Lifestyle

Martina Bonnier heralds the launch of Vogue Scandinavia in her first editor's letter

By Martina Bonnier

July 29, 2021

Photo: Carl Thorborg

"For this debut issue, I am so incredibly proud to feature Greta Thunberg on the cover"

Lately, I’ve been asked if being Editor-in-Chief of Vogue was a dream of mine growing up. My answer is always the same: “You cannot dream of something that seems beyond achievable.” I am not much of a dreamer, but I do believe in destiny and hard work.

When I got that first telephone call from Condé Nast, I was standing just four blocks away from the apartment where the eponymous founder of the publishing company, Mr Condé Nast, once lived.

I do think it was destiny – in combination with ideal timing, curiosity and my downright nerdy love for fashion – that made me take that daunting leap to becoming Editor-in-Chief of the very first Vogue in the Nordic region, and the 27th Vogue internationally.

Our main editorial team in Stockholm represents diverse backgrounds from every corner of the globe. Martina Bonnier

This magazine is a universe unto its own, with an original take on the reading experience. It is a multimedia approach that tells stories through stills, audio, video, words and even scent to give the reader a 360 view of every subject we approach.

At Vogue Scandinavia, we speak English to communicate freely between the five different nations in our region. What unites us is much bigger than language. It is about our love for nature, our sustainability values, our world-renowned design, our extreme light and deep darkness, our functional minimalism, mythical fairy tales and so much more. I promise you, we will explore it all.

Greta and Martina

Martina Bonnier and Greta Thunberg at the cover shoot.

Our main editorial team in Stockholm represents diverse backgrounds from every corner of the globe. They are joined by fourteen experts from throughout the Nordics who will give our readers in-depth, entertaining fashion journalism of the highest quality. Our contributors are the most sought after talents from Reykjavik in the north to Copenhagen in the south.

For this debut issue, I am so incredibly proud to feature Greta Thunberg on the cover. Not only is she a singular Scandinavian figure and force of change, she also embodies the love of nature, pursuit of sustainability and unabashed fearlessness that is at the core of our vision.

We have created this magazine to celebrate the very best of nordic fashion, design, talent and culture. To share our world with you and paint the Nordics as a masterpiece.

Finally, I can proudly say, “Welcome to Vogue Scandinavia.”





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