Meet Evelina Karlsson

Today, I have the honor of introducing you to Evelina Karlsson. I think you’ll enjoy our conversation below!

Evelina, so excited to have you with us today. So much we can chat about, but one of the questions I’m most interested in is how you’ve managed to stay creatively inspired while working in such a fast-moving industry.

I find inspiration everywhere. The key for me has always been staying curious and allowing myself to look in unexpected places. The fashion industry moves incredibly fast, especially in Los Angeles where trends evolve constantly, but I’ve learned that creativity doesn’t always come from chasing what’s next. A lot of my inspiration actually comes from slowing down and paying attention to everyday details like architecture, travel, vintage shopping, conversations, and people I pass on the street.I also think working across both styling and product development keeps creativity alive because you’re constantly shifting between different ways of thinking. You’re not only focused on creating something visually compelling, but also understanding the customer and building a story behind the collection.

One of the things I love most about working with smaller and growing brands is being able to help shape the identity from the ground up. I love being involved in every stage of the creative process, from concept development and sourcing to fittings, styling, and final campaign execution. There’s something really rewarding about seeing an idea evolve from an initial mood board into a finished product. Seeing your designs out in the wild is still surreal, and I honestly don’t think that feeling will ever get old.

Thanks for sharing that. Before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m a fashion designer, product developer, and stylist currently based in Los Angeles, originally from Stockholm, Sweden. I first entered the fashion industry through styling, which really shaped the way I approach fashion today. I was always drawn to the storytelling aspect of how clothing, color, and visual direction can completely transform an identity or feeling. Over time, that evolved into a deeper interest in the creative and technical side of fashion development. I became fascinated by everything happening behind the scenes, how collections are built, how concepts are translated into physical products, and creating a strong and consistent visual language across every touchpoint.

Currently, I work as a Design and Production Coordinator at Daily Drills in Los Angeles, where I lead the end-to-end product development process across all collections. Daily Drills is such a unique and exciting brand because we operate on a drop-based model, which makes the creative process incredibly fast-paced and constantly evolving. We work across more than 30 launches throughout the year, and every collection requires an entirely new concept, story, and visual direction, and honestly, this environment is what keeps both my creativity and productivity alive. In my role, I’m involved in everything from initial concept development and sketching full collections to overseeing production and leading the styling direction for all e-commerce and campaign shoots. Because we’re such a small and close-knit team, everyone plays a major role in shaping the brand, and you can really feel each individual's personality reflected in the work.

What’s been especially exciting over the past year is seeing how much the brand has grown, and the recognition that comes with it. After a super successful 2025 I’ve had the opportunity to build collections in collaboration with several major brands including Poosh, Revolve and Driscoll’s, and I am currently working on projects with other international brands and events, launching this summer and spring 2027. Being trusted to help lead the creative development on projects at that scale has been incredibly rewarding and has pushed me to grow even more as both a designer and product developer.

It’s also been amazing to see the response from customers. Our most recent major launch generated over $1 million in sales within the first five minutes of release, and several collections I develop have sold out within the first day. In May of this year we collaborated with Driscoll’s, and the collection sold out online almost immediately, which was such a surreal moment to be part of. Seeing that level of engagement with products I’ve spent months developing is honestly one of the most rewarding parts of the job. What I love most about product development is that it allows me to combine creativity with strategy in a really hands-on way. You have to understand design and visual storytelling, but also think about the customer, production timelines, merchandising, and how a product fits within the market. I love that balance because it pushes you to think creatively while also solving problems and making ideas work in the real world.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

I would probably say curiosity, resilience, and the ability to trust your own perspective.

Curiosity has been one of the biggest driving forces in my career. I think it’s so important to stay open to learning, especially in fashion where there’s always something new to discover. Throughout my career I have always been open to every opportunity that came my way, and that mindset helped me build experience across many different parts of the industry. I also believe that my curiosity is what landed me my current job, and what always keeps me moving forward.

Resilience is another huge one. Fashion can be incredibly rewarding, but it’s also a very fast-paced and competitive industry. There are constantly changing timelines, unexpected issues, and moments where things don’t go according to plan, and I think learning how to stay grounded and continue moving forward, even during stressful or uncertain periods, is what really helps you grow long term. Lastly, I would say trust yourself. Earlier in my career, I second-guessed myself a lot, but over time I’ve realized that having a unique personality is actually one of the most valuable things you can bring to this industry. Coming from Scandinavia, I naturally approach design and storytelling from a slightly different perspective, and instead of trying to minimize that, I’ve learned to fully embrace it. I think that blend of Scandinavian minimalism and the more expressive energy of Los Angeles has really become part of my creative identity.

At the end of the day, I think the people who build long-lasting careers in fashion are the ones who continue evolving while still staying connected to who they are creatively.

What’s been one of your main areas of growth this year?

I think one of my biggest areas of growth this year has been stepping more confidently into leadership and creative direction roles.The past year, I’ve had the opportunity to take on much more responsibility throughout the product development process and work closely with the founders to creatively direct each collection from concept to launch. Being trusted to help lead the creative development and execution of collections has really pushed me to strengthen my multitasking, leadership, and creative decision-making skills.

I personally love wearing many hats, but it definitely takes time to develop the ability to balance multiple creative and strategic responsibilities at once. This year, I finally feel like I’ve reached a point where I’ve grown significantly both professionally and personally, and gained much more confidence in my ability to lead projects from start to finish.I’ve also been focusing on becoming more intentional with my creative work and allowing myself to have more fun throughout the design process. Instead of relying solely on trends, I’ve become much more interested in helping shape what feels exciting and inspiring for our customer. I’m much more drawn to creating products and visual concepts that feel timeless, emotionally connected, and fun rather than simply trend-driven.

Overall, I think this year has really been about gaining confidence in my own perspective and learning to trust my creative instincts more fully as both a designer and product developer.