• Sweden's news in English

'Tragic' fashion tips for left-wing MPs: Greider

Ann Törnkvist · 3 Apr 2014, 17:10

Published: 03 Apr 2014 17:10 GMT+02:00

Avoid black, wear "happy colours", and avoid suit jackets. The new guidelines for Social Democrat politicians were revealed on Thursday.

"They're just tips and recommendations, they're not binding rules," head of communications Nina Wadensjö told the TT news agency, while fashion experts and pundits dissected the new style file on social media.

Dagens Arena, the left-wing online paper, broke the news on Thursday. Its reporter asked whether the opposition was simply taking a leaf out of the ruling Moderate Party's book. The Moderates were told to avoid ties and "look like normal people" last time Swedes were readying to go to the polls, all part of an image overhaul at the behest of spin doctor Per Schlingmann.

This time around, the Moderates told members they may want to consider wearing the party logo while out jogging, or why not put their pet in an outfit emblazoned with the party logo?  

The Moderates' new party secretary Kent Persson told Dagens Nyheter in March that decking your dog out in party gear may make passers-by feel they could chat about politics with the dog owner. 

"Of course it matters if we're out walking the dog and ready to talk a bit of politics with the voters," said Persson.

While the Social Democrats on Thursday had nothing pet-specific to tell its candidates, the roll-up-your-sleeves tip was met with mixed reactions. Göran Greider, the editor of Dala-Demokraten newspaper and a Metro columnist, told Dagens Arena that the Social Democrats may be trying to shed their image of being a "benefits party".

He called the sleeve dictate a "rhetorical substitute".

Story continues below…

"It's a way to get the MPs to look like the working people, not the benefits people," he told the newspaper. 

Greider said he smelled not a rat, but former Moderate Party spin doctor Per Schlingmann's philosophy behind the new image trend.

"Schlingmann is the prophet and all his messages will be presented by the Social Democrats sooner or later," Greider said. "It's tragic, actually. Politics is being fought on an ever-shrinking arena and that makes it important whether you roll up your sleeves or not." 

Ann Törnkvist (ann.tornkvist@thelocal.com)

Your comments about this article

Today's headlines
More flight delays hit Swedish airport
For some flights, the problems have led to up to two hours of delays. Photo: TT

Travellers at Stockholm’s Arlanda airport were beset again with delays on Saturday afternoon after technical problems with flightplan management software.

The top reactions to Swedish high heels handyman video
Andersson was in agony after a day of laying floors in high heels. Photo: Emil Andersson

What did The Local's readers think about this viral clip challenging sexist beauty ideals?

Transport authorities call for probe into tech glitch
SAS aircraft grounded at Arlanda airport last week. Photo: Johan Nilsson/TT

But officials say it was not sabotage that caused last week's network failure, which knocked out large parts of Swedish air traffic.

Why northern Swedes get the hots for sex toys
File photo of handcuffs. Photo: Gunnar Lundmark/SvD/TT

Where in Sweden do people buy the most sex toys? Kiruna in the far north, apparently.

Royal baptism day for Sweden's Prince Oscar
Prince Oscar with Archbishop Antje Jackelén. Photo: Jonas Ekströmer/TT

UPDATED: Royalty, dignitaries and other esteemed figures took to Stockholm's Royal Chapel for the ceremony.

Giant replica of Swedish 18th century ship up for sale
The Götheborg setting sail from Stockholm in 2008. Photo: Claudio Bresciani / TT

A replica of a doomed Swedish merchant vessel that sank in 1745 within sight of its home port of Gothenburg has been put up for sale.

Border checks
First migrants make it from Denmark to Sweden on foot
The Öresund bridge between Sweden and Denmark. Photo: Erland Vinberg/TT

Dozens of attempts have been made, but this is the first successful crossing since Sweden introduced ID and border checks.

Poll: Swedes are worried about Brexit consequences
The possibility of Brexit has Swedes worried about the EU's future. Photo: Lars Pehrson/SvD/TT

Swedes are worried about what may happen both at home and abroad if Britain votes to leave the EU in June.

The Local Recipes
Fend off the bad weather with a Swedish beetroot salad
Beetroot salad with cumin and feta. Photo: John Duxbury/Swedish Food

Rain, rain, go away.

How a Swedish rocker saved the life of this cute baby elk
Erik Brodén's daughters Tyra and Brita with the elk baby. Photo: Private

Probably the sweetest story you'll read today.

Sponsored Article
How to find student housing in Malmö: 5 tips
The best, cutest and funniest snaps from Prince Oscar's christening
Sponsored Article
Can you afford to live in Stockholm? (Hint: yes)
Is this town the best place in Sweden?
People-watching: May 25th
Blog updates

27 May

Editor’s blog, May 27th (The Local Sweden) »

"Hej readers, Would you spend a day doing manual labour in high heels? That’s what Swedish…" READ »


17 May

What about “att”? (The Swedish Teacher) »

"Hej! It often seems like the small words are the ones that cause the most confusion.…" READ »

Sponsored Article
'Sweden gives artists the space to follow their dreams'
WATCH: Why Swedish handyman wore pink high heels for feminism
Sponsored Article
Stockholm makes it easier for refugees to meet startups
LIST: Top-ten ridiculous things Zlatan has compared himself to
Business & Money
Why Swedes don't want the euro
Property of the week: Vika, Falun
Sponsored Article
Food, fun, and reliable sun: Summer in Dubrovnik
Is this the most Swedish tattoo ever?
Sponsored Article
How Stockholm startups help new employees feel at home
People-watching: May 20th-22nd
How to really annoy a Swede abroad
Sponsored Article
'Only soft power can defeat radicalism'
How this war veteran is warming hearts in Sweden
Sponsored Article
Why Stockholm attracts so many successful researchers
People-watching: May 18th
How this Swede's viral ad totally nailed Stockholm's housing crisis
Property of the week: Vasastaden, Gothenburg
Sponsored Article
'Sweden gives artists the space to follow their dreams'
The best Swedish cities for dating
Sponsored Article
Retiring abroad: ensuring your health is covered
People-watching: May 13th-15th
Sponsored Article
Can you afford to live in Stockholm? (Hint: yes)
BLOG: Eurovision as it happened
Why a 116-year-old Swede isn't the world's oldest woman
Youth unemployment falls in Sweden
People-watching: May 11th
People-watching: May 6th-8th
Why Sweden's Greens are in free fall
Can these cartoon Swedes help foreigners blend in?
jobs available
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: