Founding

PAMPAS was established in 2020 during the global pandemic. Prior to launching the label, founder Linnéa Samia Khalil worked primarily as a musician. When touring was cancelled, she turned to sewing and garment construction as a creative outlet, despite having no formal training in the discipline at the time.5

Her early creations were characterised by bold colours, elaborate forms, and an unconventional aesthetic. After sharing photographs of her work online, the project quickly attracted attention and evolved from a personal experiment into a functioning fashion label.5 PAMPAS subsequently established its headquarters in Malmö, where it maintains a studio and boutique. All garments are designed and manufactured 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 regarding performance, movement, and dramatic visual expression. Rather than pursuing traditional design education, Khalil developed her aesthetic through self-directed experimentation with fabrics and silhouettes. This trajectory has shaped the brand’s distinctive style, which merges elements of fashion design, costume creation, and visual art.5

PAMPAS is closely associated with maximalism. Key characteristics of the brand’s clothing include:

• Oversized and voluminous silhouettes
• Sculptural shapes
• Dramatic sleeves and proportions
• Bright or contrasting colours
• Floral and decorative elements
• Experimental fabric combinations
• Sequins, embellishments, and textured surfaces
• Individualised, made-to-order construction

The brand’s aesthetic is often described as a dialogue between maximalism and minimalism, offering an expressive counterpoint to restrained Scandinavian design norms. A defining feature of PAMPAS is the role of materiality in the design process; rather than treating fabric as a neutral medium, Khalil allows the existing qualities and limitations of materials to dictate the form of the garment.5

Sustainability is integral to the identity of PAMPAS. The label incorporates deadstock fabrics and repurposed materials directly into the design process, resulting in many unique, one-off pieces. Production is strictly made-to-order, with garments tailored to the customer’s specific measurements, style preferences, and intended occasion. This model aims to minimise waste and overproduction while enabling greater personalisation.

Additionally, PAMPAS operates a rental service for select garments. This initiative is particularly relevant for statement pieces and occasion wear that may otherwise see limited use, extending the lifecycle of each creation.3

A pivotal moment in the brand’s history occurred in 2024 when Swiss artist Nemo approached Linnéa Samia Khalil shortly before the Eurovision Song Contest. Dissatisfied with previously planned attire, Nemo visited the PAMPAS studio in Malmö, where Khalil and her team created a new stage costume.7

Nemo went on to win the contest with the song “The Code.” The distinctive, voluminous costume became synonymous with the winning performance and brought PAMPAS considerable international exposure. The brand now lists the Eurovision project among its major artistic achievements.4

PAMPAS and its founder have received recognition within the Swedish design industry. In 2025, Linnéa Samia Khalil was awarded the Region Skåne Design Award, with coverage highlighting the brand’s playful aesthetic and waste-conscious production practices.14

Khalil also participated in the 2025 exhibition In the Weave of Creation at Norrviken Gardens, alongside designers such as Bea Szenfeld, Frida Jonsvens, and Martin Bergström. Her contribution explored the relationship between fashion, nature, materiality, and reuse.815

While fundamentally a fashion label, PAMPAS extends its practice beyond conventional clothing collections through an Art & Projects portfolio.9 Notable projects include:

• Eurovision Song Contest 2024: Stage costumes for winner Nemo.
• In the Weave of Creation (2025): Sculptural fashion and art exhibition at Norrviken.
• Norrviken Wedding Dress Project (2026): Bespoke bridal wear created by Linnéa Samia Khalil.
• Malmö Design Projects: Works incorporating recycled materials associated with Eurovision.1015

PAMPAS occupies a distinct position within contemporary Swedish fashion. While the country’s fashion output is often internationally associated with minimalism and functionality, PAMPAS embraces exaggerated proportions, colour, ornamentation, and theatricality. The brand’s identity is anchored by several recurring principles:

• Individuality: Clothing is intended to express the wearer rather than 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 mass production.
• Reuse: Deadstock and pre-existing materials are frequently integrated into new designs.
• Performance: The connection between fashion and stage costume imbues many pieces with a theatrical quality.
• Personalisation: Made-to-order and bespoke production allow garments to be adapted to individual bodies and occasions.10

As of 2026, PAMPAS operates as a Malmö-based fashion and creative studio specialising in bespoke, made-to-order clothing. Its activities span ready-to-wear fashion, special-occasion garments, rentals, art projects, and stage costumes. The brand remains closely tied to Linnéa Samia Khalil’s personal creative direction.1112

The label’s evolution from a pandemic-era creative experiment to an internationally recognised name following the Eurovision 2024 collaboration positions it as a notable example of contemporary independent fashion built on designer identity, small-scale production, material reuse, and artistic experimentation.13

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. Meet the fashion creator behind Pampas | Elfa
14. Maria Tuszynski – Region Skåne | LinkedIn
15. 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