June 16, 2026

5 questions for Yara about our first-ever clothing collection

We could tell you about the new collection ourselves, but it's more fun to let Yara do it. So we asked her five questions: the why, her own favourite, and what a 1994 Nascar shirt has to do with it.

Ateljé is best known for phone accessories. Why did clothing feel like the right move?

"We worked really hard first on getting our name out there and building a brand that gives you a clear feeling. Optimistic, fun. It's so woven into Ateljé to make everyday things a little nicer, prettier, more your own. Getting dressed often starts with the top for me, the blouse or sweater of the day, so that felt like a nice place to start. Dressing our community top to toe one day was always the dream. It feels like we've built enough of a name now that both I and our customers are ready to fall in love with something new. So exciting to see if it lands. I really follow my gut, that's how I started with phone cords too, and six years later those are still our best sellers worldwide. So I trust that convincing gut feeling of: hell yes. Because then I know other people will probably have it too."

What were you missing in fashion that you wanted to make yourself?

"On trips I'll often buy a vintage t-shirt as a memory. I'll wear it for years, because they tend to fit perfectly and have that lovely worn-in look. But they're also hard to find. So inspired by my own vintage favourites, I started a collection that does exactly that: feels like that one lucky find. That's why I spent so much time on the perfect fit and fabrics, and why some of the prints are slightly washed already. I want my clothes to multitask and fit my life. That I want to wear them every day, and that they shape to my body. These tops work in so many ways and moments. And I was after something tough, with a feminine twist."

Describe the first Ateljé apparel collection in three words.

"Fun, effortless and electric."

"So I trust that convincing gut feeling of: hell yes"

Do you have a personal favourite?

"Ooh, so hard, because for every mood or moment of the day I love a different one. I live in oversized tees like these in summer. With a cool lace skirt, cargos or just good jeans, or thrown straight over a bikini. But my ultimate love is the Yara tee. It's got my name for a reason. The text is in my handwriting, in rhinestones. It feels modern but also fun. I wear it 'the Zoë Kravitz way', with a slip skirt underneath, slides, and a good pair of sunglasses."

Ateljé Apparel

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Where did the design inspiration come from?

"Mostly from that ultimate summer feeling you get on a road trip. The contagious energy of it: fun, speed, adventure, being on the road, the way to the unknown. So these shirts have all kinds of nods to being on the road. And they're perfect for those everyday adventures. Beach to festival to coffee date. I once found a big t-shirt with cars and racetracks on it, a Nascar one from 1994. That inspired the feeling and the racer graphics. We drew it all ourselves, with a female designer, and there are so many fun details hidden in there. They already have that worn-in feel, and that makes them even better."