Editor’s Letter
”Welcome to a conference about ideas and about change”
On the need for The Transformation Conference
4 Nov 2020

It’s merely one week until we launch the first issue of our biannual print magazine, which coincides with our first major event — The Transformation Conference. 

I couldn’t be more excited. I mean it. 

When we were putting together the magazine a couple of weeks ago, I was struck by how enormously exhilarated I was by the editorial world that we’ve built for ourselves. Coming from a person that has worked on editorial brands his entire career, including building them from scratch, that was saying something. I had to pause and ponder. Why did Scandinavian MIND feel more important, more valuable, and more substantial than anything I had ever worked on? 

I think it is because we decided that this magazine was going to be about real change. About what needs to happen in the fields we’re from — fashion, design, beauty, and culture. Inevitably, the first theme of our first season had to be Transformation. Every story had to be edited through the lens of innovation, technology, and sustainability. 

And that’s where it started getting really exciting. 

Because the most interesting fashion story is not about style, it’s about where what’s going to happen when clothes become digital, as witnessed by Fashion Innovation Center founder Fredrik Timour. And the most interesting story about beauty is not about aesthetics, it’s about the way we consider diversity, natural ingredients, and recycling, as evident by the thoughts of Daisy Beauty’s Kicki Norman and Björn Axén’s Johan Hellström. 

It sounds trite, but the best editorial idea I’ve ever had is to create a magazine about ideas and change. That is also what our upcoming conference is going to be about. You will hear from the people mentioned above, and many more from the fields of fashion, technology, and sustainability. You will hear our cover star Sophia Bendz talk about the need for a female approach to angel investing. And you will hear our editor-at-large Fredrik Ekström present our first-ever report The New Sustainable Consumer, that is being published and distributed alongside the magazine. 

So sign up and log in on Thursday, November 12, for a full day of live-streamed conversations with the best minds of Nordic fashion. As a participant, you will be able to ask questions to the speakers in real-time. And don’t forget to pre-order your own copy of Scandinavian MIND Issue 1 through our retail partner Papercut. 

I will see you next week.