Ameli Lindgren of Nordic Poetry on Fashion Archives and Rare McQueen Finds

In a bustling corner of East London, Ameli Lindgren, the visionary behind Nordic Poetry, is redefining the vintage fashion landscape. With a keen eye for the extraordinary, she's not just curating clothes; she's building a treasure trove of fashion history.

From Market Stall to Vintage Haven

Nordic Poetry began its journey in 2007 as a humble market stall in Brick Lane. Ameli, who grew up in Stockholm, was inspired by her mother’s penchant for reselling clothes. After moving to London, she transitioned from selling everyday vintage items to securing a storefront in Boxpark Shoreditch in 2013, eventually relocating to a vibrant venue on Bethnal Green Road in 2017. This lively space, adorned with pink walls, has become a backdrop for various Instagram posts featuring celebrities like Charli XCX.

A Rare McQueen Masterpiece

As London Fashion Week approaches, Ameli is excited to showcase a unique piece from her collection: a rare mask from Alexander McQueen’s Fall/Winter 1996 ‘Dante’ collection, designed by Simon Costin. Of the seven masks created, only two exist in circulation today. One resides in Los Angeles, while the other proudly belongs to Nordic Poetry’s archive. This piece, which Ameli acquired after a long pursuit, represents her commitment to preserving fashion history.

Building a Fashion Archive

With nearly 200 pieces in her archive, Ameli has set her sights on creating a space akin to a fashion museum. While these items are not for sale, they are available for rental to stylists and celebrities. Her vision emphasizes the importance of historical value in fashion, and she plans to expand into collaborations with museums in the future. "It’s like creating a museum of fashion, I suppose," she shares, highlighting her ambition to honor the artistry behind vintage pieces.

Source: www.vogue.com