Style Story: Emma Matsson


Emma Matsson has a demeanor that makes you want to stand near her just to soak up the good vibes. She exudes kindness and grace, this native Stockholmer is usually spotted in magazines and street-style shots during fashion week, meanwhile working as bikram yoga teacher in the city she balances the lifestyle of a modern yogi and fashion seamlessly.

How would you describe your style?

My style is comfortable, 70's inspired and colorful. Not bright colorful, but colorful. I love to be inspired by the fashionable people on the streets of Stockholm. My style has gone from following trends and always wanting (and having) the 'latest' - to 'how does these clothes make me feel?'. If I don't feel comfortable, I'm not me.

Whats the ideal outfit to wear everyday, your unifrom?

A pair of comfortable jeans, usually flared and highwaisted. My adidas Originals sneakers, a timesless favourite. I'll most likely wear something warm like a sweater or turtleneck to the jeans. Yes, living in the north gives me the chills.. Some of my favourites are in cashemere and to soft to take off. Oh, and my silver rings! Never leave the door without my rings. Love them. I wish I had more fingers so I could wear more rings.



How would you describe the evolutions of your style over the past years?

When I worked within fashion, my style was always up to date and following the latest trends. Shopping was a must and part of everyday life. But now, my focus is more on finding garments that are timeless, classic, in good quality, sustainable and most of all - comfortable. I only buy the things I know I will use for years to come. Thinking comfortable doesn't mean boring, to me it means individuality.


What role has fashion and personal style had in your life?

Fashion will always be a big part of my life. I learn from fashion, I get inspired by fashion, I get amazed and go creative by fashion. Personal style is how I express myself. In todays society a first impression is more important than it has been before. I like to keep it simple, but personal.


What do you think elevates a style?

A personal touch, like finding garments abroad or at flea markets and mixing them with the basics in your wardrobe. I found a beautiful silk robe in Bali last year, it's colorful and has a green and yellow print all over it. When I wear it over black jeans and a black turtleneck it adds that personal and interesting touch that I love. Also, jewellery. I love my silver rings and every ring has it's own story. Garments or accessories with a story elevates a style.

Can you desribe your relation to yoga?

Yoga was first introduced to me in 2012 and I fell in love during my first yoga class. When working in the fashion industry I quickly realised how important yoga had become in my life, this was made most clear when being unable to practice yoga because of a stressful job.

Yoga has made me calmer, more focused. Yoga has taught me to love myself, and to not care about what others think. Yoga is my strongest foundation to my happiness today. I'm so thankful that I decided to work with what makes me the happiest I can be. And not to mention the YOGA PANTS!!!! How lucky am I to teach yoga wearing probably the most comfortable garment on earth–yoga tights!

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