On one of the busiest streets In the heart of stockholm we find Petra Tungården, 36 years young, in a  room with color and pattern combinations one only could dream of daring combine together. We got a  hot minute with the dynamic founder of Adoore - a fashion brand that has captivated audiences for six  remarkable years. She’s describing herself as someone who thrives amidst chaos, and her vibrant spirit  shines through in every aspect of her life. Her first baby (out of three including Harry, 3 and Ru,  newborn) Adoore was born from her passion for fashion and a keen eye of the woman body.

Drawing from her years as a previous fashion editor, she recognized a void in the market—a lack of emphasis on  garments that celebrate the individual body rather than fleeting trends. Her dream was to create  dresses that makes any woman confident at any occasion, with prints that tells stories and details that  accentuate the body's natural beauty.  

L: Adoore isn't just about products; it feels like you've created a whole universe. 

P: Oh, how fun! My dream is for it to be Adoore House in the future. Almost like you’re familiy’s passion  for the exact same thing created Villa la Madonna. 

L: Are you as passionate about interior design as you are about clothes? I can almost tell that. 

P: Yes, I love second-hand and vintage interior design—it's the most fun!  

L: Can you tell us about how you've chosen to decorate the office? We're surrounded by so much color  here. You have such a strong vision, and I've known you for a long time now, and I know you always have  a picture in your head, whether it's opening a new store or decorating your office, like when you  installed the House of Bolon flooring in your fantastic office. Can you tell us how you get these visions,  what inspires you, and how it has led to these different paths? 

P: I think I've always loved color, and I love seeing how different color combinations come together.  Inspiration can come from anything, from seeing a painting to noticing great colors in children's books  like Alfons. I also love curves and the female body, just as I love furniture shapes. Often when shopping  vintage, it's about finding a form that appeals to you; it doesn't always have to be perfect from the start.  You can always refurbish it. 

L: You're really good at buying second-hand and vintage items and then restoring them, it’s like giving  things a new life. Right? 

P: Yes, and that's what I love because then things become unique. And when things are unique, they  really stand out, and you put your own personality on something. I also love it when there's a story  behind things, like where you bought it, whether it's from a trip or a crazy flea market find. 

L: Yes, and not just going to a high-end store and buying a whole concept, but having character in  everything you buy and decorate with. 

P: I think that's one of the strongest trends—to really dare to put your own stamp on your home, that  not everyone is molded in the same form. I think for the office, there's really no specific plan behind it;  it's just a collection of things that I like, and it has evolved over time. There's a constant influx of items  because I buy so much at auctions. 

L: Can you tell us about your best and worst finds?

P: Well, my best find was... we have a content room, a showroom here at the office, and couture  designer Lars Wallin closed down his studio and sold so many great things. There were so many  beautiful pieces at an auction site and I bought what I thought was a small wall cabinet. Then the  delivery guy called and said, "We can't carry this with just one person; we need four. What were you  thinking?" And I was like, "No, no, this can't be right; it's just a small wall cabinet." Then the guys came,  all sweaty, four people carrying this cabinet. I was like, "Oh my, this cabinet is huge.” 

L: Yes, it's that gigantic display cabinet. 

P: And they said, "There's another one coming." And I was like, "Where am I going to put this?" But they  managed to get it through the door, and when it was in place, I just thought, "This was made for it." And I  bought it for 250 Swedish sek. 

L: You're kidding! 

P: It’s like 30 Euros. Because everyone else probably checked the measurements and thought, "Where  am I going to put this?" Haha. And my worst find... Do you see that little pot over there? Yes, it's very  nice, but I bought another matching pot, also at an auction, which was very expensive. And I thought  they were much bigger, but no, it's the same size as my thumb, and it doesn't have a matching bottom.  Did I pay 2000 crowns for a small piece of clay that can't stand properly and just wobbles around? 

L: Just like I did, you know, with those beautiful shell urns, I thought I bought the big one, but it was the  small one, and I paid an arm and a leg for it. 

P: So, tip: read the descriptions. But it's also exciting not to know… 

L: But in this very dreamy, soft world with very soothing colors, you've chosen to incorporate a very  graphic floor from House of Bolon. How do you think about that combination? Because it's a very  exciting mix, so why did you go for that floor? 

P: We have a very long corridor, and I thought it would be really cool with the graphic floor because it  would make the corridor feel even longer. Previously, there were so many interruptions in the corridor  because I think there were three different types of wood flooring. So, this graphic pattern makes  everyone who enters wonder if the corridor has always been ”this long”. I think the whole effect of the  floor is so cool; I think the black and white against our mint green walls, which are quite gentle and soft,  makes the floor cooler and edgier. It's like a leg extension. L: Inspiration in general, what inspires you in life and at Adoore, in your interior design?

P: I think a lot of what I was talking about—color and form—I find a lot of inspiration at auctions. And it  can be shapes seen in a vase that can then be applied to a dress. I also look a lot since we have eclectic  prints; I find a lot of inspiration in old Italian fabrics, like those found on Etsy. 

L: Like the chaise longue in the kitchen; it feels very Adoore in the print. So, even though it's a flea  market find, it feels like a print you could have designed. 

P: I really believe that inspiration can be found everywhere, especially in art. I buy a lot of art books  because I enjoy seeing how colors come together. 

L: It seems like Italy and the Riviera lifestyle is a hidden agenda of yours...

P: Yes, my ultimate dream is to buy a property, like a dream house in Italy, and just live out my eclectic  interior design style, play with shapes, try new things. 

L: Who is the typical Adoore person for you? Your dream customer, so to speak. 

P: Someone who's confident and unapologetic. For me, Adoore is about highlighting. When I worked as a  stylist, so many people would say, "Oh, I don't want to show this," and they'd focus so much on the  negatives. I wanted Adoore to bring out the positives instead of hiding them. That's why I think we have  many repeat customers who went from not having a single dress in their wardrobe to owning twelve.  They feel comfortable and beautiful, instead of treating a garment as something to constantly adjust.  Instead, people straighten their backs and feel confident. 

L: Two of my best family friends are very curvy girls with ample busts, narrow waists, and generous hips,  and they're like, "Finally, someone who makes clothes for us, that accentuates our forms." They're very  comfortable in their bodies, but they don't feel like they can find stylish dresses and jackets that fit. 

P: That was the reason I started, because I couldn't find garments that were tight enough in the waist.  So that the silhouette really takes center stage, but without doing it in a tacky way. What's exciting is  that we have a wide target audience; while 25-35 years old is, of course, the largest segment, the rest  of the cake—18-24 and 55-65—is just as big, which means that regardless of age, everyone values fit. 

L: I think many forget, other brands, I mean. Because there's so much focus on price or brand, it feels  like you complete the circle. 

P: Everyone follows trends, and we try not to. So, when I see that burgundy and cobalt blue are really in,  but they're already everywhere, it's like everyone else is competing for customers, trying to have the  most stylish burgundy coat, but then we become something else. 

L: Also, even if you sell dresses, they can complement a coat, you're like the strong foundation. But with  tweaks. 

L: What has been the most challenging part of your journey with Adoore, and the most fun? 

P: The most fun has been planting a seed that has grown, and really experiencing the whole journey,  from packing all the orders ourselves on the warehouse floor, to visiting factories and doing the hustle. I  think now is the most enjoyable period, there's a bit of capital, we're entering new markets, and we can  experiment a bit more and feel our way around. The most challenging part has been getting a handle on  all the puzzle pieces; it's such a huge machine. Supply chain, production, and so much has happened  since we started—corona, getting clothes shipped, pirates stealing our clothes. I think especially the  supply chain, getting the clothes and making sure they're in the same condition as the samples. AS you  hear, many things can happen. 

L: Yes, it's a whole company, it's not just about making nice dresses. 

P: Yeah, they actually have to make it to the shelves.

L: What do you dream about for the future? Think big! 

P: I really dream of an Adoore universe; we'll release new product categories that still align with our  brand but broaden our horizons. And above all, to venture into new markets. 

L: Which market would you prefer to enter? 

P: We dream of USA. 

L: It feels like there's definitely a target audience there. 

P: Yeah, with our wide size range, I really believe and hope we can make it overseas.


SPEND OR SAVE? – Spend, I'm a real spender. 

NEVER BUY CLOTHES AGAIN OR NEVER BUY INTERIOR DECOR? – Oh, can I do a double? I love making thrift store finds. 

L: No, you have to choose one. 

P: Okay, but I'll choose interior decor. I mean, never buying clothes again. 

TAKEAWAY OR HOMEMADE? – Homemade. Even though I mostly eat takeaway. 


SURPRISED OR SURPRISE? – Oh, I love both equally. But surprise. 

YOUR ABSOLUTE ADOORE FAVORITE PRODUCT? – I love our Cervina dresses, our working name is "twirly  boobs." Because I think they feel so timeless yet interesting; you don't need to style them much  because something's already happening with the garment.