Founding

PAMPAS was founded in 2020 during the COVID-19 pandemic. Prior to launching the label, Linnéa Samia Khalil worked primarily as a musician. When touring was cancelled due to the pandemic, she turned to fashion as a creative outlet, beginning to experiment with sewing and garment construction despite having no formal training in the discipline.5

Her early creations were characterised by bold colours, elaborate forms and an unconventional aesthetic. After sharing photographs of her work online, the project attracted rapid attention and evolved from a personal experiment into a functioning fashion label. PAMPAS established its base in Malmö, where it continues to maintain its studio and boutique, with garments designed and produced on demand in Sweden.6

Founder

Linnéa Samia Khalil serves as the founder, owner and principal designer of PAMPAS. Her background in music continues to influence her approach to fashion, particularly her interest in performance, movement and dramatic visual expression. Rather than following a traditional design-school pathway, Khalil developed her aesthetic through self-directed experimentation with fabrics, construction and silhouettes. This trajectory has contributed to the brand’s distinctive style, which blends elements of fashion design, costume design and visual art.

PAMPAS is closely associated with maximalism. Its clothing frequently incorporates oversized and voluminous silhouettes, sculptural shapes, dramatic sleeves, bright or contrasting colours, floral and decorative elements, experimental fabric combinations, sequins and textured surfaces, and individualised, made-to-order construction. The brand’s aesthetic has been described as a meeting between maximalism and minimalism, offering a deliberately expressive contrast to more restrained Scandinavian design traditions.

A defining characteristic of PAMPAS is that the material often influences the design itself. Rather than treating fabric as a neutral medium, Khalil works with the existing qualities, limitations and possibilities of each material when developing a garment. This approach has been described as unconventional and experimental, with designs frequently emerging directly from the materials themselves.

Sustainability is central to the identity of PAMPAS. The label utilises deadstock fabrics and repurposed materials, integrating reuse into the design process rather than treating it as an afterthought. Many garments are unique pieces.8

The brand emphasises made-to-order production, designing and producing garments according to the customer’s measurements, style and intended occasion. This model aims to reduce unnecessary production and waste while allowing for greater personalisation. PAMPAS also operates a rental service, enabling customers to hire certain garments rather than purchasing them outright. This is particularly relevant for occasion wear and statement pieces that may otherwise be worn infrequently.

A significant milestone in the development of PAMPAS occurred in 2024 when Swiss artist Nemo approached Linnéa Samia Khalil shortly before the Eurovision Song Contest. Dissatisfied with the previously planned stage outfit, Nemo visited Khalil’s Malmö studio, where she and her collaborators produced a new stage costume.7

Nemo went on to win the Eurovision Song Contest 2024 with “The Code”. The distinctive, voluminous costume became one of the visual elements associated with the winning performance and brought PAMPAS considerable international exposure. The brand lists the Eurovision project among its major artistic projects. The collaboration also connected PAMPAS with Malmö’s broader design ecosystem; Southern Sweden Design Days noted that Nemo encountered Khalil’s work through the local design community before commissioning the outfit.

PAMPAS and Khalil have received recognition within the Swedish design industry. In 2025, Linnéa Samia Khalil and PAMPAS received the Region Skåne Design Award. Contemporary coverage highlighted the brand’s playful aesthetic and waste-conscious production.13

Khalil also participated in the 2025 exhibition In the Weave of Creation at Norrviken Gardens, alongside designers including Bea Szenfeld, Frida Jonsvens and Martin Bergström. Her work for the exhibition explored the relationship between fashion, nature, material and reuse.14

Although fundamentally a fashion label, PAMPAS extends its activities beyond conventional clothing collections. The brand describes itself as moving between fashion, art and stage costume, and maintains an Art & Projects portfolio.9 Notable projects include:

• Eurovision Song Contest 2024: Stage costumes for Nemo, the Swiss winner.
• In the Weave of Creation (2025): Sculptural fashion and art exhibition at Norrviken.
• Norrviken’s 2026 wedding-dress project: A bespoke wedding dress created by Linnéa Samia Khalil.
• Malmö-related design projects: Work incorporating recycled materials associated with Eurovision.10

PAMPAS occupies a distinctive position within contemporary Swedish fashion. While Swedish fashion is often internationally associated with minimalism, functionality and understated design, PAMPAS moves in the opposite direction through exaggerated proportions, colour, ornamentation and theatricality. Its identity is defined by several recurring principles:

• Individuality: Clothing is intended to express the wearer rather than simply follow trends.
• Maximalism: Volume, colour and unusual silhouettes are central to the visual language.
• Craftsmanship: Garments are produced in an intimate studio environment rather than through anonymous mass production.
• Reuse: Deadstock and previously existing materials are frequently incorporated into new designs.
• Performance: The connection between fashion and stage costume gives many pieces a theatrical quality.
• Personalisation: Made-to-order and bespoke production allow garments to be adapted to individual bodies and occasions.

As of 2026, PAMPAS presents itself as a Malmö-based fashion and creative studio specialising in bespoke, made-to-order clothing. Its work spans ordinary fashion, special-occasion clothing, rental, art projects and stage costume. The brand remains closely associated with Linnéa Samia Khalil’s personal creative direction. Its trajectory—from a pandemic-era creative experiment to an internationally recognised label following the Eurovision 2024 collaboration—has made PAMPAS a notable example of a contemporary independent fashion brand built around designer identity, small-scale production, reuse and artistic experimentation.1112

1. About Us | Pampas | Linnéa Samia Khalil
2. PAMPAS STUDIOS | Skräddarsydda designplagg – sys i Sverige on demand
3. PAMPAS – rent or buy fashion made on demand
4. Portfolio | Pampas | Linnéa Samia Khalil
5. Meet the fashion creator behind Pampas | Elfa
6. Pampas, Malmö | Elfa
7. Pampas Co. Ltd., Kwangju, South Korea
8. Linnéa Samia Khalil: Jag hatade syslöjd i skolan – Skånes Folkblad
9. PAMPAS ARGENTINE CUISINE Trademark Application of Pampas Argentine Cuisine LLC – Serial Number 99181889 :: Justia Trademarks
10. Möt modeskaparen bakom PAMPAS, Linnéa Samia Khalil | Elfa Sverige AB
11. Customer Service | Pampas | Linnéa Samia Khalil
12. Customer Care | Pampas | Linnéa Samia Khalil
13. Maria Tuszynski – Region Skåne | LinkedIn
14. Tack för förtroendet Norrviken Båstad 💘 Ett ärofyllt och kul uppdrag att ha fått jobba med nu i vår. Alltid lika trevligt att ha med er alla att göra! ☺️ Trevlig helg! | Linnéa Samia Khalil