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Sweat and Style: How Fashion Brands Can Ride the Sports Wave

Sweat and Style: How Fashion Brands Can Ride the Sports Wave

Sweat and Style: How Fashion Brands Can Ride the Sports Wave

We’ve seen it time and time again: another collaboration between a fashion brand and a notable figure in the sports and fitness world. Whether it be your favorite influencer dressed head to toe in athleisure or loyal fans sporting (pun intended) their favorite football player’s jersey, the relationship between fashion and fitness continues to grow stronger year by year. Sports is an interest that speaks a universal language, unbound to demographics or geographical boundaries. The world’s eyes turn to every major sporting event and its athletes when the time comes, like the recent Euros and Olympics for example. 

Through market research and industry insights, we will shed light on how and why fashion brands should focus their marketing on the heightened interest and emotional connection that people have with sports and fitness. VOCAST interviewed Xenia Garver, a Copenhagen-based lifestyle and fitness influencer, about her perspective as a content creator working with brands.

Meet the Interviewee: Xenia Garver

Xenia Garver is a Danish influencer based in Copenhagen. In addition to short vlogs and day-to-day lifestyle content such as fashion, travel, and makeup, she also has a focus on health and fitness, sharing recipes and workouts with her TikTok followers.

 

 

The growing relationship between sports and fashion

Alongside the typical athleticwear powerhouses like Nike, Adidas, and Puma, we’re also seeing luxury and more every day, streetwear-style brands enter the sports sector. Some of the most successful and notable partnerships and collaborations include Nike and Michael Jordan, Skims as the NBA’s exclusive underwear partner, and Ralph Lauren as the official outfitter for Team USA. On a macro level, fashion and fitness are becoming increasingly intertwined as stylish workout and athleisure clothes become more popular. Xenia expresses her excitement about fitness entering the fashion world:

“It provides an opportunity to showcase a healthy and active lifestyle through stylish and functional clothing choices. Personally, I feel better training in an outfit that is fashionable, it almost motivates me. Additionally, it opens up opportunities for creative collaborations and innovative designs that can inspire both fitness enthusiasts and fashion lovers.”

Worn both in the gym and on the street, we see the versatility of athleticwear for both exercise and everyday outfits. This demonstrates how lucrative this market is, and there are numbers to back it up. Sports-adjacent apparel has been significantly outperforming the rest of the global market since pre-pandemic, with consultancies forecasting the market to soar to $249 billion USD by 2026. The flourishing relationship between sports and fashion isn’t just a trend, it’s a new way to reach consumers.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The Appeal and “Coolness” of Sport

For years, well-established luxury fashion brands like Louis Vuitton and Gucci have been looking for different ways to connect with the younger consumer base. The question has always been: “How can we stay relevant?”. Throughout the years, they’ve dipped their toes in the arts, music, and now their eyes are on sports. Having an athlete as a brand ambassador and the focal point of campaign shoots can bring in their dedicated, and young, followers; they have achieved celebrity status in this day and age. We see them in feature films, television shows, red carpets, and even the Met Gala. Fitness influencers have also become more popular with each new year, especially since the pandemic when at-home workouts became the new normal. Athletes and fitness influencers are widely regarded as the epitome of hard work and discipline, well-respected among the general public for their physical strength, athleticism, and talent. They’re transcending their sport and craft to become cultural icons, and their endorsement adds a layer of cultural relevance and “coolness” that is invaluable for fashion brands. The dedication and commitment to their craft athletes and fitness influencers demonstrate resonates with consumers, giving them an edge of admirability and respect. Xenia touches on how they can influence fashion trends:

“A lot of people have a “favorite influencer”, and to them, that person probably has authenticity and relatability. Therefore, the viewers might get inspiration from what [they] are wearing. Some influencers are even trendsetting and able to create new fashion trends in the fitness-fashion world.”

Similar to other kinds of public figures, they’ve become brands themselves with large and loyal followings. People to them for inspiration in all aspects, fashion included. Magazines like GQ have begun putting out lists of the most stylish athletes, with names like Formula 1 driver Lewis Hamilton and tennis player Serena Williams being among them. From their streetwear, outfits for their front row seat at fashion weeks, and choice of gear on the court, their style is becoming as iconic as they are.

Noorunisa, Copenhagen Fashion Week Street Style SS24/SS25

How They Work Together

As with the start of any successful partnership, it begins with mutually beneficial terms that push both the athlete and the brand to new heights, and shared values. For the athlete or influencer, it could look like a sponsored social media post, branded gear, outfits for events, or a collaboration with the brand. For fashion brands, it’s reaching new audiences and potential customers. Both entities are brands in their own right and it only makes sense to work together if there are shared values.

“First of all, the collaboration should feel genuine and authentic to my audience. I do prefer if the clothes and the brand is something/someone I already like because it is easier to promote something I already use and like using.”

Xenia highlights the element of genuineness in order to ensure authenticity across the board. This can look like several things. For one, as Xenia mentions, it’s a brand the athlete or influencer already enjoys and uses, as they’ll be able to better communicate the products to their audience when they actually like it. It can also look like shared aesthetics, meaning the brand and the individual just complement each other, such as from a visual aspect. A good example of this is tennis player Naomi Osaka as an ambassador for Louis Vuitton, as she fits the fashion house’s core values as well as bold color and print aesthetic. Louis Vuitton has had a longtime association with sport as the essence of it aligns with their values of courage and overcoming challenges. Aesthetically, the Louis Vuitton style stands out while also placing emphasis on functionality and use, designing trophy trunks for the football World Cup, the F1 Grand Prix de Monaco, and now the Paris Olympics.

Xenia also mentions the importance of building a sustainable relationship with the brands she works with.

“I also do enjoy long-time potential, so I don’t end up promoting several different fitness-clothing brands.”

This approach further enhances the authenticity of the partnership and ensures consistent messaging and branding, which is essential for maintaining a coherent brand image for both the fashion brand and the athlete or influencer. Additionally, long-term collaborations allow for more in-depth storytelling, enabling the athlete or influencer to share their genuine experiences with the brand over time, building a stronger brand narrative. This is much more effective compared to short-term and scattered endorsements.

Key Takeaways

The integration of fashion and sports is increasingly evident through collaborations between major brands and influential figures in athletics and fitness. Initially dominated by leading names like Nike and Adidas, the athleticwear market has expanded to include luxury and streetwear labels, driven by the growing popularity of athleisure. By tapping into the global appeal of sports, fashion brands can extend their influence across borders, leveraging shared values and interests to foster enduring customer loyalty and differentiation in competitive markets. They can engage diverse consumer segments and influence cultural trends, establishing enduring connections that extend beyond product endorsements alone, amplifying their visibility but also reinforcing their cultural relevance and consumer engagement in a dynamic and evolving marketplace.

  • The relationship between fashion and sports is expanding, with both athletic and luxury brands collaborating with athletes and fitness influencers.
  • Athletes and fitness influencers have become cultural icons; influencing fashion trends, appealing to younger demographics, and bringing cultural relevance and “coolness” to fashion brands.
  • Successful partnerships hinge on authenticity and shared values. Genuine endorsements resonate deeply with audiences, fostering lasting brand loyalty and trust. Sustainability is key in these collaborations, ensuring consistent messaging and avoiding sporadic promotions.
  • The athleticwear market has been outperforming the global market, with forecasts predicting it to reach $249 billion by 2026.

Discover the Fashion Influencers with a sporty style across markets

Our international research team has gathered some of the most fashionable influencer contacts with a sporty sense of style from each market. Take a look below:

Denmark

Karla Alajdi is an Influencer based in Copenhagen. She uploads daily pictures of her fashionable outfits, jewelry, travels, and snapshots of her life in the capital. Karla regularly incorporates sporty elements into her everyday uniforms; such as Adidas tracksuits, sneakers, belt-bags, and tennis skirts.

Sweden

Wasima lives in Stockholm and works as a stylist. On her Instagram she inspires her followers with her sense of fashion and pictures of herself. On her website Dar Warda she sells selected archival vintage pieces.

Norway

Zingko Zkung is a Norwegian up-and-coming fashion content creator based in Norway. She is often seen wearing oversized pants, streetwear inspired pieces, and vintage leather jackets.

Finland

Maria Brand is a Helsinki-based freelance fashion stylist and influencer. She’s primarily active on TikTok, where she posts streetwear chic outfit videos.

Germany

Yothin Khamwandi is a German fashion and lifestyle influencer. He creates content mainly for TikTok and Instagram, and his aesthetic is eclectic and playful with lots of colors.

Austria

Hannah is an influencer with positive vibes and a vibrant feed focused on a healthy well-being, fashion and outdoor activites in Austria. Her content portrays her love for colourful and contemporary fashion, and her passion for surfing, snowboarding, swimming, hiking, and pilates. She created the jewellery brand Mahina Loko.

Switzerland

Kobi is a Swiss content creator from Geneva. He focuses on streetwear fashion and lifestyle videos.

The Netherlands

Belgium

Ruben van de Sande is a Belgian content creator based in Antwerp and Amsterdam. Whilst working as a fashion content creator, Ruben is also a baker and owns a cinnamon roll bakery in Belgium.

France

Élodie is a French fashion and home interior influencer based in Paris. Alongside her passion for home interior, Elodie’s Instagram feed reflects her love for “urban streetwear” fashion, where she matches her unique outfits with sports shoes and football shirts.

The UK

Alicia Roddy is one of the UK’s most prominent fashion influencers and vloggers. She shares fashion, beauty and travel related content on her channels. Alicia skilfully mixes luxury with more casual pieces, such as football jerseys and sneakers.

Italy

Luca is a digital creator and influencer based in Milan and Vercelli. He has an interest in fashion, focusing on streetwear and sneakers, and posting his outfits for his followers. Luca also has a separate channel dedicated for his love of football.

The US

Kia Marie is a New York City based influencer focused on sneakers & sustainability. Her style is a blend between NYC grittiness and Southern Californian carefreeness with a mix of 90s, hip-hop, & streetwear culture. She wants to inspire women to live life unapologetically by finding comfort in their uniqueness.

Image credit: Copenhagen Fashion Week/Noorunisa – Street style SS24. References: Jing Daily: Can luxury play the sports game right? CNN: Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

  Alexandra is the U.S. Media Researcher at VOCAST. She holds a bachelor’s degree in Communication from UC San Diego and a master’s degree in Cognition and Communication from Københavns Universitet. Outside of work, she continues her love for writing as a singer, instrumentalist, and songwriter.

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The Rise of Maximalism

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The Rise of Maximalism

The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that have dominated the interior design market in recent years. VOCAST had a conversation with the renewed interior influencer Judith de Graaff to explore maximalism and its impact on the interior design landscape.

Meet Judith de Graaff

Judith de Graaff (1980) is a Dutch designer living in the South of France. She has been blogging since 2006 on her interior & lifestyle blog JOELIX.com and is the co-founder of Urban Jungle Bloggers, the largest community of houseplant and interior fanatics, founded in 2013. Together with her friend Igor Josifovic-Kemper, Judith is the author of the two best-selling books “Urban Jungle – Living and Styling with Plants” and “Plant Tribe, Living Happily Ever After with Plants“. 

More is More

Today, maximalism stands as a testament to the evolution of design, skillfully combining historical influences with modern sensibilities. While the opulence of the Victorian era is echoed in maximalism’s love for abundance, the vibrant aesthetics of the 1960s and 1970s infuse it with a contemporary spirit. Maximalism champions the idea that more is indeed more, embracing an abundance of color, patterns, textures, and objects. In a landscape dominated by the prevailing ethos of minimalist elegance exemplified by the Instagram aesthetic, the restrained sophistication of Scandinavian design, and the pervasive decluttering philosophy championed by Marie Kondo – maximalism emerges as a refreshing divergence. It extends an open invitation to individuals, encouraging them to wholeheartedly embrace what has been eloquently termed the “aesthetic of joy.” As such, the shift from minimalism to maximalism reflects the changing attitudes towards design and lifestyle.

Maximalism is not solely about accumulating an excessive amount of things, rather, it’s an artistic movement that invites us to revel in the richness of life itself. For Judith de Graaff, maximalism gives her the opportunity to express her vibrant personality within her living space. She achieves this by skillfully incorporating colors, textures, materials, colorful accents, dozens of plants, and unique thrift store finds. The result is a visually stimulating, and dynamically engaging environment in her personal home.

“In my mind I am actually rather minimalistic, but when decorating a space it easily becomes more maximalistic. It gives me the opportunity to express my vibrant personality through my living space”.

Maximizing Maximalism on Social Media

Social media platforms, such as Instagram and TikTok, have become important in shaping home interior trends and fostering a sense of community. With maximalism, this influence has been evident, as phrases like “dopamine decor,” “cluttercore” and “cozy maximalism” have become viral sensations, further solidifying maximalism’s position in contemporary design (source). Judith sheds light on the profound impact of these media platforms; “You easily feel a sense of community and meet with like-minded folks while connecting through hashtags and curated feeds to exchange ideas and inspiring content.” As such, social media has not only provided a platform for sharing but has also cultivated a community of design enthusiasts. Content creators themselves are also captivated by the allure of maximalism:

“Content creators are drawn to maximalist elements as they amplify the visual appeal and evoke a strong emotional response from their audience.”

Maximalism’s embrace of abundance and opulence resonates deeply with viewers, making it a trend that effortlessly captures attention and creates fascination. In this context, it becomes clear that influencers play a central role in driving the maximalist trend forward. Judith believes that influencers are instrumental in this movement. They share engaging and visually appealing content and introduce their followers to new design concepts and products. Thus, influencers not only inspire their audience but also act as guides and teach them about the creative potential of maximalism

“As maximalism gains more traction and recognition on social media, it continues to reshape contemporary design trends and foster a more inclusive approach to interior design and lifestyle choices.”

Brand Partnerships

When discussing brand partnerships, Judith mentions how content creators seek to establish long-term partnerships, characterized by creative freedom. They pursue collaborations where brands allow them to infuse their unique style and personality into the content they create. Simultaneously, content creators desire a sense of involvement and connection with the brands they work with. This connection extends to in-person meetings, behind-the-scenes visits, sneak previews, and some even directly influence new collections.

“A tight-knit relationship that feels (and is!) authentic, with mutual respect that fosters trust and credibility amongst our audiences.”

Current and Future Trends of Maximalism

Discussing the current trends within maximalism, Judith mentions some of the key elements that are currently captivating the fans of this particular interior style. At the moment, vibrant color palettes are enjoying the spotlight, characterized by the use of rich, contrasting hues and elaborate patterns in various elements such as wallpapers, textiles, and furnishings. Moreover, Judith has observed a growing fascination with the integration of an eclectic mix of furniture styles, eras, and cultural influences within maximalist interiors. This harmonious fusion combines vintage or thrifted pieces with contemporary design elements, creating a layered and visually stimulating environment. 

I suppose people are simply drawn to the creative balance achieved by combining the boldness and abundance of maximalist aesthetics with the simplicity and functionality of minimalist design, resulting in visually compelling and harmonious spaces.”

In addition to these trends, maximalist minimalism has also been identified as one of the latest key trends. As the name suggests, maximalist minimalism is a fusion of minimalistic and maximalist interior choices seamlessly blended. When exploring the mixing of these design philosophies, Judith emphasizes the importance of striking a balance between simplicity and opulence. Her recommendations to achieve such a blend involve the combination of clean lines, maximalist accents, rich and plush textiles, eye-catching lighting, and a mix of minimalist and maximalist elements which creates a harmonious, trend-setting interior. 

Looking at the future of maximalism, Judith envisions a dynamic and multifaceted trend. She anticipates a remaining focus on sustainability, which may be seen either in the form of repurposing or upcycling items, or furniture made from recycled or second-hand materials. Additionally, she believes that there will be an increased emphasis on creating spaces that promote relaxation, mindfulness, and emotional well-being. The integration of natural elements, soothing color palettes, and ergonomic furniture could contribute to the development of calming and rejuvenating maximalist environments.

Meet the maximalist content creators 

Browse through a selection of some of the top influencers profiles with maximalist home interior style, available through VOCAST’S curated lists:

Denmark

Sofie Amalie is behind the inspirational online universe, ThustheFuss, where she emphasizes her big passion for a colorful home and vintage items. Besides that her styling highlights products and furniture of high quality, not compromising for her caring for our planet and sustainable life choices.

Sweden

The stockholm based furniture designer Gustaf Westman has taken the design world by storm with his unique designs, soft shapes, and colorful expressions. His interior style can be described as playful, yet pragmatic.


Norway

Kine Vinje is a Norwegian home interior enthusiast and entrepreneur, known for playing with bright and eccentric colors in her bold home. On her account, you are guaranteed to find inspiration for how you can spice up your living space with colorful furniture, decoration, and art.

Finland

Janita Autio is a Helsinki-based photographer and influencer. She has a beautiful home painted with colorful walls, styled with bold furniture, and fun decorations.

Germany

Olli is a German interior influencer sharing his cozy home and inspiration on how to add a pop of colour into anyone’s space.

The Netherlands

Angelique is a Dutch blogger with a passion for interior design. She loves working with interior challenges such as big bright colors and combines both cheap, expensive, and DIY items in her home.

France

Viola is a Parisian fashion and interior influencer. Viola is obsessed with colorful clothing and interior furniture and owns her own interior furniture store called @casaviolastudio.

Italy

Cristina Celestino is an Italian Interior Designer and Architect based in Milan. After graduating from the Higher Institute of Architecture of Venice, she began to work with several prestigious firms and founded her brand and studio named Attico Design. 

The UK

Helen Ford is the pastel powered interiors creative behind @homewithhelenandco sharing her homely hues, one square at a time and encouraging others with a love of pastels to embrace the palette in every possible way.

The US

Loi Doan is a Dallas-based interior design influencer. On his social media channels, he shares photos of his maximalist home filled with everything from DIY interior projects, hints of Danish pastels, and daring decor.

References: Decorating Den: Go Big in Your Home: Maximilism Interior Design. Apartment Therapy: Maximal Minimalism Combines the Best of Both Styles. PureWow: Minimal Maximalism Will Be 2023’s Top Trend

Image Credit: Oslo Runway Digital Showroom, Jewelry Exhibition

 
 
 
 
 
Anna Lohikoski previously worked as the Finnish Market & Customer Success Coordinator at VOCAST. Beyond her professional role, she finds fascination in fashion, interior design, film, art, and analog photography.

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Austria & Switzerland: How to conquer the lifestyle market

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Austria & Switzerland: How to conquer the lifestyle market

“Grüzei and Servus from Switzerland and Austria!”: two different countries, so similar and yet so different in culture and design. From a strong sense of regional identity to a deep appreciation for tradition, nature, and qualitative designs, the Austrian and Swiss markets offer a unique and diverse set of opportunities and challenges for brands to make their mark. Austria and Switzerland are often seen as cultural siblings of Germany, but what exactly are the differences between these three countries?

Though all of the countries share German as their official language, Austria and Switzerland take pride in their own dialects. Austrians have many different words that distinguish Austrian from German, and Switzerland stands out with a special form of German called “Schwyzerdütsch” (Swiss German). Switzerland is divided into four parts: French Switzerland, Romansh, Italian – and German Switzerland. All four parts influence the overall Swiss design and culture. The country stands out even more from its neighbours, Austria and Germany, as they do not share the same currency, but use the Swiss franc instead. In Austria and Switzerland, you can see the beautiful landscape of the Alps and turquoise lakes, making outdoor sports a big part of their culture and lifestyle. Vienna, the capital of Austria, is the center of a vibrant and unique fashion scene. Zürich, the Swiss fashion capital, goes under the motto “You can’t be overdressed”.

Design Traditions and Sustainability  

When it comes to design, all three countries place a strong emphasis on craftsmanship and high-quality materials as well as sustainability. Regardless of whether it’s clothing from Germany, woodwork from Austria, or delicacies from Switzerland – high-quality products hold importance for all three countries. Local designers prioritize regional sourcing of materials not only to reduce their environmental footprint, but also to support local economies and portray a strong connection with their culture.

In the world of interior and architectural design in Austria and Switzerland, there’s a fascinating blend of tradition and modernity, with a focus on the quality of materials. Traditional aesthetics in furniture and architecture involve a lot of wooden elements. Designers and architects draw inspiration from the cities’ urban charm and cultural diversity as well as from the spectacular landscapes the countries has to offer. The abundant use of wood in Austrian and Swiss design isn’t just a random choice; it’s all about crafting a cozy, warm ambiance that transports you to a rustic mountain cabin, the Alm. The idea is to embrace that snug, fireside feeling.

Modern designers like to take elements from the traditional style, such as natural materials, and create elegant and timeless pieces. However, there are small differences in their design preferences. Austrian designers tend to gravitate towards the extravagant, creating pieces that are bold and eye-catching. On the other hand, Swiss designers lean towards minimalism, valuing clean lines and quality craftsmanship.

How to approach Austrians and Swiss’

Austria and Switzerland are similar in their culture and lifestyle as people are very active and enjoy spending time outside biking, hiking, or skiing. Whatever it is, you’re bound to meet an Austrian or Swiss who enjoys at least one of these activities in their spare time. Alongside the sporty lifestyle, Austria and Switzerland also have a rich food culture. Gastronomy is a big part of Austria’s lifestyle and something they are very famous for. And if you are a cheese and chocolate lover, Switzerland is the right place for you.

One important thing to keep in mind when talking to an Austrian is that, unlike Germany or Switzerland, they usually address strangers with a polite “du”. Whereas in Germany and Switzerland, you would use the formal “Sie”-form.

When getting in touch with an Austrian or Swiss, just remember that they share the same language as Germany, but not the same culture. They value sustainability, high-quality materials, as well as elegant, modern, and sporty designs. The way to an Austrian or Swiss’ heart is through good traditional food and a fun outdoor activity in the mountains!

 

Familiarize yourself with the Austrian media landscape

Included in VOCAST’s Austrian curated lists

Familiarize yourself with the Swiss media landscape

Included in VOCAST’s Swiss curated lists

The Austrian and Swiss Influencer Scene

What is the first thing that comes to mind when thinking about Austrian and Swiss fashion? Probably the traditional Dirndl and Lederhosen. Though they are usually only worn for special celebrations, traditional clothing styles can be found in the Austrian and Swiss fashion scene. Whether it’s on TikTok, YouTube or Instagram, Austria and Switzerland offer a wide and exciting selection of influencers. It should come as no surprise that both countries have a broad range of ski champions, tour experts and outdoor enthusiasts showcasing the stunning scenery of the Alps on their social media channels.

However, the countries have a fine line of differences in their fashion style. Austria’s style is unique as it balances a mix of traditional fashion and modern minimalism as well as elegance with a sporty twist. In this way, the outdoor mountain vibe gets included in their everyday fashion. The country shows a wide spectrum of different styles. Vienna, for example, is dressier and more elegant than other parts of the country, which have a more laid-back and sporty style.

Swiss don’t want to attract too much attention, therefore they might not be at the top of your list when thinking about fashion, but this should change! Swiss have a very elegant and trendy sense of style. Locals usually wear natural and sustainable fabrics to show their roots in the countryside. Swiss people dress practically with many layers to stay warm in the colder Alps. Since outdoor sports are also a big part of the Swiss lifestyle, people usually dress sporty and functional. When visiting the big cities like Zürich or Geneva, you can never be overdressed as the cities’ styles are both elegant and luxurious. But that doesen’t mean you should always go crazy with colors – the Swiss like it neutral.

Austrian Influencers

Susanna Wurz

Susanna is an Austrian fashion and lifestyle influencer. She shows outfit inspirations and insights into her daily life in a minimalistic aesthetic. On her second Instagram account Susanna shares her inspiration for interior designs.

 

Anna-Laura Amenta

Anna Laura is an Austrian content creator. She lives in Berlin and posts content about fashion from a sustainable viewpoint and about her personal life. She is the founder of her own brand called “The Slow Label”. A conscious, sustainable and effortless fashion brand for a timeless wardrobe.

 

Ebru Erkut

Ebru is a fashion and interior influencer based in Vienna. She is the owner of the interior shop Rays of March. She shows a minimalistic and feminine style.

 

Anna Gasser

Anna Gasser is an Austrian snowboarder, Olympic gold medalist and world champion. On her Instagram and Facebook channel, she gives an insight in her world; about skiing and her daily life revolving around alpine lifestyle.

 

Swiss Influencers

Ginta

Ginta is a Swiss musician and influencer. She shows her glamorous outfits on her Instagram and gives insights into her everyday life.

 

Isabelle Kade

Isabelle is a Swiss interior influencer and has a passion for photography. She shares how she and her family live in their home in Zürich and decoration inspirtaion.

 

Dilek Pacacioglu

Dilek is a Swiss content creator shwoing her love for fashion and beauty. Her style is classic and feminine. Dilek is the host from “The matcha talk” podacst.

 

Andri Ragettli

Andri Ragettli is a Swiss freestyle skier, ten times World Cup champion, vlogger, entertainer and Influencer. He focusses on winter sports, fitness and outdoor activities.

 

Exploring the media landscape in Austria and Switzerland: A look at Print and Online Publications

The media landscape in Austria and Switzerland is quite small. However, Austria and Switzerland offer a great range of online and print fashion, lifestyle and interior magazines. Even though online magazines are gaining a presence in Austria and Switzerland, the emphasis is still on the classic printed magazines. Germany, Austria and Switzerland share most of the largest magazines, which are available in all three countries.

Have a look at some of the Austrian fashion and interior magazines – and editors below.

Austrian magazines

WIENERIN, L’OFFICIEL Austria, and falstaff LIVING are some of the most popular fashion and interior magazines in Austria. Find these and more on our curated lists.

Swiss Magazines

You can find a number of Swiss fashion and interior magazines, including FACES, wohnrevue and annabelle on our curated lists, among others.

Meet some of the editors

Anna Znamensky

Anna Znamensky is the editor-in-chief at the Austrian version of the fashion magazine L’OFFICIEL and L’OFFICIEL HOMMES.

Swenja Willms

Swenja is the editor-in-chief at Swiss the lifestyle and fashion magazine “Prestige”.

Desirée Treichl-Stürgkh

Desirée Treichl-Stürgkh is the editorial director and publisher of the Austrian home interior magazines “H.O.M.E.” & “flair”.

Carina Iten

Carina is the editor-in-chief at the Swiss online home interior magazine “Meter”

To get access to the Austrian and Swiss curated lists of these Magazines, Influencers, Editors-in-chiefs, Editors and more, click here:

   
Sophia is the German Market Coordinator at VOCAST, responsible for DACH fashion & lifestyle research. Along with her work at VOCAST she does the Master program “Organizations and Leadership” at the University of Malmö. With her work and studies she can combine her passion for the creative and business industry.
   

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Sustainable Fashion Through a Circular Lens

Sustainable Fashion Through a Circular Lens

Although the world of fashion and its glamorous facade may seem intriguing to many, its less elegant backside shows that over 500 million tons of textiles end up in landfills every year. With ‘overconsumption’, ‘ultra-fast fashion’, and ‘disposable culture’ as new additions to the dictionary, the need for a slower pace in a fast-moving business has never been greater. As the clothing industry continues being singled out as a scapegoat for numerous environmental issues, it is increasingly evident that a transformation in current practices is not just a question of if, but when. Standing at the breaking point of the fashion industry’s ground zero, one might wonder what will be the key ingredients to rewriting history into a new, more circularly oriented tomorrow. 

This article will dive deeper into the topic of circular fashion, exploring how the ever-expanding movement is changing the rules of sustainability on several parameters. VOCAST spoke to slow fashion enthusiast and entrepreneur Ingrid Bergtun, and she shared her broad knowledge and personal perspectives on the present, and the future of the industry.

Get to know Ingrid Bergtun

With sewing as her superpower and a strong dedication to making the fashion scene more eco-friendly, the Norwegian content creator Ingrid Bergtun has become an influential voice within the sustainability sphere.

She is the Co-Founder of Fæbrik, a company consisting of four passionate ‘sewing junkies’ on a mission to inspire the general public to think green into their clothing consumption. Recently, Fæbrik hosted Norway’s very first secondhand festival, which made it clear that Ingrid and the rest of the team are not only here to change, but to revolutionize the established industry format.

Photo credit: Arne Næsset. 

Exploring the status quo

Sustainability in the fashion sector is more relevant than ever, but it still presents a complex landscape for brands and consumers to navigate. Ingrid reviews the current state of the industry and describes the process flowing straight from production to consumption and, ultimately, disposal. Following the structure of a ‘take-make-waste’ mindset, a garment’s fate is already written in the early stages of production. This model, as highlighted by Ingrid, drives people to purchase new clothing manufactured in low-quality materials that are not eligible for recycling. Overall, the existing system feeds into a throwaway culture, and prioritizes rapid consumption at the expense of environmental protection, which Ingrid emphasizes:

“The production of garments involves significant natural resource consumption and emissions, and when the clothes are not being used, it inevitably contributes to a growing waste problem.”

Alternatively, a circular framework seeks to round out the edges, where the well-being and longevity of the garment are extended and carefully considered at every step of the circuit. Briefly explained, circularity involves closing the loop of overconsumption and favors recycling, reusing, and repairing clothes to prevent the clothing from ending up in a one-way street towards the bins. Ingrid points out that pursuing a more holistic strategy can be beneficial in various aspects, the most important being summarized as the reduction of textile waste, promotion of ethical practice, and reduction in environmental footprints.

Breaking Barriers

Gen-Z has been labeled the “conscious consumers”, bringing both money and mind into their consumption habits. With a wave of wokeness flourishing, brands are meeting the needs of the market by integrating greener themes into their products and services. But although as many as nine out of ten younger consumers are demanding brands to address environmental challenges, caring about sustainability is not necessarily synonymous with caring about sustainable fashion. In the end, there is still missing a clearly marked terminus for turning thoughts into reality. Being able to harmonize two conflicting approaches, where maximizing sales is opposed to the idea of minimizing waste, calls for a change of heart. So how do we unlock the doors to circularity, and what barriers are currently blocking the front gate?

Fully living out our green values can only take us so far, where it truly takes two to tango on the path toward a circular fashion economy. Utilizing the dynamic relationship between customers and brands, Ingrid expresses that trademarks shouldn’t be afraid to vocalize their sustainable beliefs or implement environmentally friendly measures into their practices:

“Some brands may hesitate to join the conversation due to the fear of being accused of greenwashing. However, with genuine intentions and a commitment to take responsibility, you can never go wrong.”

Quite simply, brands must start embracing transparency and inviting customers along their eco-friendly journeys. As the saying goes; nobody’s perfect, and introducing honesty into sustainability discussions could prove to be a strategic move – not shying away from showcasing imperfections. Being open about your brand’s current circumstances, even if they aren’t ideal, can also signal to customers that there is a safe space for a trial-and-error mentality. Given that the word ‘guilt’ is often associated with sustainability, engaging in a vulnerable dialogue can therefore help lower the threshold for making more conscious choices. These types of unfiltered conversations can help restore a sense of humanity back into an issue that profoundly affects humans.

Besides, brands must dare to think outside the A4 box. Ingrid stresses the crucial pivot point for brands to take accountability for their products both before and after they leave the warehouse shelves. Achieving this means ensuring that the garment is well equipped in durable armor, for a long and happy life with its new owner. Should any age marks or signs of life appear along the way, Ingrid explains that brands must be prepared to offer repairs or support customers with instructions on how to fix things independently. Manageable steps like this can nurture a deeper connection between the customer and their clothes, leading to them loving and cherishing their pieces for longer.

“People need new clothes every now and then, and if consumers are aware of certain brands that offer repair services, or do-it-yourself guidance, they are more likely to choose those brands again.”

Living in a material world

Fashion is without exception found in every corner of the world – on the floor behind the pink curtains of a little girl’s room, or in a messy drawer in her big brother’s wardrobe – blooming in the streets on a busy Monday morning, or buzzing around on an all-too-late Friday evening. It’s a way to wear what we feel inside, on the outside of our canvas. But with endless possibilities for how these feelings can be portrayed, in all imaginable silhouettes, textures, and colors, we’re ultimately unsure of how they should look. The relentless pace of new styles has led to what can only be described as “fashion fatigue,” leaving us exhausted from the constant cycle of keeping up. Recognizing fast fashion as a prominent force working against a more sustainable, circular system is one of the most important pieces of the puzzle. As the latest campaign by the sustainable Swedish clothing brand Asket so well phrases it; Fuck Fast Fashion for making us feel left out, unless we buy in. By capitalizing on the FOMO (Fear of Missing Out) tendencies thriving amongst the youth, fast-fashion companies are contributing to keeping the line of the linear system straight. All things considered, these businesses are creating a mismatch in today’s society between the urge to fit in and the need for sustainability, hiding the true cost of a trendy piece behind low prices. We may soon start asking ourselves; is a fast-fashion detox the only answer? Diving into this fascinating paradox, we asked Ingrid if she thinks we can harmonize trends with sustainability, and she replied as follows:

“Absolutely. Many of today’s fashion trends are actually inspired by styles from the past. So instead of buying new clothes that mimic old ones, why not just buy and wear the original vintage pieces?”

Suggesting that the trends themselves seem to be going nowhere, Ingrid hints that maybe we just need to look elsewhere to find them. Purchasing second-hand items is a precious reminder that sometimes old clothes just need a change of scenery – a new set design to find themselves in a new plot with reinvented purposes. Besides, Ingrid articulates the importance of preserving the enjoyment and childish fun of dressing up, yet in today’s fast-fashion environment, this often carries an unpleasant aftertaste. She further explains how buying used often requires a tad more effort, whereas the opposite is easier, cheaper, and more accessible, but tends to leave consumers struggling with an inner conflict.

“Buying fast fashion is like eating candy. You know you shouldn’t eat a lot of it, but when it’s right in front of you, it’s not always easy to resist the temptation.”

The internet has also created a new, virtual world in sustainable fashion to exist in. Between computer screens, iPhone scrolling, Wi-Fi, and algorithms, one can discover environmentally-oriented content creators that possess a particular purchasing influence. Ingrid conveys that these influencers play a big part in upping the ‘coolness factor’ of buying pre-loved clothing, and says that collaborating with profiles through attitude- and sustainability campaigns is a good way for brands to tap into their customers’ green values.

Photo credit: Copenhagen Fashion Week/Tonya Matyu – STAMM

Just like looking at an abstract work of art or recalling a bizarre dream, fashion is open to individual interpretation. Simultaneously shared by all and owned by none. Treasuring these unique understandings, where clothes serve as an outlet for self-expression, does not need to compromise with the concept of an eco-friendly fashion scene. Ingrid maintains an optimistic outlook, noting some of the exciting and positive developments taking place in the sustainability arena. She hopes that people are prepared for a sweeping shift, envisioning a sustainable fashion framework that fosters opportunities rather than constraints.

Meet the sustainable content creators 

Browse through a selection of some of the top profiles within sustainable fashion, available through VOCAST’S curated lists:

Denmark

Emma Moldt can be considered Denmark’s very own thrift queen. The influencer posts pictures of her everyday outfits styling colorful and stylish secondhand pieces, and shares tips on where to find the best flea markets and vintage shops around Copenhagen.

Sweden

Emma Elwin is a Swedish influencer, AD, and well-known stylist. For Emma, a sustainable lifestyle is a must. She is the Co-founder of Make it Last – a fashion site that sheds light on brands and innovators that try to change the fashion business into a more sustainable industry.

Norway

Kristin Vaag is a Norwegian influencer and the Country Manager at FJONG – a digital platform for renting and leasing clothes, bags, and accessories. The conscious influencer produces content promoting sustainable living, posting DIY projects and various fun fashion challenges, including “30 days of outfits”.

Finland

Eveliina Lehtisalo is a Finnish fashion influencer and model with a minimalistic and elegant sense of style. She particularly values sustainable fashion choices and actively promotes consumption habits that prioritize the well-being of our planet.

Germany

Anna Laura Kummer is an Austrian vlogger/influencer. She lives in Berlin and posts content about fashion from a sustainable viewpoint and about her personal life. She is the founder of her own brand called “The Slow Label”. A conscious, sustainable, and effortless fashion brand for a timeless wardrobe.

The Netherlands

Let’s Talk Slow is an honest lifestyle blog and Instagram account run by the Dutch Stephanie. She takes her followers along on her conscious journey and inspires them to create a sustainable wardrobe through challenges, tips, and education.

Belgium

Ellen Kegels is a Belgian fashion influencer and the founder of @Inknits – a sustainable knitwear brand. She shares her passion for conscious fashion and lifestyle on her Instagram, as well as posting pictures of the latest news from her clothing brand, and tips on how to style them.

France

Marie Gaguech is a Parisian fashion content creator passionate about vintage clothing and sustainability. With a unique, playful, and bold sense of style, she is particularly known for sharing her latest secondhand gems and vintage finds.

 

The UK

Jen Graham has become a trusted voice on social media, helping to change the perspective and selling landscape of charity shops into hot spots across the country – making being fashion-forward, and affordable for everyone. She embarked on and created what people now know as her Charity Shop Girl persona back in 2020, and has been named as one of TikTok’s 25 ‘Creators to Watch’ for 2023.

Eager to learn more about sustainability in fashion? Read our previously published article discussing relevant topics such as greenwashing, slow fashion, and sustainable marketing – in conversation with the founders of two conscious brands based in Scandinavia. Access the article HERE.

References: Good On You: What is Circular Fashion? Asket: Fuck Fast Fashion. Weavabel: How can fashion brands transition from a linear to a circular economy? Zalando: Attitude-Behavior Gap Report.

 

Andrine is the Norwegian Lifestyle Researcher at VOCAST. She has a bachelor’s degree in “Communication and Digital Media” from Aalborg University in Copenhagen. When she’s not working, she enjoys diving into a creative world where fashion and writing are her two biggest passions.

 

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Finland: How to conquer the lifestyle market

Finland: How to conquer the lifestyle market

Finland: How to conquer the lifestyle market

Welcome to the land of Moomins and saunas, where nature, design, and happiness reign supreme. Helsinki, the capital, is home to art and design. The city’s aesthetic pride is evident in every corner, from the architecture to the fashion. With a host of artists, designers, and new studio spaces flooding the city, Helsinki has become a city of new ideas. And let’s not forget about the saunas – a vital part of everyday life for Finns, and an essential way to unwind and relax. With millions of saunas spread throughout the country, you’ll find them in the most unexpected places, from lakeside cabins to trendy urban spas.

If you are looking to conquer the Finnish lifestyle market, there are a few key values and characteristics that you should keep in mind. From a strong sense of national identity to a deep appreciation for nature and design, the Finnish market offers a unique set of opportunities and challenges for brands looking to make their mark.

Appreciation towards design and sustainability

Finland is home to some iconic brands, such as Marimekko, Iittala, and Artek, that are known worldwide. The Finnish design ethos is characterized by simplicity, minimalism, functionality, and quality. Good craftsmanship is highly valued, and designers create products that are not only visually appealing but also well-made and durable. Finnish design is known for its ability to seamlessly blend practicality, beauty, and function.

Finns deeply appreciate design, and this is reflected in the way they interact with products in their daily lives. Sustainability and a love for nature are also highly valued in Finland. The “Everyman’s rights” law allows people to venture into the wilderness, as long as they respect nature. Finland is home to the world’s largest archipelago, with over 80,000 islands, and nature has had a profound impact on Finnish art, making it an essential aspect of a high-quality life. Moreover, around 70 percent of Finns are willing to pay a premium price for sustainable products, demonstrating a strong commitment to environmental conservation.

How to engage with the Finns

If you have ever interacted with a Finnish person, you may have noticed their aversion to small talk. Don’t be mistaken, it’s not because they are uninterested or rude. Good manners are a cornerstone of Finnish culture, where taking others into account and avoiding flashy behavior in favor of diligence are highly valued.

Finnish people also have a self-deprecating sense of humor, often using it to bond with others. Initially, Finnish people may seem reserved, but once they warm up to you, they reveal their sincere, caring, and warm nature. Individualism is highly valued in Finnish society, and so is “sisu.” Sisu is a concept that encompasses perseverance and determination, allowing people to overcome adversities in life. It’s the backbone, drive, and courage that enables one to see things through to the end, and it’s a quality that is deeply admired in Finland.

 

Familiarize yourself with the Finnish media landscape

Included in VOCAST’s Finnish curated lists

Finnish Influencer Scene

It’s no secret that the influencer phenomenon has taken the world by storm, and Finland is no exception. In fact, the country boasts a thriving influencer scene, with micro-influencers emerging as prominent figures across social media platforms like Instagram, TikTok, and YouTube.

Finnish influencers often have a multi-channel presence. Many of these influencers have honed their content creation skills over several years, making them experts at crafting engaging and authentic content that resonates with their followers. But it’s not just lifestyle content that Finnish influencers are known for. Many have also taken on the role of social commentators, using their platforms to spread factual information and participate in social debates.

It’s no wonder that so many of their followers see them as sources of vital societal information and insights. In some cases, these influencers have even crossed over into mainstream celebrity status, a testament to their power and influence in contemporary Finnish society.

Sandra Hagelstam

Sandra Hagelstam is a prominent fashion influencer and the founder of the renowned online platform 5 Inch And Up, dedicated to celebrating the world of designer footwear. As Vogue Scandinavia’s esteemed shoe expert, she shares her expertise by analyzing the latest runway trends and providing valuable insights to her followers.

 

Sofia Ruutu

Sofia Ruutu, a Finnish fashion influencer and a former model, has established herself as a prominent figure in the fashion industry. She is known for her classical and feminine style.

Simon Nygard

Simon Nygard is a Finnish fashion influencer, model, and designer, currently based in Paris. His style is known for its genderless qualities, as he defies traditional gender roles and preconceived notions of aesthetics. 

Roosa Rahkonen

Roosa Rahkonen has made a name for herself by not only sharing her passion for fashion and beauty but also by advocating for human rights and mental health. With her platform, she creates a safe space for important conversations surrounding diverse topics such as gender and sexuality.

Valkoinen Harmaja

Valkoinen Harmaja is a interior account by Suvi Melender-Lågland. Suvi has created a space where she shares her passion for timeless and modern interior design, with a touch of warmth. Through her blog, she offers valuable insights into the world of interior design, sharing tips and tricks on how to create a beautiful, timeless, and functional home.

 

Exploring the media landscape in Finland: A look at Print and Online Publications

The media landscape in Finland is small, with a reduced number of fashion magazines available. While digitalization has impacted the number of fashion and lifestyle magazines available, there is still a significant emphasis on traditional print media. Nonetheless, a few large publishing houses, such as Sanoma Media and A-lehdet, own many magazines available, with editors managing multiple publications at once.

Have a look at some of the Finnish fashion and interior magazines – and editors below.

Fashion magazines

Gloria, Trendi, and Anna are some of the most popular fashion magazines in Finland. Find these and more on our curated lists.

Home Interior Magazines

You can find a number of home interior magazines, including Koti ja Keittiö, Glorian Koti and Deko on our curated lists, among others.

Meet some of the editors

Mari Karsikas

Mari Karsikas is the editor-in-chief for Trendi magazine.

Kristiina Raitala

Kristiina Raitala is the editor-in-chief for Gloria magazine.

Emma Koivula

Emma Koivula is the editor-in-chief for Anna magazine.

Venla Kujakallio

Venla Kujakallio is the editor-in-chief for Glorian Koti and Matka magazines.

Sari Hannikainen

Sari Hannikainen is the managing editor for Eeva and Kauneus & Terveys magazines.

To get access to the Finnish curated lists of these Magazines, Influencers, Editors-in-chiefs, Editors, and more:

   

Anna Lohikoski is the Finnish Market Coordinator at VOCAST, responsible for the Finnish Lifestyle and News Media research.

   

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