• Sweden's news in English
 
app_header_v3

'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
Opinion
Sweden bad, Norway good, Trump better? I'm confused
Photo: Jon Olav Nesvold/NTB scanpix/TT & Kristin Streff/AP/TT

Sweden is neither a socialist paradise nor an internationalist hell. The truth, argues The Local's reporter Lee Roden, lies somewhere in the middle.

Sweden loses fastest internet crown
Good luck untangling those. Photo: Magnus Hjalmarson Neideman /SvD /TT

Worse still, the new European king is Norway.

Where to see the Northern Lights in Sweden tonight
The Northern Lights pictured in Sweden on Wednesday night. Photo: Norrsken Sverige

An unusually high level of solar activity means the spectacle could be visible from rare spots in the country.

The Local List
These are the brands Swedes love the most
What brands do the Swedes love the most? Photo: Per Groth/Magnus Hjalmarson Neideman/SvD/Pontus Lundahl/TT

Revealed: Swedes' top-20 favourite brands.

Spotify launches new karaoke style streaming in Japan
Can karaoke help Spotify to crack Japan? Photo: DocChewbacca/Flickr creative commons

The Swedish streaming giant has taken inspiration from Japan's love of karaoke with its launch in the country.

US rappers' gig ends in 'bloodbath' in Stockholm
US rapper Ghostface Killah. Photo: Scott Roth/Invision/AP

A man ran onto the stage during a concert by US rappers Ghostface Killah and Killah Priest in Stockholm.

Border checks
Could Sweden's border controls soon be lifted?
The border control at the Swedish side of the Öresund Bridge to Denmark. Photo: Emil Langvad/TT

The EU-approved six-month extension of controls in the south of the country will soon come to an end.

'Homemade bomb' on bus in Sweden was bike helmet
File photo of a Swedish police officer. Photo: Maja Suslin/TT

A bicycle helmet sparked a bomb scare on a bus in Uppsala.

What's on in Sweden
Four don't-miss festivals in Sweden this week
Stockholm Beer and Whisky Festival. Photo: Stockholm Öl & Vin AB

Arab cinema, Gay Pride, out-of-the-box art, whisky and craft beer – what more could a person in Sweden possibly need?

Sweden advised to bring conscription back in 2018
Bringing back the draft could help a stretched military, a government inquiry says. Photo: Fredrik Sandberg/TT

Young men and women could be made to fill in questionnaires for recruitment to the Armed Forces as early as next year, according to a new proposal.

Sponsored Article
Expat finances in Sweden: the Common Reporting Standard
Gallery
People-watching: September 28th
Sponsored Article
Let's Talk: a personal Swedish language tutor in your pocket
National
Aliens' sex lives? Why Swedes want Nasa to send a condom into space
Analysis & Opinion
'If Sweden really wants startups, drop the red tape on migration'
Blog updates

27 September

Cutting your nose …. (The Diplomatic Dispatch) »

"Last week, Jeremy Browne, the Special Representative for the City of London, visited Sweden. Jeremy was…" READ »

 

7 September

Svensk or svenska? (The Swedish Teacher) »

"Hejsan! My inbox is full of questions :-). Here’s one about when to use “svensk” and…" READ »

 
 
 
Sponsored Article
‘I view the world in a different way now’
Gallery
Property of the week: Gotland
Sponsored Article
Retiring abroad: ensuring your health is covered
National
Trump an 'embarrassment' Springsteen tells Sweden
Gallery
People-watching: September 23rd-25th
Politics
Russian Sweden Democrat aide resigns over suspect deal
Sponsored Article
'Creating a sense of home': Collective living in Stockholm
National
Muslim teacher leaves job after not shaking male colleague's hand
Sponsored Article
Life in Jordan: 'Undiscovered treasure'
Travel
Why we adore autumn in Sweden
Gallery
People-watching: September 21st
Sponsored Article
Gran Canaria: 'So much more than beaches'
National
Stockholmers hunt killer badger after attack on neighbourhood hipster cat
Sponsored Article
Why Jordan is the ‘Different’ East
The Local Voices
Why this Russian developer is committed to helping refugees - with tech
National
Six key points in Sweden's budget plan
Sponsored Article
How to vote absentee from abroad in the US elections
The Local Voices
How a Swedish name finally made recruiters notice this Iranian's CV
Sponsored Article
Why Jordan is the ‘Different’ East
Gallery
Property of the week: Luleå
Sponsored Article
Retiring abroad: ensuring your health is covered
Gallery
People-watching: September 16th-18th
Sponsored Article
'There was no future for me in Turkey'
Culture
Why Swedish TV has given these kids' trucks a sex swap
Sponsored Article
7 reasons you should join Sweden’s ’a-kassa’
National
TIMELINE: Everything you need to know about the Julian Assange case
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Gallery
People-watching: September 14th
Politics
Why Sweden is putting troops on holiday dream island Gotland
The Local Voices
'What I mean when I say: I came here to blow myself up'
Society
VIDEO: Are Swedes that unfriendly?
Features
INTERVIEW: How Arthur the jungle dog opened hearts and minds
Gallery
Property of the week: Smögen, Västra Götaland
Society
Sweden's ancient forest tongue Elfdalian fights for survival
The Local Voices
'Whenever I apply for jobs I’m treated like an unwanted stranger'
The Local Voices
Is Swedish bosses' ignorance keeping refugees out of jobs?
3,006
jobs available