• Sweden edition
 

Introducing...Ebba von Sydow

Published: 19 Feb 2007 17:40 GMT+01:00
Updated: 19 Feb 2007 17:40 GMT+01:00

Who is she and why is she famous?

Ebba von Sydow is the 26 year old editor-in-chief of Vecko-Revyn, a fortnightly fashion and lifestyle magazine for young women. And the media magnate from Gothenburg already has tons of experience under her Miu Miu belt.

How has she managed to come so far so quickly?

Because she is a dervish, a whirlwind, an unstoppable girl-wind. And she's a von Sydow.

Who are they?

The von Sydow family has roots in Sweden stretching back to the beginning of the eighteenth century. One branch gave us actor Max von Sydow, for example, who has played roles as diverse as Jesus Christ and Satan. The family has also generated plenty of eminent politicians, including Ebba's great grandfather, former prime minister Oscar von Sydow.

Good genes then?

Yes, she really loves her fashion and is a particular expert on jeans.

No, I meant... Oh, never mind.

But before fashion came music. At school she played the guitar, wrote a fanzine, interviewed local guitar bands, deejayed on college radio when she was just 16 and was generally her dynamic self.

So what made her switch allegiances from plectrums to necklines?

A one-year spell at journalism school in Boston introduced her to the bejewelled world of bling-bling. While working a few hours a week at a radio station in the city, she bore witness to the growth of a new pop culture. In the worlds of R. Kelly, J Lo and P. Diddy, music and fashion began to merge like never before. Quality streetwear became the new chic. Suddenly glamour had become affordable

Who was buying?

There was a whole new generation of It girls, listening to R'n'B and hip hop, partying all the time and always in desperate need of new Jimmy Choos. Sassy new magazines began popping up to advise girls on the dos and don'ts of the new fashion. With tongue-in-cheek precision, they catalogued the devastating effects of a misplaced seam on an otherwise satisfactory night out. Ebba von Sydow, former wearer of second-hand cardigans, quickly underwent a baptism of bling.

Sounds like she blinged 'til she blung.

Oh yes. The experience was a revelation for the disc-spinning girl they called the 'Sweet Swede'. She returned to the mother ship positively brimming with new impressions. And pretty soon she got her big break.

How so?

Expressen, one of the main tabloids, spotted her freelance work for a music magazine and invited her to an interview. She was given a part-time job at the same time as she was studying law and choosing set lists for national radio.

Gracious. Doesn't the woman sleep?

Absolutely not. Anyway, after a while a fresh opening appeared at Expressen. They were looking for somebody to revive the flagging fortunes of their Friday entertainment supplement. Though still a bottom feeder on the journalistic food chain, von Sydow knew she was right for the job and hustled for a three month trial.

And how did it go?

It couldn't have gone better. In no time at all she became Sweden's single most influential style icon. By the time she left to take on a new challenge, the newspaper's Friday sales had tripled and Ebba von Sydow was the woman a nation turned to when it needed a new pair of jeans or a party frock.

Jeepers. What's her secret?

A combination of knowing her readers and extremely hard work. She has impressed her peers by always being first in and last out of the office. But despite her labours, von Sydow's noble heritage has exposed her to charges of unearned privilege.

That can't be much fun.

No. But she invited trouble on one occasion. Feeling that traditional class divisions had lost their relevance, she told a radio interviewer that she should perhaps be considered working class since she devoted at least 60 hours a week to her job.

How amusing. I can just imagine her slogan: Working class - because I'm worth it.

Yes, or Gucci by gaslight. Anyway, she hit a trapped nerve in certain quarters and Marita Ulvskog, the Social Democrats' party secretary, decided to wage class warfare on the latte-loving glamour queen. She said that anybody who had a shipping agent for a father and a doctor for a mother could never call themselves working class.

Didn't Ulvskog have anything better to worry about, being a top politician and all?

Evidently not. Anyway, Ebba survived her brush with the political class and was soon back power-walking, handbag-shopping and extolling the stylish virtues of Chloë Sevigny and Scarlett Johansson.

Good to see order restored. Being such a guru, has she ever taken the time to write a book that weaves together the disparate threads of her journalistic output in an easily digestible style guide?

Funny you should ask. Just last year she released a book in which she did just that.

And how was it received?

Adored by the initiated, reviled by the sceptical. One female author described her book as an advertisement for neo-Victorianism.

Why, was she calling for the wearing of corsets and burkinis?

Not at all. Von Sydow detests vulgarity in all its forms, which is why she recommends that her readers avoid drinking to excess, wearing bright red lipstick or skirts that run parallel to the base of the posterior.

Isn't she moralising a bit?

Well, her response was that micro skirts and see-through tops were as unattractive in the early 19th century as they are in the 21st. And smart girls know that copious pints of Guinness just don't mix with pink high-heeled Lulu Guinness shoes.

So Guinness isn't good for you but Lulu Guinness shoes are?

Precisely.

Today's headlines
Sport
Sweden's star striker Zlatan 'recovering well'
Zlatan Ibrahimovic is Sweden's top scorer in history. PHOTO: TT/Maja Suslin

Sweden's star striker Zlatan 'recovering well'

Zlatan Ibrahimovic is recovering well from the nagging heel problem that has stopped him playing for Sweden during its Euro 2016 qualifying campaign. READ  

International
Swedish sisters create viral Syria stir
A shot from the video on YouTube.

Swedish sisters create viral Syria stir

Two sisters from Södertälje near Stockholm are celebrating getting more than 1.3 million hits on YouTube, with a video calling for peace in war-torn Syria. READ  

Pirate Bay
Pirate Bay founder gets three years in prison
A 2013 image of Svartholm Warg. Photo: TT

Pirate Bay founder gets three years in prison

Swedish "hactivist" Gottfrid Svartholm Warg has been sentenced to three-and-a-half years in prison for hacking crimes. READ  

Royal family
Princess Madeleine to make Nobel comeback
Princess Madeleine at a previous Nobel banquet. Photo: TT

Princess Madeleine to make Nobel comeback

Sweden's Princess Madeleine is scheduled to appear at the Nobel Festival in Stockholm in December, after taking time out from her royal duties to focus on looking after her daughter. READ  

Politics
'We knew that Israel would be critical'
Foreign Minister Margot Wallström (left), with Sweden's Prime Minister Stefan Löfven. Photo: TT

'We knew that Israel would be critical'

Sweden's Foreign Minister has told The Local she respects Israel's decision to recall its ambassador after Sweden officially recognized the State of Palestine, and laughed off comments about IKEA furniture made by her Israeli counterpart. READ  

Analysis
'Store up your sunlight hours before winter'
Doctors say we should make the most of the autumn sunshine. Photo: Shutterstock

'Store up your sunlight hours before winter'

Spending time outdoors this autumn will help you survive a cold, dark Swedish winter. Baba Pendse, Head of Psychiatry at Lund University shares his top tips for battling the seasonal blues with The Local. READ  

Sports
Plot for shared Scandi Winter Olympic bid
Skiers hit the slopes in Åre, western Sweden. Photo: TT

Plot for shared Scandi Winter Olympic bid

Norwegian sports officials have said they want to co-host the winter Olympics with Sweden in 2026. But there has so far been no official response from Sweden. READ  

National
Anti-Israel graffiti 'not a race crime': Court
Photo: TT

Anti-Israel graffiti 'not a race crime': Court

A teenage boy who painted anti-Israel slogans and symbols on the Concert Hall in Gothenburg has been convicted for the damages he caused, but he walked free from racial agitation charges. READ  

Entertainment
A closer look at Sweden's rising stars
Swedish actresses Sandra Huldt and Julia Ragnarsson. Julia (right) has been nominated for a Rising Star award. Photo: TT

A closer look at Sweden's rising stars

Like to be ahead of the game when it comes to the next big thing on the silver screen? We find out more about the Swedish nominees for the Rising Star award to be presented at Stockholm's International Film Festival next week. READ  

Science
Swedish women in two-year sex pill study
Contraceptive pills have been linked to mood swings. Photo: Shutterstock

Swedish women in two-year sex pill study

Three hundred women from across Sweden are taking part in a study designed to demonstrate that modern contraceptive pills don't lead to decreased libido or mood swings. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
Stockholm's shocking take on Halloween
Sport
Top ten quotes from Zlatan Ibrahimovic
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
People-watching: October 30th
National
Sweden remains fourth best for gender equality
Blog updates

31 October

Editor’s Blog, October 31st (The Local Sweden) »

"Hello readers, Welcome to our latest 60-second round-up of the week’s news. First, Sweden made headlines around the..." READ »

 

29 October

Scariest day (Blogweiser) »

"This is what’s frightening me on Halloween. http://www.youtube.com/watch?v=D4OFZVCu8J0&list=UUJu5J7jG4uoYSjWbpFsJBuQ Follow my posts on FB. ..." READ »

 
 
 
National
Timeline: Julian Assange sex allegations
Sport
World Cup ski race on 'fake' Stockholm slope
Society
An Arctic tradition: hunting and handicraft
Society
Stockholm taxis offer free therapy sessions
National
The Local meets Health Minister Gabriel Wikström
Gallery
Property of the week: Österåker
Society
Homeless turtles get Stockholm police ride
National
Construction worker has 'Sweden's best beard'
National
Italian musician jazzes up Sweden's Lapland
Gallery
Zlatan's career in pictures
Finest.se
Gallery
People-watching: October 25th and 26th
Lifestyle
'Swedes are funnier than they think'
National
Swedish town 'like Venice' after heavy rains
Lifestyle
What's On in Sweden: October 24th - 31st
Gallery
People-watching: October 22nd
Gallery
In Pictures: Prince Carl Philip and Sofia Hellqvist
Lifestyle
Eight things to love about renting a Swedish apartment
National
Vasa ship cannon blasted in Sweden
National
Sub hunt: Day-by-day
National
Sub hunt: Stockholm islanders share their fears with The Local
Sponsored Article
The best options for oversea transfers
National
Dentist gives free care to Roma beggars
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
TT
Society
QUIZ: How good is your Swedish?
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
Stockholm is 'best' region for well-being
Sponsored Article
How to catch the first lobster of the year
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

982
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN