House Of Dagmar’s Founder Shares The Style Rules She Lives By
House Of Dagmar’s Founder Shares The Style Rules She Lives By

House Of Dagmar’s Founder Shares The Style Rules She Lives By

Regular readers will know we’re big fans of Sofia Wallenstam’s chic and minimalist approach to fashion – as well as her sustainable brand House of Dagmar. Here, we aksed her to share the style rules she lives by.
By Elaine Lloyd-Jones

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Find your three words. For example, my personal style is best described as minimal and timeless with a bit of edge. I’m based in Stockholm and, as a brand director, I need to look polished day to day, but I still want to feel relaxed and comfortable in my clothes. For me, great style is about confidence and consistency. 

Don’t overthink it. To ensure I look effortless, I tend to operate with a ‘less is more’ mindset – a simple white shirt and a great pair of jeans always looks good. 

My personal style is best described as MINIMAL AND TIMELESS WITH A BIT OF EDGE.

Pick a statement piece and build your look around it. I start with the one piece I really feel like wearing – usually something a bit statement – then build the rest of my look around it. That said, even when I’m dressed up, I still want to look like I didn’t try too hard. You feel more confident that way, which means you always look better. 

Rely on the brands that work for you. Despite having my own brand, I still love to buy old Celine when I can find it, as well as pieces from The Row, Bottega Veneta, Saint Laurent, Loewe and Prada. I buy accessories and ready-to-wear, which I then mix with pieces from House of Dagmar.


Don’t follow trends. Trends aren’t for me but I’m often inspired by people, places and culture – and part of that means being engaged with the zeitgeist. For me, the art and interiors worlds are where I find the most inspiration. 

Invest in the classics. All women should have a great pair of jeans, a blazer, white shirt, a pair of loafers and a feminine, strappy sandal in her wardrobe – no matter the season or current trends in fashion. The foundation of any good wardrobe are those timeless pieces you can wear in a versatile way that are also high quality in terms of the design and the production. 

Choose pieces that will instantly transform your look. For me, a blazer is something I can easily dress up or down, and it can elevate a look in a flash simply because of the silhouette or its material. A statement pair of shoes can do the same thing.

Add a point of interest to every look. If you’re wearing creams and neutrals, adding something in black will give it a bit of edge. If it’s tailoring you’ve gone for, an oversized blazer or unconventional silhouette will make it look cooler. 


Appreciate the versatility of your basics. If you have a good base, you can dress it up or down depending on the occasion. Wear a white tee with denim at the weekend or with a long skirt for the evening. You can even wear it as a cover up in the summer over a swimsuit or bikini.

Never leave home without a cool pair of sunglasses. My current favourites are round and matte black – I know I’ll be wearing them all summer long before they transition into my autumn looks too.

Don’t shy away from spending money on designer bags. At the moment, I’m using an old Bottega Veneta bag which I bought 15-20 years ago in Milan. Because of the quality, it still looks great. I don’t plan to move it on any time soon either.


Plan your purchases. I like to shop consciously, which means I really think about what I’m buying in the long term. I need to feel confident that the piece or accessory will stand the test of time and stay in my wardrobe for years – or at least that it can have a second or third life with someone else. 

Know the true value of your pieces. One of my favourite things in my wardrobe is a vintage bag I inherited from my husband’s grandmother. She received it as a gift from her husband when she turned 30, and it’s like a piece of art. She had a great sense of style and is a true inspiration in how I dress.

Let Instagram inspire you. I follow galleries, mostly, and interior stores such as Invisible Collection, Jacques Lacoste and Galerie Provenance. Rikke Sandvold, Linn Hägglund, and Leia Sfez are women with impeccable taste whos also have interests in art, interiors and culture. 

Follow @SofiaWallenstam & @HouseOfDagmar



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