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Synsam Group Redefines Luxury Optical Retail with NK Eyewear & Optics text Natalia Muntean “Luxury is always about experience. You might find the same frames in a different store, but probably you want to come here to have the experience – to sit down, to have those educated style experts help you find your frame, and then also enjoy the nice packaging,” says Synsam Creative Director Marina Kereklidou about their newly opened Concept Store in Nordiska Kompaniet, one of Stockholm’s most iconic shopping spots. This isn’t just another eyewear store. Spanning 47 meters on NK’s entrance level, the space feels more like a high-end gallery than a retail outlet. Offering over 1,400 frames from 35 exclusive brands, rows of Tom Ford and Dior frames are displayed like art pieces, bathed in carefully curated lighting. The project took just five months from concept to launch, with Kereklidou, who spearheaded the concept and design, viewing the space as a harmony of organic shapes and Scandinavian craftsmanship. “People connect with organic forms,” she explains. The store features black-and-white squares, moved from floor to ceiling, deep emerald carpets, walnut wood, and birch accents, sourced from Swedish workshops, with lighting designed for both beauty and functionality. “I wanted to create something elevated, classic, and luxurious. We chose to work with the lighting and colours, featuring a deep emerald green carpet alongside walnut and birch elements. When you walk in, it feels calm and inviting.” The store’s curved walls and glass-filled pillars create a calming atmosphere: “The carpet and panel reduce noise. It makes you slow down. This isn’t fast fashion – you spend time here,” she says. The store combines premium fashion with advanced eye care, including OCT retinal scans and dry-eye treatments. “At Synsam Group, we always focus on both fashion and eye care. We didn’t have to choose between them; it was natural for us to offer both regular glasses and sunglasses together,” notes Kereklidou. NK Eyewear & Optics represents Synsam Group’s vision for the future of optical retail – where health and high fashion occupy the same curated space. Now complete, the store offers a blend of Scandinavian materials, medical technology and luxury brands. Or as Kereklidou puts it – “a whole journey.”

Stockholm Surfboard Club SS 2025 Swim & Surf Stockholm Surfboard Club introduces its Spring 2025 swim and surf collection with a new campaign photographed by Neige Thebault in Biarritz, France. Set against the backdrop of the city’s public pool, the images focus on clean, candid details—textures, skin, and the subtle interplay between water and fabric. The collection includes wetsuits for men and women, made in Japan and offered in a range of shapes and thicknesses. New seasonal highlights feature two-tone swimsuits and a leopard print story, seen in a women’s two-piece and men’s swim briefs. An all-over monogram print is also introduced across signature carry-over styles. www.stockholmsurfboardclub.com image courtesy of Stockholm Surfboard Club 

Efva Attling x Victoria Skoglund — Where Nature Becomes Jewelry When renowned jewelry designer Efva Attling joins forces with celebrated gardener Victoria Skoglund, the result is The Floral Garden—a delicate meeting of craftsmanship and nature’s quiet poetry. Rooted in shared values of beauty, simplicity, and sustainability, the collection draws inspiration from flora and organic form. Each piece, crafted in recycled silver with gold plating, echoes the natural world—from fragile petals to deep-rooted symbolism. Attling’s design language, known for its clarity and meaning, meets Skoglund’s intuitive relationship with the botanical. Together, they present a line of jewelry that whispers rather than shouts, celebrating memory, growth, and the enduring elegance of nature. My personal favorite? The Helleborus earrings—delicate and fresh, like spring’s first bloom. Read more at www.efvaattling.com Image courtesy of Efva Attling

Odalisque book recommendations: In Memoriam by Alice Winn Set against the haunting backdrop of World War I, In Memoriam follows two teenage boys, Henry Gaunt and Sidney Ellwood, whose tender, unspoken love collides with the brutal realities of the battlefield. What begins in the quiet confines of an English boarding school unfurls into an epic exploration of desire, loyalty, and loss among the trenches. Alice Winn’s luminous debut is both a heart-wrenching war novel and a deeply moving queer love story that lingers long after the final page. Read more at www.alicewinn.com Image courtesy of Alice Winn and Penguin Books

VEJA Introduces Etna — A Sandal Rooted in Brazilian Heritage VEJA steps into new territory with Etna, the brand’s first-ever sandal. Designed as a lightweight, breathable alternative to sneakers, Etna bridges city life, nature, and movement—responding to rising temperatures and the demand for seasonally adaptive design. Rooted in Brazil, where VEJA has sourced its materials and produced its footwear since 2005, the sandal marks a natural evolution. Its grippy Amazonian rubber sole and sugarcane-based E.V.A. insole reflect the brand’s continued focus on environmental responsibility and material innovation. Etna is not just a sandal—it’s a statement of purpose, made for a future where style meets sustainability in step. Read more at www.veja-store.com Image courtesy of Veja 

Alva Launches Two New Shades in Nejd Collection 10:09 AM Thursday, May 15, 2025 Swedish bedding brand Alva expands its Nejd collection with two new colorways for the season: Ash Rose and Meadow Green. Made from organic, Fairtrade-certified cotton, the launch aligns with the brand’s ongoing commitment to sustainable and ethical production. Ash Rose is a soft, muted pink with earthy depth, while Meadow Green offers a warm, understated take on classic green—both designed to bring a subtle sense of calm to the bedroom. Woven in crisp percale and finished with refined details, the Nejd collection reflects Alva’s focus on quality, comfort, and conscious design. The new colors are available in sets for both single and double beds. Read more at www.alvalinen.com Images courtesy of Alva Linen

aim’n Launches “Tulip” – A Limited Edition Collection Inspired by Spring in Full Bloom text Natalia Muntean Swedish activewear brand aim’n unveils Tulip, an exclusive SS25 collection that blends Scandinavian minimalism with functional innovation. Designed to move seamlessly through the rhythms of spring and summer, the collection features a curated range of versatile styles from training to to-go coffee and golden-hour afterworks. Inspired by organic shapes and garden growth, Tulip introduces a new wave-textured fabric while maintaining aim’n’s beloved seamless ribbed design. The pieces are moisture-wicking, form-fitting, and stretch-enhancing engineered for both comfort and performance. “My biggest passion, besides designing clothes, is gardening. The idea behind Tulip was to let our most-loved seamless pieces bloom into something new, alive with texture and softness,” says Tekla Acs, co-founder of aim’n. “We wanted to create something that’s both feminine and functional, to empower movement and everyday joy.” The limited-edition drop includes dresses, tops, tights, shorts, accessories, and even a pilates ball, in a soft palette of Aqua Blue, Almond White, and Classic Black. Available from May, Tulip can be found in aim’n’s physical stores and online at aimn.com.

Minuty and Calle P Unveil Exclusive Summer Menu in Stockholm text Natalia Muntean French rosé producer Minuty has partnered with Stockholm’s go-to summer spot, restaurant Calle P, to launch an exclusive three-course menu crafted to complement the elegant notes of Minuty Prestige. Available for a limited time from May 14–31, the menu will be served on Calle P’s idyllic terrace in Berzelii Park evoking the sun-drenched ambiance of Provence, Minuty’s home region. “We want to highlight the versatility of a truly great rosé by pairing it with a full menu, from starter to dessert,” says Malin Keyser, CEO of Ward Wines. “Calle P felt like the perfect partner, their terrace instantly transports you to the South of France.” The curated three-course menu features green and white asparagus with nettles and ricotta, cod loin with mussel sauce and wild garlic, and a refreshing strawberry sorbet with lemon mousse and rhubarb, each dish paired with the mineral-forward Minuty Prestige. “It’s exciting to build an entire menu around one wine,” says Calle P head chef Frans Andersson. “Each dish is designed to enhance the wine’s profile while keeping its own identity. It’s all about harmony.” Reservations can be made at callep.nu, with limited drop-in availability.

The New and Exclusive Elton John Eyewear Collection for Specsavers Has Arrived text Natalia Muntean Specsavers is launching a new exclusive collection of glasses from Elton John Eyewear, inspired by key moments in Elton John’s life and career. The collection features 15 frames, including 2 limited edition sun frames. Each frame is named after an iconic song, personal milestone or defining period in Elton John’s journey. Frames with names such as Rocket Man, Tiny Dancer, Shooting Star and Crocodile Rock. The collection reflects Elton John’s journey, from his transformation into a global icon to his influence on music, fashion and culture. Elton John Eyewear focuses on quality craftsmanship with distinctive designs and offers a range of frames to suit different styles and personalities. Elton John is enthusiastic about the partnership, “Eyewear has always been a big part of who I am. For me, style is about confidence and expressing who you really are. That’s exactly what this collection aims to achieve – to help people feel amazing in frames that celebrate their individuality. Specsavers and I share the belief that everyone should have access to glasses that make them feel like the best version of themselves. I look forward to people finding a pair they love and making them their own.” The frames in the new Elton John Eyewear collection are available from May 5 – only at Specsavers. Price including single-cut lenses 1795 SEK . Available in all stores and online at specsavers.se. images courtesy of Specsavers

Swedish Brewery Captures Sauna Tradition in a Bottle with Innovative Beer-Inspired Sauna Oil text Natalia Muntean Swedish beer brewery S:t Eriks has unveiled an exclusive sauna collection that solves a quirky cultural dilemma. For years, sauna enthusiasts have poured beer onto hot sauna stones to create the beloved aroma of freshly baked bread – a traditional practice that wastes perfectly good beer. Now, S:t Eriks has developed a specialised sauna oil that recreates the distinctive scent without sacrificing a single drop of beer. The oil forms the centrepiece of the new S:team Objects collection, designed to enhance the authentic sauna experience as the wellness tradition continues to gain global popularity. images courtesy of S:t Eriks