• Zalando Opens ARENA by Zalando: A New Streetwear Destination in Stockholm

    Written by Fashion Tales

    Zalando reveals a lineup of exclusive collaborations during the ARENA by Zalando pop-up, showcasing three prominent music artists: Grammy Award-winning sensation Bavé, actress and hip-hop star Jelassi, and vibrant club personality Nápoles. The pop-up serves as a dynamic cultural space, hosting curated streetwear assortment, exclusive product launches, workshops, exhibitions, and live performances in order to foster creativity and celebrate local street culture. ARENA by Zalando is Zalando’s first physical pop-up in Stockholm, temporarily located at St Paulsgatan 22A and is open Thursday - Saturday from May 3rd to June 29th.

    Zalando, the leading e-commerce destination for fashion and lifestyle proudly unveils ARENA by Zalando, its inaugural physical streetwear pop-up in Stockholm. ARENA by Zalando promises an unparalleled experience, blending Zalando’s streetwear fashion highlights with vibrant cultural engagement.

    To inaugurate this venture, Zalando is thrilled to announce a series of exclusive partnerships at the pop-up, featuring three notable music artists: Grammy Award-winning marvel Bavé, actress and hip-hop luminary Jelassi, and Grammy-nominee and club personality Nápoles. Each artist will curate the ambiance and offerings for a three-week period, infusing their distinct style and creativity into every aspect of the space.

    Streetwear has always been a reflection of my surroundings. I am excited about the pop-up as it will be a great opportunity to demonstrate this reflection of my environment that I grew up in, both musically and aesthetically,” says Bavé.

    For me, streetwear goes hand in hand with personal expression. I look forward to inaugurating the pop-up and want the space to be a place where you feel welcome and inspired,” says Nápoles.

    I’m really looking forward to meeting people in the pop-up, it’s not every day you open a shop. Clothes are a way for me to describe what mood I’m in - if it’s a good day you can tell, same with bad. We should feel free in what we wear closest to our bodies. I hope we can inspire and bring new energy to the Stockholm streetwear scene,” says Jelassi.

    ARENA by Zalando promises an immersive journey into the world of local street culture, featuring curated streetwear assortments, exclusive product launches, exhibitions by artists like Axel Wahl and Nikki Sherridan, interactive workshops led by Port Au Mansa and Wawa Print Shop topped with infectious beats by DJs like Mixing Dots, DJ Fredrika Ribbing, and Bianca b2b Heavenly Motha.

    We are thrilled to expand our presence physically for the first time in Stockholm and become part of this vibrant community. As a testament to Zalando's dedication to the local street scene, we are excited to collaborate with the talented Swedish creators, who each add an authentic touch to the pop-up offerings and events. Customers can expect a dynamic atmosphere where fashion, music, and art converge to create an interactive experience in order to facilitate creativity and celebrate the local Swedish street culture,” says Fabio Baum, General Manager Nordics & Benelux at Zalando.

    Coffee enthusiasts can also indulge in a cup of premium coffee from Lykke Kaffegårdar, adding an extra touch of pampering to the experience.

    ARENA by Zalando is brought to life in collaboration with the Swedish creative agency, Studio Bon. The pop-up is temporarily located in the heart of Stockholm at St. Paulsgatan 22A and is open Thursday - Saturday from May 3rd to June 29th. For a detailed schedule of events and collaborations, visit www.zalando.se/arenabyzalando and join Zalando to celebrate local street culture and the intersection of fashion, music, art.

    image courtesy of Zalando

  • photography Sandra Myhrberg

    fashion Emelie Bodén & Filippa Finn

    .

    sleeves Deadwood
    tops Stylist’s Own
    skirt Baum Und Pferdgarten
    earrings Ioaku

    Nadja Evelinas Journey as an Artist

    Written by Emelie Bodén

    Nadja Evelina is a Swedish musician and songwriter born in Bollnäs, where her interest for music started. Her first song dropped in 2016 and was a single called “Finast utan filter”. She later released her first album in 2019 “Vi”. Since then she has dropped two more singles this year and will soon be releasing a new song on May 17th. Her plans for the summer is to do gigs and this fall her third album will come out.

    How did your musical journey begin? What sparked your interest in music, and how did you start pursuing it as a career?
    Basically my musical journey began with the piano in the living room of the house where I grew up. My dad has always played a lot, which made me interested as well. I have always dreamt of writing, and my dream for a long time was to be an author. But when I was seventeen a friend of mine forced me to try and write a song, which I am eternally grateful for. Writing songs is still my very favorite thing to do.

    An important starting point of my career was when I met Anton Engdahl. We recorded my first EP in his student apartment of 17 square meters. I slept on an air mattress on the floor and we ate a lot of cheap ramen noodles with chickpeas. I remember it as some kind of euphoria, the whole process felt really easy. We didn’t expect much, but then I released my debut single ”Finast utan filter” which kind of took off. From there it kind of went naturally, I played shows and we kept writing and recording while working different shitty jobs.

    Can you describe your sound, and what influences have shaped it over the years?
    I listen to a lot of different genres, but my heart lies in Swedish indie pop and I think that is something that my sound reflects. I tell myself every year that this is the year that I have to learn to play the guitar myself, but we’ll see. At this pace I’ll be able to do really sick guitar solos when I’m like 70 years old.

    For my upcoming third album I’ve searched for a sound that feels more messy and raw. I want the sound to reflect the themes in the lyrics, which are basically excerpts from my diary and different moments and feelings in life where you feel a lot, both highs and lows. I want the songs to sound like that as well, like, to put my heart on the line both in the lyrics and in the sound.

    What's your opinion on the current state of the music industry, and how do you see it evolving in the future?
    I think the music industry right now is both trickier and more free than ever. Basically anybody can record and release music, which reflects in a very diverse presence of different voices and genres.

    Right now you have to be on the internet a lot as an artist, which is both a blessing and a curse I think. The best thing is that you get a very direct communication with your listeners, I feel like that’s an extension of the music in some way. I think that’s the whole point of art, that we’re all just wanting to feel connected to each other.*On the other hand, live music is bigger than ever, and I think that there is a longing for things that are happening in real life. Things that you can’t or don’t want to share online, that you have to be there to experience in the moment.

    If you could play any venue in the world, where would it be and why?
    A big dream of mine is being able to play arena shows. I really can’t think of anything cooler, just like a huge party with a huge crowd. If it comes to that, I’m really not that picky in choosing the specific venue haha.

    Finally, what advice would you offer to aspiring musicians who are looking to pursue a career in music?
    Trust your gut in art and life. Surround yourself with people that get you and get what you do, it’s important to not be an island. Also prepare for a life of ups and downs, this is a cliché, it really is an emotional roller coaster. Remember to enjoy the process as you go, and also just do it! There’s no point in hoarding great songs and not giving people a chance to hear them.

    You can find her spotify here!

    trousers Deadwood
    shirt Gestuz / Zalando
    shoes Raid / Zalando
    earrings astrid&agnes
    trousers Baum Und Pferdgarten
    shirt Stylist’s Own
    shoes Raid / Zalando
    necklace pfg STOCKHOLM
    flower ring By Jolima
    feminine sign ring Sägen
    shirt Baum Und Pferdgarten
    skirt Deadwood
    tights Swedish Stockings
    sunglasses Longchamp
    necklace pfg STOCKHOLM
    earrings By Jolima
    ring Poetsofbabylon
    dress & bra Samsøe Samsøe
    tights Swedish Stockings
    tie Deadwood
    shoes Stylist’s Own
    earrings Efva Attling
    shirt Stylist’s Own
    earrings pfg STOCKHOLM
    bug ring Ioaku
    eye ring Efva Attling
    green, blue & red rings Poetsofbabylon
    patterned ring pfg STOCKHOLM
    flower ring By Jolima
    feminine sign ring Sägen

    photography Sandra Myhrberg

    fashion Emelie Bodén & Filippa Finn

    makeup Emelie Bodén

    hair Filippa Finn

    assistants Lovisa Zettergren & Idde Beskow

    special thanks to Möjligheternas Hus

  • L'ART BRUT - Art as primal force at Millesgården Museum

    Written by Fashion Tales

    “What is art and who determines it? These questions are raised by the exhibition L’ART BRUT – Art as primal force, which opens at Millesgården on June 1, 2024. The term l'art brut, French for raw art, was coined by the French artist Jean Dubuffet (1901-1985). The concept refers to artistic expressions created by individuals outside the established art world and its academic framework. During his lifetime, Dubuffet amassed over 5,000 works, and the collection has since expanded to nearly 70,000 pieces. In the art hall, the works are organised thematically, showcasing geometric compositions, vibrant paintings with emblematic figures, and small paper scraps with drawn narratives interspersed with writings, sculptures, creations featuring animal motifs, and landscape depictions. The exhibition at Millesgården is a collaboration with the Collection de l’Art Brut in Lausanne, Switzerland, and is based on 19 Swiss creators, presenting over 100 works.”

    The exhibition, focused on Swiss creators, is thematically organised, beginning with Adolf Wölfli's characteristic and geometric compositions, followed by Aloïse Corbaz's vibrant paintings featuring emblematic figures. Works by Adolf Wölfli were among the first acquisitions in Dubuffet's collection, and Aloïse Corbaz played a pivotal role in the collection's eventual relocation to Lausanne. Subsequently, there is a collection of creations acquired from the country's mental hospitals. These works are distinguished by their format; small scraps of paper with drawn narratives, including pieces by Julie Bar and Jules Doudin. Additionally, there are presentations of works where the creators reference their own selves, such as Justine Python's writings and Gaston Teuscher's swirling motifs, along with Angelo Meanis's sculptures. Finally, we encounter Aloïs Wey's imaginary palace architecture and Samuel Failloubaz's animal motifs alongside Benjamin Bonjour's landscape depictions.

Pages