Dreaming about a job in fashion? Jenny Fredriksson is living the dream at one of Sweden’s most prestigious fashion magazines, Elle. The world renowned brand is nothing like ”the devil wears Prada”, according to the Fashion Editor who has spent more than a decade in the world of fashion. On her ring finger her mumbaistockholm wedding rings glimmer: a custom Solitaire with an 0.85 CT diamond, and a Jade Petite Ring.
- It’s a fantastic workplace, and the well-established brand really opens up a lot of
opportunities. But a certain kind of insincerity exists in the fashion industry in general, Jenny Fredriksson explains when we meet her at their headquarters at Östermalm in Stockholm.
Today much of Jenny's work revolves around ELLE's online platforms. According to Jenny this is one of the most prominent changes during her time as editor, going from print to digital.
It’s one of the first sunny days after winter, and the sun is blasting through the windows of the conference room that Fredriksson has booked us for the occasion. She is wearing a dark maxi dress patterned with small flowers. Something that has been her signature look this fall and winter.
- I’ve paired it with leggings and a black polo shirt from Uniqlo. It’s perfect if you love wearing dresses, even in cold winter weather, she conjures.
Styling rules of a fashionista
The jewellery that she is wearing for the occasion is made up of three gold necklaces of varying length, pearl earrings with quite an unique design and two diamond rings. One is a classic solitaire in yellow gold, and the other one is a band of enclosed diamonds in white gold. Both are her wedding rings. Her blush pink ATP Atelier handbag casually matches her lilac manicure.
Jenny Fredriksson's wedding and engagement rings: The Solitare in yellow gold stacked with Jade Petite Ring in white gold!
- I’ve gone through many phases style wise. But it often comes back to colour, flower patterns and shape. I’m fearless when it comes to trying new trends, and the thing is, you can get used to anything if you wear it often enough, she answers when we ask her about her own fashion journey.
“So what trends are coming up next, in 2019?” is the obvious question that we had to ask Elle’s fashion expert.
- So, a micro trend that I’ve seen coming is the tie dye pattern. Continuing those summer vibes, we see a lot of surfing-inspired looks. Colour wise yellow is a big trend but also safari and military green is coming back. I see a lot of denim, stonewashed and with patchwork, she counts of her fingers.
Jenny Fredriksson herself gets inspiration for her outfits from all kinds of things. She always stays updated with the biggest brand’s new collections. A few favourites include: Three Graces London for beautiful summer dresses, the same with Kalita, and the work done by Gucci’s creative director: Alessandro Michele.
ELLE's fashion editor finds inspiration everywhere. From women walking down the streets of Stockholm to beautiful pieces of art.
- But I also find inspiration in regular women and cool ladies walking the streets of
Stockholm. I love Cher as a style icon, but follow many new influencers on Instagram as well. Sometimes I just want to capture a feeling in the way I dress. I might get inspiration from a flower bouquet, the catwalk or an interesting piece of art or design.
Her best styling advice is to start challenging yourself. Are you afraid to wear a lot of colour because it makes you feel uncomfortable? Start with something small, like a colourful shirt.
- Otherwise I keep no “styling rules”. But an oversize shirt with leggings is always a good outfit, Fredriksson offers.
The pink ATP Atelier bag matches perfectly with lilac manicured nails and the small flower print on her maxi dress.
Becoming a fashion editor
The interest in fashion started at high school when she bought her first jacket. She noticed that it was an easy way to express herself and her creativity.
- I have always appreciated and loved beautiful things. I love colour and design in general. I’m always on the look out for things that express something and really make you feel something.
After graduation she decided to study arts at university. The interest in fashion was still present but the industry was a lot more closed up in the nineties than it is today.
- Today it’s a lot easier to access the fashion industry. If you’re a celebrity or influencer you have every possibility to work with fashion.
Outfit of the day: dress from Second Female, headband Miu Miu and pearl earrings from Anni Lu.
Her career path started as a stylist's assistant for the commercial fashion agency Lund Lund. But after a “spec job” in the 90s for another Swedish magazine "Hennes tecken", which means she got to style a photoshoot and get paid if they decided to use the material, she got a foot in the door in the industry and later applied for an assistant role at ELLE in 2002 and got it.
- Two years later I became their fashion editor, and has been ever since. The tempo has changed a lot. Designers produce more collections, and we publish our content on more platforms with a faster frequency. I learn new things all the time, so I hope I get to do this for many years to come.
My mumbaistyle: “I love that mumbaistockholm has a simplistic and romantic design. The mix between vintage and modernity really speaks to me, and my style. That’s why I chose mumbaistockholm for my wedding rings”.
How I style my mumbairings: Since these are my wedding rings I usually don’t mix them with other rings. They are too beautiful for that. But if I would add something, I’m dreaming about the jade petite wave half ring!