Our story

Linda Augustsson, born and raised in Sweden is the Creative Director and passionate soul behind Scarlett Poppies. 

With design and sewing emerging as her hobby at a very young age, pursuing a future career within the fashion industry appeared as if it was written in the stars. 

Linda moved to India at the age of 25 to establish a liaison production office for one of the largest Swedish retailers, to be based in Delhi. After her one-year contract ended, she decided to stay in India and work as a freelance designer. 

Linda created her own unique handwriting combining Scandinavian shapes and beautiful Indian novelty fabrics - elevated by exquisite, traditional embroidery techniques true to the Indian heritage of skilled artisans.

Just a few months into freelance designing, she saw the need of shortening cultural bridges between foreign brands and retailers, and the Indian supply chain. 

Continuum Buying Agency, a design-driven buying agency, was born in Linda’s living room in early 2002. It was, at the time, a unique of its kind buying agency and based on Scandinavian ethics, values, complete transparency, and modern work processes. 

Each Scarlett Poppies garment is the result of her love for beautiful, well-made clothes and not least the efforts of our passionate and skilled tailors and artisans. Timeless clothes created with the desire to make any woman feel beautiful and comfortable the moment she slips into our world.