"I’ve wondered for some years how to approach a Vogue Scandinavia cover starring the Swedish House Mafia"
It’s hard to capture the scale of Swedish House Mafia's cultural impact. What these three men have achieved – the emotions and fervour they ignite amongst their legions of fans – is so much bigger than themselves. They were instrumental (along with the late Avicii) in bringing EDM to the mainstream and turning it into a movement. And while the three members of Swedish House Mafia – Steve Angello, Sebastian Ingrosso and Axwell – have had extraordinary success individually over the years, there’s an intangible magic that sparks when they come together. Just consider their upcoming shows in Gothenburg, for which they have sold over 70,000 tickets.
It was this magic, along with that aforementioned cultural significance, that we wished to capture with this cover. I’ve wondered for some years how to approach a Vogue Scandinavia cover starring the Swedish House Mafia. Ultimately, we conceived of our very first art cover, made in collaboration with the group’s artistic director, Alexander Wessely. The unique artwork finds the three men set in stone, solidifying them as part of the bedrock of Swedish culture. It’s also a nod to this magazine’s love of nature.
While the three members of Swedish House Mafia have had extraordinary success individually over the years, there’s an intangible magic that sparks when they come together
Martina Bonnier
While there’s a darkness to the world of SHM (rarely do you find them wearing anything but black), I was delighted by the cabin they call home while here in Stockholm. Their headquarters has a fairytale quality – a traditional house in the woods decorated with tasteful furniture (Steve is a big design guy). It struck me how utterly Swedish they are. It’s in their musicality, their tastes and even their name. I’m so proud to mark this major moment in their long careers with this special story, which offers an intimate look at their life on tour.
There are plenty of phenomena in this issue. Take, for instance, the Danish beauty pioneer Ole Henriksen, a man whose joyous vibe and colourful wardrobe is charmingly at odds with Swedish House Mafia. Ole is an institution unto himself. Just as SHM brought EDM to the masses, Ole brought the ethos of Scandinavian beauty to the mainstream, introducing a less-is-more, ingredients-focused ethos to Hollywood. Remarkably, at 75 years old, he remains at the helm of a namesake brand that’s as hip and relevant as ever.
Speaking of timeless treasures, this issue also explores the Swedish Regalia – a collection of extraordinary jewels dating back to 1561. Though the collection is open to the public, it is rarely documented. And so, when renowned photographer and Vogue Scandinavia contributor Bruno Ehrs was given the opportunity to photograph these treasures, I jumped at the chance to exclusively publish the images. To partake in Swedish history in this way, showcasing some of the oldest royal crowns and accoutrements in existence, is a unique honour.
The fashion stories in this issue also portray a timelessness – a reimagining of beloved expressions for our current era. On the runways this season, we saw modern interpretations of Victorian dressing (ruffled collars, boned skirts), Art Deco aesthetics (sequinned motifs, jewel tones) as well as the dropped waist, which popped up by way of silhouette and low-slung bumster trousers. All things old will one day be made new again, but these fresh interpretations were particularly inspiring.
Another ageless delight made modern on these pages: wienerbrød. Over in Copenhagen, innovative bakers are offering fresh and inventive takes on the beloved flaky treat, turning Denmark into the pastry capital of the world.
How incredible that all these phenomena spring from our region. As ever, I am so proud to share them with you, through our singular lens.
