So, what makes Scandinavian women so stylish? Is it their minimalistic approach to design, or, maybe they were just born fashionable? We stat down to chat with Madeleine Ström from luxury Swedish Brand Tiger of Sweden who revealed her secrets to Swedish style!
GLAMOUR: What do you think inspires the aesthetic of Swedish design, and how does this influence the Tiger of Sweden brand?
Madeleine: In essence our design is inspired by Scandinavian minimalism and clean living. While this may appear simple, it is actually complex to produce, and it’s part of the rich heritage of our brand, which started in 1903.
GLAMOUR: Which celebrities love Tiger of Sweden?
Madeleine: Our Swedish ambassadors include The Hives, Icona Pop and Mando Diao, and our South African ambassadors include Maps Maponyane, Danny K, Kabelo Mabalane, Andile Ncube and Greg Carlin of Zebra & Giraffe.
GLAMOUR: What is your must-have piece right now?
Madeleine: A great pair of Tiger Jeans! All you need to add is edgy heels and a blouse in a strong print.
GLAMOUR: What are the classic pieces every stylish woman should have?
Madeleine: I would say a great coat, something tailored, like a blazer, and a jersey-knit stretch dress, which is perfect for a work to cocktail look.
GLAMOUR: Who is your style icon?
Madeleine: Alexa Chung.
GLAMOUR: How would you describe the style of SA women?
Madeleine: SA women have a classy, colourful and feminine style, and the femininity is especially noticeable to me because Swedish women tend to have a more masculine look.
GLAMOUR: What do think is the secret of glamour?
Madeleine: Well manicured nails! They’re the final touch for any outfit.
GLAMOUR: What is your message to GLAMOUR readers?
Madeleine: Visit one of our Tiger of Sweden stores and get inspired by minimalistic Scandinavian design! And step outside of your everyday look and try something out of the ordinary that makes you happy.
Missed out on the Tiger of Sweden fashion show that took place in Jo’burg? Take a look at their latest collection below.
