MOJEH: What was the inspiration behind Scarlett Poppies?
Linda Augustsson: Scarlett Poppies was born from more than 25 years of living and working in India after moving there from Sweden at the age of 25. Through my buying agency, Continuum Buying Agency, I spent decades deeply immersed in India’s textile and craftsmanship industry, working closely with artisans and global fashion brands alike.
Over the years, I felt a growing desire to create something more personal — a brand built around craftsmanship, emotional connection, and timeless beauty rather than fast-moving trends. Scarlett Poppies became the meeting point between Scandinavian restraint and Indian artistry.
The foundation of the brand is incredibly authentic because it comes from real, long-term experience on the ground in India. Very few brands have been built from that perspective.
Can you recall the feeling of releasing your first collection and now, looking back, would you have done anything differently?
Releasing the first Scarlett Poppies collection was both incredibly exciting and deeply uncertain. You have no real idea how your work will be received until it enters the world, and at the same time, we launched just before Covid completely changed everything.
Our very first production run was happening while India was shutting down. Deliveries became delayed and suddenly stores around the world that had already bought the collection started cancelling orders. Almost everyone stepped away. Only one store stood by us. But despite the uncertainty, we made a very conscious decision to continue with the production. We did not want the people within our supply chain — the artisans, factories, and workers behind the collections — to suffer because of a global crisis we could not control.
Ethically, it did not feel right to walk away from our commitments simply because many others were doing the same. Looking back today, I would not change that decision for anything. It shaped the values of Scarlett Poppies from the very beginning.
You amplify artisanal communities through Scarlett Poppies. Why do you think it is important to highlight traditional craftsmanship on a global stage?
Craftsmanship carries culture, history and human emotion within it. After working in India for decades, I have seen firsthand how many extraordinary artisanal techniques are slowly disappearing due to mass production and price-driven consumption. Once those skills disappear, they are incredibly difficult to revive.
Highlighting craftsmanship globally is not simply about aesthetics. It is about preserving generations of knowledge and creating long-term value around human skill. I also believe customers today are craving authenticity more than ever. They want to know the story behind what they wear and feel emotionally connected to the product.
What are the complications of integrating handmade details into your collections, and how have you overcome them?
True hand craftsmanship requires time, precision and patience — which naturally makes the process more complex in today’s fast-paced fashion industry. Handmade embroidery and artisanal techniques are difficult to scale because every piece carries slight natural variations. But to me, that imperfection is part of the beauty. It gives the garment soul and individuality.
One of the biggest challenges today is that the fashion industry often expects handcrafted products to move at the same speed as mass production, which is simply unrealistic if you want to maintain true quality.
Having spent over two decades building trusted relationships through our buying agency in India has been incredibly important. We work closely with artisans and suppliers who understand the level of craftsmanship and consistency we expect, while also respecting the natural pace required for handmade work.
As a designer, what do you feel your responsibility is with regards to production that is both environmentally and ethically sustainable?
I believe sustainability is often misunderstood today because the conversation becomes too focused on marketing language rather than the actual process behind the product. To me, sustainability starts with responsibility, ethics and respect — respect for the people manufacturing the garments, respect for craftsmanship, and respect for the resources being used.
That means taking full responsibility for production commitments and payments rather than walking away from suppliers during difficult times. It also means understanding that handcrafted products require time. You cannot continuously speed up production and still expect the same level of quality and artistry.
Another important area is waste management. A large amount of fabric waste in fashion production still ends up in landfill, which many brands do not openly discuss enough. We need to become far more conscious about how fabrics are sourced, utilised and disposed of.
I also strongly believe in the importance of natural fibers. Materials such as cotton and linen at least decompose over time, unlike synthetic fibres such as polyester, which continue to remain in the environment for decades.
For me, sustainability is not a trend or a marketing badge. It is about creating products and supply chains with integrity and long-term responsibility.
With a rise in greenwashing and many brands falsely claiming to be sustainable, what advice would you give to consumers that are aiming to be more conscious with their fashion choices?
I think consumers should look beyond slogans and ask deeper questions. Sustainability is not about a hashtag or a beautifully written campaign. It is about the ethics, responsibility and transparency behind the entire process.
Consumers should ask themselves where the product is made, what materials are being used, how long the garment is likely to last, and whether the brand genuinely respects the people behind the production.
I would also encourage people to become more aware of synthetic fabrics and overconsumption. Buying fewer, better-quality pieces in natural materials that you truly love and wear repeatedly is often far more responsible than constantly chasing fast-moving trends.
Ultimately, real sustainability is about longevity, integrity and conscious decision-making rather than marketing claims.
How do you ensure your pieces are timeless rather than trend-driven?
I design very instinctively and always ask myself whether a piece will still feel beautiful years from now. At Scarlett Poppies, we focus far more on craftsmanship, silhouette, fabric quality and emotional storytelling than short-term trends. The embroidery details, hand-painted artworks and refined colour palettes are all designed to feel enduring rather than seasonal.
I also think Scandinavian design values influence this strongly — simplicity, balance and longevity are deeply rooted in my creative perspective.
If you had to build the perfect Scarlett Poppies summer wardrobe, which three pieces would you choose from the “Flowers Framed by Time” summer collection?
The first piece would definitely be the Alenicia dress. Crafted from linen and cotton with beautiful hand-painted print artwork, it has an easy, breezy elegance that makes it incredibly versatile. It is feminine and flattering without feeling loud, and it is the kind of dress I personally bring on business trips, summer dinners and weekend escapes.
The second piece would be the Tanika jacket. To me, a beautifully handcrafted embroidered jacket has become a true wardrobe staple. It can instantly elevate white denim during the day or become an elegant evening piece layered over a dress. Crafted from 100 percent cotton, it transitions beautifully across seasons while still making a strong statement through its artisanal embroidery.
The third choice would be the Erica skirt paired with the matching Esha top, although both are sold as separates. What I love about this set is its versatility. The pieces can easily be styled individually, yet together they create the perfect effortless travel look — elegant, comfortable and quietly striking at the same time. It is the kind of outfit that always feels unique without looking over styled.
How would you define the Scarlett Poppies woman?
She is confident, feminine and emotionally connected to beauty, but in a quiet and understated way. She values individuality over trends and appreciates craftsmanship, natural fabrics and thoughtful details. She wants pieces that feel expressive yet effortless.
Most importantly, she dresses for herself rather than for attention. There is a sense of ease and authenticity in the way she moves through the world.
What is your advice for fellow female entrepreneurs that hope to start a business of their own?
First, define your purpose clearly. Without purpose, it becomes very difficult to stay inspired through the inevitable challenges that come with building a business.
Secondly, understand that what you give out into the world often comes back. Energy, integrity, discipline and consistency matter enormously over time. Be dedicated and follow through on what you say you will do. Truly professional people do not spend their time making excuses or blaming external circumstances. They adapt, learn and continue moving forward.
I also believe success is built far more through discipline than motivation. Motivation comes and goes, but discipline creates long-term results. And finally, do not wait until everything feels perfect before starting. Growth comes through action, experience and resilience — not through endlessly waiting to feel ready. Because you never will. Discover Scarlett Poppies here
