Scan Magazine
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Cover Story
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Clara Lidstrøm
CLARA LIDSTRÖM, SWEDEN’S MOST POPULAR LIFESTYLE BLOGGER ON HOW TO EMBRACE THE SEASONS Author, photographer and blogger, Clara Lidström shares her life at a homestead in Northern Sweden with an army of faithful followers. Doing so, she inspires an eco-conscious lifestyle through growing, cooking, baking and making, and she is adamant that joy can be found through this in all seasons - even the darkest corner of winter. The proof is found in her new book, Underbara Vinter (Wonderful winter), an enchanting and inspiring collection of stories, recipes and gorgeous images. By Emma Rodin
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Photos: Clara Lidström
Back when the blog phenomenon first took hold in Sweden, Clara Lidström was one of the first to gain serious traction with her blog Underbaraclaras. As a keen diary writer, she saw the allure of sharing her thoughts and life online and quickly realised the joy of receiving instant response to her posts and being able to communicate directly with readers. “I remember staying up late at night to write because I enjoyed it so much. The format was perfect and today, some 17 years on, I still get that same sense of satisfaction from sharing content as I did at the very beginning,” Clara tells Scan Magazine. Perhaps that’s why Underbaraclaras has stayed on top of the charts for so long; today it is dubbed Sweden’s leading lifestyle blog. But of course, credit should also be given to the content, which is like a magazine filled with beautiful
Clara’s new book on the beauty of winter is out now.
photography, delicious recipes, DIY tips and inspiration for interiors and decorations, but also personal reflections and opinions on broader subjects. When asked why she thinks her blog has remained steadfast while other influencers have ditched theirs in favour of social media, she says that she may not always have been the best, but she’s always been the most stubborn. “When others have stopped, I’ve just kept going and going. Plus, I’ve never been afraid to speak my mind which I think makes people respect me”. Clara’s platform allows her to utilise all her interests and hobbies which she finds incredibly rewarding. And the same goes for her authorship. She has released several books over the years, on subjects ranging from kids’ baking to how to tackle burnouts, and now she’s brightening up November 2023
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Issue 160
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9