From It-Girl to Designer:Laura Tønder Redefines Luxury Fashion
Laura Tønder embodies the ultimate digital it-girl, captivating audiences with her striking street style and distinctive fashion sense. Now, she’s making waves in the industry with her sustainable fashion brand, Kettel Atelier. Focused on upcycling vintage textiles and deadstock fabrics, Kettel Atelier has quickly earned acclaim, ranking among the top 5 emerging fashion brands in Spain. We caught up with Laura to discuss her journey from influencer to designer, her thoughts on sustainability, and the future of fashion. Scroll to read more.
BALCONE: Hi Laura! Can you tell us a bit about yourself, who you are, what you do, and what your days typically look like?
LAURA: My day starts with a coffee, emails, and a light breakfast. More than often something sweet, I live in Spain after all. I then work a little or take my dog out for a walk, depends. My studio is connected to our apartment, so the lines of work and free time are sometimes a bit blurry. But it also feels so relaxed to be working from a space of comfort. My daily work consists of the logistics of running a small business, product development, and custom orders. A good mixture of digital, technical, and artistic work, where I get to decide the pace and direction.
B: You were born in Copenhagen, studied fashion design, and now live in Madrid. And you’ve been traveling quite a lot. What led you to these different places, and how have they shaped you—both as a person and as a designer?
L: I think of myself as very curious by nature; I let myself be driven toward the, yet to me, unknown. I also find that nothing inspires me more than a fresh start, a change of scenery, and new impressions. So, every time I have felt a bit “stuck,” I have a feeling of wanting to move, which also means I have moved apartments 10 times in the last 10 years.
B: Let’s talk about Kettel Atelier. What’s the story behind the brand, and what does the name mean to you?
N: Kettel is my father’s last name, when my parents married my mother kept her own and I then got her last name as well. My father’s last name therefore ends with him when he is gone one day, so to honor it I wanted to create the brand in his name.
B: How do you see your role as a designer, and what is the message that you want to tell with Kettel Atelier?
L: I wanted Kettel Atelier to be for girls like me, I am creating my dream pieces. The ones I see myself wearing and styling. It has to feel like it is a little piece of me somehow.
B: What’s the part of your work that makes you feel most alive? What inspires you and drives your creative vision?
L: To see the fabrics come to life in between my fingers. I love sitting in my studio, letting the thoughts flow and draping the pieces on the mannequin. Hours can pass without me even noticing.
B: If you could describe Kettel Atelier in three words, what would they be?
L: Curious, vintage-vibes, and romantic.
Kettel Atelier - Campaign Image by Adrian Jul Cruz
Laura Tønder IN HER STUDIO
Ph by Adrian Jul Cruz
B: You’re often celebrated as a digital “it-girl,” with a strong online presence. Do you see yourself as an influencer, and how do you think your audience has contributed to Kettel Atelier’s journey?
L: My online style diary, my little universe online. I guess I am an influencer, but I mostly just hope I inspire the women who follow me to have a playful and curious approach to fashion and styling. I don’t like to feel like you have to dictate trends, it should be about having fun getting dressed, and feeling pretty and cool for yourself.
B: Who is the Kettel Atelier customer?
L: Everyone who likes it—the pieces are made with so much love—so I always get excited when the customers reciprocate this love by wearing the pieces themselves. I have been lucky to connect with women across the world because of the brand, of all ages. I have created performance looks, wedding dresses, and baby shower outfits. I feel like Kettel can be both packed in a suitcase for your holiday and be the big white dress at your wedding. It’s all about what you make it.
B: Kettel Atelier’s use of vintage materials is so distinctive. What inspired you to work with vintage fabrics, and how do you source them? How does this approach connect to your vision for the brand?
L: I just fell in love with the craftmanship, I felt like the beauty of these pieces was a bit overlooked and I wanted to show how they could be reinvented. It didn’t start as a big strategy, I just felt drawn to these textiles and started making some small pieces of clothing from it. The beauty of a simple idea.
B: Many of your pieces, like the handkerchief dresses, are one-of-a-kind. Do you find this approach to be challenging, or does it feel like a special advantage for Kettel Atelier?
L: It is definitely a challenge and an advantage. I have so many women connecting with me hoping to get their hands on an already sold-out one-of-a-kind piece, and I feel so sad to not be able to fulfill their dream. But at the same time, I feel like the customers also appreciate having a one-of-a-kind piece more than ever, some have told me they feel like they own a piece of art which really makes me proud.
B: How do you think customers perceive your one-of-a-kind designs in today’s fast-paced, fast-fashion-driven world? Do you feel this approach is well understood and appreciated, or do you think it still needs time to gain wider recognition?
L: Customers have been responding so well to it, giving me so much support and really being eager to get their hands on that exact piece they had in mind. I feel like a lot of customers are prepared for this, but since it is still a very tricky business model, it is hard for designers to offer this service at a price point that most can relate to.
BALCONE CAMPAIGN IMAGE SHOT BY HANS GOH
FLOWY DRESS ON LAURA TØNDER
KETTEL ATELIER LILLY BOW SET ON LAURA TØNDER
B: Kettel Atelier was recently ranked as one of Spain's top 5 artisan luxury brands. Do you see the brand evolving into something larger, or do you prefer to keep it intimate and artisanal while staying true to its identity?
L: I really want to expand the Kettel Atelier universe; I want it to be a brand of beauty and empowerment, and it is my dream to run it as a successful business with a healthy and sustainable approach. The tricky thing is scaling, but with slow, steady development, I think it would be achievable.
B: The idea of “luxury” is always evolving and changing. How would you define luxury in today’s world?
L: Luxury as a definition has changed so much for me; I am aiming toward the luxury of time and beauty more than wealth, which I also want to resonate with the values of the brand. Keeping it intimate, luxury can be the feeling of being cared for, a curated experience with a good connection, and not just being a number in a waiting line.
B: Copenhagen Fashion Week is such a leader in sustainable fashion. Is showcasing Kettel Atelier there something you’re planning of?
L: It is definitely a dream of mine to take more part in the fashion week. But how and which dimension I am not sure of yet. It should be aligned with the rhythm of Kettel, when I am ready and mature for it I am sure it will happen naturally.
B: The fashion industry is full of twists and turns. What’s been the biggest lesson you’ve learned so far in your journey?
L: More from the lessons of being an entrepreneur: it is a lot of work and money just to keep a business running. Being a creative is nowhere near enough, but I enjoy the challenge and feel proud of the small successes I get to enjoy with Kettel. It feels great knowing I achieved it by myself, founded and funded solely by me.
B: Danish culture must still be a part of you, even while living abroad. Do you have a favorite Danish saying, and why is it special to you?
L: Need teaches the naked woman to spin ( as in making clothing)I love this saying of you as a woman having to find your own way to solve the problem you are in by teaching yourself how to. I feel the proudest of myself when I feel empowered and independent.
B: What’s playing on your playlist at the moment? Anything you’ve been listening to on repeat?
L: I am a forever Lana del Rey fan, she is on repeat with every album she has published since the first time I heard video games in 2012.
B: What’s happening at Kettel Atelier right now? And what’s on the horizon for 2025 that has you excited?
L: So many things! I will start working on some RTW pieces to accommodate the requests for more sizing and more than just one of each. I will also work on many beautiful custom projects for brides throughout 2025 and 2026—it feels like Christmas every time I see them wearing their pieces. And I hope to create an even more inspiring Kettel Atelier space so every woman who wants to visit the studio can be invited into my universe. I love welcoming everyone interested into my atelier space in Madrid.
B: At Balcone, we love championing emerging brands and independent talents. How does it feel to be part of the Balcone community?
L: Balcone was among the first to recognize Kettel Atelier and see potential in the designs and in me, which is something that made me so proud and gave me the confidence to keep on developing the brand and the designs.
KETTEL ATELIER
