Wednesday, June 10, 2009

Style Profile… Sofia Hedstrom, NYC

Sofia Hedstrom aka Sofia Headstrong

Correspondent Swedish Television, SVT and Svenska Dagbladet.

Best Sartorial advice from your parents?
“Hel och ren,” best translated as ?wholesome and clean.? Because of them I really take care of my precious fashion pieces and feel guilty when I walk around in a coat with a missing button.

Style icons?
New Yorkers, I love the city and think people here offer more diversity and sense of style than anywhere else in the world. An afternoon on the town beats most fashion magazines when it comes to inspiration.

Describe your personal style?
I think dressing is like acting, I am always trying to dress for an imaginary roll that I make up in the morning? like today I want to be a 70′s biker chic from France, or pretend that I am on a cruise in the Stockholm archipelago. I like conceptual dressing, and in my concepts elegance and femininity are always the key words.

Most cherished item?
I really love an old pocket watch from the 1910′s that belongs to my family and therefore gives it extra value.

I feel best wearing?
Colors, I don’t feel like myself in black.

Is there a particular color?
I am a red loving girl it is the dominant color in my wardrobe. I tend to wear red every day, and if not, my red lipstick shows my never-ending love for this beautiful color. Red represents everything from revolution to love. It is a color that makes people happy and energized – at least that is the effect red has on me – and the reason why I stay faithful.

This photo of you was up in Scott?s solo show at The Danziger Projects, how did it feel to see a photo of yourself up in an exhibit?
To me, the photo sums up fashion week by showing excitement and exhaustion at the same time. I remember the moment when the photo was taken, how much my Miu Miu shoes did hurt after running around the city and how my brain was trying to sum up the shows and how much I was looking forward to that evening. When I saw the photo at the exhibit it made me go back to that special day and it reminded me, and still does, why I keep running around in uncomfortable shoes.

How do you feel about people’s responses to the photo, both online and in “real life”?
Both thankful and entertained. A lot of people refer to me as ?the girl in the red dress,? and since I think the photo represents me really well I am happy to hear what people have to say!

Do you get recognized by people?
I get recognized a lot by people because of Scott’s work. People sometimes come up to me when I am waiting for the L-train and want to talk about my style. One funny thing is when other photographers ask if they can take my picture during fashion week they always refer to Scott?s work.

The first thing I look at in another Sartorialist’s outfit?
I always look at the color combinations first, and then the concept and then I make up a story around what the person is wearing.

I always break this fashion rule?
I love unexpected color combinations and always trust my gut feeling when it comes to this, even if it looks weird the first time when I see myself in the mirror.

I never break this fashion rule?
?Wholesome and clean,? I will for sure never be a punk when it comes to my looks.

Favorite designers?


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  1. Anonymous

    June 10, 2009 at 5:26 pm

    I love how above the photo subject are the letters G.R.L. as if anyone couldn't identify this as a "girl" (or woman, if you prefer)

  2. Lucy (The Fashion Setter)

    June 10, 2009 at 5:43 pm

    I love the colour of the dress!
    Lucy =)

  3. Miss S.

    June 10, 2009 at 5:43 pm

    …….(no words) it is just: a real real pleasure!


    June 10, 2009 at 5:47 pm

    i love her outfit!

  5. LittleMissFashion

    June 10, 2009 at 5:47 pm

    I love the classy style of her dress with the modern day graffiti in the backround, also her hair style is very A'la Gwen Stefani, I like it.

  6. Wanderlusting

    June 10, 2009 at 5:50 pm

    As a fellow Scandinavian, dress-lover and conceptual dresser, she is my idol. Thanks for this Scott :)

  7. Brigadeiro

    June 10, 2009 at 5:53 pm

    Loved reading this interview, and her style's just amazing! :)

  8. Fashionprincess

    June 10, 2009 at 6:05 pm

    First! (Possibly)

    I love her shoes! .. Well actually I lov the whole outfit…but I;m going to guess I cant afford any of it..mayb the lipstick…

    x <3 x

  9. Anonymous

    June 10, 2009 at 6:06 pm

    nice colours!!!

  10. Katrina

    June 10, 2009 at 6:19 pm

    She's stunning!

  11. Alisha

    June 10, 2009 at 6:21 pm

    Those shoes – fabulous! Can anyone name the designer?

  12. aziza w.

    June 10, 2009 at 6:21 pm

    She's so cute and vintagey! Love the Ice Cream pumps too…

  13. Ashley

    June 10, 2009 at 6:40 pm

    The first time I saw this photo I thought it was Gwen Stefani…but after reading this Q&A I don't think she and Gwen really share the same "wholesome and clean" style mantra.

  14. M.

    June 10, 2009 at 6:42 pm

    this photo is totally awesome

  15. the sophisticat

    June 10, 2009 at 6:46 pm

    Oh to be tall, blond and beautiful (or Swedish).

    The red is incredible especially against that graffiti wall.

    Love it.

  16. Kimberley

    June 10, 2009 at 7:04 pm

    The red dress and blonde hair go so well together.

  17. Anonymous

    June 10, 2009 at 7:10 pm

    This girl is WONDERFUL

  18. alannah

    June 10, 2009 at 7:14 pm

    beautiful colours and sofia!
    where would i be able to see the picture that she was referring to which was in scotts exhibition?

  19. Tiffany

    June 10, 2009 at 7:17 pm

    such an interesting interview! her parents' advice for a wholesome and clean look is great. the roleplaying idea is interesting too. its awesome to hear when athletes have good style =)

  20. Anonymous

    June 10, 2009 at 7:30 pm

    This is wonderful! She has beautiful classic style and is a runner too! It's great to see another runner who also loves fashion. And what a beautifully put together outfit in that photo, love the red with light blue and green accessories!

  21. Thomas

    June 10, 2009 at 7:35 pm

    Hejja Sverige…


    June 10, 2009 at 7:37 pm

    Her I like!

    xoxo, SarahJayne @ Knockout Vintage Clothing

  23. Rainbow Factory

    June 10, 2009 at 7:37 pm

    Hold kæft, hun har stil! Classy lady! And from Sweden!

    x M

  24. "Docka" Boneca Platinada

    June 10, 2009 at 7:42 pm

    Nice!!! Pretty girl!!! or like in Sweden they say: Bra!!! Vacker Kvinna!!!

    **My best regards from Sweden**

  25. kayang

    June 10, 2009 at 7:59 pm

    For a moment I thought it was Gwen Stefani!

  26. Anonymous

    June 10, 2009 at 8:03 pm

    What a stunning girl. She is divine! I love.

  27. Anna

    June 10, 2009 at 8:04 pm

    I adore her in this photo :)

  28. Golden Girl Olive

    June 10, 2009 at 8:24 pm

    I totally agree with her comment about New Yorkers style being an amazing source of inspiration!


  29. missmandi

    June 10, 2009 at 8:39 pm

    This is a pic from around a year and a half ago. The shoes are Miu Miu. I know because I came across this photo when hunting down these shoes to wear for a wedding!
    The shoes were also later copied in mass production for Steve Madden.

  30. ghanaboy14

    June 10, 2009 at 8:57 pm

    The Swedes know how to dress! Love the color and how the graffiti matches her dress. The shoes are also a personal favorite. and the side bun! ugh perfection. I love her!

  31. Minelle

    June 10, 2009 at 9:08 pm

    I love this photograph!! It's beautiful!

  32. May Kasahara

    June 10, 2009 at 9:20 pm

    I have to start wearing my rosso ice cream MMs again!

  33. Kathleen

    June 10, 2009 at 9:34 pm

    I love her style…and she look approachable at the same time. :)

  34. noelakadjtambour

    June 10, 2009 at 10:24 pm

    "conceptual dressing"— now that's a concept

  35. Anonymous

    June 10, 2009 at 10:35 pm

    Not only is she beautiful, but I loved her interview, best I've read on here.

  36. No Name Nothings

    June 10, 2009 at 11:30 pm

  37. platformshoesandwintercoat

    June 10, 2009 at 11:44 pm

    still loving this.

  38. Bombshell Kitten

    June 10, 2009 at 11:54 pm

    Fabulous taste! She most definitely has a flair for bold color choice, and I love how simple yet elegant the whole ensemble is.

    xx Bombshell Kitten

  39. MM

    June 11, 2009 at 12:01 am

    She is awesome.
    She looks like Agyness Deyn.

  40. asliceofretailheaven

    June 11, 2009 at 12:41 am

    Describe your personal style…
    I think dressing is like acting, I am always trying to dress for an imaginary roll that I make up in the morning… like today I want to be a 70's biker chic from France, or pretend that I am on a cruise in the Stockholm archipelago. I like conceptual dressing, and in my concepts elegance and femininity are always the key words.

    ….Exactly. :)

  41. JamieDOTBall

    June 11, 2009 at 1:45 am

    beautiful and marathon running is so inspiring!

  42. FVAD

    June 11, 2009 at 2:12 am

    EPIC :)
    100% of perfection

  43. Nick Leonard

    June 11, 2009 at 2:45 am

    I love the interview & the way she posed. So pretty.

  44. Anonymous

    June 11, 2009 at 2:56 am

    I love her style, this is one of your best imagages ever!!!

  45. Internet Marketing

    June 11, 2009 at 3:03 am

    This looks like perfect icon.

  46. Hanna Persson

    June 11, 2009 at 3:35 am

    she's fab!

  47. alberta

    June 11, 2009 at 4:01 am

    marvellous MIU MIU shoes

  48. ISH

    June 11, 2009 at 4:09 am

    Looking great as usual.
    Greetings from Gothenburg Sweden.
    Great lastname by the way.
    Thank you for this ever so lovely site of inspiration and beauty.
    Peter Hedstrom

  49. gbarbie

    June 11, 2009 at 4:41 am

    Absolutely breathtaking!!…

  50. Anonymous

    June 11, 2009 at 5:50 am

    This girl is my new style hero, I love the way she talks about style.

  51. Anonymous

    June 11, 2009 at 7:37 am

    This is the first picture I would hang into my room as a poster. It is amazing.

  52. Miiicha

    June 11, 2009 at 7:57 am

    once again great photo!

  53. Anonymous

    June 11, 2009 at 8:28 am



  54. amalie

    June 11, 2009 at 9:02 am

    lovely picture. shes awesome! love her answers too.

  55. whyioughtta

    June 11, 2009 at 9:09 am

    Just love this one. She's a kindred style spirit.

  56. Angeles Almuna Design

    June 11, 2009 at 9:09 am

    Red red lovely red!!! She looks so glamorous.

  57. Karen

    June 11, 2009 at 9:32 am

    Fantastic photo, terrific interview. More photos of her, please? Also, could she be my new best friend? Thanks :)

  58. Soren Lorensen

    June 11, 2009 at 9:44 am

    yes! Josef Frank! I would kill kill kill for Josef Frank wallpaper, the one with the black background…

    i want to move to Stockholm, who's with me?

  59. Maria Confer

    June 11, 2009 at 10:08 am

    wonderful interview! I love her sense of self and how she sticks to what she loves!

  60. Ryan Brown

    June 11, 2009 at 11:00 am

    Is this outside of the Graffiti Research Lab?

  61. Maria

    June 11, 2009 at 11:24 am

    she's amazing in every way!


    June 11, 2009 at 12:03 pm

    i was wondering why the third person?
    great interview though.


  63. Anonymous

    June 11, 2009 at 1:02 pm

    This is your best profile ever. I really want to meet this lovely lady! Do you know how I can contact her?

  64. Anonymous

    June 11, 2009 at 1:05 pm

    AMAZING photo of a very special woman. Keep up the good work headstrong.

  65. FiL

    June 11, 2009 at 2:37 pm

    She's very elegant…Very nice blond & red mix, love it…


  66. Hannah

    June 11, 2009 at 2:53 pm

    I love that most of her advice and opinions are based on universal taste rather than luxury – how nice to see that she loves dresses more than shoes or bags! I loved reading this one.

  67. Le 21eme

    June 11, 2009 at 3:30 pm

    This photo is so great! She really emits a ton of beauty with a classic outfit.


  68. Anonymous

    June 11, 2009 at 3:58 pm

    Go Swededen, beatiful dress and a great picture Scott!

  69. Anonymous

    June 11, 2009 at 4:05 pm

    Thank you for showing Sofia on your blog. I am a big fan of her style

  70. Anonymous

    June 11, 2009 at 4:06 pm

    A running beaty, how rare.

  71. Anonymous

    June 11, 2009 at 5:29 pm

    goodness her hair-do looks great.

  72. Connie

    June 11, 2009 at 9:49 pm

    I love the mix of red and blue, and Oh My God, her hair! She looks fantastic.

  73. laura

    June 12, 2009 at 12:14 am

    maybe those shoes are uncomfortable, but they are sooo cute

  74. Anonymous

    June 12, 2009 at 1:16 am

    She's a beautiful girl and although she dresses with class, her particular style doesn't phase me at all.

  75. Catherine like Deneuve

    June 12, 2009 at 3:46 am

    While she is of course adorable, what I appreciate here are her answers. She is wonderfully articulate. She clearly is self-aware–she knows what's right for her–but she doesn't come across as egotistical or arrogant. She seems to have a personality as lovely as her looks.
    Thank you for this!
    (Please give us Giovanna. I want to hear what is inside that woman's head.)

  76. Lagelle

    June 12, 2009 at 10:30 am

    awesome ensemble & interview!

  77. Pink Lemonade

    June 12, 2009 at 12:32 pm

    A woman after my own heart, i LOVE red!!!

  78. Javi

    June 12, 2009 at 3:02 pm

    Wow I really like this look…started my own new blog..check it out and feel free to add me..

  79. Julie K

    June 12, 2009 at 4:47 pm

    massive girl crush. Beautiful and spirited inside and out. Refreshing to hear "wholesome and clean" as an aspiration.

  80. Anonymous

    June 13, 2009 at 4:41 am

    I love her style and her attitude to fashion. I feel inspired after reading the interview and will start to dress "wholesome and clean".

  81. Anonymous

    June 13, 2009 at 4:55 am

    Thank you for this thoughtful interview. Sofia Hedstrom is a style icon in Japan, but I never knew she was so sweet and smart.

  82. Anonymous

    June 13, 2009 at 7:49 am

    It's impossible not to love this one, she is AMAZING in every way.

  83. Annette

    June 13, 2009 at 1:54 pm

    Love this post. Love headstrong blondes. Would have loved to link to this too, but it doesn't seem to be possible to link to individual posts here…

  84. Anonymous

    June 13, 2009 at 4:56 pm

    She's gorgeous! Red looks fabulous on blondes. The interview was the best one I've read on your website. Shows that this woman is the complete package.

  85. Anonymous

    June 13, 2009 at 7:29 pm

    yes! gimme coffee! (comes from ithaca, my town :)

  86. luvallthingsjcrew

    June 14, 2009 at 10:49 am

    You are the coolest chic ever!

  87. Anonymous

    June 14, 2009 at 3:32 pm

    WOW, girl crush. How can I get this as a poster?

  88. Katarzyna

    June 14, 2009 at 4:37 pm

    What a fantastic, inspiring girl! And she takes all the best from fashion, simply having fun! I liked every sentence of what she said.

    Well, maybe some day I will also walk the streets of New York in a red dress:P It makes me wanna go there so bad! Good luck to you Sofia!

  89. Anonymous

    June 15, 2009 at 2:34 am

    The GRL in the background actually stands for Graffiti Research Labs, they do a lot of experimental stuff with street art, hence why there are circuit boards on the graffiti, probably lights up at night

  90. Anonymous

    June 15, 2009 at 5:50 am

    Timeless class with a modern twist.. love it!

  91. Anonymous

    June 15, 2009 at 6:15 am

    Thank you for showing this, the interview was so much fun to read. Sofia is an inspiration for small town girls all around the world. Can you please show more pics of her?

  92. Anonymous

    June 15, 2009 at 6:26 am

    I agree, she is the complete package. I want to walk around in NY with her by my side.

  93. Anonymous

    June 16, 2009 at 1:01 pm

    This Swedish beauty is both classic and ahead of her time. So gorgeous!

  94. Kwil

    June 16, 2009 at 1:44 pm

    One of my favorite color combinations. Stunning.

  95. ayu

    June 16, 2009 at 11:52 pm

    I really like her. does she has any blog or website?

  96. Anonymous

    June 17, 2009 at 1:47 am

    Girl crush…this red loving beauty is the coolest girl ever. The hair, the smile, the color combinations, the shoes, the dress…

  97. Anonymous

    June 17, 2009 at 3:52 am

    I love the fact that she is a stylish runner. Headstrong, fun and fearless. This is my kind of girl.

  98. Anonymous

    June 17, 2009 at 7:53 am

    Please let me know how I can get in contact with this girl. I love her style and her personality.


    June 17, 2009 at 8:01 am

    love this girl!

  100. angel_vie

    June 18, 2009 at 9:41 pm

    Such a playful look! I love the use of vibrant colors.

  101. Anonymous

    June 20, 2009 at 8:09 am

    I am in love with this girls.

  102. c

    June 21, 2009 at 2:09 pm

    swedish girls are simply the best :)

  103. Anonymous

    June 21, 2009 at 5:28 pm

    i do also feel guilty walking in a coat with a missing button! lol
    my fav style profile ever! =D

  104. jennyk

    August 30, 2009 at 3:10 pm

    Yes, iam a swedish girl! ;)

  105. kdeshields

    August 5, 2011 at 2:25 pm

    I love love love love those Miu Miu spectators…classic shoe!

  106. Robin

    January 6, 2012 at 2:47 pm

    The blue belt rocks my world!

  107. Justine

    September 19, 2012 at 3:19 pm

    This style profile is why I love clothing. I read this whenever I need inspiration. Love her!

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