[:en]I have decided to look at Molla Mills as I love the way she has marketed herself and her yarn. Being raised in the countryside of Finland, she describes herself as a ‘Cowgirl’, however, due to her allergy to cows she is more than happy with the title ‘the Queen of Crochet’. From a young age, Molla found the ‘world of handicrafts’ from learning from family members. Her father, a carpenter, taught her the art of woodwork; her mother, keen up-cyclists, taught her to use a sewing machine at the age of 13; and her grandmother, a talented seamstress, taught her to refine her work, making sure every seam was straight. through learning the basic skills from her family, she was then able to create her own style and began teaching others. The proud author of three books on the art of crochet, she has been able to introduce her own, unique style into the crochet world. Her aesthetic is heavily inspired by sixties optical art, allowing her to create optical illusions within her work.

“Did you know that crocheting makes you happy and clears your mind? Making things with your hands is as good for your soul as yoga.”

Again a reference to the good that craft can do for your soul has come up again. What I love about her brand aesthetic is it is true to her personality. It is simple, fun and gives the art of crochet a fresh street style about it, evident in figures              . When photographing my yarn for my campaign I want to experiment, taking yarn and needles into unconventional places, thus, revitalising the traditional visual association people have with the craft being a dated, ‘uncool’ pastime their nan would do.

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