C O N T E N T S
12 SHOP THE LOOK
50 MEN’S EDITORIAL
C O N T R I B U T O R S
Laura Wilcox is currently at university on a styling and creative direction course. She has found her true inner style within her work and has contributed to this issue by being the stylist of the womenâ€™s editorial.
Gretel Veersalu is a university student currently studying fashion promotion and communication. She has great experience in modelling and is the model for the womenâ€™s editorial of this issue.
Josie Phillips is a photographer having just finished her degree in fashion photography at university. Josie has an extensive portfolio and has contributed to this issue by photographing the menâ€™s editorial.
S O C I A L H A N D L E S
S O C I A L H A N D L E S
S O C I A L H A N D L E S
C O N T R I B U T O R S
Christian Gatt has just finished his university degree in fashion styling, and has experience as a Menswear Stylist at M&S. Christian has contributed to this issue by being the stylist of the menâ€™s editorial.
Josh Hutchison is a part-time male model currently signed with The Squad Model Management, Fashion Models and Activa Models. Josh is the model for the menâ€™s editorial in this issue.
Helena is the founder and creative director of Moden. She is currently on a fashion promotion and communication course at university and has now launched her own digital magazine.
S O C I A L H A N D L E S
S O C I A L H A N D L E S
S O C I A L H A N D L E S
C U R R E N T
P R O F I L E
This issue looks at Jenny Mustard, a YouTuber from Sweden
Jenny Mustard is a Swedish fashion and minimalist YouTuber and blogger, as well as a food vlogger and avid design lover. Jenny has released her own cookbook on vegan food, and posts videos about her diet aswell. She truly shares her life to the fullest on her social channels, and is one of the most aesthetically pleasing YouTubers around that produces the most visually pleasing content. Jenny posts videos and blog posts about fashion, food, and general lifestyle topics such as healthy living tips to decluttering and minimalism tips, and even podcasts with her partner David - who is also part of “The Mustards”. The couple have made their online presence and content creation into a career - which is very suitable for them as it is what they love the most. They have a very strong desire to create content in terms of videos, blog posts, podcasts,.. and they state themselves that “one of the most fun things about our job is making videos”. The Mustards are truly a couple that enjoy their job, and what is better than loving your everyday job? Additionally to their main channel, they also have another YouTube channel which is dedicated to movies. So naturally, YouTube acts as an outlet for them to talk about things they are passionate about.
Now you may wonder where this all started? It all started at the end of year 2011, where the couple launched their own online clothing website Mind The Mustard. The website was a collection of pre-owned or one of a kind new styles that portrayed their personality as individuals. However, Jenny noticed that her audience was more interested in their personal life than the actual fashion aspect of the website, and this is why the couple started a personal Instagram account and YouTube channel. After a while, the couple realised they would not have time for both outlets, and decided to stop Mind The Mustard to focus on their blog and YouTube presence - a choice which they have not one second regretted. And as if all of this wasn’t impressive enough, the couple is also vegan, and - as mentioned previously - they create vegan inspiration cooking videos for anyone interested in that lifestyle. The Mustards are truly an enviable couple, and without a doubt worth watching.
F A S H I O N
AFFORDABLE NORDIC FEELS F O R
M I L D
A N D
C A L M
S U M M E R
Styling: Laura Wilcox Model: Gretel Veersalu Photography: Helena SÃ¸nderskov
S H O P
T H E
L O O K S
Because low-price classic pieces are our favourites when we don’t want to break the bank.
S T R E E T
S T Y L E
Jacket - Zara, sweater - MissPap, bag - Stradivarius, jeans - Missguided, shoes - 4th & Reckless
O L I V I A Olivia is a style blogger and student at London College of Fashion. She regularly posts her outfits, which are all very classic and minimal, but still often from the high street. Olivia admirably truly knows how to find the most expensive lookings pieces on the high street.
F R O M
D I F F E R E N T
P E R S P E C T I V E S by Helena SÃ¸nderskov
O L I V E R
H O O S O N
____________ ASOS Menswear Insider with a background in jewelry. Oliver is launched his own jewelry line last year, and is a speed cycling fanatic and a budding photographer. He started using Instagram seriously about a year ago and has gained an impressive following since. @ asos_oliver
Has your style changed since starting to work in fashion? My style has only changed in the sense that my wardrobe has got bigger but in all honesty, I don’t expect gigs that don’t tend to suit my style so I don’t have many clothes that I would not wear. I think the most important thing is to stay true. I live by two phrases - “logos are no go’s” & “be a pro, stick to what you know”. How would you describe your style and what are your best styling tips? My style is quality basics and nice tonal colour palettes. A styling tip from me would be that I never let my trainers match the colour of my t-shirt (white can be an exception to this); I always try and have three colours in my outfits - colour blocking layers also. The item you’ve got the most of in your wardrobe is... without doubt sweatshirts, the thing I always lean back on, nothing like a quality sweatshirt! The brand you keep going back to is.. Ourlegacy, I really enjoy that they don’t over saturate their brand. Keeping retailers down and ranged concise. Your favourite trend at the moment is.. the use of a lace for a belt, this relates back to my teen days of skating. Your favourite scandinavian fashion & lifestyle blogger is... Fredrik Risvik, always! You would describe nordic fashion as... super clean, super understated and understandable and at the same time sophisticated!
Scandinavian fashion differs fro other fashions because... It is super fashionable but never changed drastically which is what I believable style should be. My opinion on whether scandinavian fashion has room for global expansion is... For sure, it has had a slight boom but got drowned out by the hype/street style culture. It will come back around. The best high-street brands to shop scandinavian style pieces at are... Definitely Cos, Asos, Whistles and Reiss
S I L J E
O K L A N D
____________ Fashion and lifestyle blogger based in Oslo, Norway. A creative thinking soul, trying to find her place in the world by writing texts - aswell as a book. Silje had always wanted to make a difference and be someone, hence why she started blogging. @ siljeokland
Tell us a bit about your relationship to your blog... by being creative I´ve managed to relax and find inspiration in my daily life. My days are hectic and chaotic, so my blog works as a free zone where I can for a moment stay inside my own bubble and just be me. I like the thought of photography and blogging as a kind of art. I want people to feel something when they follow me and read my posts. I´d like to think that I make a difference, if just for a moment. Has your style changed since starting your blog? Definitely. I´ve become better to analyze what styles and fabrics that works together, and which don’t. And to be honest, I´ve become so much more aware of what I buy and try to use things again and recycle. Giving garments a second chance is a great way to live buy. My style has also changed because I´ve found myself. When I moved to Oslo this summer - after talking about it for 5 years - I finally realized I needed a change. So I cut my hair, and I´ve never felt more free and liberated! Before I hid behind my hair and felt pretty because of my long hair, and now I´m feeling pretty because the hair´s not the focus point on my body. My smile is! The item you’ve got the most of in your wardrobe is... shoes. I feel like Carrie Bradshaw saying that, but I have to admit, I simply love a pair of new and fresh shoes. I think I have over 30 pairs, and that´s only in my apartment. The brand you keep going back to is... Filippa K as the brand is simple, elegant and has affordable prices – and of course, its Scandinavian! Your favourite trend at the moment is... high neck sweaters, firstly because I’m always cold, and secondly because it´s elegant and a nice touch to a simple sweater.
Scandinavian fashion is... effortless and cosy. I think we Norwegians as well as the other Scandinavian countries really like to keep it warm, easy and casual. Scandinavian fashion differs from other fashions because... for example Norway is not that big of a country; I assume that people who work within fashion try to bring more extravagant fashion styles into the market, but there´s simply not that big of a market for it yet. I went to Oslo Fashion Week a while ago, and it was clear that Norway is getting known abroad, but they still have a way to go compared to Copenhagen. My favourite scandinavian style icon is... Kenza Zouiten, because of her empowering self and everything she´s done within blogging and fashion. My opinion on whether scandinavian fashion has room for global expansion is... I know that especially Norway could be ten times bigger and better if they were more on it when it comes to fashion and fashion week. I really love Paris and how the fashion is at pace whenever there. People wear what they like and dare to wear fantastic and different styles. The best high-street brands to shop scandinavian style pieces at are... Filippa K, Samsøe Samsøe, Zara, and also H&M have got a lot of good new fashionable pieces.
ANGELA BLUMEN ____________
Photographer and learning physical geographer based in Copenhagen, Denmark. Angela also designs, curates and publishes the independent magazine Sucre Paper. She has always been a creative mind, and aims to promote others like her. @ angelablumen
Tell us a bit about yourself... I’d say that photography and working part time as a designer are my main focus, along with having Sucre as a creative outlet and as a research journal! I’m trying to shoot as much as possible, and I plan way in advance, whereas with Sucre it’s more of an impulsive thing – when I find interesting artists I’ll feature them. Since it’s print only (currently - but soon to change, hopefully) most of my research is visible through the blog or the facebook page. I let different artists take over Sucre instagram every week! As for my own social media, I focus strongly on instagram since I figured that’s the best outlet for photography. Besides all the creative stuff I am privileged enough to be able to take courses in science to deepen my knowledge of the world! You can notice that I’ve been into science through Sucre - a lot of artists work with scientific things. Even the last issue has the theme of “celestial” after I did a geology course. I think there should be more interaction between the creative and scientific fields, I just haven’t figured out yet how to properly and deeply combine them — it’s a process and I hope to come with an answer soon! Your main sources of inspiration for photography are... Instagram and Tumblr. Most of my friends are somehow involved in the creative industry so I get a lot of good insight into new artists! As for my own photography it varies from pictures, movies and music. I’m really into several radio podcasts on soundcloud, they’re the most inspiring for me currently but that could change. How would you describe your style and what are your best styling tips? I don’t really buy clothes much since I find it difficult to find nice clothes which are comfortable, look good and are not made out of polyester - and which are affordable. I think layers are good for winter, and showing as much skin as possible for summer - you never know when’s the next time you’ll see the sun! 32
PHOTO BY ANGELA BLUMEN
The clothing items you’ve got the most of in your wardrobe are... Jeans, sweaters & see-through tops. The brand you keep going back to is... COS. How would you describe Scandinavian fashion? Copenhagen is more colourful and experimental in contrary to Stockholm where I used to live. Here, people dare to wear color, to do something with their hair, and at the same time keep it super natural, which I absolutely love since I am the worst with make up, and I also think most people are beautiful without! Also, I think people dress more comfy for the rain and bikes. Stockholm is so different since there the fashion is more minimalistic, a lot of black and more make up! So there’s definitely a divergence between the Scandinavian cities – alone if you look at the very colorful and bold fashion designers like Henrik Vibskov or Stine Goya! I’ve never come across similar things in Stockholm. Overall, I would say that Scandinavian fashion is very difficult to define as one thing. Scandinavian fashion differs to other types of fashion because... It’s more down to the basics, and more thought through. Kind of forms follows function. It makes sense since Scandinavia has been heavily influenced in many areas by the Bauhaus way of thinking. Also the minimalism reflects a lot of the nature and culture in the north. A scandinavian style icon is... Henrik Vibskov. His work and his style and his inscenations of fashion shows are captivating. Your opinion on whether Scandinavian fashion has room for expansion is that... I think Scandinavian fashion that is known around the world is one thing, and then the fashion that is worn here is another. When friends visit me from other countries they say everyone is well dressed - and I think its due to the stores we have here.
“ I think Scandinavian fashion that is known around the world is one thing, and then the fashion that is worn here is another ,,
L I G H T E R
T A K E
Styling: Christian Gatt Photography: Josie Phillips Creative direction: Helena SÃ¸nderskov Model: Josh Hutchison
A T H L E I S U R E
46 Cream jacket: Topman - T-shirt: Zara - First gray trousers: Primark - Socks: Adidas - Shoes: Topman
47 Cropped sweater: Primark - Sunglasses: Zara - Second gray trousers: Topman - Mesh t-shirt: Primark
2 4 5
1 3 7
W H I T E O U T 8
1. SELECTED Homme - 2. Calvin Klein - 3. Adidas - 4. Calvin Klein - 5. Noose & Monkey 6. Calvin Klein - 7. Leviâ€™s - 8. Ellesse - 9. H&M - 10. H&M - 11. Hilfiger Denim
S T R E E T
S T Y L E
Sweatshirt - OFF WHITE, coat - River Island, jeans - ASOS, sneakers - Balenciaga
J O E L Joel can easily be perceived as the UKâ€™s most influential menswear blogger of today. His style is minimal mixed with streetwear, and his blog started before he went to college as a free time creative outlet. Joelâ€™s online pseudo is Gallucks, and he is known for staying loyal to his followers - no matter how busy he gets.
A M I R
H A S S A N
In conversation with Twelvepieces’ founder; Egyptian Amir Hassan, born in Denmark.
In conversation with Twelvepieces’ founder, Egyptian Amir Hassan, born in Denmark. Amir is 24 years old and born and raised in Aarhus, Denmark. His parents are from Egypt and came as workers in the early seventies. He has always had an interest for art and lifestyle, and as a child used to watch his artist father draw and make sculptures. Naturally, at a very young age he was fascinated by art and already then started to draw himself. After high school, Amir made the decision to apply for an AP degree at VIA Design in Herning, Denmark (formerly known as TEKO), where he graduated last summer as a fashion designer. While he was at VIA Design, he worked on his personal brand as now has his own company entitled Twelvepieces. The name Twelvepieces originated from an old drawing Amir found years ago and it was the first collection he created when he was younger. It was written in Danish, “12 stykker” and from that name derived the concept of his brand. Twelvepieces consists of capsule collections which are built upon storytelling with “new takes on iconic silhouettes with a street & minimalistic approach.”. Amir states that “the capsule collections are always trying to emphasize a new actual issue from our world “. The story behind his first capsule collection “The Spring” stays true to the cultural heritage of the brand. It is a story about Arabic Spring and “all the anarchy in the Middle East which resulted in a rebellious outtake in a natural toned palette and bold
graphic prints”. The collection consists of limited pieces - only 12 styles are in every collection, and every style’s name is a number from 1 to 12. Amir’s primary inspiration sources are Egypt and the Middle East due to his heritage and these places’ history. VIA Design in Herning is known to be one of the best fashion and business further education establishments in Scandinavia, however many people choose to apply to KEA in Copenhagen instead. Because while VIA Design has existed for way longer and may have a more extensive contact base, many people are attracted to the fact KEA is based in the capital - whereas VIA Design is based in Herning and Aarhus, three hours from the capital. Amir chose VIA Design/TEKO because he had heard a lot of positive things about the place, and after doing some research realised that this institute had the best opportunities to learn about fashion design. Before applying for the course, Amir already knew he wanted to have his own brand upon graduation - so he was a very dedicated student throughout and knew exactly where he was going. Being an entrepreneur may seem very attractive to many, but it certainly is not easy - hence why many people try, fail, and never try again. Entrepreneurship is essentially creating a new service or good, and this may end up becoming extremely successful or it may fail. Amir realises all of this, but has for a long time had such a strong will to create his own brand that failure to him has not
Photo: Amir Hassan
Photo: Amir Hassan
necessarily meant setbacks. Instead, he has learned from his mistakes along the way. For example, Amir has learned that he is not able to do everything himself. Some parts of the value chain must be outsourced, as other people may know better. An example he states himself is “if I want to buy good bread, I go to the bakery, because I know he is the best to make good bread”.
“In the beginning as a young entrepreneur, you think that you can do everything by yourself, but actually you have to learn how to release some of the responsibility that it takes to create a business” Amir in fact does most things by himself; from designing, marketing, the webshop, to handling customer orders. He makes the samples himself, then outsources the production in Turkey and India at the moment. He usually travels to the factories with his original samples to ensure the clothes are made correctly - but is trying to outsource his production to Europe only “to keep up with the quality, communication and lead time”. Amir has interned for Danish designer Trine Lindegaard, who is “a designer with a strong focus on sustainable manufacturing and socially responsible projects” which was a strong inspiration to him, as it is not just about the clothes - but about storytelling, which his own brand is all about. When it comes to Amir’s own style, he enjoys wearing his own designs. It is clear that he is very aware of his personal style; which is why it only makes sense that he would wear his own designs. But if he had to choose his favourite brands, it would be “Gucci, Rick Owens and Alexander Wang”. Having grown up in Denmark, Amir is surrounded by the term Scandinavian Fashion
on a daily basis. But being a term with many definitions, we asked Amir what he thinks of it. “Scandinavian fashion is quite minimalistic. If you look at people around in the streets in Denmark you will see white, grey and black, which is a minimalistic tendency here in Denmark”. He sees his brand as a fusion between Scandinavian minimalism and Egyptian heritage; as it is mixing his own family’s heritage and the culture from where he has grown up. “The aesthetics of the Scandinavian way of thinking is related to my brand Twelvepieces, “ while there is a twist of Scandinavian fashion in his clothes, the silhouette “relates to my roots, traditional Egyptian clothes and streetwear”. As if the heritage and storytelling behind Twelvepieces wasn’t interesting enough, the brand is also completely unisex. This is because firstly Amir likes unisex styles, but the “main reason why I make it this way is that gender equality is important to me and the values within my brand Twelvepieces. Not only is this an important subject to talk about in some regions of the middle East, it is also a part in our everyday life in Europe where we still lack equal payment in between genders, women in CEO jobs etcetera”. However being a brand with such an authentic story behind it may not be as simple as it seems. Genuine references are not easy to take from a country that is in some ways corrupt. The values and inspiration behind Amir’s first collection The Spring comes from “the aftermath of the Arabic Spring” which started in Egypt, January 2011”. And while this may seem complicated to some, Amir states that “Sure it is difficult to sell the values of freedom, justice and brotherhood when your reference is a corrupt regime but The Spring represents what happened back then just as much as it represents the regime as it is today. I think my references are very true and genuine to the self-awareness and rebel thoughts that grew from the concrete within the young people all over the Middle East during the Arabic Spring”.
Amir imported original papyrus papers from Egypt into Denmark for genuine reference and inspiration, but this did not go down well with the Egyptian government. To this Amir says that “the fact the Egyptian government declared me a traitor only shows that the fight is far from over and that we have to keep fighting for our rights and our freedom”. And if we has to sum up his thoughts on how difficult it is to be as genuine in terms of references and heritage, it would be that “sure it makes it difficult, but at the same time it proves that we are on to something important and relevant since the (corrupt) government are taking these steps to stop us from sharing our vision and values in Egypt”. While Twelvepieces is in a way a protest, Amir is not “trying to tell anyone what is right or wrong,” he simply tries to ”inspire people to stand up for what they believe in – like people in the middle east did during the Arabic Spring”. Amir’s goal for Twelvepieces is to “keep elevating”. And the next collection entitled Roots is a story of where he originates - Cairo in Egypt. “This collection will still have the arabic calligraphy with words like freedom, brotherhood etc. but unlike the rebellious
values from The Spring, this collection will also represent a more peaceful and beautiful side of Egypt, mainly inspired from my childhood”. He insists on showing both sides of Egypt, because of course it is not all negative. “Though the country has been suffering from various dictators and corrupt politicians for years, I think it is important to stay positive and showcase Egypt and our culture on a larger scale than just my 23 years in this world”. “To me the pyramids, camelbacks and hieroglyphs are amongst the things I find beautiful and inspiring. Not only does it represent a time when Egypt was a frontier for what would be a modern society, it also helps me visualize the culture and tell the story about Egypt and – of course – my Roots”. The following collection will be entitled Dansk, meaning Danish - in Danish, as Denmark is where he grew up, and he feels that is is important to tell a story about the Danish society aswell. “This is how I tell my stories”. To keep up to date with Amir and his brand Twelvepieces’ future, make sure to follow the brand on its social media @twelvepieces and its website www.twelvepieces.dk
@ T W E L V E P I E C E S
Photo: Amir Hassan
B E A U T Y
BURNT ORANGE IS THE NEW BLACK F O R
S U M M E R Y
Model: Lucy Moore Shoot assistant: Olivia Kavanagh Photography and make-up: Helena SÃ¸nderskov
B R O N Z E D
G L O W
BEAUTY Products used: Benefit Cosmetics Hoola Lita contour powder, Benefit Cosmetics Dandelion Twinkle highlighting powder,
BEAUTY 61 Benefit Cosmetics Galifornia powder blush, Morphe 35F eyeshadow palette, Lâ€™orĂŠal Matte Lip Paint in 203 Tangerine Vertigo
B U R N T O R A N G E BROUGHT TO YOU BY YOUR FAVOURITE BRANDS
1. Make Up For Ever Eyeshadow in Sienna £14 - 2. Laura Mercier Fairy Dust Eye Shimmer in Crushe Stick Eye Colour in Copper £23 - 5. Kevyn Aucoin The Molten Lip Color in Copper £24 - 6. Anastasia 8. Tarte Amazonian Clay Blush in Tipsy £24 - 9. Tangle Teezer Compa 62
ed Copper £23.50 - 3. Chosungah 22 Ink Jet Lip Tatt Lip Stain in Orange £14 - 4. Laura Mercier Caviar Beverly Hills Eyeshadow in China Rose £10 - 7. Anastasia Beverly Hills Eyeshadow in Morocco £10 act Styler in Orange £11 - 10. NARS Satin Lip Pencil in Timanfaya £20
C A M I L L A
F R E D E R I K K E
In conversation with Danish YouTuber Camilla Frederikke, who quit her daytime job to create videos
YouTubers are taking over as the new influencers of today, and countless accounts are created every day on the platform. Videos are created about every imaginable subject ranging from fashion and beauty to gaming and video reviews. Many successful YouTubers also now vlog their daily lives, because the viewers want a constant feeling of being part of these influencers’ daily lives. In this issue, we’re in conversation with Camilly Frederikke, a Danish girl who quit her daytime job as a makeup artist for Bobbi Brown to create fashion and beauty videos full time. Camilla is a 25-year old girl that was born and raised in Denmark, and after many years of living in the northern Danish city Aalborg, she decided to move to the Danish capital Copenhagen. And she has not looked back since. Camilla has had a strong passion for performing since she can remember. “I’ve spent most of my life being a competitive ballroom dancer, while also being an amateur singer & actress” and this proved to only be a couple of the many talents the young woman had within her. In 2008, she decided to create a YouTube channel, but it is only in 2013 that she started to create beauty, fashion & lifestyle videos - simply because she “wanted to share my passion with the rest of the world”! And this truthfully seems like the right pathway for Camilla, as she has also worked as a makeup artist for Bobbi Brown. She has always had a huge interest
in makeup and beauty because her mother loved makeup. “She’s been a huge influence on me, and my earliest makeup memory was of me applying my mom’s fuschia pink lipstick on myself at the age of 2 - I’ve always loved experimenting with makeup, colors and looks!”. This comes through on the many makeup videos that Camilla creates, and when asked what made her want to put this content on YouTube she answers “I guess it was the burning desire to share my passions and I was going through a huge life crisis and found a lot of comfort and happiness in doing videos and sharing my passions on youtube,” so YouTube is truly more to Camilla than just a job or a hobby, “it saved me from a really bad period in my life”. However while there are many big YouTube influencers in English speaking countries such as England or America, the Scandinavian market does not yet seem saturated. Camilla has thereby had a breakthrough as a Danish YouTuber, being few of the kind that have actually become this successful. To this she says “I feel extremely honored to have grown that much and to have such a huge audience and group of subscribers who are so lovely and supporting. I feel so lucky, so blessed, and just extremely thankful! I get to live my dream, and do what I love doing every single day,” and is it certainly true that she gets to be creative and share her everyday life and interests with a very supportive subscriber base. Most comments on her videos are all positive, and this also seems to be one of
the many reasons Camilla stays motivated to continuously create great content. Alongside online influencers quickly becoming the most valuable opinions for brands worldwide, these influencers are also now able to make their online presene their full time job and career. Through sponsorships, bloggers and YouTubers are now able to make a living - and more than that. Camilla is amongst the many online influencers that have been able to quit their fulltime day job to pursue an online career. When she quit her job as a makeup artist for Bobbi Brown, she thought she was going to have more downtime to herself. However this is where she realised she was wrong, as she is “more busy than ever” and she “freaking loves it!”. Camilla says herself that she loves to be busy every single day and have the amazing opportunity to do what she loves as a full time job. Because naturally, who doesn’t want to be able to turn their hobby into their full time job? Camilla gets many opportunities through her YouTube channel. This includes meeting influencers, going to award shows, testing and
reviewing beauty and fashion products - and many more wonderful things. This she feels very lucky about, and taking the leap from a full time contracted job and stable income to online career and constantly changing is challenging - but these things make it all worthwhile and prove to Camilla that it was the right decision at the right time. While makeup is the main topic of Camilla’s videos, she also films lookbooks, fashion hauls and skincare videos. When asked about her favourite skincare products Camilla answers “after having tried at least a million different skincare products, regimes, & routines, I’ve figured out that sometimes less is more, and you have to listen to your skin and not everybody else.” She says that no two people’s skin is the same, and “therefore it’s important to figure out your skintype and then test and try - sometimes you win, sometimes you learn”. Camilla’s favourite skincare products are currently the Estée Lauder Advanced Night Repair Serum and the Bobbi Brown Extra Lip Tint. “I can’t live without a lip balm due to the changing weather in Denmark,” she says. Skincare is essentially understanding your skin and taking
good care of it, and there is therefore obviously habits to stay away from for a good routine. Camilla says that “the worst makeup and skincare sin is one hundred percent not cleansing your skin every morning and every night”. She continues “people really don’t get how important it is. And please stay away from those drying toners & facial foams - no matter your skin type I would always advice a gentle and hydrating toner & cleanser”. And while this is her biggest makeup and skincare sin, she also has her best beauty secret to share, and this is ”to be yourself, both inside and out. Trends are in and out, but being you and figuring out what suits you and enhances your best features is the best beauty secret”. Camilla firmly believes in being who you are - both inside and out. And this is one of the things that has got her to where she is today. Being an online influencer, no matter the positive daily comments and messages she receives, there is always going to be the negative ones within them. But she has learned to ignore the negativity, and focus on the positives, and remaining her true self no matter what. With part of Camilla’s audience being younger, this is also an important message to portray to these
young girls. Because within beauty, it is extremely easy to get sucked into the vortex of having to be and look perfect - but here’s a YouTuber that understands the most beautiful thing is to be yourself. To target this younger audience, Camilla has recently created a Danish-only account. Because while English is spoken by most people in Denmark, the younger audience understands their mother language the best. This way, Camilla is able to target two types of audiences with the same positive personality and content creation. Finally, it goes without saying that haircare should be part of every beauty guru’s daily routine. And in her hair Camilla loves using the Shu Uemura Ultimate Remedy Line, which is for very dry and damaged hair. “It’s amazing for me because I get blonde highlights, so I need to take good care of my hair.” And a recent favourite of hers is the SP Luxe Oil. “It’s amazing and smells like heaven on earth!”. Check out Camilla’s YouTube channel to stay updated on her favourites and the latest and best makeup, skincare and fashion.
@ C A M I L L A F R E D E R I K K E BEAUTY 67
L I F E S T Y L E
News for the Summer from interior experts at Danish brand HAY
A SCANDINAVIAN WAY OF LIFE
B E A T E
S O R U M
Meet Beate Sørum, the woman behind Norwegian Lifestyle blog Trendhjem
Beate is from Norway, and a strong fanatic of Scandinavian interior design and styling. She shares her passion through her Norwegian blog Trendhjem and the linked Instagram account. Beate describes her own style as modern and minimalist, and her interest for interiors goes back as far as she remembers; even back to when she used to move her own room around multiple times a month as a child, and “painted both walls and furniture several times before replacing them”. While Beate says true to her own likings all the time, she admittedly has a very Scandinavian taste for design. This comes through in the clean lines of her home. Most photos on her blog and Instagram are of her own home, and this is not a place for extravagant glittery pieces. She likes to keep it “light, with neutral colors that fit together” and is very fond of “natural materials and local design”. The name of the blog Trendhjem directly translates to “trendhome”. It was founded about a year ago, after Beate’s friends having told her for years that she ought to share her styling tips and ideas. And while the blog isn’t her full time job, and neither is interior styling - she sees it as the first step in that direction. Beate’s readers are from all over Scandinavia; while most of them from Norway, but there is also readers from Denmark and Sweden. This shows the genuine Scandinavian heritage and inspiration behind it as the content is mainly directed at locals - and these are naturally the people that know the most about this
type of design. The posts are heavily focused on Nordic design, with titles such as “how to create a Nordic outdoor space”, “Nordic design” and “Norwegians’ relationship with interior and trends”. But they also showcase current interior trends and new products released by Nordic interior brands such as “furniture trend | Now we want wicker furniture again” and “Kähler recreates its iconic little piggybank”. What all the posts have in common however, is that they are all very straightforward and easy to read with beautiful, relevant imagery. Beate claims to spend more than average on interior, but she rarely buys anything “just to change the interior at home”. She puts a lot of thought into every purchase, and makes sure that it is something which will last for many years and she will not get bored of it. She also uses a lot of fresh flowers to style her shots, and she takes most her photos at home which gives them a very intimate vibe. As for the Instagram that goes with the blog, Beate says that it is “both fun and challenging”. It is certainly a time consuming hobby, as to succeed on Instagram you “must be active several times a day, post pictures, reply to comments and write nice comments to others”. However there are many positives, such as getting to know people who share the same interests or are in the same environment - and Beate recognises this as one of the best assets to what she does. “But the best part is to be able to inspire others whit my ideas and pictures,” she says.
BEATE’S TIPS AND TRICKS TO ACHIEVE A SCANDINAVIAN INSPIRED HOME “Use natural materials like wood, wool and leather. The furniture should be simple and honest, with straight lines. Use bright colours and don’t forget plants; i love plants, the bigger the better. And the best less expensive brands to achieve a Scandinavian style interior are definitely Hay, IKEA and House Doctor“.
BEATE’S FAVOURITE SCANDINAVIAN INTERIOR BRANDS “Kähler Design, Woud, Hay, &tradition, Aytm, byLassen, Zakkia and Bolia”.
BEATE’S FAVOURITE PIECES AT THE MOMENT The Stedge shelf 2.0 by Woud, and the Sanati velvet cushion by AYTM.
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Moden is a digital quarterly fashion and lifestyle magazine focusing mainly on Scandinavian aspects of life and dressing. It is UK based and...
Published on Jun 2, 2017
Moden is a digital quarterly fashion and lifestyle magazine focusing mainly on Scandinavian aspects of life and dressing. It is UK based and...