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Archive, Slow Fashion

Fashion Manifesto: The Guide for the Style-Savvy


Alessandra Frega

Do you want to change forever your relationship with clothes and fashion? Do you want to renew your wardrobe and your style without having to shop? You just have to start thinking creatively about your own outfit! Sofia Hedström, an internationally acclaimed fashion journalist, decided that is time to submit her overweight wardrobe to a detox stopping clothes-shopping for one year: “Together with renowned photographer Anna Schori, I found a thriving frugal fashion movement and discovered the secrets of both young fashionistas and expert masters of style from around the world,” explains Sofia.

Fashion Manifesto

Sofia and Anna’s experience comes from the book, Fashion Manifesto: “Fifty simple and playful recipes for reinventing your closet and becoming fashion fit.” With their story, Sofia and Anna show us how to reclaim our innate style: “Shop in your own wardrobe – you own so many pieces that you are unaware of. Also go on a shopping detox for a month – it is very liberating. Share your wardrobe with friends, and will suddenly realise that you can double the amount of clothes you have access to.”

Fashion Manifesto
Fashion Manifesto – Sofia Hedström, Anna Schori

Sofia Hedström

Sofia Hedström is the Fashion Director at Women’s Health and works as a TV correspondent for Norwegian NRV. “I am also a marathon runner and have run eight marathons, among them New York, Boston and Jamaica. When it comes to fashion I have interviewed Karl Lagerfeld, Marc Jacobs and Vivienne Westwood, among many others. I always wear dresses and skirts. I will want to run for the rest of my life. It keeps me sane,” suggests Sofia. She enjoys a famous KierKegaard quote about life:

Boredom is the root of all evil – the despairing refusal to be oneself.

Anna Schori & Vivienne Westwood

Fashion Manifesto has been illustrated by the talented photographer Anna Schori. Vivienne Westwood signed the foreword of the book. Sofia explains how this collaboration was born: “Anna and I have been working together as a team and one day while we were having lunch in our neighbourhood in New York, we came up with the idea of the book. It was very organic.” As Sofia proudly says: “I met Vivienne Westwood in Paris and felt right away that we shared the same philosophy and that she was the right fit for the book. A few months later, I met her in Milan where we agreed to collaborate.”

Fashion Manifesto
Fashion Manifesto – Elliot Hoshor
Fashion Manifesto
Fashion Manifesto – Philippe Crop

The Inspiration

In the words of Sofia: “I had worked as a fashion journalist for five years and was going to fashion weeks around the world, but I started to feel uninspired. It was the same trends over and over again. The speed of trends was also going faster and faster and clothes were getting cheaper and cheaper, so I decided to do an experiment to see what would happened if I stopped shopping for clothes for one year. Shortly after, Anna and I decided to write a book about a new movement of people who had a healthy and creative relationship to fashion without having to buy something new every week.”

Fashion Manifesto
Fashion Manifesto – Rachel

The Impact

Sofia comments on the handbook’s impact in fashion: “In Sweden and in Norway, we receive a lot of emails from readers who have done shorter shopping detoxes. Here, we have also gotten a similar response. I believe in consumer power and I am very happy when frenetic buyers try new things even if it is just for a short period of time. I am also glad to see that more and more companies are changing the way they produce clothes as a response to an increasing awareness.”

Are you fashion-conscious? Or better: Do you feel that you need a style boost? Fashion Manifesto tells a story of the “wardrobe detox” – a whole year without buying clothes – giving new tips on how to rediscover your style and stay fashion-frugal!

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