EXCLUSIVE: Ida Petersson, Who Quit Browns Last Year and Cofounded Her Own Creative Agency, Joins Board of Swedish Label Filippa K

LONDONFilippa K has named Browns’ former buying director Ida Petersson to the board in a wave of management changes at the Stockholm-based brand.

A Swedish native, Petersson worked at Net-a-porter and Harvey Nichols before joining Browns in 2017. She left the company in early December, just weeks before its parent Farfetch was sold to Coupang.

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Throughout her career Petersson has been a promoter of young European fashion talent, working with Graduate Fashion Week and Fashion East in the U.K., and with the Swedish Fashion Council and Copenhagen Fashion Week.

Earlier this year she cofounded Good Eggs with Ramya Giangola, an agency that provides services in brand building, retail development, private label solutions and talent matchmaking.

“With her extensive background in international luxury fashion, she brings a wealth of expertise in product curation and brand strategy that supports Filippa K’s continued journey,” said Anders Ullstrand, chairman of the board.

“Her insights will be instrumental in furthering the brand’s mission to emerge as a globally loved affordable luxury brand,” he added.

Anna Teurnell
Anna Teurnell

Petersson’s appointment follows the arrival of Anna Teurnell as creative lead of Filippa K, a new role. Her appointment followed the departure of creative director Liisa Kessler in January.

Teurnell, founder of the brand Teurn Studios and the former creative director of Marimekko, will unveil her first collection later this year. Her debut ad campaign will be released at the end of April, the company said.

Filippa K’s acting chief executive officer Marie Forssenius said Teurnell’s “design and merchandising expertise and innate flair for timeless style” align with the brand’s core values. “We have full confidence that this appointment will help advance our strategic journey and drive growth.”

As reported last year, the company has been rebranding, repositioning and tweaking its prices to compete more effectively in an overcrowded market where raw material prices have been on the rise.

Filippa K has introduced a new, and very discreet, tone-on-tone monogram inspired by the year 1993, which is featured on select garments. The brand, which offers womenswear and menswear, has positioned itself alongside brands such as Toteme, A.P.C., Ami and By Malene Birger.

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