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Love is Shouty but Iconic

story by Siri Von Bothmer

Love is Shouty on creepy aesthetics, teenage bedrooms, and the forever unanswered question of whether fashion is art. 

Humana x Love is Shouty but Iconic

The concept of Love is Shouty but Iconic is forever evolving through the different projects and collaborations. They describe it as an endless sleepover with a never-ending beauty routine, where the process itself is an important part of the story. Behind Love is Shouty are two friends who realized that their work didn’t make sense when doing it separately, but when working together it did. 

Describe your work, what is Love is Shouty?

We see Love is Shouty but Iconic as an ongoing project which has become a platform for us to create and work in. Our studio in Stockholm is our nest where we play around with materials and in many ways, our studio mirrors the girlish and creepy aesthetic of our teenage bedrooms, something we like to integrate into our work. 

Humana x Love is Shouty but Iconic

What do you think is the appealing part about the creepy aesthetic?

I’m drawn to it too and often get back to why. Since we were young we’ve always collected objects used for decoration, making our own space within our rooms. It’s nice to have your room filled with nostalgia and references. Once we found this worn-down heel from someone who had walked through too many cobblestones. These traces of being worn by another person at another time is something we like to integrate in both our work and our studio, it’s like collecting horcruxes with energies we can relate to. We also have quotes from movies we like hanging on post-its around the studio. And yes, working with Mr Darcy and Carrie Bradshaw on your shoulders is kinda creepy.

Humana x Love is Shouty but Iconic

I wrote a piece last year about how certain trends or aesthetics hold a different kind of symbolic or cultural capital depending on the wearer, do you think your work somehow is tied to a certain subcultural group?

We’ve never really thought of our work to be connected to a certain subculture, and maybe subcultures don’t exist anymore?! 

That’s probably where we’re heading right. What motivates you in your work?

Having a pretty raw idea and then seeing it develop into something. Also seeing the possibilities in broken second-hand objects or garments that no longer have value in fashion and then reviving it into something else. It pretty much sums up how we work, sculpting directly on the body in a process where we don’t know the result until the piece is ready. The fun part about our process is that unexpected ideas come to life which again triggers our curiosity.

This sounds like a very organic process where the art itself can take place rather than the final product or purpose. Do you believe that fashion is art and vice versa?

Million-dollar question! Which we don’t have the answer to. For us, the art scene is more open to expressing something without having to function in the real world, a component that fashion often needs to take into consideration. However, we don’t think that fashion and art have to be separated and working somewhere where the two fields overlap gives us the freedom we need when creating. 


Yes, somehow fashion is more restricted to its purpose. I interpret your work as very much in-between, which is hot! Perhaps fashion could be art, but not the other way around?

We think it could, but from what we know there are not many artists trying to be a part of the fashion scene. This might come from the fact that fashion is often seen as a less intellectual genre than art, which again might come from fashion being seen as partly mass consumption, trends, and capitalism. It would be cool if this mindset could be flipped and fashion could be seen as an art form as well.

Humana x Love is Shouty but Iconic

What are you working on right now, tell me about your most recent project?

With our next project, we’re going back to making clothes again (or at least something to wear!) which we took a well-needed break from. Our upcoming project is to make a collection based on the movie ‘Daisies’ by Vera Chytilová from 1966. It’s about two women who decide to reflect on society (and how everything’s going to hell) by acting nonchalantly. With an eccentric approach, they put on a performance of being a woman with all its stereotypes. It’s both fun and serious, and very nonsensical — an energy that corresponds well with us and our work. 

To involve humor or a sense of nonsense feels very liberating at a time when everything is politicized. When can we expect to see something from this collection?

We don’t know exactly, but hopefully early summer 2022!!!!

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