Erica Weide

Swedish/Londoner Erica, is USP’s assistant trend researcher who loves to get organised and utilise her inner perfectionist.

After several years working in fashion retail, while also developing her pattern making skills, Erica went on to complete a BA in Fashion Textiles at LCF, where she found a passion for drawing and research.

Joining the dots and making connections culturally and visually, her role at USP enables her to further explore how trends evolve and develop her love for colour and materials.

Inspired by the contrasts of her earlier life on the west coast of Sweden and London’s urban sprawl, Erica brings a Scandi persepective and inner calm to the team.

USP: Tinker and DIY enthusiast, cinnamon bun baker, former Britpop girl & mum to 3 young women.