I hate celebrities who design clothes and accessories. The main reasons are two: 1. they usually don't design the collection, but a team of young and talented designers is exploited to do so, though they never get the credit for what they have done; 2. they actually design the collection by themselves, and the results are either horrendous or rather amazing, in this case though it's because they have copied their designs from vintage stuff, ending up being hailed as geniuses (read: Kate Moss for Topshop). 
Luckily for us things work in a different way in Sweden. No, I'm not referring to H&M, but to the way Branten Magazine has cleverly combined fashion and celebrities, asking some of them (Swedish singer Titiyo, actress Pernilla August and sportanchor Nora Strandberg are just a few) not to design a collection, but to pick up a series of items from the Branten online shop and model them for the site. 
Branten's shop offers a selection of clothing and accessories by both established and well-known designers but also by up-and-coming talented designers. All the designers featured produce high-quality garments and the celebrities chosen by Branten to promote them are usually people who genuinely inspire the Branten team. The latest "celebrity" they chose to select her wardrobe is a young Swedish artist, Frida Hyvönen.
As she also states in one of her recent songs, Frida Hyvönen is definitely not just another Scandinavian blonde. The Swedish singer and songwriter's first album, "Until Death Comes", released in Europe in 2005 was acclaimed by the music press and won her the Stockholmspriset ("The Stockholm Prize"), awarded by Swedish publication Nöjesguiden. 
During the last few years Hyvönen extensively toured Europe and America, and, last year, she recorded a cover of R.E.M.'s 'Everybody Hurts' for Stereogum’s R.E.M. tribute album "Drive XV". Her new album "Silence is Wild" is just out in Europe and this week she will wrap up her American tour in New York, before coming back to Europe where she will play a few more gigs before Christmas. In her new album Hyvönen seems to have found a new confidence and maturity, proving she is able to write both emotional songs ('December') and ironic tracks ('Scandinavian Blonde'). 
But if this is the music she likes, what does her wardrobe say? Well, she seems to favour the black colour, with splashes of red and white here and there. Hyvönen's Branten wardrobe mirrors her music tastes, it has indeed a punkish and rock edge. The garments she chose for Branten are mainly by Swedish designers with just one dress from Vivienne Westwood's "Anglomania" collection. 
There's a nice glammed up version of the more traditional thick woollen ski tops, remixed by brand Nina Jarebrink of Sweden and transformed into a dress with three quarter length arm and a luxurious gold pattern; a black tube top Thai silk dress with a cut out pattern on the skirt by Lamilla and a playful red and white (available also in black and white) cotton checked skirt with frill at the back by Ulrika Sandstrom, part of the designer's "Dear Catastrophe Waitress" Autumn/Winter 2008-09 inspired by waitresses and old fashioned household staff and by a song by Belle and Sebastian. Yet, fear not, the skirt doesn't have anything twee about it, it would indeed be perfect for a ska-themed night out. 
Minimalism comes courtesy of Nakkna's silkwoolix cardigan with a deep neckline and ample pockets and of Diana Orving, the self-taught designer influenced in her creations by literature, dance and art. Hyvönen picked up a draped bomber jacket and fitted high-waisted trousers by Orving, both based on the designer's method of creating collections that encourage movement both by the body and by the garments themselves. Eco-wear freaks will instead be happy to know that Hyvönen's wardrobe also features a white turtleneck top in ecological cotton by Lick My Label. 
In my opinion, though, the best piece Hyvönen chose is a black "Kimonoat" by Camilla Wellton. I might be biased as I already own a checked kimonoat and I'm very happy with it, but I feel that for its cut and colour this is the sort of garment that can add a bit of drama to a performance and I hope Hyvönen will wear one on stage at some point during her future gigs.
I think Branten did the right thing: celebrities picking up garments, modelling them and supporting young and talented designers is definitely the way to enlightenment. I genuinely hope the rest of the world will follow in Branten's footsteps.
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