“Creativity Never Happens in Isolation”

With its store opening in Vienna, Arket officially entered the Austrian market. To mark the occasion, we sat down with Ella Soccorsi, Head of Design and Creative, for a conversation at Café Kandl. Her interest in design stems from curiosity – about people and what is happening in the world. Over coffee, we spoke about the concept of Nordic lifestyle, the evolving meaning of modern luxury – and the creative force that lies in human connection.

Interview: Lisa Hollogschwandtner. Photos: Arket

Ella, is it your first time in Vienna?

Ella Soccorsi, Head of Design and Creative at Arket: As an adult, yes. I have actually been here once as a child. I would really love to stay a few more days. A friend of mine gave me a whole list of things to do and see. So far, I managed to check out some vintage stores yesterday. And now I am really excited about our opening tonight.

So is Vienna! But first, I want to talk to you about your perspective on the current state of womenswear. Our lead article is titled “Substance Over Status”. What comes to mind when you hear that?

It really speaks to me, because that is exactly what we are seeing at the moment. People really want to get value from the money they spend – rather than status. So, I definitely see a big shift there. That is probably why more and more of the big fashion houses and luxury brands are inviting customers to take a closer look at how pieces are made – to talk about and show the craftsmanship behind them. And I truly believe that is what people are gravitating toward right now: understanding why things cost what they cost. That also means the level of attention to detail and care we put into every piece is worth a lot more than it might have been in the past. So, coming back to your question: yes, I definitely see that shift from status toward substance. And for us at Arket, that is a beautiful thing. Our mission has always been to democratize fashion – to offer high-quality, long-lasting pieces at a reasonable price point, and to raise awareness about what quality in fashion really means.

So, education is a big part of a brand’s role right now…

It is definitely not education in the sense of “We as the brand know everything, and you, dear customer, do not”. But we do see that our customers really want to learn more and more. And they already have access to a huge amount of information – thanks to the internet and social media. That has really changed in the last, let us say, ten years.

You briefly mentioned the big luxury houses. In my opinion, the definition of luxury is changing a great deal right now. Would you agree? And how would you define it yourself?

Well, I think that luxury is more and more about craftsmanship. It is the sum of all the time and attention you spend in the process before the product even exists – how it is designed, how it is made. And that is why the label itself is becoming less and less important. Or simply not enough anymore. The definition of luxury is more personal now – it is about finding something that is precious to you, and maybe only to you. People are no longer chasing status like they used to. What they really want is an emotional connection – to things, places, people, brands. And to me, the biggest luxury we have is time. The time you invest in creating or curating something is a key part of a luxury experience.

I have probably said this a million times, but I totally agree. I think most of the problems our industry is facing stem from the lack of time – in basically everything. There is no room for creativity or progress if you are constantly chasing your to-do list…

I totally agree! And that is one of the things I really appreciate about working at Arket. Our range of essentials is the foundation of the brand – and it is such a privilege to have the time and mental space to keep working on a product like a cotton t-shirt until it is perfect. That is my personal luxury in my daily work life.

With the definition of luxury changing, we are also seeing a reallocation of personal spending. People are not spending less overall – they are just more conscious of how they spend. How are you responding to this shift at Arket?

We are definitely seeing those changes in consumer behavior too. And to be honest, I think it is a good thing that there are more important things in people’s lives than clothes. At Arket, we have always aimed to be a marketplace more than just a fashion brand. We want to present our vision of a beautiful everyday life – it is more about a lifestyle than one specific product.

There are so many layers to our assortment: garments for women, men, and children, home accessories, our bath and body section, and of course, the Arket café. For people who want to be active or spend time outdoors, we have our athleisure collection. And then there are our external brands too. So, what we do really goes beyond fashion. It is about making everyday life better – more beautiful, and maybe even a little slower. The Arket lifestyle, if you want to put it that way, is not just about the clothes you wear. It is about how you take care of yourself, how you spend your time, what coffee you drink, or what soap you use to wash your hands. It is the little things, really. We all live busy lives, so our goal is to make things a little easier for our customers. Their lives, their needs, and maybe also their struggles are always the starting point for our design process.

Let us talk about pricing for a second. A lot of luxury brands are raising their prices to extremes. While many customers cannot afford those products anyway, others simply do not want to spend that much on a bag or a piece of clothing. On the other end, we have ultra-fast fashion players like Shein, offering ultra-low quality at ultra-low prices. Where does Arket position itself in this landscape?

We are convinced that you can have both: quality and reasonable pricing. And to us, it really comes down to what you get for your money. What is interesting is that our customers shop in very different ways. Some of them wear Arket almost exclusively, sure. But for the most part, our collection is the perfect foundation that can be combined with contemporary, luxury, or vintage pieces. Our aesthetic is long-lasting – pretty much timeless. And the way you put things together adds your personal touch.

In your stores and online, you also offer other brands – like New Balance or Adidas when it comes to shoes, or a variety of labels in your home department. Why did you choose this multi-brand approach?

Well, we always say: Why make something if someone else has already perfected the idea? It is really nice to collaborate with experts in different fields. We do not need to reinvent something that’s already there. And for us, it is inspiring to work with other brands – whether through collaborations or simply as a retailer. The brands we offer in our stores are all partners we deeply respect – and that we feel share our vision and the “Nordic lifestyle” we represent. It is a balanced approach to life – connected to nature, yet rooted in the city, with all the different layers that make up your day.

Speaking of connection: Why do you think it is important – especially in increasingly digital times – to be physically present with a store?

Because it is crucial for us to meet our customers face-to-face. The stores give us the opportunity to show our brand in depth. It might seem like a small detail, but even things like the scent in the store, or the smell of the cinnamon buns from our café, strengthens the connection to our brand. To really experience Arket, a physical space is essential alongside the digital one.

Browsing your online shop, I came across the editorial section – featuring interviews, articles, recipes, and collected insights on a variety of topics. How important is storytelling for you as a brand?

I think it is really important. It is a wonderful way to meet people – like-minded or not. Hearing their perspectives, their creative approaches – whatever it is – is always exciting. It energizes us and sparks our own creativity. For me, creativity is all about dialogue – about meeting people, it never happens in isolation. And I think it is also really nice for our customers to get to know all these different people through our channels. Anything that puts humans at the center feels very relevant right now.

Speaking of relevance, the term is the key theme of our issue. What does relevance mean to you?

Wow, that is a big question. I love words, and that is actually a really good one. When you say “relevance”, it feels like there is importance behind it – something meaningful. And I think everything we do is affected by the times we live in, by the world around us. We are not isolated beings. So, in that sense, relevance is also about connection. From a brand perspective, I am convinced that you can only be – and stay – relevant when you speak to enough people and have trust in yourself. Trusted people trust you.

Let us end with two short questions. What is the best advice you have ever received?

My sister gave me this advice a while back when I was worrying a lot – I think it was when my kids were very little. She told me: “The worry can be there, but just like a balloon floating above you. Sometimes you bring it down, look at it, and then let it float away again.” I think that is a really important mindset – in both life and business. Observe it, rather than get caught up in it.

You told me you love words. What’s one word you think the fashion industry – or even society as a whole – should embrace more?

Compassion. I think if people could understand where others are coming from, a lot of things would work better.