TYW What inspired you to create Liffner, and what was the original vision for the brand?
Paulina I felt there was space for something in between — bags with real design integrity and craftsmanship, but without the traditional luxury markup. The vision was always Scandinavian simplicity meets timeless craftsmanship. Clean and quietly confident. Pieces that don’t shout, but stay.
TYW What did your career in fashion look like before launching your own brand?
Paulina My first jobs were in editorial as a fashion assistant and junior editor. I learned making images, working with trends and editorial content. After that I worked for a brand and communication agency for many years. It gave me the opportunity to be in the same room as creative directors, CMOs and CEOs from a young age which was a huge learning in how fashion brands operate from the inside.
TYW Were accessories always something you were drawn to, or did that interest develop over time?
Paulina Always. A bag can completely change the tone of an outfit. It’s practical, but it’s also emotional. Over time, I became more and more interested in the design challenge behind creating something that’s both sculptural and functional.
TYW How would you describe your personal relationship with shopping — do you prefer shopping online or in person?
Paulina I appreciate both and love the thought of an in-person experience but honestly, I rarely have the time and patience and probably do 99% of my shopping online. Being able to discover new brands, check options and see it on model is just too convenient.
I’m an avid pre-loved shopper and find most of the pieces I love at Vestiere Collective, The Real Real and Resee. I buy small indie brands I like from their websites to support too but Net-a-Porters same day delivery in New York is very dangerous haha.
TYW How do you approach building a wardrobe, and what role do accessories play in it?
Paulina I build my wardrobe around individual pieces that speak to me. I have always loved masculine tailoring and interesting silhouettes.
I feel most like myself when I’m in something chic with an artsy twist and like to add an unexpected accessory to give a look an edge. I don’t like looking too put together, it makes me feel restricted and basic. A quirky hat or intentional piece of jewelry with personality puts me in a god mood if I’m going out. I love our Belted Clutch for this reason, its elegant with an interesting detail.
TYW What was the inspiration behind your latest collection?
Paulina The Spring/Summer collection is light and refined, inviting a sense of escapism and optimism. I wanted these bags to feel like a breath of fresh air and be made for some fun. There is signature neutrals, clean white and pops of pink and turquoise. The collection also introduces a family of ethically produced handmade Kenyan baskets that I’m really excited to carry, a clean, modern take on the summer basket bag, designed to move seamlessly from the city to beach life.
TYW If you had to choose just one piece from the latest collection, which would it be and why?
Paulina I currently wear our small Pushlock Clutch a lot in several colors and textures. Paired with a strappy sandal, good jeans and a tee it’s the ultimate 30-second solution to looking chic.
An unexpected hero in the spring collection is our simple but cute little Zip Clutch. It’s a true anti it bag which I love, that goes with everything. A classic less is more situation.
TYW How do you balance creativity with the more practical side of running a brand?
Paulina It’s definitely a constant battle. Creativity is the foundation, but structure and discipline are what allow it to exist sustainably. I’m still trying to learn to separate the phases. when I’m designing, I try to be intuitive and open. When I’m working on strategy or operations, I shift into a more analytical mindset. Both sides are equally important.
TYW Do you have a beauty or self-care routine that you return to, especially during busy periods?
Paulina The big thing I do for myself is that I have always worked out consistently and I eat healthy 80% of the time (the rest is all wine and cheese which is equally important!). If I don’t move my body and eat healthy it immediately affects my focus and mood. Lately I have taken up yoga again which is a total game changer, nothing shifts me into a place of gratitude and happiness more efficiently than a little breathwork.
Mental self-care is also about expectation management and accepting that success requires sacrifice and that’s ok. It can look easy from a distance but any entrepreneur knows what I’m talking about here. I have put myself through a lot of stress during the years and movement, solid family relationships and the ability to sleep like a log has made it possible. But hitting the balance is a constant work in progress.
TYW What advice would you give to someone thinking about launching their own fashion brand today?
Paulina First of all, expect to work really really hard if you want to succeed. There are zero free lunches in the fashion business. A strong work ethic and discipline is crucial.
Be very clear about your point of view. The market is saturated, so you need to know what makes you different and why your brand should exist. And perhaps most importantly, be prepared to have plenty of patience and resilience. Building a brand takes time!
