There are fashion brands that emerge from trends, and then there are those born from a deeper personal pull, a connection to place, culture or craft. Scarlett Poppies, founded by Linda Augustsson, is one of the latter. The Swedish designer’s journey began in Delhi in 1999, during a work trip. While in India, she felt a spark she still can’t fully put into words, which has since evolved into a creative dream. 

India, she recalls, “was everything Sweden was not: vibrant, textured, unpredictable, warm. The contrast was magnetic.” After accepting a one-year posting to establish a sourcing office for a Swedish retailer, she found herself drawn deeper into the country's textiles, artistry and “human warmth,” as she puts it. She also found her future husband in Delhi. Fate, circumstance and intuition aligned; returning to Scandinavia no longer made sense. “It was meant to be,” she says. 

Before launching Scarlett Poppies, Linda built Continuum, her design-led sourcing agency supplying major global retailers. There, she experienced a familiar frustration: the intricate handwork she developed with artisans rarely reached customers in its purest form. Price negotiations often pushed brands to replace hand embroidery with machine alternatives. “You feel like you violate your own product,” she says. “The beauty was always there, but compromised.” Scarlett Poppies was her response, a way to protect craftsmanship without diluting it, and to create pieces where the value of the artisan’s hand would not be sacrificed.

This combination of Scandinavian design and Indian quality has become the brand’s signature. Linda explains. “It’s a blend of both worlds: precise lines and clarity on one side, tactile storytelling and soulful texture on the other. I start with embroidery concepts. I work on panels and when I feel something is right, the rest follows,” she says. “Inspiration could come from anywhere; in the arches of a Jaipur palace, the colours of nature, the rhythm of a museum visit, the curve of a doorframe. I am hypersensitive to visual impression, always collecting details that might spark the next collection,” she explains. 

As the brand grows, maintaining this commitment to craftsmanship remains a priority. To Linda, handwork is “the human soul translated into product. Imperfect, expressive, and alive. Embroidery is only one part of it.” She speaks passionately about techniques that elevate textiles and leather, from surface treatments to precision stitching. These elements, she believes, “give clothes their character and distinguish them from the uniformity of mainstream production.”

Scarlett Poppies is now entering a new chapter, with an expansion into the Middle East that reflects both opportunity and intention. The brand already resonates strongly with the region’s preference for modest, elegant silhouettes and lightweight fabrics, but Linda sees room to go further. Plans include opening dedicated retail stores, expanding into accessories and footwear, and diversifying production to include materials sourced from Turkey, Portugal and beyond. While the heart of the brand will always beat in India, she explains, “broadening its material landscape ensures a richer, more cohesive offering.”

Growth, for Linda, must be mindful. “Protecting artisan livelihoods is essential, as is preserving design integrity. It’s not just about scaling, it’s about doing so in a sustainable way,” she says. Her approach is structured. “I manage my businesses and life through a weekly 168-hour schedule that carves out time for rest, creativity and operations.” Eight-hour stretches of uninterrupted design work help her reconnect with what she calls “the flow,” a state where ideas form naturally and without pressure.

Leadership, for Linda, comes back to values. Integrity, transparency and staying true to oneself are principles she returns to repeatedly, especially during challenges, of which there have been many. “Supply chain issues, trade penalties and market scepticism are hurdles we have learned to navigate with perseverance. You have to believe in yourself because others won’t always do it for you,” she notes. Her family’s support has been a constant anchor, while her own grounded outlook, present, clear-minded, unburdened by yesterday or tomorrow, keeps her steady.

Perhaps the most compelling element of Scarlett Poppies is its message about India. Linda is passionate about shifting perceptions around Indian-made products. “Quality varies everywhere,” she says. “What matters is intention, craft and the standards you set.” She hopes customers in the Middle East will judge pieces for what they are: timeless, carefully crafted garments, finished with French seams, lightweight materials and thoughtful details. It is both a creative mission and a cultural one, encouraging a new appreciation for a country whose craftsmanship she deeply admires.

As for the name Scarlett Poppies, it traces back to Linda’s childhood in the Swedish countryside, where bright red blooms appeared each summer. Delicate yet resilient, varied yet distinctive, they mirror the women she designs for: confident, individual, and beautifully unique.