Editor in chief Martina Bonnier on why Vogue Scandinavia Living's latest cover star, Gustaf Westman, is an international interior phenomenon
For the second iteration of Vogue Scandinavia Living – a magazine within the magazine that dives deep into our region’s extraordinary architecture and design prowess – we celebrate a talent who singularly embodies the future of Nordic design. In just five years, Gustaf Westman has become an international phenomenon, firmly establishing his vibrant and playful aesthetic, capturing the attention of famous fans from Olivia Rodrigo to Rihanna and collaborating with the likes of IKEA.
But what’s most forward-thinking about Gustaf is the role social media plays in his practice. On the set of our cover shoot, which took place in Gustaf’s one-room Södermalm apartment (despite his success, he told me he refuses to move because he loves the light that streams through the corner windows), it became clear to me that he’s always, instinctually, thinking about content. He knows how to dress, how to pose, how to present himself. He knows how to put together an image that will capture the internet’s attention and make people smile. Honestly, many more established designers could learn a lot from Gustaf.
Despite his brand’s growth, Gustaf is impossibly charming and down to earth. Both of his parents work within his business, with his father, Peter, a retired fireman who nearly stole the show at our cover shoot, working at the warehouse full-time. The bond between father and son, evident in these images, really adds something special.
Also in our Living section, we look to our rich design heritage by way of an unmissable deep dive into the enduring appeal of Swedish Grace. Captured by renowned photographer Bruno Ehrs, the story is proof why the world has long been enamoured with Scandinavian aesthetics.
