Dag Granath and Philip Warkander. Photo: Henrik Lundell

The conditions of creativity

The conditions of creative work from the perspective of the fashion industry

12.10 2021


Why do so many dream of a job in the creative sector, when the reality of creative work is often characterised by precarious conditions?

We invite you to a talk between Philip Warkander, senior lecturer in fashion studies and writer, and Dag Granath, co-founder of the fashion label Atelier Saman Amel. They will explore the myth of creative work as being especially meaningful, and how this relates to the contemporary critique of consumerism.

The myth of creative professions and the contemporary critique of consumerism

Why do so many dream of a job in the creative sector? Writing books, making art, designing clothes, or some other form of creative expression are ideal jobs for many young people. Those who are active in creative professions, however, experience a somewhat different reality, often characterised by precarious working conditions, temporary project work and no pension provisions. The question of how we work is also linked to how we consume. If we want a more sustainable lifestyle, with less consumption and new habits, this will ultimately affect how we work. This will be evident also in the arts and creative professions.

These are the thoughts behind the book “När jag somnar tänker jag på de obesvarade mailen” (I fall asleep thinking about my unanswered e-mails) by Philip Warkander, published by Hoc Press in 2019. He talks to Dag Granath about the myth of the creative professions as especially meaningful, and links it to a contemporary critique of consumerism. In their discussion, they explore how people in the fashion industry experience and describe their work, but these questions are equally valid to other professionals in the arts and creative sector.


Philip Warkander, senior lecturer at Lund University and a writer for publications such as BON and Expressen Kultur. In autumn 2019, he published his book “När jag somnar tänker jag på de obesvarade mailen”: det kreativa arbetets villkor i svensk modeindustri, about the working conditions in the Swedish fashion industry.

Dag Granath is a co-founder of Atelier Saman Amel, which has rejected the conventional business model based on large-scale mass production, and embraced values such as craftsmanship, quality and clothing adapted to the individual body shape. In 2019, King Magazine called Atelier Saman Amel Sweden’s most powerful Swedish menswear label.

Contact: Camilla Carlberg, Head of Learning