DNA - the elements
01 SEA
02 EARTH
03 FIRE
02 AIR
This collection is built from fragments once dismissed — shell, glass, bark, mineral residue — extracted from nature and redefined through couture discipline. Materials are not romanticised. They are cut, structured, and fixed into form. The work rejects preservation in favour of re-contextualisation: value imposed through proportion, tension, and control. Luxury is not inherited. It is authored.
ABOUT
IDA LUNDBERG is a Swedish–Malaysian fashion designer shaped by a life lived between worlds of metropolitan cities and remote west-coast islands, global culture and quiet nature.
Raised between design, travel, and the rhythm of the sea, she early on developed a passion of art & culture as something lived, not staged.
Encouraged by family friend and mentor Jimmy Choo, Ida later studied fashion design in Florence and Milan, ending up working between Milan, Paris, and Dubai.
When the world came to a halt during the pandemic, she returned to the west coast and her mother’s treasured 1975 sailboat.
Sailing once more through her maternal waters, she saw how the coastline drastically had changed in just a few years. Native species vanishing, new invasive ones taking over.
From that transformation, she began crafting sculptural designs that fused the two, turning fragments of the sea into conceptual fashion pieces that spark conversation about climate change while showcasing the natural beauty nature has already created.
Today, her work merges Swedish and Malaysian heritage, local materials and global treasures, embodying a life shaped by exploration, resilience, and reverence for the natural world. Each design celebrates the force of nature itself, allowing the wearer to embody its power, grounded, graceful, and undeniably alive.
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Dream it.
In our West Coast studio, each shell is carefully cleaned, cut, and polished by hand to reveal its natural lustre. This meticulous process demands patience and respect for the material. We pair these sea-born treasures with recycled metals wherever possible, staying true to our belief that real craftsmanship honours both the raw materials and the ocean that offers them. Every piece is made to be sustainable, considered, and lasting.
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Materials with a Journey.
Our designs reflect a life of travel and craftsmanship. Swarovski crystals and carefully chosen semi-precious stones bring refined brilliance, selected with an eye shaped by couture. We repurpose materials once destined for gowns, giving them new life in jewellery that feels both modern and timeless. Malaysian pearls woven throughout the collection honour Ida’s heritage, connecting Sweden’s rugged coast to Malaysia’s rich shores. Each element is chosen not only for its beauty but for the story it tells of family, tradition, and the enduring bond with sea and nature.
To design is to innovate not by taking more, but by elevating what already exists, crafting with care, telling stories of place, memory, and natural beauty.