ABOUT
"A realist does not align with an idealist, which is why I became an impressionist."
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Severina Seidl is an artist, designer, and hand embroiderer who transforms traditional materials in innovative and unconventional ways—often integrating them with non-traditional elements, particularly from the fine arts. Born in 1999, she grew up in Germany and now works between Germany, Europe, and the UK.
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Her long-standing passion for art led her from studying fashion design in Germany to the Royal School of Needlework in London, where she explored ways to merge her love of art and fashion. Driven by a desire to translate the organic and unpredictable quality of her drawings and sketches into hand embroidery, she began experimenting with a variety of materials. For her, innovation is essential to achieving the seemingly impossible—pursuing a vision, an idea, an urge to discover.
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A significant turning point in Severina’s artistic journey came with her decision to embrace abstraction and texture—an impressionistic approach that allows greater room for interpretation and development. Colour and composition are central to her work, and she favours imperfection, deconstruction, and rawness over conventional perfection, leaving her work open to interpretation.
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"I aim to evoke emotional depth by combining the softness of traditional embroidery with the rough, tactile qualities of painted and sculptural elements. While my work may appear highly detailed and realistic at first glance, closer inspection reveals layers of chaos and unpredictability—qualities I sometimes find lacking when working solely with controlled mediums such as thread and fabric."
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Her collaboration with Alexander McQueen on a live project provided invaluable feedback and fresh perspectives, supporting her artistic development. During her three years at the Royal School of Needlework, she was awarded a bursary from the Coats Foundation and was particularly proud to receive sponsorship from Madeira UK for her final collection.
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For her graduate project Maleficium, she received the Award for Innovative Use of Stitch from the Worshipful Company of Needleworkers and the Tex+ Trustees Award for Technical Excellence. Working on collections for Erdem and Tamara Ralph gave her insight into the fast-paced fashion industry and the specialised techniques used within it.
