M O A is the co-founder and creative mind behind Seaquelle, a Swedish swimwear brand that captures the essence of the sophisticated coastal lifestyle. With a background in fashion design, she spent years creating for other brands before launching Seaquelle alongside her friend and muse, Pernilla.
Inspired by the serenity of Sweden’s west coast, her designs blend craftsmanship, simplicity, and ease - made for women to feel confident and beautifully at home by the sea.
Moa wears Westbourne Marble Spectacles | £145
What inspired you to create Seaquelle?
It was actually a friend of mine, Pernilla, who was both the inspiration for and the originator of Seaquelle. Having worked as a designer for other brands before, I often found myself given the role to create a concept within the brand. For example, developing a women’s line for an established men’s brand, or a celebrity collab for a large clothing company. So when Pernilla came to me with the idea of Seaquelle, the stars felt aligned. She embodies the coastal lifestyle that I had already been inspired by in previous collections.
How would you describe the essence of Seaquelle in three words?
Seaquelle encapsulates the sophisticated coastal lifestyle.
How do you want women to feel when they wear Seaquelle?
This is a core value for me and for the brand. Designing our type of swimwear comes with a special responsibility, since the pieces are often worn in the most cherished and at the same time most exposed moments of life. While feeling stylish and elevated is essential, we also want our customers to feel secure and at ease. Relaxed, yet flawless.
Westbourne Marble & Percy Light Tortoiseshell Spectacles | £145
Can you tell us about a defining “Seaquelle moment”, a time when you realised the brand was resonating with women in the way you hoped?
There have been a few. The first pinch-me moment was when we launched the brand in 2019. The response was overwhelming, and our stock sold out immediately. Since then, we’ve had moments like when the first international celebrities reached out, or when we see someone wearing our pieces on their honeymoon in a beautiful setting, sharing Seaquelle in those moments without us even knowing beforehand. Another highlight was selling out in major premium stores during our first international launch in Oslo. Or this summer in Paris, when buyers from some of our favourite stockists told us they love that we’re a brand that’s new, yet complete, with a uniqueness that stands out.
Where or what do you draw inspiration from?
As most designers would say, a bit of everything and a bit of “I don’t know.” Always working to improve your creations and complete the collection, while also being influenced by the world around us, it sometimes just comes naturally. You look around you, you look within, and then you find something new.
Personally, I’m drawn to craftsmanship, to creating something that’s both beautiful and functional, without adding unnecessary details. I feel that also resonates with the tradition of quality and simplicity that’s part of the heritage of coastal living.
What does a typical day look like for you when you’re not designing or running the business?
I have two young sons, and we live in a small house on the west coast of Sweden. Their schedules keep me busy, and on the days they’re with their father, I take care of the garden and spend time in the woods or by the shore. Seaquelle fills my life with evening drinks, trips abroad, and meeting inspiring people. My life away from that is softer, balanced.
Moa wears Kendall Black Sunglasses | £160
As a female founder, what have been some of the biggest challenges (and rewards) of building a brand from the ground up?
The rewards are probably the same for both men and women, being able to decide for yourself, do what you love, and make a decent living from it. For me, that’s freedom with a cherry on top, and the extra excitement that this could become something big.
From a business perspective, stereotypically speaking, I’d say that uniqueness is genderless, but normal often benefits men. How to raise capital, negotiate, plan and run a company, and handle people as suppliers or employees rather than partners, are all defined from a patriarchal perspective. If you don’t like the standard, you have to find your own way in many areas, and that can be frustrating at times.
With that said, women are gems. Reliable, smart, and emotionally mature, the perfect setting to create from, and for.
What’s next for Seaquelle, any exciting projects on the horizon?
Right now, the focus is on continuing what we’ve recently started, catching the eye of the world’s most selective buyers, and then wowing them enough to be on their top brand lists.
FINLAY Henrietta Black Sunglasses | £160
What’s your go-to piece from Seaquelle and FINLAY when you’re packing for a getaway?
The Helio Top and Twisted Bottom in nougat, with the Henrietta Black Finlay sunglasses, classy and modern, paired with our new pareo in black and cream white as a cover-up.
What advice would you give to other women looking to start something of their own?
It’s a voyage of discovery. What you wish to do on your journey, and what you will experience along the way, isn’t yet known. To minimise the risk of going in the wrong direction, try to listen only to the people you know will be there for you on the rainy days, and most of all, trust yourself. You’ve got this.
Discover more about Seaquelle:
seaquelle.com or on Instagram: @seaquelle
We’ve got something exciting coming your way this Tuesday: FINLAY x SEAQUELLE! Stay tuned and keep your eyes on our socials.