FOUNDER & CREATIVE DIRECTOR
DEMADLY was founded in 2016 by Madeleine Forssell. Born in the far north of Sweden and with plenty of winter, her hunt for endless summers begun at an early age. A keen curiosity to see the distant corners of the world brought her eventually to South America and Buenos Aires where she lived during several years. There she found her passion for swimwear. Many years after her return to Sweden, the notion to invent the perfect cut high quality bikini came to her. Inspired by her Nordic heritage with its old Norse traditions and closeness to the wild nature, DEMADLY’s signatures include braids and tassels. Designed in-between the hometown of Skellefteå and her current base Stockholm, the garments are hand crafted with care by true textile artisans in a second generation factory in Italy.