"As the long Nordic winter gives way to spring, it’s the perfect time for a change or perhaps an entirely new beginning. We hope these stories of evolution inspire you to level up in your own way."
It’s hard to overstate the power and influence of Elsa Hosk. In the years since she first appeared on the cover of Vogue Scandinavia, she has evolved from supermodel to bona fide A-list star, more likely to be found sitting front row than walking the actual runway. She’s also launched her own brand, Helsa, establishing herself as a legitimate fashion power player, building an empire all of her own. Elsa’s first cover, for which she appeared alongside her partner and daughter, depicted her delicate, ethereal beauty. This time around we wanted to celebrate her strength. To work with such a pro is a pleasure; Elsa commands every frame and makes it look effortless. Captured after sundown with a 1972 DeTomaso Pantera in her current hometown of Los Angeles, we find Elsa at the absolute top of her game. Between shots, however, she was still that down-to-earth Swede from Bromma.
This issue is full of talents who, like Elsa, continue to evolve and defy expectations, never settling or resting on their laurels. Take, for instance, Omar Rudberg. When we first featured Omar, it was at the height of Young Royals mania and he was still adjusting to worldwide celebrity. Now he’s performing on international stages as a pop star as well as running his own beauty brand. For this story, he’s captured at his most raw and natural, on a rare off-day in the Californian desert. Straight out of the shower without glam or extravagant styling, we find Omar as a confident young man – a superstar who’s truly come into his own.
Meanwhile, at 64-years-old, Eva Dahlgren continues to subvert expectations, releasing her first English language music in decades. Eva has been one of Sweden’s coolest women since her breakout in the 1990s and as our story reveals, she continues to be so – a true original who does things her way. It was such a treat to capture Eva in her Södermalm studio, amongst her many guitars.
This issue is full of talents who continue to evolve and defy expectations, never settling or resting on their laurels.
Martina Bonnier
Over in Finland, we meet a young creative in the midst of a reinvention. Having successfully launched one beloved shoe brand, Minna Parikka is starting fresh with an entirely new footwear brand. Dubbed Minna Minna, this sustainable footwear with a quirky twist is proof that it’s never too late to embrace a new ethos.
On the fashion side, we aim to subvert expectations ourselves. Take, for instance, our story on denim and leather (two of Scandinavia’s favourite materials). Rather than showcase the latest collections (yes, we saw plenty of both denim and leather on the runways this season), we highlight vintage treasures, giving them a second life on these pages. Not only does this story emphasise our ongoing commitment to sustainability, it just looks incredibly cool. On the other end of the spectrum is a modern take on Old Hollywood dressing, in which the delicate lace and sheer ruffles formerly reserved for the boudoir become red carpet ready.
Speaking of artistry, this issue also finds a story that artfully interprets some of the biggest beauty and wellness trends, from gua sha to facial acupuncture. While the images on these pages are meant to provoke and inspire, online we’ll dive deeper into these phenomena, revealing whether it’s possible to reinvent oneself from the inside out.
As the long Nordic winter gives way to spring, it’s the perfect time for a change or perhaps an entirely new beginning. We hope these stories of evolution inspire you to level up in your own way.
