I know I should be sleeping (it’s way past my bedtime and I don’t function properly unless I’ve had 8 hours sleep) but instead I’ve been focusing on the cast of Swedish characters populating the pages of Garance, The Sartorialist, The Facehunter, Stylesightings, Stockholm Street Style, Arvida Bystrom and Nike Felldin. I’ve been interested in Sweden and its stylish hyper fashion conscious demographic for a considerable amount of time (this makes even more sense if you live in London, a city populated by a rapidly expanding number of Swedish looks and faces). Quick to build on a trend, with an eye for fashion opportunities and a reputation for being renegades, Swedish girls and boys expertly create distinct and strong styles. Like Londoners, they have the courage to push the boundaries of silhouettes and take things right to the edge. But unlike Londoners, they do it exquisitely and extremely elegantly. It’s hard to beat the Swedes. Novel ideas permeate every stitch of their clothes and their attention to detail and accessory is the same as in magazine editorials. They keep the template of a fashion spread, but something happens when they put it all together: they self-confidently embrace their natural instincts but move forward by acknowledging the links between their inner sense of style and what you see on the catwalk. With incredible precision, they develop their own hi-tech reality. As I write this, I wonder how long it will take before Swedish aesthetics become an overwhelming presence in our shops… There is already a growing cult that extends beyond industry insiders and the buzz surrounding current Swedish bloggers is phenomenal. They’ve set up a little frenzy!
PS: Sofia and Markus, you’re my own great-looking sexy Swedish style icons couple in London. I should post an image of you here. You epitomize Swedish sensibilities without screaming victim and you’re definitely reflective of a new generation in pursuit of fashion and beauty…
(Markus - Why is Mat laughing? Hehehe)
Photos taken from Garance, The Sartorialist, The Facehunter, Stylesightings, Stockholm street style, Arvida and Nike.
Most of you will probably recognize the lovely Arvida and Nike. Both have no match in independent-minded spirit, style and crazy soft youthful beauty.