A Tale of Wardrobe Wisdom

Navigating thoughtful consumption and personal style integrity

My past weekend was spent organizing and cataloging pieces of my late grandmother's wardrobe in Vienna, rather than cleaning up the chaos that inhabits my kids' rooms during the weekends. The short two-hour flight from Stockholm felt like a journey light years away as we didn't have the children with us for once. We didn’t arrive at the gate in a sweat. We did not have to wrangle a toddler at 30,000 feet with only a plastic cup as entertainment. Instead, we enjoyed uninterrupted conversation, and there was even deafening (and blissful) silence in between. Absence of the familiar tugging at my legs from our clingy koala-baby felt strange yet refreshing—a welcomed break from this busy past month.

Going through the wardrobe of a 98.5-year-old, one might expect to find more elastic pants than vintage treasures. However, Oma's wardrobe never fails to amaze me. Hidden in every corner are vintage pieces like Jil Sander and Loewe belts, intentionally wrinkled Issey Miyake suit jackets, an original Gucci bamboo top handle bag, Sonia Rykiel knits, and an Yves Saint Laurent wool trapper hat that is surely over 50 years old.

Yes, her bedroom is the perfect shade of pink. And no she would’ve never let the bed be that “undone”. That was my husband’s doing.

While many may only see the labels, I see distinct taste and a clear, specific choice of items. Her taste was hers, and hers alone. She followed the latest trends, as evidenced by her piles of Vogues on the coffee table and floors surrounding the sofa, but she chose accessories and clothes that spoke to her.

When speaking with my brother, he put it perfectly:

“She actually was a very selective shopper, took tremendous care of things — way more than we all do these days — and then she kept things and repurposed them for 30-40 years.  So each item has a story, has a purpose, and was combined to make a statement.

Oma could walk past a belt 10 times and mull it over like you try to solve a quantum physics equation, thinking how exactly it would fit into her life. Same with a piece of silver or a book or a piece of furniture. Everything was spiritual curation to the tee.”

I often reflect on the fact that shopping nowadays is rarely a well-thought-out decision. Gone are the days of going to a designer’s showroom or trunk show to see the season's styles and carefully selecting 1-2 pieces that truly resonate with the buyer. In 2024, we are quick to follow a link, click without much consideration, and often remain unaware of the material composition of the items we purchase.

While I also love the exhilarating feeling of finding an item that speaks to me – sometimes with haste – I do believe more of us should strive to be like Oma in our purchasing process. This mindset benefits not only the planet but also ourselves. It's about finding our authentic selves in our purchases, rather than trying to fit someone else's mold. Because let's face it, no matter how much I wish I could magically transform into Christy Turlington in the perfect Levis à la 1998, it's just simply not realistic.

Reflecting on our choices and making thoughtful decisions about our purchases feels more important than simply following trends set by influencers. Lately, there has been a lot of discussion on Substack about buying items that truly fit your lifestyle. I loved this post from…

And yes, her vanity rivals even Barbie's dream setup.

While I do wish that date nights and the allure of dressing up were constant in my life (because it certainly feels great to dress up occasionally), I must also be honest with myself. I need to prioritize investing in items that suit my workplace (primarily hybrid at a casual office and WFH), accommodate the time I spend with my toddler velcroed to my hip, and endure the sweaty school pickups and dropoffs.

When I'm older and looking back, I am sure I will regret many fashion choices (woof those years between 2008-2012 have me shuddering), but I also hope to be proud of my choices or at least know that I bought things that followed me through seasons of my life. I want to know that each piece was carefully selected with my own personal style and needs in mind, not just because everyone else was wearing it. I may not have the same edgy style as my grandmother, and that's okay. What matters is finding pieces that will stand the test of time and hold true meaning for me.

The idea that one day my own grandchild may sit in my floor going through my clothes and accessories is a bit odd, but something I look forward to. I would want them to see a wardrobe that reflects who I am and the life I've lived, rather than just a collection of trendy pieces, even if a fun or random piece or two is surely to make the cut.

Highlights and musings from inside in the Scandinavian bubble these past few weeks:

• Earlier this week, Skall Studio’s PR director highlighted their classic collection on her LinkedIn. I’m a fan of the brand and always love when brands have a sustainable core collection offering. This one has the perfect pointelle top that could clearly earn a top spot in my spring wardrobe.

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• The color of the Nordic Knots rugs in the founders Liza Laserow Berglund and Fabian Berglund’s Stockholm home. I am craving some more warmth on our floors as well.

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• Lisa Yang created a collection to celebrate her 10 year anniversary as a brand with what feels fitting to the above mention of my grandma being called “the Oma bag” in double face cashmere. 

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• The buzz within the creative community this week centered around Iittala's bold new logo. Leading the charge of this change is Creative Director Janni Vepsäläinen, who recently celebrated her first year with the company, and boasts a fashion background with stints at JW Andersson, Alberta Ferretti, Simone Rocha, and The Row.

  The unveiling of this revamped logo sent shockwaves through the interior design world. Initially, it appeared radically different from its predecessor, sparking discussion. However, upon closer examination and deeper research, the thoughtful intentions behind the design became clear. On their website, they write: “The inspiration for the new logo draws from historical versions, particularly the 1892 Iittala logo. The combined "T" letters in the logo form a ligature that has historical roots in Iittala's past as well, and the inclusion of the establishment year, 1881, pays homage to the brand's rich history and glassmaking traditions.” Crafted by graphic designer Aleksi Tammi, the new logo is complemented by the Aino typeface—a homage to Alvar Aalto's wife, Aino Aalto. 

• Iittala's branding shift signals a strong desire to engage with a younger demographic, recognizing the need to evolve in a rapidly changing market. While my first thought was, "if it ain't broke, don't fix it," I also do feel there is a compelling argument for adaptation and the need to share their brilliance with new target groups. The brand's journey since its start in 1881 has also seen several transformations, so this is not the first. 

  Change is imperative for evolution. It will however be interesting to see how this transformation in the brand unfolds and whether it comes at the expense of the company’s loyal customer base, heritage, and iconic designs. Striking the right balance between innovation and respect for tradition is crucial. With that said, I am not sure how I yet feel about the new logo. It feels a bit too on-trend with all the other logotypes out there today. 

Happy Thursday!

xAxA