with customers.

    UL: How would you describe the MORJAS customer?
    HB: Curious, detail-oriented, and quietly confident. They appreciate quality, but they don't need to shout about it. There's a shared mindset among many of them: people who care about the small things, how something feels, how it's made, how it's presented — because those things say something without saying too much.

    UL: Please tell us a memorable moment from your journey with MORJAS?
    HB: There are honestly too many to mention. The first day I launched will always be a strong memory. I had about 200-250 pair of shoes from floor to ceiling in my small apartment and orders came flooding in and I had not even thought about getting a printer to print the shipping labels. So mywife ran down to the store and bought one and I kept packing like a maniac. We were very lucky to sell out the first batch in the first week which was an overwhelming response.
    Another one was when I and my dear friend and photographer Abraham Engelmark got our way into Italy during Covid to portray John Goldberger (AKA Auro Montanari) for his first brand story ever. It was our first major campaign and to date still one of the best we’ve done. When we opened our first flagship store in Stockholm, Casa MORJAS, in 2023 was another big moment. More recently, launching MORJAS Women has been one of the biggest milestones in our journey.
    Seeing the response and excitement around it has been incredibly rewarding.

    UL: What are your plans for the future for MORJAS?
    HB: To continue refining what we've built. That means listening to our customers, evolving with purpose, and staying focused on long-term value. We're not in a rush. The aim is to build something that lasts — something people remember not just for the products, but for the way it made them feel.

     Henrik Berg
    Still life of The Espadrille 

  • The Face Mists I'm Keeing Close the Summer

    Written by Jahwanna Berglund

    Summer comes with its own little rituals and beauty essentials, and if you’re anything like me, you probably have at least one face mist within arm’s reach at all times. There’s just something about that cooling, refreshing spritz that instantly revives your skin (and spirit), whether you’re on a sun-drenched terrace, by the sea, or simply trying to survive a city heatwave.

    In France, you’ll find bottles of Evian Brumisateur Facial Spray tucked into fridges everywhere, a true summer staple that delivers that classic no-fuss burst of hydration. But this season, I’ve found myself drawn to a few mists that go beyond the basics and bring something extra to the table. Here are four favorites I’ll be alternating this summer, depending on mood and moment.

    ZO Skin Health – Soothing Hydro Mist
    This one is my go-to after sun exposure. It’s designed to calm and comfort, and I find it really helps when my skin feels tight or a little irritated after a long day outdoors. Bonus: it layers effortlessly under or over makeup.

    MANTLE – The Skin Drink
    A refreshing mist with a little extra soul. Packed with CBD, aloe vera, and cucumber, it feels like a small reset hydration button for my face. I love the subtle scent; it's gentle, and perfect for mid-day moments when you need a pause.

    N°1 DE CHANEL – Red Camellia Serum-in-Mist
    When I want my mist to feel a bit more luxurious, this is what I reach for. It hydrates, soothes, and adds a beautiful, subtle glow. I love using it before dinner out or anytime I want a little touch of radiance. And I would be lying if I didn’t say this is just too chic to carry in your bag, designed to fit perfectly in your hand.

    Clinique – Moisture Surge Face Spray
    This one is like an instant drink of water for your face. Lightweight yet super-quenching, it’s infused with aloe and glycerin to refresh and plump tired skin. I like keeping it in the fridge for that extra-cool spritz on really hot days. Perfect post-flight, post-sun, or anytime your skin’s begging for moisture.
    So whether you’re heading for the coast, staying in the city, or just looking for a fresh boost in the heat, a good face mist is a summer must.

  • text & photography Sandra Myhrberg

    copy Dante Grossfeld

    Back in Town

    Written by Sandra Myhrberg by Janae Mcintosh

    “WHY THIS BOLD MOVE?” THIS QUESTION HAS BEEN ON
    EVERYONE'S MIND.
    The redesign and rebranding of the Type 00 Jaguar come at a time of massive transformation in the automotive industry. Consumers are no longer just looking for performance and luxury; they are demanding sustainability, advanced technology, and a deeper connection with the brands they support.


    Is Jaguar signalling its commitment to staying relevant in an increasingly competitive and rapidly evolving market?
    Odalisque visited Paris to see the car first-hand and discovered that Jaguar is ready to redefine what it means to be a luxury automaker in the 21st century by moving towards electric mobility and adopting modern design aesthetics, guided by the slogan “copy nothing”. Not only does it appeal to the environmentally conscious consumer, but it also signals Jaguar's willingness to innovate and challenge established conventions. Jaguar's legacy goes beyond technological advancement and sustainability because it has long been associated with exemplary performance, style, and craftsmanship. While adapting to changing consumer expectations and values, the bold redesign of the Type 00 Jaguar risks disrupting that established identity. The question arises: Can a brand so steeped in tradition succeed in pivoting without losing the essence that made it a symbol of luxury and performance.

    Odalisque Magazine: Jaguar’s new direction is a bold departure from its past. What was the driving force behind this transformation, and how does it redefine what a Jaguar is?
    When we set out to reimagine the Jaguar brand, we knew we had to become desirable and aspirational for current and future generations. This required us to understand what the brand stands for and to define what we were doing when we were successful and at our best. For most of our history, we were known for producing beautiful, aspirational cars that connected with our clients and fans on an emotional level. We also didn’t play in the volume sector and that was when we achieved most success. So, looking forward, we want to return Jaguar to its natural habitat. We need to ensure we attract a new client base and produce appealing cars that are relevant for future generations. That does not however mean we will forget our current clients. We want to take them on the journey and for them to understand why we need to change

    OM: “Copy nothing” is a powerful statement. How does this philosophy guide the creative process, and how do you resist the repetition in the automotive industry?
    Our founder, Sir William Lyons said that Jaguar was at its best when it copied nothing. This mantra was adopted at the outset of our reinvention and will apply to everything we do – the design and engineering of ourvehicles, our brand identity, our brand stores and beyond. The Creative team were given a brief to design a brand ecosystem and products – namely our vehicles, that are a ‘copy of nothing’ - brave, bold and fearless. When you look at Type 00, we have delivered that brief. Rather than look at the expected design archetypes in the electric vehicle arena, we sought to craft our own aesthetic and break convention. Staying true to our ‘copy nothing’ origins has resulted in us presenting something quite unexpected to the world.

    OM: The term “exuberant modernism” has been used to describe Jaguar’s new aesthetic language. Can you explain what it means inpractical design terms?
    Exuberant Modernism is founded on three fundamental characteristics, expressed in every part of the brand. Firstly, what we mean by exuberant is that we must be bold, dramatic and vibrant - this applies to our whole brand and all touchpoints, from our vehicles to our upcoming boutiques, digital touchpoints and one-off events. It will be part of the full customer journey. In terms of our vehicles, exuberant speaks to the dramatic proportions, the use of elevated materials and our impeccable detailing. Secondly, “modernist” is a nod to our future-facing vision and innovation. Inspired by modernism, Type 00 and our future vehicles feature sculpted surfaces that are reductive, with clean and bold lines. For us, this aesthetic language will allow Jaguar to be engaging and connect on an emotional level with our audience and customers.

    OM: Jaguar’s rebranding, from the new logo to the fashion-inspired monogram, feels like a shift beyond automotive design. How does this visual identity align with the brand’s future ambitions?
    We set out to create a new identity with powerful symbols of change that highlight our brand transformation, all inspired by our provenance. Being brand-led means that we take a holistic approach that goes beyond how these symbols manifest physically on our cars. As a brand, we know that people will likely experience the new Jaguar world for the first time digitally. Taking this into account, alongside the need for Jaguar boutiques and other spaces, we know that our brand symbols will need to be used in many different guises. With this in mind, they have been carefully reinvented and meticulously crafted to ensure they resonate in every interaction with our clients. For example, the new ‘device mark’ is created in a modernist form that spells out the distinguished Jaguar name. It is a celebration of modernity, with a geometric form, symmetry and simplicity.

    OM: The Jaguar Leaper is one of the most iconic emblems in the automotive world. What was the intention behind redesigning it, and how does it reflect this new chapter?The Leaper is a precious mark of provenance, now always leaping forward – it is a signpost of our forward-facing outlook and a symbol of excellence. It is also layered with our new ‘Strikethrough’ and will be used sparingly and crafted in precious materials and with consideration. It will be discovered in different contexts but remains an important hallmark for our brand. As it has been since the beginning.

    OM: Step inside the Type 00, and you’re not just in a car, you’re in a curated space. What emotions, textures, and experiences guided the interior design?
    We have set out to create a space that is bold and has a striking presence whether you are looking in through the window or experiencing it from within. We continued the theme of longitudinal proportions, reflecting the exterior design. The architecture volumes are built in length, accentuated by the signature graphic of three brass lines. This graphic runs through the whole length of the cabin. From the base of the windscreen, along the door tops, into the rear corners of the load area on the sides and through the middle of the interior along the centre spine. This theme creates a strong sense of symmetry and splits the front volumes into two dashboards. The strikethrough pattern on these dashboards then extends onto the bonnet, once again accentuating the longitudinal nature of the design. And showcasing how our brand symbols take shape physically on Type 00. Art was a main inspiration when it came to the Materiality of the interior. We wanted to celebrate the human hand that crafted the beautiful and artistic signature pieces of brass running from the front to rear of the cabin and are intended to patina during the lifetime of Type 00. Monumental architecture like the Colosseum, made from Travertine stone, inspired the to create our tonal and layered interior palette. Finally, luxurious interiors and hotels inspired our textile application, which displays exquisite detailing and brings a welcoming warmth to the cabin.

    OM: The automotive industry has leaned toward safe, evolutionary design. Why did Jaguar choose such a radical approach, and how do you anticipate the market will react?
    Rawdon Glover, Managing Director: During the last two decades, Jaguar has been operating in the highly competitive premium volume car segment,
    and this has not proved commercially viable. The brand was successful when we operated in segments with lower volumes and elevated price points. Our vehicles were aspirational and desirable with bold and fearless designs. Therefore, we want to take the brand back to its natural habitat or when Jaguar was at its best. This is why we must take a big bold step and reinvent Jaguar with this radical approach. The reaction we have received to our design vision concept, Type 00 has been generally positive. We do
    acknowledge however, that Type 00 does not conform to the automotive electrified norm and that means it may shock, surprise and polarise. In the
    words of our Chief Creative Officer, Gerry McGovern – “Some may love it now, some may love it later and some may never like it. That is OK, that is what fearless creativity does”.

    OM: The modern luxury landscape is evolving beyond performance and status. How does the Type 00 integrate cutting-edge technology while maintaining a strong emotional connection with its driver?
    RG: Technologies will play a significant part in all aspects of future vehicles; from the way we have delivered the exterior design integrity to the curated interiors our clients will experience. Our focus in terms of interiors, is to make future Jaguar vehicles an amazing place to be. It is not about presenting our clients with lots of technology e.g. screens. The technology must enhance the modern luxury experience and be there when you need it but not be the dominating feature. Every element of the client experience has been carefully thought through from the ambient lighting and the unique soundscape to the bespoke scents. Type 00 has a material ideology that embraces authentic, unexpected materials and captivating colours. Three key materials – brass, travertine stone and textiles are used in an artistic way to create a unique atmosphere and emotional connection with the client. These elements will inspire future Jaguar vehicles.

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