Once a year, the Elle Gala is bringing the fashion and lifestyle elite together to celebrate and award the most important profiles for their work, and effort. Fashion and accessory designer, influencer, photographer, makeup artist, best-dressed man and woman, stylist and model are some of the categories awarded in the prestigious gala.
This year´s highlight on the Journal is the winner of H&M and ELLE Conscious Award, Sabina and Friends. The creative duo behind Sabina and Friends, Unni and Åsa, introduced a new shopping experience to the Swedish market much appreciated by women who like to add a variety to their wardrobe without spending a fortune. Instead of buying, you can monthly subscribe to their service and enjoy brands such as Filippa K, Dagmar, YDE, Munthe, Paul & Joe Sister, Sass & Bride, Stylein and Lala Berling. Washing includes in the service which is much appreciated by many with busy schedules.
The girl’s introduction of their shop and concept filled a gap that was missing and Sabina and Friends contribute to a new way of consuming clothes that is up to date now than ever before. Continually filling their shop with new, exciting brands, the girls are striving to make clothing rental to a natural choice.
Our guest editor Afrodite, the owner of thereplik.com, met Unni and Åsa for an interview and chatted about sustainable solutions for less shopping.
“Congratulations! What do you think was the most important motive for your prize?”
“We are an ongoing, forward, and groundbreaking with our service. We offer a new way of thinking about shopping and create sustainable solutions that will last.
“Have you noticed a difference in consumer behavior?”
“Just in the last six months, renting clothes has become more accepted, and people are starting to like and appreciate our solution. The environmental problems and issues are now a fact, so people are thinking more about shopping and consuming and prefer the smarter way to update their wardrobe with.”
“Tell us about the future, what are you planning?”
“We are scaling up our business with new partnerships, and we will make efforts to expand out of the country. To start with Scandinavia, but the world is also on our list.”
“What are you wearing tonight?”
– Rental clothes of course! Unni is wearing Yde, and my outfit is from Ba&SH.
This article is co-written with Afrodite Mauricci.
Love and Cheers, Merih