Corridor40

I love entering the kaleidoscopic fashion world of Sweden-based designer, printmaker and style blogger, ediot. With a style that veers and swirls its way through colors, energy and sound, she delivers an eclectic take on high-end, accessible and vintage fashion (along with music, life and pop culture) that feels touchingly intimate. Her beautifully off-kilter posts are a journey into a dreamy, electric, highly personal world of fashion, friendships and love.

C40. Your photos have a very strong, original style. Who takes and edits them?

E. Ah, thanks! I take almost every one and edit them myself—first in iPhoto, and then in Photoshop. I often edit the photos while my boyfriend is playing his Xbox. Haha!

C40. Your images have these elements of intimacy, fantasy and romance combined with a cavalier sense of daring and energy all mixed up with a slight feeling of vertigo. Is there a meaning or feeling behind your images? How do they reflect your perspective on fashion?

E. I like to edit and experiment with colors, shape and such. The most important thing I want to express with my photos is positivity. There is too much darkness in the world already. I personally like fashion to be cheerful, not depressing.

C40. I would describe the original designs from your ediot line much the same way as your photography. Do you foresee maintaining the brand as a small, artisanal project or do you have plans or hopes to grow the brand?

E. I’d like it to grow larger, but I do enjoy working at home. Right now it’s just an extra project that I love doing, but—if any interested shops or such would approach me—I’d strongly consider growing it. There is a definite charm to being a one woman business, as it feels more personal—for example, I always make handwritten cards for every customer. I like it the way it is now, but I would also like it if the brand were to grow stronger.

C40. Would you describe yourself as having a signature personal style that evolved and changed gradually through the years, or would you say you went through dramatic style shifts defined by periods of experimentation with different genres of fashion?

E. From age 13-18, it was definitely the last of the two options. After 18, I got less experimental—but I don’t think I have one style that I’ve stuck with either. Within the realm of what I like, I like to mix and change every day.  I’m loving baggy jeans right now, but I still love dresses and skirts.

C40. How would you define the fashion and musical influences of your teenage years?

E. Well, from 13-15 I was loving Fruit of the Loom sweaters and Levi’s jeans. I listened to Björk, Beck, The Cranberries… but also Spice Girls and Backstreet Boys. I don’t know really what influenced me, but I can remember a lot of bright colors—bright yellow, especially!

C40. What was the first outfit you posted on a style site?

E. I can’t remember what it was or when, but I think it was on The Fashion Spot.

C40. What are your favorite shops right now? Are you shopping more locally or online?

E. Mostly locally right now. I love Zara, Monki and Weekday way too much; every time I go to these shops I find things I want, need, get—but eBay & Etsy are like treasure chests. You can find anything you like there, you just have to have patience and check back often.

C40. When you picture yourself falling in love, what are you wearing?

E. When falling in love…first encountering a person I like…I see the stereotypical romantic, flowy dress—by Marc Jacobs or Chloe—or a High-Street Topshop dress. And bare feet. And a tan—because it feels like everybody is more in love in the summertime.

C40. Who is inspiring you right now in…?

MUSIC: Lykke Li, Robyn (especially style-wise)

BOOKS: Stieg Larsson’s Millenium triology! Everybody needs to read it!

MAGAZINES: I love Costume, Cover and Eurowoman (all Danish magazines)

PHOTOGRAPHY: Facehunter is the first one that comes to mind, but whom I love even more are Hanneli and Garance Doré

ART: I love Gustav Klimt, but also Anna Fredriksson

FILM: Dancer in the Dark—LOVE that movie!—and The Edge of Love—fantastic clothes!

PEOPLE: I adore street style in general, but also the lovely Krystal Simpson, Gala Gonzales and I’m never tired of Sienna Miller’s style.

C40. What are your top picks of the moment…?

DESIGNER: twenty8twelve & Alexander Wang

ACCESSORIES: Huge scarves, as always—and sunglasses

JEWELRY: Huge, gold earrings and oversized rings

SHOES: Ah, my non-stop love for the Vivienne Westwood Pirate Boots will never go away. L-O-V-E!

SEQUINS OR SPIKES: Sequins

CLAWS OR FEATHERS: Feathers

HAND-DRAWN OR DIGITAL: Hand-drawn

NEW OR VINTAGE: Can’t choose. I want it all!

YOUR TOP 5 BLOGS:
krystal
camille
karla
elin
karoline

From the ediot collection:

ediot collection available via etsy.

Images via ediot