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This is why Scandinavian fashion is here to stay!

This is why Scandinavian fashion is here to stay!

This is why Scandinavian fashion is here to stay!

Scandinavian style plays a pivotal role in transforming the fashion industry, as its influence breaks the borders of the Nordic countries. ‘Scandi Style’, branded by its A-line and androgynous silhouettes, is more than an aesthetic, but the embodiment of its humble culture and propensity for sustainability. The distinct sophistication of Scandinavian fashion is spreading to consumers worldwide. In the shape of a fashion pandemic, inspiration sources itself from influencers across social media platforms such as Matilda Djerf and Filippa Moulier as well as inspiring brands, namely, Ganni, Cecilie Bahnsen, and Stine Goya.

To understand the relevance of Scandinavian fashion beyond the Scandinavian borders, VOCAST has spoken to influencers from across Europe such as Germany, The UK, France and Italy. Through this article, we aim for brands to gain an insight into the shift in market trends, and help position themselves to best utilize Scandinavian fashion aesthetics in branding, whilst uncovering clear-cut aspects about Scandinavian fashion that define and shape its uniqueness in the market.

The Many Sides to Scandinavian Fashion

Leaning into geometric shapes with streamlining tendencies, the Scandinavian fashion trend is also about feeling good and pairing comfort with practicality. Scandinavia is pioneering the way with its commitment to social responsibility as it transcends mere oversized blazers and the muted capsule wardrobe. In an era of heightened environmental awareness, Scandinavian brands and influencers favor the use of sustainable materials and ethical manufacturing.

Scandinavian fashion has especially been on the rise on social media; the hashtag #scandinavianstyle has been used more than 3 million times on Instagram, while the “Copenhagen girl” aesthetic is widely popular on TikTok. Such social media trends have also sparked the emergence of new Scandinavian style trends, which are carefully scrutinized and endorsed by influencers around the globe.

To gain insights into how and why Scandinavian fashion is on the rise, we asked five noticeable international influencers with a passion for the Scandinavian fashion scene: Hollie Mercedes, Caroline Cook, Tyché Agatha, Laure Schulte, and Cecilia Roella, what they think defines Scandinavian fashion and what makes Scandinavian fashion unique.

Laura Schulte, a German influencer, perfectly emulates Scandinavian style with her intermittent pops of bright, block colors as well as baggy, minimalist staple pieces.

“To me, Scandi Style – in fashion specifically – is rooted in wearability, versatility, fearlessness and liberation. I love having well-thought-out high-quality basics, purchased with precision and awareness, as a secure harbour from where I can sail into fashion adventures and follow my gut without obligations.”

@holylora

 

Agatha Tyché resides in France. She is a stylist and content creator, living in a colorful and vintage universe. Agatha is a fixture at all fashion weeks with her daughter and their matching looks.

 

 

“Scandinavian fashion represents the alliance of minimalism, effortlessness and ethics.”

@tycheagatha

 

 

Hollie Mercedes originally hails from Scotland but now resides in Amsterdam. The fashion lover shares glimpses of her everyday life and travels while providing fashion and style inspiration. With an ever-joyful demeanour, Hollie’s style reflects her vibrant personality, featuring an abundance of prints, and colours, and never without her signature touch.

“I believe that in the UK, people see Scandinavian style as very colourful, and playful with a lot of textures. I find this more prominent in Denmark, while the other Scandinavian countries are a little more paired-back, neutral colours with minimal and chic silhouettes.”

@holliemercedes

Caroline works as a Fashion Buyer, Retail manager and influencer in London, Glasgow and Edinburgh, for both high-end high-street brands. Her style is greatly inspired by Scandinavia with oversized clothing and unconventional pairing of colours.

 “Scandinavian brands are seen as edgier than British brands, more fun and more colourful…Bold prints, exciting fabrics and colour combinations as well as surprising fits.  Oversized tailoring came from Danish design.”

@carolinesstylehacks

 

Laura, Agatha, Hollie and Caroline are highly regarded role models who highlight the essence of Scandinavian minimalism and functionality as well as acknowledging the allowance of bold prints and colours. For them, Scandinavian design is not just a trend but a timeless aesthetic, reflective of its cultural values. This aesthetic for sleek simplicity characterises itself as distinctly Scandinavian as it grows in popularity across international markets.

Embracing Minimalism & Maximalism

The use of minimalism, through clean lines and subdued color palettes, is integral to Scandinavian fashion. For the past year, TikTok has hosted the capsule wardrobe trend, emphasizing long-lasting, dynamic, and slow-fashion neutrals, that of the Scandinavian ethos. This fashion influx allows for functional clothing to mirror Scandinavian pragmatism.

“When I think of brand identity & design philosophy, simplicity & minimal springs to mind, that being said, there is such a vast selection of Scandinavian fashion brands tapping into all different aesthetics that it is hard to look at them as a whole.”

@holliemercedes

Amongst all the minimalism and monochrome, there is an area that allows for self-expression through playfulness and color experimentation. This juxtaposing, maximalist side brings floral designs, pattern clashing, and traditional knitwear.

“Bold prints, exciting fabrics and colour combinations as well as surprising fits. Oversized tailoring came from Danish design.”

@carolinesstylehacks

Alongside minimalism and maximalism, the “comfort” and “wearability” of Scandinavian fashion were mentioned by Cecilia Roella, a content creator based in Milan as being key to Scandinavian fashion:

“I love that everything is about comfort and wearability. You can see it when looking at CPH Fashion Week street style: people are super stylish while wearing their everyday clothes. I think It is about building a style, rather than following fast trends.”

@lececirose

Scandinavian Fashion can also be about mixing being “stylish” with feeling comfortable in clothes. Brands such as Acne Studios and Axel Arigato are among many that embody the spirit of creativity, wearability, and adventure. Consumers are increasingly seeking out brands that defy conventions and embrace individuality. The allure of Scandinavian fashion continues to captivate with its vibrancy and penchant for innovation, thus transforming other markets.

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

 

A conscious approach to fashion

Scandinavia’s well-made basics are creating a stepping stone between fast fashion and high-end luxury, Caroline highlights and values Scandinavian fashion’s approach to conscious fashion:

“I love that there is usually a focus on quality, wearability & sustainability. Sustainability is the core focus of Copenhagen Fashion Week, which can tell you a lot about the brands that can present their collections during it.”

@carolinesstylehacks 

Scandinavian fashion is increasingly valued and recognized by fashion influencers for being more sustainable with brands such as Ganni teaming up with Levis in 2020 to create a circular capsule line. Fashion influencers, who frequently acquire clothing, are beginning to favor the Scandinavian outlook on manufacturing for their enduring designs and quality, encouraging a shift towards more deliberate and thoughtful clothing purchases. 

“I shop with a lot more intention than I have done in the past, I usually ponder over an item for a few weeks before making the purchase. Ensuring it is compatible with many other items in my wardrobe and that I can carry it through season after season. I think the Scandinavian way has impacted me on this.”

@holliemercedes

A Perspective on Branding

The Scandinavian ‘less is more’ philosophy echoes through its marketing approach. Scandinavian branding tends to prioritise simplistic, muted designs creating a sense of authenticity in branding. With an emphasis on simplicity, practicality, and sustainability, brands can build enhancing and unique campaigns. 

“Scandinavian brands undoubtedly bring their very sharp sense of aesthetics which constantly combines clothing and design, the useful and the beautiful. They come up with very simple things to bring a very particular identity, which is their own. With them, it’s all in the detail, in the subtlety. They have this ‘never-too-much’ side that I appreciate.”

    @tycheagatha

Scandinavian fashion is on the rise!

As showcased in the article, Scandinavian fashion is globally renowned for its unique allure of minimalist and maximalist fashion, putting great emphasis on quality and long-lasting clothing. However, whether it be minimalism or maximalism, Scandinavian fashion has shown to be highly distinguishable and appreciated in the international fashion market, for its simplicity, versatility and conscious approach paving the way for its popularity and new trends worldwide.

“I notice more and more Scandinavian fashion brands opening stores across the UK. It also seems like the Scandinavian style influencers are always the ones paving the way in terms of styling & trends.”

@holliemercedes

Through influencers, fashion weeks and unique branding approaches, the dominating force of Scandinavian fashion brands is sure to be on the rise on a global scale!

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

Scandi-styled influencers across markets

Discover influencers across markets, who have fully endorsed Scandinavian fashion aesthetics.

Germany

 

Lola-Rosalie is a content creator based in Germany. She posts about her daily life, beauty and outfits in a Scandinavian fashion style.

The Netherlands

 

Bruna Rizk is an influencer with Lebanese roots based in Amsterdam. Bruna works with a wide range of Scandinavian Fashion brand, and is a regular Copenhagen Fashion Week attendee.

Belgium

Tine is a Belgian influencer living in Antwerp and sharing fashion and lifestyle content. Alongside her work, as an influencer Tine also works as a clinical psychologist, and describes herself as a; “clinical psychologist with a big closet”.

 

France

 

Alice is a Parisian lifestyle influencer and Pilates instructor, with a passion for Scandinavian fashion and lifestyle. Alice works with numerous Scandinavian brands, and is often present at Nordic fashion weeks.

Italy

Sara Puccinelli is a fashion and interior design influencer based in Milan, Italy. Her curated minimalistic feed and frequent and authentic stories engage the audience in her universe

The UK

 

Poppy is a Leeds based fashion influencer, illustrator and designer. She showcases her slow fashion, travel, art, and daily life on her Instagram. Embracing a distinctive style, Poppy effortlessly combines feminine and masculine elements, resulting in a truly original aesthetic.

The US

 

Isabella is an influencer with Danish and Ethiopian roots, based in Los Angeles. Isabella is also a musician and works on a wide range of projects within the fashion and the music industry. 

Photo credit: Copenhagen Fashion Week/Tonya Matyu – Saks Potts

 

Katarina is the Lifestyle Researcher for the UK market. She grew up in York and she is currently studying her bachelors degree in Business Administration and Sociology at Copenhagen Business School. Alongside her studies and work, Katarina is a baking  enthusiast.

 

Ema is the Lifestyle Researcher for the French and the Belgian market at VOCAST. She grew up in Brussels and previously worked with fashion PR. She has a master’s degree in international development and business and has a strong interest in sustainable and ethical practices within the fashion industry.

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The Podcast Medium and Its Use in Communication

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The Podcast Medium and Its Use in Communication

The Podcast Medium and Its Use in Communication

The Podcast Medium and Its Use in Communication

Podcasts are not a new phenomenon but have experienced a significant increase in both interest and the number of active podcasts over the last five to ten years. This trend is evident both in Denmark and internationally. Along with the increase in active podcasts, the spectrum of different topics has also become much wider, and you can now find podcasts about both fashion, gastronomy, lifestyle and interior, plants, news, and politics.
Because of this increase in podcasts, we at VOCAST have chosen to focus on the podcast medium, collaborating with Søren Brunsgaard, to analyze the communication form and why you should consider podcasting as a means of communication.

Meet Søren Brunsgaard 

VOCAST spoke with Søren Brunsgaard, the chairman of the Center for Podcasting, who provided insights into what podcasts are and how they can be used as a communication form. Center for Podcasting is a non-profit organization that strengthens, unifies, and develops podcasting in Denmark. In addition to supporting podcasting in Denmark, the Center for Podcasting also organizes the annual award show “Podcastprisen”, celebrating Danish audio and podcast production.

 

Why use podcasts as a communication form?

The use of podcasts has risen over the last 5-10 years, with an estimated 3000 active podcasts covering topics such as fashion, self-development, lifestyle, gastronomy, etc. According to Søren, the growing interest in podcasts as a communication form can be attributed to flexibility, not only in terms of what listeners want to hear but also when they choose to listen.

It’s what you listen to when cycling, mowing the lawn, chopping onions, or doing something else. Unlike traditional radio, which is often background listening, a podcast is considered foreground listening because the listener actively chooses whether they want to hear P1 Debat, Mørkeland, or something else“.

In addition to being foreground listening, podcasts also offer more freedom in structuring individual episodes. Unlike traditional radio, where there are typically alternating talk segments, music, and commercials, podcasts have much more flexibility. The duration of an episode, whether it’s 20 minutes or four hours, and the structure can vary depending on the podcast genre and topic.

Contrary to traditional radio, which includes ad blocks, a podcast episode may have a single sponsor for an episode. This allows for more precise targeting of each episode. The flexibility of a podcast episode, according to Søren, opens up the possibility of delving into more niche topics, as there is no need to allocate space for elements like music or news summaries.

Letting your audience “behind the facade”

Another interesting aspect about the podcast as a medium, is that it allows the listener to come behind the facade of whoever is the sender of the podcast. A possible explanation for why podcasts are a good way to communicate with the audience on a deeper level could be that audio storytelling is seen as a more intimate way of communicating. This way of communicating on a deeper level allows learning more about the behind-the-scenes of a brand, such as its production and employees, which ultimately can create a stronger relationship between sender and receiver.
An example of how a podcast gives the listener a behind-the-scenes look at a company or industry is the Danish podcast “Klædt på”, under the auspices of ELLE Denmark (in English, “Dressed”). In this podcast, the host Mads Emil Grove Møller, a well-known Danish fashion stylist and former editor, discusses different topics and trends with renowned guests from the fashion industry. Another example of how a podcast gives the listener a chance to learn more about a brand is Chanel’s podcast series discussing the brand’s history, origin, highlights, and inspiration for their many collections throughout the years. From different perspectives, including Cinema, Haute Couture, and Dance, Chanel brings their creative vision to life through intriguing conversations.

Considerations before venturing into podcast communication

Communication through podcasts has several advantages, including listener flexibility and the ability to structure the podcast medium. However, there are also considerations that podcast creators need to take into account.

Regardless of the platform chosen, it is essential to consider the target audience for the podcast. While the initial target audience for podcasts in the early stages of its popularity was educated individuals aged 25-40 in the Copenhagen area, the medium’s growing popularity has broadened the audience across all age groups. However, the commercial audience, often referred to as the “middle audience”, remains the primary user of podcasts in their daily lives.

Søren believes that the commercial audience’s preference for podcasts over other audiences is due to the availability of content tailored to their interests. He highlights,

“… it’s a bit of a self-fulfilling prophecy that the young, educated Copenhageners listen the most because the content is made for them. There isn’t much content specifically for the older audience or for children.”

Another consideration in podcast usage is the limitations that come with it. Since podcasts are exclusively an audio medium, conveying information that requires visual communication forms can be challenging. It is crucial to keep in mind that communicating information that relies on visual elements may be difficult through podcasts. The absence of a visual element makes it easier to convey messages such as advertising, and it also sharpens the requirements for storytelling skills, as there is no visual support for the message. According to Søren, it is essential to create a podcast that appeals to users if they are to continue listening. 

“If you just made a podcast in the old days, you were a first mover, and if you make a podcast now, you’re a bad mover.

Choosing a host for your podcast

After developing both your concept and message, and partnering with a capable production company to create your podcast, the next step is to choose a suitable host. While it may be tempting to select a random communications employee from your company, it is worth considering whether a more well-known figure should represent your podcast outwardly.

One of Søren’s points is that a host with a more recognizable face can be an effective way to spread the word about your podcast to consumers. When discussing the importance of a good match between the host and the message/company, Søren Brunsgaard mentions the collaboration between comedian Christian Fuhlendorf and the prison system on the podcast “Fuhlendorff i fængsel.” Another successful collaboration between a company and a podcast host is the partnership between the company Bedre Nætter and podcast host Peter Falktoft.

In these two examples, Søren highlights that the podcasts were successful for both parties due to a well-produced podcast, a good match between the host and the company, and significant marketing of the podcast on both the company’s and the host’s social media. The choice of hosts for the two podcasts was also a good match because the messages of the podcasts were something the hosts agreed with or could speak well about.

Tips & Tricks

Are you still unsure about how to use podcasts for future communication? Here are three pieces of advice from Søren:

Focus on the listener's interest

Be aware that there are people who will listen to your podcast. Therefore, plan and consider how to structure your podcast in a way that captures and retains the listener’s attention.

Get help with the production

Collaborate with a production company that understands how to structure and edit a podcast, as well as a host who can effectively communicate your message, possibly even becoming a brand ambassador.

Don't forget about marketing

Pay attention to the marketing of your podcast, so it doesn’t end up being forgotten among all the other podcasts.

View the Top Podcasts 

Browse through a selection of some of the top-ranked podcasts across several markets, available through VOCAST’s curated lists:

Denmark

To The Moon, Honey’ is an honest community for women already in or on their way in to motherhood. The two women behind the website, Bea Fagerholt and Liv Winther, believes that women become stronger if they aim to be honest with each other and themselves.

Norway

 

fÆb is a podcast hosted by Jenny Skavlan, Mari Nordén, Ingrid Bergtun og Ingrid Vik Lysne. The girls shares their everyday life experiences through weekly colums revolving fashion, relationships and personal affairs.

Sweden

In this podcast, the two hosts Hanna and Lojsan talk unfiltered and honestly about everything including travel, friendship, dating, relationships. They share embarrassing stories and their strong opinions to solving the listeners’ problems.

Finland

Nonsense is a popular podcast by Finnish fashion influencers Alexa Dagmar and Linda Juhola.The podcast discusses both, light and deep topics, such as family life, worst fashion fails, self-confidence and lack of physical desire for sex.

Germany

Stilgenuss is a podcast hosted by Shirin Seyed, who works as a personal stylist and offers recommendations and advice to men specifically in regards to what to wear.

The Netherlands

Geuze and Gorgels os a Dutch podcast hosted by Monica Geuze and Kaj Gorgels. During the podcast listeners send in problems in their life, can be anything from relationships to friendships. Monica and Kaj talk about the problems and try to give advice or share similar situations they have been through in a humorous way.

Belgium

The podcast Four Real is hosted by four Belgian influencers such as Liandra Sadzo, who will be your newly proclaimed “digital big sisters” by talking about topics such as lifestyle and relationships.

France

Anna Rvr is a French YouTuber and Influencer. Her sense of humour and honesty allows her to be very close to her community. In the summer of 2022, Anna launched her lifestyle podcast “Contre soirée”, which is now one of the most popular podcasts in French-speaking countries.

Italy

Caffè Design is a podcast hosted by Giuliano, Nanni and Riccardo, which aims to be “a chat between three designers, without too many words”. The place is their “internet bar”, where every Monday and Thursday the three boys discuss design, marketing, innovation and the future in an informal way.

The UK

The Girls Bathroom is a podcast hosted by the two influencers, Sophia Tuxford and Cinzia Baylis-Zullo. In this podcast the two hosts discuss topics and dilemmas from the listeners, mostly around relationships, dating and everyday life of being a woman.

The US

The Papaya Podcast is a weekly show where the host, Sarah Nicole, dishes out some sweetness mixed in with some seeds of wisdom. Get ready to get inspired, get candid, and get real, because we are all in this digital space together.

References: MediaWatch: Podcasts rammer flere unge ugentligt end tv. hearHEAR: Dyk ned i en verden af podcasting. MediaWatch: Danskernes podcastfeber giver lydbranchen stor fremgang. Chanel: 3.55-Chanel-Podcasten. ELLE: Mads Emil Grove Møller er vært i ELLEs nye podcast: “Moden skal være et frirum, men den skal også kunne snakke om nogle større ting”.

Image Credit: Copenhagen Fashion Week, Noor-u-Nisa

Mia Maria Jensen Miller is one of the Danish News Media Researchers and has worked at VOCAST since January 2023. She is currently studying for her bachelor’s degree in Film and Media at the University of Copenhagen.

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This is why Scandinavian fashion is here to stay!

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The Rise of Maximalism

The Rise of Maximalism

The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that...

The Rise of Maximalism

The Rise of Maximalism

The Rise of Maximalism

The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that have dominated the interior design market in recent years. VOCAST had a conversation with the renewed interior influencer Judith de Graaff to explore maximalism and its impact on the interior design landscape.

Meet Judith de Graaff

Judith de Graaff (1980) is a Dutch designer living in the South of France. She has been blogging since 2006 on her interior & lifestyle blog JOELIX.com and is the co-founder of Urban Jungle Bloggers, the largest community of houseplant and interior fanatics, founded in 2013. Together with her friend Igor Josifovic-Kemper, Judith is the author of the two best-selling books “Urban Jungle – Living and Styling with Plants” and “Plant Tribe, Living Happily Ever After with Plants“. 

More is More

Today, maximalism stands as a testament to the evolution of design, skillfully combining historical influences with modern sensibilities. While the opulence of the Victorian era is echoed in maximalism’s love for abundance, the vibrant aesthetics of the 1960s and 1970s infuse it with a contemporary spirit. Maximalism champions the idea that more is indeed more, embracing an abundance of color, patterns, textures, and objects. In a landscape dominated by the prevailing ethos of minimalist elegance exemplified by the Instagram aesthetic, the restrained sophistication of Scandinavian design, and the pervasive decluttering philosophy championed by Marie Kondo – maximalism emerges as a refreshing divergence. It extends an open invitation to individuals, encouraging them to wholeheartedly embrace what has been eloquently termed the “aesthetic of joy.” As such, the shift from minimalism to maximalism reflects the changing attitudes towards design and lifestyle.

Maximalism is not solely about accumulating an excessive amount of things, rather, it’s an artistic movement that invites us to revel in the richness of life itself. For Judith de Graaff, maximalism gives her the opportunity to express her vibrant personality within her living space. She achieves this by skillfully incorporating colors, textures, materials, colorful accents, dozens of plants, and unique thrift store finds. The result is a visually stimulating, and dynamically engaging environment in her personal home.

“In my mind I am actually rather minimalistic, but when decorating a space it easily becomes more maximalistic. It gives me the opportunity to express my vibrant personality through my living space”.

Maximizing Maximalism on Social Media

Social media platforms, such as Instagram and TikTok, have become important in shaping home interior trends and fostering a sense of community. With maximalism, this influence has been evident, as phrases like “dopamine decor,” “cluttercore” and “cozy maximalism” have become viral sensations, further solidifying maximalism’s position in contemporary design (source). Judith sheds light on the profound impact of these media platforms; “You easily feel a sense of community and meet with like-minded folks while connecting through hashtags and curated feeds to exchange ideas and inspiring content.” As such, social media has not only provided a platform for sharing but has also cultivated a community of design enthusiasts. Content creators themselves are also captivated by the allure of maximalism:

“Content creators are drawn to maximalist elements as they amplify the visual appeal and evoke a strong emotional response from their audience.”

Maximalism’s embrace of abundance and opulence resonates deeply with viewers, making it a trend that effortlessly captures attention and creates fascination. In this context, it becomes clear that influencers play a central role in driving the maximalist trend forward. Judith believes that influencers are instrumental in this movement. They share engaging and visually appealing content and introduce their followers to new design concepts and products. Thus, influencers not only inspire their audience but also act as guides and teach them about the creative potential of maximalism

“As maximalism gains more traction and recognition on social media, it continues to reshape contemporary design trends and foster a more inclusive approach to interior design and lifestyle choices.”

Brand Partnerships

When discussing brand partnerships, Judith mentions how content creators seek to establish long-term partnerships, characterized by creative freedom. They pursue collaborations where brands allow them to infuse their unique style and personality into the content they create. Simultaneously, content creators desire a sense of involvement and connection with the brands they work with. This connection extends to in-person meetings, behind-the-scenes visits, sneak previews, and some even directly influence new collections.

“A tight-knit relationship that feels (and is!) authentic, with mutual respect that fosters trust and credibility amongst our audiences.”

Current and Future Trends of Maximalism

Discussing the current trends within maximalism, Judith mentions some of the key elements that are currently captivating the fans of this particular interior style. At the moment, vibrant color palettes are enjoying the spotlight, characterized by the use of rich, contrasting hues and elaborate patterns in various elements such as wallpapers, textiles, and furnishings. Moreover, Judith has observed a growing fascination with the integration of an eclectic mix of furniture styles, eras, and cultural influences within maximalist interiors. This harmonious fusion combines vintage or thrifted pieces with contemporary design elements, creating a layered and visually stimulating environment. 

I suppose people are simply drawn to the creative balance achieved by combining the boldness and abundance of maximalist aesthetics with the simplicity and functionality of minimalist design, resulting in visually compelling and harmonious spaces.”

In addition to these trends, maximalist minimalism has also been identified as one of the latest key trends. As the name suggests, maximalist minimalism is a fusion of minimalistic and maximalist interior choices seamlessly blended. When exploring the mixing of these design philosophies, Judith emphasizes the importance of striking a balance between simplicity and opulence. Her recommendations to achieve such a blend involve the combination of clean lines, maximalist accents, rich and plush textiles, eye-catching lighting, and a mix of minimalist and maximalist elements which creates a harmonious, trend-setting interior. 

Looking at the future of maximalism, Judith envisions a dynamic and multifaceted trend. She anticipates a remaining focus on sustainability, which may be seen either in the form of repurposing or upcycling items, or furniture made from recycled or second-hand materials. Additionally, she believes that there will be an increased emphasis on creating spaces that promote relaxation, mindfulness, and emotional well-being. The integration of natural elements, soothing color palettes, and ergonomic furniture could contribute to the development of calming and rejuvenating maximalist environments.

Meet the maximalist content creators 

Browse through a selection of some of the top influencers profiles with maximalist home interior style, available through VOCAST’S curated lists:

Denmark

Sofie Amalie is behind the inspirational online universe, ThustheFuss, where she emphasizes her big passion for a colorful home and vintage items. Besides that her styling highlights products and furniture of high quality, not compromising for her caring for our planet and sustainable life choices.

Sweden

The stockholm based furniture designer Gustaf Westman has taken the design world by storm with his unique designs, soft shapes, and colorful expressions. His interior style can be described as playful, yet pragmatic.


Norway

Kine Vinje is a Norwegian home interior enthusiast and entrepreneur, known for playing with bright and eccentric colors in her bold home. On her account, you are guaranteed to find inspiration for how you can spice up your living space with colorful furniture, decoration, and art.

Finland

Janita Autio is a Helsinki-based photographer and influencer. She has a beautiful home painted with colorful walls, styled with bold furniture, and fun decorations.

Germany

Olli is a German interior influencer sharing his cozy home and inspiration on how to add a pop of colour into anyone’s space.

The Netherlands

Angelique is a Dutch blogger with a passion for interior design. She loves working with interior challenges such as big bright colors and combines both cheap, expensive, and DIY items in her home.

France

Viola is a Parisian fashion and interior influencer. Viola is obsessed with colorful clothing and interior furniture and owns her own interior furniture store called @casaviolastudio.

Italy

Cristina Celestino is an Italian Interior Designer and Architect based in Milan. After graduating from the Higher Institute of Architecture of Venice, she began to work with several prestigious firms and founded her brand and studio named Attico Design. 

The UK

Helen Ford is the pastel powered interiors creative behind @homewithhelenandco sharing her homely hues, one square at a time and encouraging others with a love of pastels to embrace the palette in every possible way.

The US

Loi Doan is a Dallas-based interior design influencer. On his social media channels, he shares photos of his maximalist home filled with everything from DIY interior projects, hints of Danish pastels, and daring decor.

References: Decorating Den: Go Big in Your Home: Maximilism Interior Design. Apartment Therapy: Maximal Minimalism Combines the Best of Both Styles. PureWow: Minimal Maximalism Will Be 2023’s Top Trend

Image Credit: Oslo Runway Digital Showroom, Jewelry Exhibition

 
 
 
 
 
Anna Lohikoski previously worked as the Finnish Market & Customer Success Coordinator at VOCAST. Beyond her professional role, she finds fascination in fashion, interior design, film, art, and analog photography.

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This is why Scandinavian fashion is here to stay!

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Social Influencers: A Guide to Authentic Brand Partnerships

Social Influencers: A Guide to Authentic Brand Partnerships

Social Influencers: A Guide to Authentic Brand Partnerships

In recent years, our society has given increased attention to the changing dynamics of the cultural and social and factors that shape individual and community life. From changing attitudes about gender, diversity, and the environment, alongside the influence of Gen Z, social media became highly populated by changemakers who are challenging society’s narrative on a whole range of social causes whilst having trusted and dedicated audiences; social influencers. Meanwhile, brands have shown enthusiasm towards social influencers, due to their authenticity and dedication to social causes. So how can brands best collaborate with social influencers in an uplifting manner, while maintaining authentic grounds?

Working with social influencers and exploring diverse brand partnerships can be both authentic and uplifting. To have an authentic perspective on this matter, VOCAST engaged in a conversation with Bella Neergaard, a passionate advocate for self-love and neurodiversity. Through her personal experiences, Bella shared her journey of collaborating with fashion brands, seamlessly intertwining her advocacy with her love for fashion.

Meet Bella Neergaard

Bella Neergaard is a neurodivergent content creator, yoga teacher, and social media consultant. Connecting with an audience of over 19k followers on TikTok and Instagram, Bella uses her digital platform to talk about her journey as a late-diagnosed woman with autism and ADHD. Bella is an ambassador for Girl Talk, a counseling service for girls and young women in Denmark.

Bella has written for Vogue Scandinavia, addressing the essential topic of neuro-inclusivity within the modeling and fashion industry. Dedicated to fostering a more inclusive online landscape behind the scenes, Bella also works with brands as a social media consultant.

Photo credit: @selma_visuals

Approaching Social Influencers

During our conversation, Bella emphasizes the significance of having open and honest communication from the get-go. As a neurodivergent influencer, she values brands reaching out to discuss and raise awareness about neurodiversity. However, she candidly shares that this interaction can sometimes feel inauthentic if brands are merely ticking a box without genuine intentions to empower or to raise awareness about a social cause. Recognizing this recurring issue, Bella emphasizes the importance of brands acknowledging that they may have limited expertise on social causes, and expressing curiosity to understand the influencer’s feelings and experiences about the social cause. Bella particularly values when brands initiate sincere conversations about neurodiversity, viewing it as an ideal foundation for a meaningful and authentic brand partnership.

“When reaching out, brands should respect and acknowledge that the influencer is a point of reference on the social cause – it is about passing the microphone to the influencer, and providing them with the freedom to speak out and raise awareness.”

In the realm of brand partnerships, Bella shared her thoughts on past brand collaborations and told us that she appreciates when a brand approaches her with the intention to let her tell her own story, whilst collaborating to share the brand’s story. She adds that this can especially be carried out by providing her with trust and creative control over the partnership. Creative control is, according to Bella, essential to make a brand partnership authentic and uplifting, as it enables the influencer to openly adapt their own story around a particular brand partnership, while also adapting it to her trusted community of followers. Bella also points out that she considers herself and her community on her social media as her “own tiny world”, suggesting that not only should brand partnerships be aligned and embodied within her values, but they should also be aligned with her community’s own needs and values.

Mindful & Honest Marketing

Being considered a trusted voice when it comes to raising awareness about a social cause such as neurodiversity, Bella also tells us that this comes along with many responsibilities across her social media channels.

“Influencers consider their own community, as their own tiny world and brand partnerships need to be translated into the language and values of this tiny world.”

In the realm of creating TikTok content, Bella sees herself as a guiding “big sister” to her young audience. This role comes with significant responsibilities, prompting her to approach her content on TikTok with mindfulness, especially when sharing aspects of her journey as a neurodivergent woman. Bella notes the importance of tailoring her content and brand partnerships to suit the unique dynamics of each social media channel, recognizing the diverse audiences she engages with across different platforms.

“Being a responsible person online is knowing what to say and how to say it.”

In her insights, Bella underscores the importance for brands to recognize that her content isn’t one-size-fits-all across social media channels. She highlights the significance of mindful adaptation, emphasizing that adapting marketing content is crucial when venturing into brand partnerships with social influencers.

How to approach authentic partnerships: Perspectives in the fashion industry

When sharing her expectations about brand partnerships, particularly with fashion brands, Bella emphasizes the importance of these collaborations to challenge preconceived notions and stereotypes surrounding neurodiversity. She believes that such challenges not only break barriers but also play a significant role in fostering empowerment.

“Being a neurodivergent influencer and working with beauty and fashion brands, enables the creation of a fully-fledged image of the modern neurodivergent woman.”

Drawing from her own experience in the modeling industry, Bella notes that despite progress in promoting inclusivity in fashion, the voices of those with visible and invisible disabilities are still marginalized. She underscores the potential of the fashion industry to incite wider inclusion for neurodivergent voices. This, she suggests, accentuates the significance of brand partnerships that actively contribute to fostering such inclusivity and empowerment.

“The fashion industry has the power to acknowledge difference, and not silence it.”

Partnership Advice: Key focal points

  • It’s a learning process: Make the brand partnership meaningful and educational, not only to the audience but also to your brand.
  • Be curious: Acknowledge that from a brand perspective, the people involved in the brand partnership can be unfamiliar with particular social causes.
  • Let the creativity spark: Provide the influencer with creative freedom during the creative process of the brand partnership.
  • Be responsible: Endorse and work around the social influencer’s positioning and responsibility towards their community.
  • Show understanding: Acknowledge the specific differences and challenges that come along with working with social influencers (ex: neurodivergent influencers), and offer greater flexibility and creative space behind the scenes.

Meet the Social Influencers across markets

Our research team has gathered some of the most inspiring Social Influencers contacts from each market. Take a look below:

Denmark

Ida-Sophia started her career as a radio host at The Voice, and currently works as the Co-host of the Podcast “112 For venner” and “Fernsehen”. Ida-Sophia is known for sharing content with self-irony, personal thoughts and relevant societal topics.

Sweden

Edvin is a beloved Swede in the country for his work as a comedian, entertainer and TV host. He is known for his exuberant energy and funny Instagram posts, as well as his open-mindedness.

Norway

Camilla is a Norwegian lifestyle influencer. Camilla has an important voice concerning the LGBTQIA+ community, pride, and sexuality in general. Camilla frequently shares content with her newly wedded wife, Julie Lorentzen.

Finland

Hanna is a fashion and lifestyle influencer. She is the host of two popular podcasts, and an advocator for mental-health whilst openly talking about her journey as a “sober curious socialiser”.

 

Germany

Sophie is a German author, entertainer and voice for her generation. She speaks about what moves the masses. White Supremacy, patriarchy and societal grievances are among some of the topics. She is a regular guest on a variety of German talk shows.

The Netherlands

Belgium

Jill is one of Belgium’s biggest lifestyle influencers. Alongside being a mom to four kids, Jill is also a wellness advocator and openly talks about mental health and motherhood.

 

France

Juliette is a Parisian influencer, and is mainly known for her humour and for breaking taboos about pregnancy, motherhood, sexuality and weight.

 

The UK

Charli is a model and body-positive activist from London. She is well known for her modeling and activism but also for her highly-rated podcast Fashion Fix with Charli Howard produced by the BBC. Charli is also the founder of Squish Beauty.

Italy

Nina defines herself as a ‘bionic” model. Following an accident in which she was the victim in 2017, the model unfortunately lost part of her left leg and left foot. From that moment her life has certainly changed, but she has always proved to be a very strong and self-confident woman.

The US

Bretman is a Filipino-American beauty influencer and social media personality based in Honolulu. He rose to fame as a creator on YouTube and Vine after one of his contouring videos went viral in 2015. Rock is known for making makeup tutorials and his humorous views on life.
 

Eager to learn more about authentic partnerships? Read our previous article, and learn about how to foster authentic and uplifting partnerships with LGBTQIA+ influencers and activists. Access the article HERE.

Image credits: Copenhagen Fashion Week/Bryndis Thorsteinsdottir – GANNI SS24.


Ema is the Lifestyle Researcher for the French market at VOCAST. She grew up in Brussels and previously worked with fashion PR. She is currently studying for a Master’s degree in International Development and Business and has a strong interest in sustainable and ethical practices within the fashion industry.

 

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Austria & Switzerland: How to conquer the lifestyle market

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Austria & Switzerland: How to conquer the lifestyle market

“Grüzei and Servus from Switzerland and Austria!”: two different countries, so similar and yet so different in culture and design. From a strong sense of regional identity to a deep appreciation for tradition, nature, and qualitative designs, the Austrian and Swiss markets offer a unique and diverse set of opportunities and challenges for brands to make their mark. Austria and Switzerland are often seen as cultural siblings of Germany, but what exactly are the differences between these three countries?

Though all of the countries share German as their official language, Austria and Switzerland take pride in their own dialects. Austrians have many different words that distinguish Austrian from German, and Switzerland stands out with a special form of German called “Schwyzerdütsch” (Swiss German). Switzerland is divided into four parts: French Switzerland, Romansh, Italian – and German Switzerland. All four parts influence the overall Swiss design and culture. The country stands out even more from its neighbours, Austria and Germany, as they do not share the same currency, but use the Swiss franc instead. In Austria and Switzerland, you can see the beautiful landscape of the Alps and turquoise lakes, making outdoor sports a big part of their culture and lifestyle. Vienna, the capital of Austria, is the center of a vibrant and unique fashion scene. Zürich, the Swiss fashion capital, goes under the motto “You can’t be overdressed”.

Design Traditions and Sustainability  

When it comes to design, all three countries place a strong emphasis on craftsmanship and high-quality materials as well as sustainability. Regardless of whether it’s clothing from Germany, woodwork from Austria, or delicacies from Switzerland – high-quality products hold importance for all three countries. Local designers prioritize regional sourcing of materials not only to reduce their environmental footprint, but also to support local economies and portray a strong connection with their culture.

In the world of interior and architectural design in Austria and Switzerland, there’s a fascinating blend of tradition and modernity, with a focus on the quality of materials. Traditional aesthetics in furniture and architecture involve a lot of wooden elements. Designers and architects draw inspiration from the cities’ urban charm and cultural diversity as well as from the spectacular landscapes the countries has to offer. The abundant use of wood in Austrian and Swiss design isn’t just a random choice; it’s all about crafting a cozy, warm ambiance that transports you to a rustic mountain cabin, the Alm. The idea is to embrace that snug, fireside feeling.

Modern designers like to take elements from the traditional style, such as natural materials, and create elegant and timeless pieces. However, there are small differences in their design preferences. Austrian designers tend to gravitate towards the extravagant, creating pieces that are bold and eye-catching. On the other hand, Swiss designers lean towards minimalism, valuing clean lines and quality craftsmanship.

How to approach Austrians and Swiss’

Austria and Switzerland are similar in their culture and lifestyle as people are very active and enjoy spending time outside biking, hiking, or skiing. Whatever it is, you’re bound to meet an Austrian or Swiss who enjoys at least one of these activities in their spare time. Alongside the sporty lifestyle, Austria and Switzerland also have a rich food culture. Gastronomy is a big part of Austria’s lifestyle and something they are very famous for. And if you are a cheese and chocolate lover, Switzerland is the right place for you.

One important thing to keep in mind when talking to an Austrian is that, unlike Germany or Switzerland, they usually address strangers with a polite “du”. Whereas in Germany and Switzerland, you would use the formal “Sie”-form.

When getting in touch with an Austrian or Swiss, just remember that they share the same language as Germany, but not the same culture. They value sustainability, high-quality materials, as well as elegant, modern, and sporty designs. The way to an Austrian or Swiss’ heart is through good traditional food and a fun outdoor activity in the mountains!

 

Familiarize yourself with the Austrian media landscape

Included in VOCAST’s Austrian curated lists

Familiarize yourself with the Swiss media landscape

Included in VOCAST’s Swiss curated lists

The Austrian and Swiss Influencer Scene

What is the first thing that comes to mind when thinking about Austrian and Swiss fashion? Probably the traditional Dirndl and Lederhosen. Though they are usually only worn for special celebrations, traditional clothing styles can be found in the Austrian and Swiss fashion scene. Whether it’s on TikTok, YouTube or Instagram, Austria and Switzerland offer a wide and exciting selection of influencers. It should come as no surprise that both countries have a broad range of ski champions, tour experts and outdoor enthusiasts showcasing the stunning scenery of the Alps on their social media channels.

However, the countries have a fine line of differences in their fashion style. Austria’s style is unique as it balances a mix of traditional fashion and modern minimalism as well as elegance with a sporty twist. In this way, the outdoor mountain vibe gets included in their everyday fashion. The country shows a wide spectrum of different styles. Vienna, for example, is dressier and more elegant than other parts of the country, which have a more laid-back and sporty style.

Swiss don’t want to attract too much attention, therefore they might not be at the top of your list when thinking about fashion, but this should change! Swiss have a very elegant and trendy sense of style. Locals usually wear natural and sustainable fabrics to show their roots in the countryside. Swiss people dress practically with many layers to stay warm in the colder Alps. Since outdoor sports are also a big part of the Swiss lifestyle, people usually dress sporty and functional. When visiting the big cities like Zürich or Geneva, you can never be overdressed as the cities’ styles are both elegant and luxurious. But that doesen’t mean you should always go crazy with colors – the Swiss like it neutral.

Austrian Influencers

Susanna Wurz

Susanna is an Austrian fashion and lifestyle influencer. She shows outfit inspirations and insights into her daily life in a minimalistic aesthetic. On her second Instagram account Susanna shares her inspiration for interior designs.

 

Anna-Laura Amenta

Anna Laura is an Austrian content creator. She lives in Berlin and posts content about fashion from a sustainable viewpoint and about her personal life. She is the founder of her own brand called “The Slow Label”. A conscious, sustainable and effortless fashion brand for a timeless wardrobe.

 

Ebru Erkut

Ebru is a fashion and interior influencer based in Vienna. She is the owner of the interior shop Rays of March. She shows a minimalistic and feminine style.

 

Anna Gasser

Anna Gasser is an Austrian snowboarder, Olympic gold medalist and world champion. On her Instagram and Facebook channel, she gives an insight in her world; about skiing and her daily life revolving around alpine lifestyle.

 

Swiss Influencers

Ginta

Ginta is a Swiss musician and influencer. She shows her glamorous outfits on her Instagram and gives insights into her everyday life.

 

Isabelle Kade

Isabelle is a Swiss interior influencer and has a passion for photography. She shares how she and her family live in their home in Zürich and decoration inspirtaion.

 

Dilek Pacacioglu

Dilek is a Swiss content creator shwoing her love for fashion and beauty. Her style is classic and feminine. Dilek is the host from “The matcha talk” podacst.

 

Andri Ragettli

Andri Ragettli is a Swiss freestyle skier, ten times World Cup champion, vlogger, entertainer and Influencer. He focusses on winter sports, fitness and outdoor activities.

 

Exploring the media landscape in Austria and Switzerland: A look at Print and Online Publications

The media landscape in Austria and Switzerland is quite small. However, Austria and Switzerland offer a great range of online and print fashion, lifestyle and interior magazines. Even though online magazines are gaining a presence in Austria and Switzerland, the emphasis is still on the classic printed magazines. Germany, Austria and Switzerland share most of the largest magazines, which are available in all three countries.

Have a look at some of the Austrian fashion and interior magazines – and editors below.

Austrian magazines

WIENERIN, L’OFFICIEL Austria, and falstaff LIVING are some of the most popular fashion and interior magazines in Austria. Find these and more on our curated lists.

Swiss Magazines

You can find a number of Swiss fashion and interior magazines, including FACES, wohnrevue and annabelle on our curated lists, among others.

Meet some of the editors

Anna Znamensky

Anna Znamensky is the editor-in-chief at the Austrian version of the fashion magazine L’OFFICIEL and L’OFFICIEL HOMMES.

Swenja Willms

Swenja is the editor-in-chief at Swiss the lifestyle and fashion magazine “Prestige”.

Desirée Treichl-Stürgkh

Desirée Treichl-Stürgkh is the editorial director and publisher of the Austrian home interior magazines “H.O.M.E.” & “flair”.

Carina Iten

Carina is the editor-in-chief at the Swiss online home interior magazine “Meter”

To get access to the Austrian and Swiss curated lists of these Magazines, Influencers, Editors-in-chiefs, Editors and more, click here:

   
Sophia is the German Market Coordinator at VOCAST, responsible for DACH fashion & lifestyle research. Along with her work at VOCAST she does the Master program “Organizations and Leadership” at the University of Malmö. With her work and studies she can combine her passion for the creative and business industry.
   

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Sustainable Fashion Through a Circular Lens

Although the world of fashion and its glamorous facade may seem intriguing to many, its less elegant backside shows that over 500 million tons of textiles end up in landfills every year. With ‘overconsumption’, ‘ultra-fast fashion’, and ‘disposable culture’ as new additions to the dictionary, the need for a slower pace in a fast-moving business has never been greater. As the clothing industry continues being singled out as a scapegoat for numerous environmental issues, it is increasingly evident that a transformation in current practices is not just a question of if, but when. Standing at the breaking point of the fashion industry’s ground zero, one might wonder what will be the key ingredients to rewriting history into a new, more circularly oriented tomorrow. 

This article will dive deeper into the topic of circular fashion, exploring how the ever-expanding movement is changing the rules of sustainability on several parameters. VOCAST spoke to slow fashion enthusiast and entrepreneur Ingrid Bergtun, and she shared her broad knowledge and personal perspectives on the present, and the future of the industry.

Get to know Ingrid Bergtun

With sewing as her superpower and a strong dedication to making the fashion scene more eco-friendly, the Norwegian content creator Ingrid Bergtun has become an influential voice within the sustainability sphere.

She is the Co-Founder of Fæbrik, a company consisting of four passionate ‘sewing junkies’ on a mission to inspire the general public to think green into their clothing consumption. Recently, Fæbrik hosted Norway’s very first secondhand festival, which made it clear that Ingrid and the rest of the team are not only here to change, but to revolutionize the established industry format.

Photo credit: Arne Næsset. 

Exploring the status quo

Sustainability in the fashion sector is more relevant than ever, but it still presents a complex landscape for brands and consumers to navigate. Ingrid reviews the current state of the industry and describes the process flowing straight from production to consumption and, ultimately, disposal. Following the structure of a ‘take-make-waste’ mindset, a garment’s fate is already written in the early stages of production. This model, as highlighted by Ingrid, drives people to purchase new clothing manufactured in low-quality materials that are not eligible for recycling. Overall, the existing system feeds into a throwaway culture, and prioritizes rapid consumption at the expense of environmental protection, which Ingrid emphasizes:

“The production of garments involves significant natural resource consumption and emissions, and when the clothes are not being used, it inevitably contributes to a growing waste problem.”

Alternatively, a circular framework seeks to round out the edges, where the well-being and longevity of the garment are extended and carefully considered at every step of the circuit. Briefly explained, circularity involves closing the loop of overconsumption and favors recycling, reusing, and repairing clothes to prevent the clothing from ending up in a one-way street towards the bins. Ingrid points out that pursuing a more holistic strategy can be beneficial in various aspects, the most important being summarized as the reduction of textile waste, promotion of ethical practice, and reduction in environmental footprints.

Breaking Barriers

Gen-Z has been labeled the “conscious consumers”, bringing both money and mind into their consumption habits. With a wave of wokeness flourishing, brands are meeting the needs of the market by integrating greener themes into their products and services. But although as many as nine out of ten younger consumers are demanding brands to address environmental challenges, caring about sustainability is not necessarily synonymous with caring about sustainable fashion. In the end, there is still missing a clearly marked terminus for turning thoughts into reality. Being able to harmonize two conflicting approaches, where maximizing sales is opposed to the idea of minimizing waste, calls for a change of heart. So how do we unlock the doors to circularity, and what barriers are currently blocking the front gate?

Fully living out our green values can only take us so far, where it truly takes two to tango on the path toward a circular fashion economy. Utilizing the dynamic relationship between customers and brands, Ingrid expresses that trademarks shouldn’t be afraid to vocalize their sustainable beliefs or implement environmentally friendly measures into their practices:

“Some brands may hesitate to join the conversation due to the fear of being accused of greenwashing. However, with genuine intentions and a commitment to take responsibility, you can never go wrong.”

Quite simply, brands must start embracing transparency and inviting customers along their eco-friendly journeys. As the saying goes; nobody’s perfect, and introducing honesty into sustainability discussions could prove to be a strategic move – not shying away from showcasing imperfections. Being open about your brand’s current circumstances, even if they aren’t ideal, can also signal to customers that there is a safe space for a trial-and-error mentality. Given that the word ‘guilt’ is often associated with sustainability, engaging in a vulnerable dialogue can therefore help lower the threshold for making more conscious choices. These types of unfiltered conversations can help restore a sense of humanity back into an issue that profoundly affects humans.

Besides, brands must dare to think outside the A4 box. Ingrid stresses the crucial pivot point for brands to take accountability for their products both before and after they leave the warehouse shelves. Achieving this means ensuring that the garment is well equipped in durable armor, for a long and happy life with its new owner. Should any age marks or signs of life appear along the way, Ingrid explains that brands must be prepared to offer repairs or support customers with instructions on how to fix things independently. Manageable steps like this can nurture a deeper connection between the customer and their clothes, leading to them loving and cherishing their pieces for longer.

“People need new clothes every now and then, and if consumers are aware of certain brands that offer repair services, or do-it-yourself guidance, they are more likely to choose those brands again.”

Living in a material world

Fashion is without exception found in every corner of the world – on the floor behind the pink curtains of a little girl’s room, or in a messy drawer in her big brother’s wardrobe – blooming in the streets on a busy Monday morning, or buzzing around on an all-too-late Friday evening. It’s a way to wear what we feel inside, on the outside of our canvas. But with endless possibilities for how these feelings can be portrayed, in all imaginable silhouettes, textures, and colors, we’re ultimately unsure of how they should look. The relentless pace of new styles has led to what can only be described as “fashion fatigue,” leaving us exhausted from the constant cycle of keeping up. Recognizing fast fashion as a prominent force working against a more sustainable, circular system is one of the most important pieces of the puzzle. As the latest campaign by the sustainable Swedish clothing brand Asket so well phrases it; Fuck Fast Fashion for making us feel left out, unless we buy in. By capitalizing on the FOMO (Fear of Missing Out) tendencies thriving amongst the youth, fast-fashion companies are contributing to keeping the line of the linear system straight. All things considered, these businesses are creating a mismatch in today’s society between the urge to fit in and the need for sustainability, hiding the true cost of a trendy piece behind low prices. We may soon start asking ourselves; is a fast-fashion detox the only answer? Diving into this fascinating paradox, we asked Ingrid if she thinks we can harmonize trends with sustainability, and she replied as follows:

“Absolutely. Many of today’s fashion trends are actually inspired by styles from the past. So instead of buying new clothes that mimic old ones, why not just buy and wear the original vintage pieces?”

Suggesting that the trends themselves seem to be going nowhere, Ingrid hints that maybe we just need to look elsewhere to find them. Purchasing second-hand items is a precious reminder that sometimes old clothes just need a change of scenery – a new set design to find themselves in a new plot with reinvented purposes. Besides, Ingrid articulates the importance of preserving the enjoyment and childish fun of dressing up, yet in today’s fast-fashion environment, this often carries an unpleasant aftertaste. She further explains how buying used often requires a tad more effort, whereas the opposite is easier, cheaper, and more accessible, but tends to leave consumers struggling with an inner conflict.

“Buying fast fashion is like eating candy. You know you shouldn’t eat a lot of it, but when it’s right in front of you, it’s not always easy to resist the temptation.”

The internet has also created a new, virtual world in sustainable fashion to exist in. Between computer screens, iPhone scrolling, Wi-Fi, and algorithms, one can discover environmentally-oriented content creators that possess a particular purchasing influence. Ingrid conveys that these influencers play a big part in upping the ‘coolness factor’ of buying pre-loved clothing, and says that collaborating with profiles through attitude- and sustainability campaigns is a good way for brands to tap into their customers’ green values.

Photo credit: Copenhagen Fashion Week/Tonya Matyu – STAMM

Just like looking at an abstract work of art or recalling a bizarre dream, fashion is open to individual interpretation. Simultaneously shared by all and owned by none. Treasuring these unique understandings, where clothes serve as an outlet for self-expression, does not need to compromise with the concept of an eco-friendly fashion scene. Ingrid maintains an optimistic outlook, noting some of the exciting and positive developments taking place in the sustainability arena. She hopes that people are prepared for a sweeping shift, envisioning a sustainable fashion framework that fosters opportunities rather than constraints.

Meet the sustainable content creators 

Browse through a selection of some of the top profiles within sustainable fashion, available through VOCAST’S curated lists:

Denmark

Emma Moldt can be considered Denmark’s very own thrift queen. The influencer posts pictures of her everyday outfits styling colorful and stylish secondhand pieces, and shares tips on where to find the best flea markets and vintage shops around Copenhagen.

Sweden

Emma Elwin is a Swedish influencer, AD, and well-known stylist. For Emma, a sustainable lifestyle is a must. She is the Co-founder of Make it Last – a fashion site that sheds light on brands and innovators that try to change the fashion business into a more sustainable industry.

Norway

Kristin Vaag is a Norwegian influencer and the Country Manager at FJONG – a digital platform for renting and leasing clothes, bags, and accessories. The conscious influencer produces content promoting sustainable living, posting DIY projects and various fun fashion challenges, including “30 days of outfits”.

Finland

Eveliina Lehtisalo is a Finnish fashion influencer and model with a minimalistic and elegant sense of style. She particularly values sustainable fashion choices and actively promotes consumption habits that prioritize the well-being of our planet.

Germany

Anna Laura Kummer is an Austrian vlogger/influencer. She lives in Berlin and posts content about fashion from a sustainable viewpoint and about her personal life. She is the founder of her own brand called “The Slow Label”. A conscious, sustainable, and effortless fashion brand for a timeless wardrobe.

The Netherlands

Let’s Talk Slow is an honest lifestyle blog and Instagram account run by the Dutch Stephanie. She takes her followers along on her conscious journey and inspires them to create a sustainable wardrobe through challenges, tips, and education.

Belgium

Ellen Kegels is a Belgian fashion influencer and the founder of @Inknits – a sustainable knitwear brand. She shares her passion for conscious fashion and lifestyle on her Instagram, as well as posting pictures of the latest news from her clothing brand, and tips on how to style them.

France

Marie Gaguech is a Parisian fashion content creator passionate about vintage clothing and sustainability. With a unique, playful, and bold sense of style, she is particularly known for sharing her latest secondhand gems and vintage finds.

 

The UK

Jen Graham has become a trusted voice on social media, helping to change the perspective and selling landscape of charity shops into hot spots across the country – making being fashion-forward, and affordable for everyone. She embarked on and created what people now know as her Charity Shop Girl persona back in 2020, and has been named as one of TikTok’s 25 ‘Creators to Watch’ for 2023.

Eager to learn more about sustainability in fashion? Read our previously published article discussing relevant topics such as greenwashing, slow fashion, and sustainable marketing – in conversation with the founders of two conscious brands based in Scandinavia. Access the article HERE.

References: Good On You: What is Circular Fashion? Asket: Fuck Fast Fashion. Weavabel: How can fashion brands transition from a linear to a circular economy? Zalando: Attitude-Behavior Gap Report.

 

Andrine is the Norwegian Lifestyle Researcher at VOCAST. She has a bachelor’s degree in “Communication and Digital Media” from Aalborg University in Copenhagen. When she’s not working, she enjoys diving into a creative world where fashion and writing are her two biggest passions.

 

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The Rise of Maximalism

The Rise of Maximalism

The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that...