Scandi Cool Gets a New Zip Code

Handbag designer Paulina Liffner is dropping "little" and going big.

Jun 16, 2025

If you’re even kind of online, you’ve heard of handbag line Little Liffner, founded by Swedish designer Paulina Liffner von Sydow. But it’s just Liffner now. She’s left Stockholm for Manhattan, and the “Little” has been dropped in title and ethos.

The rebrand marks more than a name change. After over a decade of quiet dominance in the minimalist luxury space, Liffner is making a bolder play: a global mindset with a newer, New York edge. The bags are still sculptural and sleek, but there’s fresh muscle behind them: more statement, less whisper.

When we sat down for a long, languid lunch at Sant Ambroeus, I felt instant kinship. We got so caught up in chat that I realized I was late for drinks with Lucy Delius across the street. “You two should meet!” I said. We all got together hours later at The Twenty Two, a night that ended in dancing and a cheeky cig on the balcony.

Paulina carried a sample of her Flat Leather Basket that evening, adorned with a custom charm that caught my eye. Weeks later, one showed up on my doorstep, ready to take me out east. It’s a bag primed for summer: structured enough for the city, but yearning to perch on a table al fresco.

Paulina is reimagining her aesthetic not as an export, but as an evolution. She’s leaning into the kind of confident utility that feels made for the city that never slows down. After all, New Yorkers carry a lot, literally and metaphorically.

Jess Graves: How would you describe your personal style?

Paulina Liffner: Waspy old man meets fashion girl. Apart from a few wild years in the early-00’s, I’ve had pretty consistent taste since I was twelve. I still love a navy peacoat, a classic wool beret, tailored men’s shirts, a touch of preppy, stripes, and the occasional check. Paired with an avant garde cut and sexy shoe here and there to keep it interesting.

JG: My style will always have preppy roots, too. Tell me about what made you want to get into handbags and, by extension, accessories.

PL: Clothes are very functional and serious for me, and I’m a total nerd when it comes to material and fit. Accessories represent something joyful and are where I allow myself to play. When I started Liffner, I had a really hard time finding a great handbag with a solid balance between design level, quality, and price, so I decided to try to create that myself.

JG: You always have the best clothes! What's in your cart right now?

PL: I always have a pretty fat wish list at Net-a-Porter, but in reality, do 70% of my shopping at The Real Real and Vestiare Collective, sprinkled with some independent designers and odd Etsy finds. Right now I’m onto old Manolo Blahniks and this cute hat from Gigi Burris.

JG: We’re big Gigi fans here. What should be in my cart right now?

PL: Our new large belted bucket bag is made of gorgeous dark brown vintage leather… I’m looking forward to soon launching some more natural, less perfect-looking leathers that feel fresh and cool.

JG: Love that. I find the most creativity in imperfection. How do you overcome a creative block?

PL: I’m a huge procrastinator and experience serious angst around my design process. The only thing that works is to sit through the discomfort. I desperately need quiet time alone without distractions to come up with truly good ideas. When I manage to carve that out, it mostly gets me unstuck. And loud music helps!

JG: I need that quiet time, too! No screens. Reading always helps crack my brain open. What's the last thing you read that you loved?

PL: I’m reading August Blue and will devour anything by Deborah Levy.

JG: What have you been getting the most wear out of now that the weather’s warmed up?

PL: I have the perfect fancy pants with a silk train from Heirlome. They look amazing dressed down with flip-flops and an oversized tee; people constantly ask me where they are from. I’m also continually wearing our new woven flat baskets with our little charm; they go with literally everything.

JG: Stephanie is doing amazing things at Heirlome. We're working on a Designer Dossier with her, too! I agree that her clothes are always the kind that people ask about. You love supporting other independent female designers. What's your advice for someone who finds entrepreneurship difficult or lonely?

PL: Admitting that it is occasionally difficult and lonely is step one in working through it! Then, get very clear and honest with yourself about why you are doing what you are doing. It will motivate you to power through rough patches. In my case, my biggest drive is achieving freedom in as many areas as possible in my life.

Find role models who inspire you when you feel unmotivated. I love Scott Galloway’s unfiltered views on career building and entrepreneurship. For particularly gray days, I recommend finding your go-to cheesy self-help guru, like Mel Robbins, Oprah, or even Tony Robbins.

I also love listening to Bella Freud’s Fashion Neurosis, which reminds me why I love fashion when I sometimes lose faith in the industry.

JG: How does living in New York influence your work now that you’ve moved here from Sweden?

PL: New York has completely swept me off my feet this year! I spent a lot of time in New York when I was younger, but the energy of the city would get to me and stress me out. Arriving here now, as a confident grown-up with my business and family, has been one of the most inspiring phases of my life.

People get dressed in New York, and the level of individuality and stylishness around every corner is unparalleled. Our upcoming FW25 collection reflects this experience in that it’s a bit more polished and less casual than the designs of my Stockholm era. I’m pretty excited about this direction for the brand.

JG: Drop a beauty secret.

PL: It's not a secret, but I work out consistently, ideally five times a week. The only thing that can sometimes make me wish I were a wealthy housewife is the prospect of having the time to work out properly every day, haha. I have a hot temper and a busy brain, and working out helps. I always feel my strongest and prettiest after moving my body. An actual beauty secret: Profhilo. Google it and try it on your next trip to Europe.

JG: New injectable unlocked! Ok, last question. Describe your perfect Sunday.

I have a long breakfast with newspapers and magazines. Sunday mornings are our dedicated reading time. I watch my kids play some sport or another, then we eat lunch at an Italian classic like Bar Pitti or Sant.Ambroeus. In the afternoon, I drag my daughter out for a long downtown walk, and we always end up seeing something weird or fun. My husband will whip up dinner. Ideally, it's sunny, and we have friends over for a barbecue on the roof.