Meet Malin Jefferies: The Vision Behind Darlin London Designer Cashmere Knitwear
A Fashion Childhood: Where It All Began
Long before Darlin London existed, Malin Jefferies was already living inside the fashion world.
Malin grew up watching the industry from the inside - her father worked as a fashion buyer, and from an early age she would go with him to the fashion fairs. Here Malin was soaking up style, colour, textiles, silhouettes, and the quiet thrill of seeing collections before the world did.
“I distinctly remember the excitement of watching the fashion shows - that’s where I fell in love with fashion: the style, the energy. I understood very early that fashion is about expression - wanting to wear something that makes you feel something.”
From Model to Designer:
Not long after at the same fashion fairs, she was discovered by modelling scouts, and what began as a promising opportunity quickly turned into an international career. Malin was sent to Milan, then New York, and from there across the world - building a modelling career that would span 15 years. Eventually, she made her base in London, where her creative direction began to sharpen into something more personal: not just wearing fashion, but creating it.
Why Darlin London Was Created
Having grown up in Sweden, Malin experienced first-hand how a culture shaped by the idea of lagom - not too much, not too little, always somewhere in the middle - can easily encourage people not to stand out. Especially in a small town, where blending in often feels like the safest option, Malin knew early on that self-expression mattered.
That’s why, when it came to creating Darlin London, she never wanted to design plain beige cashmere. She loved the softness and luxury of the cashmere itself, but felt the category often looked boring or predictable - and even when brands tried to add colour, it was usually the same few jumpers “with stars or rainbows”.
Tired of seeing the same thing repeated, Malin created Darlin London - a cashmere knitwear brand dedicated to crafting unique pieces that tell their own stories.
Bold, flirty, and original.
Can Knitwear Be Sexy?
For Malin, cashmere isn’t limited to being a winter staple.
“People often throw on a cashmere jumper with plain jeans,” she says. “I think it can be dressed up or down, styled in unpredictable ways.”
Malin has proven there are definitely ways to make knitwear sexy, in a subtle way. She adds quiet edge to her cashmere knitwear through cut-outs, off-the-shoulder looks and fine detailing.
For Malin, it’s as much about how it feels as how it looks: “Soft luxurious cashmere on bare skin, or 80s flashdance inspired cashmere legwarmers - what’s not to love?”
Designing with Intention
To Malin, the creative process is what keeps her inspired.“It’s very exciting to see designs worn by other people for the first time,” she says. “The evolution of it - from idea to sketch, then sample to final piece - is incredibly motivating.”
That transformation fuels her vision for Darlin London: to design luxury cashmere knitwear that makes people feel something the moment they put it on. It’s about cashmere with character - never just plain.
Today, Malin leads Darlin London hands-on, overseeing every part of the business - from design and production to daily operations and long-term strategy. It’s this balance of creativity and entrepreneurship that defines Darlin London: luxury cashmere knitwear with character, confidence and real staying power.
Darlin London - knitwear but not as you know it.