A Legacy of Innovation
& Excellence in Textile Design
By Martin Chard, International Executive at Märta Måås-Fjetterström
Solid, simple and beautiful. In an essay from 1905, Märta Måås-Fjetterström (1873–1941) defined her ambitions for Swedish handicrafts while heading the Malmö Handicraft Association; living and working in a time of great change, with an ambivalence between the possibilities of modernity and mass production and a fear for a loss of identity and traditional knowledge, she had a vision for new designs rooted in the rich heritage of Swedish folklore but combined with contemporary and new influences. Her ideas did not find fertile ground at the Malmö Handicraft Association, an association mainly interested in reproducing old designs, and Måås-Fjetterström was subsequently let go. A great blow to Måås-Fjetterström at the time, but it would later prove to be a stroke of luck.