"To me fashion is a form of art. Just like music, it is all about expressing a feeling or a story. As I am not fond of visual inspiration sources, I always use music as my main source. This gives me a unique starting point to create my own untouched universe of shapes and colores unequal to anything else."

Siri's graduate collection built upon using the same inspiration sources and working techniques as Jimi Hendrix did when he made his music. Realistic VS. Spiritual, Uniforms VS. Voodoo. Made to reflect the process of a Metaphor -Where the first impression is different from the last.

Siri Sveen Haaland was born in 1987 and raised on a small place called Sveio, on the country side of the Norwegian west coast. She graduated from the branch of the international fashion academy, Moteskolen AS ESMOD Oslo, in June 2009. With a specialisation within menswear she won the award for ”Best Menswear Design” at ESMOD Oslo's Diploma Show, 2009.

August 2009 she became a finalist in the Nordic design competition, Designer's Nest, which took place during Copenhagen Fashion Week. The week after CPH Vision she participated as a finalist in a Norwegian design competition during the Norwegian ”Moteuka”.
June 2010 she went to the finals in one of the worlds most sought after design competitions Mittelmoda, which found place in Gorizia in Italy.