“There’s something specifically inspiring about seeing someone step outside their comfort zone”: Letter from the editor

There’s something specifically inspiring about seeing someone step outside their comfort zone. That was the case with this issue’s cover star, Viktor Gyökeres. Not only is this the Swedish superstar footballer’s first Vogue cover, it’s also his most daringly fashion-forward shoot to date. Though stepping onto the pitch in front of thousands of screaming fans is no big deal for Gyökeres, stepping in front of the camera was something else entirely. Still, he was game. For the very last shot, we suggested he get into the bathtub and, though it seemed a bit odd, he was up for it. It wound up being the cover, the most sultry and editorial image in the story.

But we didn’t just choose Viktor for our latest issue because we wanted to see him try something new. It’s because here in the Nordics, football heroes transcend sport, becoming cultural and fashion icons. Just look at Zlatan or Erling Haaland – both legends within and beyond their sport. Capturing Viktor at the top of his game, as one of Europe’s best strikers and highest scorers, felt entirely apt. We’re proud to present his fashion debut. And we’re sure this won’t be his last beyond-his-comfort-zone photoshoot.

Another sports superstar who stepped into the fashion space this issue is 16-year-old Danish racing prodigy Alba Hurup Larsen (who, we were amused to learn, doesn’t even have a driver’s license). The fastest young female driver in the world, Larsen is single-handedly changing the way the world sees women in driving (particularly notable given the runaway popularity of Formula 1). Ambitious but levelheaded, Larsen is as comfortable in front of the camera as she is driving at breakneck speeds.

Throughout this issue we find some of our region’s most inspiring talents expressing themselves in unexpected ways. Take, for instance, Danish designer Stine Goya, who sets a stunning tablescape, inspired by her own wedding in Italy. We also feature renowned Swedish architect and designer Thomas Sandell, whose breath- taking intarsia wooden cabinets are a departure from the more minimalistic buildings and design objects for which he is known (I recall him showing me an early iteration of the cabinets on his iPhone at a dinner party – I thought they were among the most beautiful things he has ever made).

There is a sense of stepping outside of what’s comfortable in our fashion stories as well. First there’s a stunning couture story, which finds these sartorial masterpieces – always pushing beyond what’s safe – in mundane spaces. It’s a thrilling juxtaposition, only made more striking by the show-stopping jewellery, that creates magic in the unexpected. And speaking of jewellery, we also have a story highlighting the Tiffany & Co. icons, forever favourite jewellery that has never once lost its relevance. Finally, there’s our Nordic beach story, which finds utterly fashionable moments on a less-than-idyllic windswept beach. Uncomfortable, yes, but then again, not for a Scandinavian.

So, as summer descends upon us, whether you dive into the frigid waters of the sea or slip into a bathtub with your clothes on, we hope this issue inspires you to get out of your own comfort zone. You just might like it.