Behind the Scenes with Cecilia Carlstedt
Prodigiously talented, endlessly creative and a passionate advocate for the role of traditional processes in her art, Cecilia Carlstedt is a true friend of Fortnum's.
A full-time illustrator since she graduated in 2003, Cecilia's career has taken her to London and New York, and now back to her home town of Stockholm, Sweden. Renowned for using a range of techniques in her work – including ink drawing, screen printing and collage – experimentation is an integral part of her working process.
So it's little wonder that, when it came time to plan a special, year-long artistic collaboration exclusively for our Friends of Fortnum's Members, we turned to Cecilia.
Across the next 12 months, Members will see much more of Cecilia's vibrant, playful and joyful work: starting with an exclusive greetings card, created just for Friends.
To celebrate the start of the collaboration, we took a behind-the-scenes look around Cecilia's studio and asked her a few questions about her work, her inspirations — and the 'subtle sense of magic' she hopes to share with Fortnum's Members.
What is your earliest memory of drawing, and how did you know it was your chosen path and career?
"Drawing has always been part of my life and my greatest interest. My mother illustrated children’s books when I was growing up, so it was naturally encouraged and there were always art materials around the house."
What is it about being an artist that fills you with the most joy?
"That magical feeling when you become completely absorbed in the work, when something starts to happen and it takes you somewhere unexpected. I love that sense of discovery. That moment when intuition, material and expression come together is incredibly exciting."
Where do you usually begin when starting a new illustration — an idea, a feeling, or something you’ve seen in archive materials?
"I usually need some kind of visual starting point. It can be an image of an interesting face, a colour combination, a silhouette, a fabric, a pose: anything that sparks excitement and makes me want to create. And sometimes, when I don’t know where to begin, I simply start with one line and let the pen move freely until something appears."
Photograph by Klas Sjöberg
Could you walk us through your creative process?
"The process changes depending on the assignment, but I almost always begin by hand, usually with ink, pencil or collage. Ink has always stayed with me because it is fast, fluid and slightly unpredictable. It can create bold, energetic brushstrokes or soft, organic washes, depending on how it’s used and the paper it meets.
"I don’t like to plan too much, so I’m drawn to materials that encourage intuition and quick decision making. I often make many versions of the same motif, searching for the exact right brushstroke or expression I’m after. Sometimes it happens immediately, sometimes it takes thirty attempts…it’s a messy way to reach something precise.
"My studio quickly fills with papers, drying ink, cut-outs and fragments that may later become part of the piece. I usually scan the hand-drawn elements and compose or adjust them digitally in Photoshop. The computer is a useful tool, especially for client work, but it’s important to me that the final image retains its handmade quality.
"The beginning and the end are often the hardest parts. Finding the right idea can take time, and knowing when something is finished can be just as difficult. What I enjoy most is the middle: being in the flow, building something, experimenting, moving things around, until I reach that instinctive feeling that the piece is complete."
Photograph by Klas Sjöberg
Can you describe the initial brief from us, and your feelings about working with Fortnum’s?
"The brief was to create a card inspired by the world of Fortnum & Mason, aiming for something with a sense of whimsy and a touch of magic, set within a decorative composition. The idea was that the elements could exist both together in the design and separately, finding their way onto other pieces like notecards, tote bags and more.
"The storytelling aspect, building a scene from multiple elements, was outside my usual way of working, which made it especially enjoyable to explore. I spent time looking through older Fortnum & Mason designs, as well as drawing inspiration from folklore and traditional patterns, which naturally found their way into the work.
"My work usually centres around a single figure, focusing on expression, texture and colour. Here, it became more about balance, making sure everything worked together while also allowing each element to stand on its own, almost like small fragments of a larger story.
"It was such a pleasure working with the team, and together I think we created something playful, layered and inviting for the card. I hope the Members will recognise some of Fortnum's historic elements and that the piece feels fun, visually exciting and a little unexpected."
Finally, are there any favourite details or hidden moments within the artwork that members might not spot at first glance?
"I personally love bees and beehives. Bees carry such rich symbolism historically, and today they’ve also become a powerful symbol of biodiversity and environmental awareness. I’ve included seven bees in the piece as the number seven appears frequently in myths, folklore and religion. I hoped the number could add a subtle sense of magic to the composition."
