Junia Lin Jonsdottir
We are excited to welcome Junia to our Hai Society! In our conversation, she takes us through her journey as a creative director, revealing her creative process, inspirations, and the key moments that have defined her career. From her passion for design and music to her strong connection with family and culture, Junia offers a glimpse into the mind of someone who seamlessly blends art, identity, and creativity.
Discover her Hai Society and delve into the details Junia shared with us in her journal.
If you weren’t a creative director, what would you be?
This might come as a surprise, but in an alternate world, I think I would have pursued a career in diplomacy or working for an NGO! I studied Economics and International Relations at university and initially thought that would be my path before I found myself in the music industry. I've always been (and still am) fascinated by the interplay between people and societies, as well as how they respond to cultural shifts and change.
Tell us about your creative process.
I draw a lot of inspiration from walking around the streets of London. The city has absolutely everything. Depending on what I’m trying to achieve with a project, I’ll choose an environment or neighborhood that aligns with the aesthetic or idea I have in mind, and I’ll simply drift around. I also enjoy going to a classical concert alone, where there is plenty of silence—along with, of course, the music—and letting my mind roam freely. Concerts are one of the few places where you sit in one spot for an hour or two with zero distractions, unable to check your phone or chat with anyone. On a more practical level, I love using Instagram and Pinterest to source concepts for my mood boards!
Of the projects that you’ve worked on, which do you think you’ve learnt the most from?
I think I learned the most from working on Laufey’s Goddess music video, which was directed by one of my idols, Celine Song. I gained so much from working with her. Every decision she made was executed with a coolness and confidence that I hope to embody, even if just an ounce, in the years to come.
Where do you feel most at home, and why?
I feel most at home with my twin sister Laufey. We travel a lot and moved a lot growing up, and I only truly feel at home with her.
Of everything you’ve worked on, what are you proudest of? Do you have a favourite?
I’m most proud of Laufey’s From the Start music video. It was the first time in my career that I felt like everything just clicked. It gave me so much confidence to see that a vision in my head could actually come to life on screen—I could hardly believe it! At the time, I was obsessed with Mid-Century modern design. I spent hours scouring furniture resale websites and Facebook Marketplace for unique pieces and artwork for my flat. I channeled what I had learned into a vision that I thought would be perfect for the video. The song—From the Start—is upbeat and quirky, and the mid-century angles, curves, and shapes felt like the perfect fit.
If you could live in any city in the world, what would it be?
I live in my favorite city in the world—London. It’s a string of villages, each with its own personality. I feel like I’m a string of different personalities myself, so London feels perfect for me. However, I’d also love to live in New York. Every time I visit, I’m energized by the attitudes and entrepreneurship that seem to ooze from the city.
What would your ‘desert discs’ album be? Why?
Mozart & Contemporaries by Víkingur Ólafsson. I imagine I’d need to relax if I were stuck on a desert island, and this album would do the trick. On a completely different vibe, I’d choose Loose by Nelly Furtado. Maneater is my hype song!
For you, what is the best restaurant in the world?
In addition to the actual quality of food, a close second factor of importance to me is the vibe and the memories I've created there. The best restaurant in the world means nothing to me without loved ones around. My favorite is Rochelle Canteen. To me, it's the perfect mix of casual and sophisticated. Every time I have the chicken or a pie there, it's so good I want to cry.
When did you feel that you’d found ‘your’ style within your work? Or is this something that you’re still working out?
About two years in, I’ve finally found my groove. The groove, I’ve realized, is really just confidence. My capacity for creativity hasn’t grown exponentially—I’d argue I was even more creative as a child, when the storylines for playing with my dolls were limitless. However, the confidence I have in backing up my own ideas has grown immensely. My style is feminine, unapologetic, and a little bit quirky. In my first role as a creative, I felt like I had to present ideas that someone else might have come up with in order to feel legitimate. That was my yardstick. My own style somehow felt too childish. Now, I have more confidence in those so-called "childish" ideas.
Can you work to music? What do you listen to if so?
I love working to music, but lyrics tend to distract my brain, so I always listen to classical music instead. I often have Chopin's Nocturnes, Bach's Sonatas and Partitas, and Mozart's Piano Concertos on repeat. Lately, though, I’ve been loving Sergei Prokofiev's Cinderella—it’s a feast for the brain. One final mention is Scottish Fantasy by Bruch. I went to university in Scotland, and it always makes me nostalgic! I used to walk along the beach in St Andrews, blasting it in my ears.
You’re hosting a dinner for your closest friends; what are you cooking and what are you serving to drink?
I'm hosting a dumpling-making party! I grew up making dumplings with my Chinese mother, grandmother, and nanny, and it’s one of my favourite activities and comfort meals. For drinks, I'll be serving G&Ts with my favourite gin—Hendrick's! I’m not sure if dumplings and gin pair well together, but I think it’s the perfect representation of the mishmash that is Junia!
If you weren’t a creative director, what would you be?
This might come as a surprise, but in an alternate world, I think I would have pursued a career in diplomacy or working for an NGO! I studied Economics and International Relations at university and initially thought that would be my path before I found myself in the music industry. I've always been (and still am) fascinated by the interplay between people and societies, as well as how they respond to cultural shifts and change.
Tell us about your creative process.
I draw a lot of inspiration from walking around the streets of London. The city has absolutely everything. Depending on what I’m trying to achieve with a project, I’ll choose an environment or neighborhood that aligns with the aesthetic or idea I have in mind, and I’ll simply drift around. I also enjoy going to a classical concert alone, where there is plenty of silence—along with, of course, the music—and letting my mind roam freely. Concerts are one of the few places where you sit in one spot for an hour or two with zero distractions, unable to check your phone or chat with anyone. On a more practical level, I love using Instagram and Pinterest to source concepts for my mood boards!
Of the projects that you’ve worked on, which do you think you’ve learnt the most from?
I think I learned the most from working on Laufey’s Goddess music video, which was directed by one of my idols, Celine Song. I gained so much from working with her. Every decision she made was executed with a coolness and confidence that I hope to embody, even if just an ounce, in the years to come.
Where do you feel most at home, and why?
I feel most at home with my twin sister Laufey. We travel a lot and moved a lot growing up, and I only truly feel at home with her.
Of everything you’ve worked on, what are you proudest of? Do you have a favourite?
I’m most proud of Laufey’s From the Start music video. It was the first time in my career that I felt like everything just clicked. It gave me so much confidence to see that a vision in my head could actually come to life on screen—I could hardly believe it! At the time, I was obsessed with Mid-Century modern design. I spent hours scouring furniture resale websites and Facebook Marketplace for unique pieces and artwork for my flat. I channeled what I had learned into a vision that I thought would be perfect for the video. The song—From the Start—is upbeat and quirky, and the mid-century angles, curves, and shapes felt like the perfect fit.
If you could live in any city in the world, what would it be?
I live in my favorite city in the world—London. It’s a string of villages, each with its own personality. I feel like I’m a string of different personalities myself, so London feels perfect for me. However, I’d also love to live in New York. Every time I visit, I’m energized by the attitudes and entrepreneurship that seem to ooze from the city.
What would your ‘desert discs’ album be? Why?
Mozart & Contemporaries by Víkingur Ólafsson. I imagine I’d need to relax if I were stuck on a desert island, and this album would do the trick. On a completely different vibe, I’d choose Loose by Nelly Furtado. Maneater is my hype song!
For you, what is the best restaurant in the world?
In addition to the actual quality of food, a close second factor of importance to me is the vibe and the memories I've created there. The best restaurant in the world means nothing to me without loved ones around. My favorite is Rochelle Canteen. To me, it's the perfect mix of casual and sophisticated. Every time I have the chicken or a pie there, it's so good I want to cry.
When did you feel that you’d found ‘your’ style within your work? Or is this something that you’re still working out?
About two years in, I’ve finally found my groove. The groove, I’ve realized, is really just confidence. My capacity for creativity hasn’t grown exponentially—I’d argue I was even more creative as a child, when the storylines for playing with my dolls were limitless. However, the confidence I have in backing up my own ideas has grown immensely. My style is feminine, unapologetic, and a little bit quirky. In my first role as a creative, I felt like I had to present ideas that someone else might have come up with in order to feel legitimate. That was my yardstick. My own style somehow felt too childish. Now, I have more confidence in those so-called "childish" ideas.
Can you work to music? What do you listen to if so?
I love working to music, but lyrics tend to distract my brain, so I always listen to classical music instead. I often have Chopin's Nocturnes, Bach's Sonatas and Partitas, and Mozart's Piano Concertos on repeat. Lately, though, I’ve been loving Sergei Prokofiev's Cinderella—it’s a feast for the brain. One final mention is Scottish Fantasy by Bruch. I went to university in Scotland, and it always makes me nostalgic! I used to walk along the beach in St Andrews, blasting it in my ears.
You’re hosting a dinner for your closest friends; what are you cooking and what are you serving to drink?
I'm hosting a dumpling-making party! I grew up making dumplings with my Chinese mother, grandmother, and nanny, and it’s one of my favourite activities and comfort meals. For drinks, I'll be serving G&Ts with my favourite gin—Hendrick's! I’m not sure if dumplings and gin pair well together, but I think it’s the perfect representation of the mishmash that is Junia!