Meet the Swede Göran Alfredsson, a man with a passion for fashion!
In Sweden, when you receive an invitation, might it be for a gala dinner at Grand Hotel, The Nobel dinner at the City Hall or a private VIP party, most women will visit Atelier Thalia, located on one of Stockholm’s most famous streets, Karlavägen. Thalia opened in 1979. Here, in this calm and friendly environment you will find your dream dress. It is a wonderful experience when you enter the shop, or, as I prefer to call it, the Atelier. Just walking by, doing window shopping to get inspired, is also a pleasure.
The Atelier Thalia got its name after one of the three Charites (Graces) in Greek mythology. Thalia was the goddess of festivity, which makes the name very suitable. The Atelier itself breathes pure luxury with haute couture dresses, suits, coats, among much more, for every occasion. The customers are business women, actresses, politicians and last, but not least, royals. The Swedish royal family with Queen Silvia, Crown Princess Victoria, Princess Madeleine and the newest Princess Sophia, are all frequent customers.
In Sweden the Nobel Banquette at the Townhouse is, I would say, the biggest and most prestigious gala during the year. It is celebrated on the 10th of December every year. This is the event when every woman wants to look her very best. You can be sure, that at least a third, if not more, of the female guests’ dresses are made in Atelier Thalia.
I happen to know that Göran, the man behind these exclusive and well done dresses, has one more passion than just dressing women, Thailand.
Göran regularly spends a few months of the year in Bangkok and at his house in Phitsanulok, about 400 kilometres north of Bangkok. Göran built the house almost 20 years ago which is located in a mango garden. The perfect place to get away and relax for a busy man like Göran.
It’s also in his Bangkok atelier, that many creations see the first daylight. When it comes to choosing fabrics, Göran is very selective, only the finest will do.
He came to Thailand and bought his first Thai silk in 1987. Be it silk, Thai silk, wool or chiffon, it has to be impeccable. Thai people are known for their handcraft and are excellent sewers, as they have lots of patience and are gifted when it comes to detail. They don’t lose interest or get careless, even if they have to decorate an item with thousands of small beads. In 1987 Göran met a Thai woman who helped him to find the right vendors and contacts and still to this day they are working together.
When you visit Atelier Thalia in Stockholm, you immediately recognise that not only the dresses are important, but
accessories as well. Here also you will find the perfect shoes to match your dress, the little clutch and even the right jewellery. Maybe you walk in to the Atelier feeling like Cinderella, but I promise you, when you walk out, you will feel like the Princess at the ball.
Many of the exquisite jewellery, Göran has handpicked in Thailand. Who is the talented man behind the masterpieces?
Göran was born in Sandviken, Sweden where he attended school. After completion of his schooling, he said goodbye to Sweden and went to Paris. He had booked a charter trip and arrived in Paris, where he stayed in a small hotel for some months. “It was tough in the beginning and I felt quite lonely and was longing for my own place” Göran says. He found both friends and an apartment after a while and settled in.
“Design and making clothes are something I always have wanted since a child and I think I will do forever to the very last day of my life”
As we all know, Paris is a Mecca, for people who are interested in fashion. Within four years, Göran learned the handcraft and the meaning of “haute couture” from the masters like: Pierre Balmain. “By at an age of four, I was interested in fashion and women’s wear” Göran confesses. He was a bit different from his young male friends who dreamed and talked about cars and football, while Göran was dreaming of beautiful female clothes.
“When I was in high school, my classmates asked me to make clothes for them and so I did” Göran told me. “Design and making clothes are something I always have wanted since a child and I think I will do forever to the very last day of my life” he says. He points out that there are so many varieties in female fashion that attract and stimulate him. “I do clothes to bring out a woman’s personality, I don’t dress them to show off” Göran is careful to point out. I happen to know, that by wearing a Thalia outfit, you’re guaranteed to stand out and make an entrance.
I was curious to know if Göran sees any differences in the way Swedish women look at clothes and how they dress, compared to Thai or Asian women. “Well, I do think Asian women dress up more than say Swedish or European women do. Asian women are proud of being feminine and show it more than Western women” was his answer. I can agree with Göran. Thai women are very feminine in their way of dressing and also very careful about their makeup and hair. Göran is a well-known man in the Swedish high society and invited to most events of any value. I suppose, there is no Swedish woman or even man, who hasn’t heard, read about, or met Göran. Here in Bangkok, he has a large circle of friends.
I was wondering if he could imagine opening a similar Atelier to Thalia here in Bangkok. Göran hesitated for a second before answering, but told me, that in the future he would like to organise a fashion show in Bangkok. He also let me know that long ago, he organised a fashion show at the Mandarin Oriental Hotel and the guest of honour was our King Carl the 16th Gustav’s youngest sister, Princess Christina – Mrs Magnusson. It was a great success, he says proudly and I am sure it was and extraordinary event. Let’s hope that Göran will soon organise another show for us women in and around Bangkok. If you happen to travel to Stockholm, pass by at Thalia, just because you are worth it.
