Straight from the Hugo Boss headquarters in London, Olle joins me for a chat at NK’s personal shopping, just before his client. As one of our skilled stylists and former students, he was recently involved in launching a collaboration with Naomi Campbell, with his store standing among only seven worldwide selected for this exclusive line.

Tell us about yourself, who are you? I am 27 years, and live in Uppsala 1 hours from Stockholm. I work as a personal shopper here at NK and am also a women specialist at Hugo Boss.

Can you share how your background and early passion for styling led you to pursue a career as a stylist, particularly at NK’s personal shopping? Since I was young, I’ve always had a love for dressing up and styling myself, knowing what I like and dislike in clothing.  So it was quite obvious to me that I would work in the fashion industry. Additionally, I have such a strong creative side, so this profession suits me perfectly as I get to express my creativity. Before joining NK’s personal shopping, I gained valuable experience as a stylist assistant for Josefine Englund, a renowned stylist based in Milan and London. Working alongside her not only provided me with practical skills but also shaped my perspective on fashion, further fueling my desire to pursue styling as a career.

Can you share what your daily tasks and responsibilities entail as a stylist? So, my days as a stylist are really focused on making sure the customer feels fantastic. It’s about creating that wow experience for them because that’s what really matters. I love getting to know my clients because it’s when I truly understand their style and what they like that I can do my job best. As a personal shopper, it’s like an art to quickly learn the customer’s preferences and adapt to them. Because if I don’t pick up on it quickly, it won’t be the same wonderful experience for them. So yes, my focus is definitely on making customers happy and ensuring they feel like the best version of themselves. In the beginning, it was quite challenging, but then I believe you have to be the right person for this profession, mainly because you have to let go of everything

How do you differentiate between that? I usually start by discussing with the customer what they need. Then I try to push them a bit; I can quickly see that ‘you would look nice in this color’ or ‘this style,’ but the customer might not be ready for that change, to switch completely. So then I bring in maybe some additional pieces for them to try on. And notice that it works really well. But the basis of the selection is more about what their style is now. You have to differentiate between that, as we discussed earlier. I may not find it super fun to just pick stiletto blouses, but if I have a customer who likes them, then it’s like, ah. Customers can have a completely different style than mine. I always make sure that if the customer feels comfortable in it and thinks it looks nice, if she feels like a powerwoman, that’s something we also assist with. People who are unsure about their bodies, you know, you can see when they put something on or when you help them style it in a completely different way, they gain more confidence.

Are there many who are unsure, how do you handle it? When I encounter customers who are unsure, I first try to gauge their reactions. If someone is very uncertain and uncomfortable with a particular style or dress, I remove it and offer alternatives. For those who are most unsure and may not know how to wear the clothes, I can make small adjustments like tucking in the clothes a bit at the waist to create a better silhouette or adding accessories like belts or jewelry to tie the whole look together. It’s about finding small tricks to boost their confidence and make them feel more comfortable and stylish in their choices.

What do you like most about your current job? What I like most is working with all the stylish clothes. Also, I find the customer interaction very enjoyable. It’s particularly rewarding when I can see how my styling makes a person feel more powerful, confident, and strong. Being able to contribute to boosting someone’s confidence through the clothes they wear is truly something special.

NK’s Personal Shopping is known for its exclusive service. Could you share what it’s like to work as a stylist there? What types of clients and requests do you encounter? Hugo Boss and NK are quite similar. Being located on Biblioteksgatan, the atmosphere is roughly the same. But I have to say that NK always holds a special place in my heart. It’s fascinating to hear all the stories that customers share. That’s what I really appreciate. Older women who have been shopping here since they were young, maybe in their twenties, and now they’re in their eighties. They come here and share stories about the past, and it’s really fun to hear. To work at NK, you have to understand that there’s a certain standard when it comes to service, attitude, and sales. Many times, you have to bite your tongue. The majority of customers are between 35 and 65 years old, but sometimes we have teenagers as young as 13 or 14, and even older customers nearing 90. Once, I had an elderly woman who was close to 90 years old, so we needed to take many breaks because she got tired easily.

What are the biggest challenges you face as a stylist and what are the most rewarding aspects of your work? The biggest challenges I face as a stylist are often related to the mindset required in this industry. Many must understand that success doesn’t come automatically; you have to fight and work hard to achieve it. It’s not a profession where you’re handed a position without putting in the effort. It requires a lot of work and can be quite tough. The best part is definitely the people you meet. By networking with the founders of various brands, you get the opportunity to grow and advance in your career.

Do you style both men and women? Which do you prefer? I style both men and women. Male clients are usually much easier to work with, I would say. If they like a sweater, they want it in every color. Women’s fashion is much more fun, and there’s a lot more to play with, so to speak. On the women’s side, you can really change an entire outfit with some bold shoes, a bag, or a necklace. You can do so much more to enhance the style. With men’s clothing, there aren’t as many options. Sure, you can add a bag, but it’s not as common among our male clients. Women’s clothing simply gives me more opportunities to be creative. Additionally, women’s clothing usually has more color, while men’s clothing tends to be more restrained in its colors.

You are the Women Specialist at Hugo Boss, what does that entail? At Hugo Boss, I am responsible for the women’s department as a Women Specialist. This means that I take care of all female customers who come to the store and have the main responsibility for that part of the business. I started working extra at Boss here at NK and then got the opportunity to work more actively. I had a good ranking in the company and was among the top 10 in the Nordic region when it comes to women’s clothing, actually top 3 to be more precise. This led to me being asked if I wanted to work on Biblioteksgatan instead, as they needed someone to drive the sales of women’s clothing there.

What are some of your favorite clothing brands or designers when it comes to creating elegant and sophisticated women’s clothing? I would say that Max Mara is definitely one of my favorite brands. I almost always go to Hugo Boss when it comes to suits for the businesswoman look. For women’s business attire, Hugo Boss and Stenströms are my go-tos, along with Allva and Vince. For elegant chic styles, Max Mara is my top choice. For party attire, I lean towards brands like Diane von Furstenberg, Ida Sjöstedt, Ahlvar, and Maje, which offer options that appeal to both younger and older demographics. For casual wear, Stylein is a favorite, and for workout clothes, Lululemon.

What are the biggest differences between working at NK and at Hugo Boss? The biggest difference is that at NK, I have a lot more options to choose from because there are many more stores here. At Boss, I’m more limited by their range and what’s available in the store. It can be challenging to build and customize an outfit with the limited options we have there.

What’s your dream job and dream person to style? I would love to be more involved in the head office and the process of developing collections, to delve into that aspect of the work. I also do a lot of visual merchandising, rebuilding newly opened stores at Hugo Boss. Styling mannequins is also fun. My dream styling job, I’ve always said, is to style Celine Dion. I think she’s always so classy yet true to herself, and when she’s on stage, she has a completely different look. She holds a special place in my heart; I grew up with her music. Plus, I believe she’s a very pleasant and warm person.

Today, we sat down with Linnea, one of our colleagues. As the department head for NK’s Personal Shopping and the course leader for our programs, Linnea plays a crucial role in shaping the future of our students. From her beginnings as a student in our courses to her current positions, her journey has been nothing short of inspiring. With previous experience in online shopping at Zalando and as a stylist at NK, Linnea brings a wealth of expertise to her roles.

What did you do before the course? I worked in finance and loan processing.

How did your background in finance influence your decision to explore a career in fashion? It wasn’t something I had planned to do, but fashion has always been a significant interest and a hobby, though not something I thought I could work in. I took a chance with this course and don’t regret it for a second; that decision led me to the job I have today.

Can you share the story of how you came across the course and what motivated you to apply? My mom sent me the advertisement for the course on Facebook; she thought It sounded like something for me and that I should apply. So, I submitted my application, it was the last spot, and I started the course the following week!

What sparked your interest in the fashion world? My interest has been there since I was little; my mom has always said that I cared about what I wore even as a little 3-year-old. I think a lot comes from my family; those closest to me have also had an interest in clothes and beauty, and that’s how my interest grew.

Can you share your favorite part of the course and how it changed your perspective on fashion?Basic styles and color theory were the subjects that really stuck with me and are tools I still use in my work today.

The course emphasizes mentorshop and networking: how have these aspects played a role in your journey and contributed to your success? I received a lot of support and advice during the course from Lisa, who was our course leader. After completing the course, I stayed in good contact with all the participants, which has been very helpful as we’ve been able to consult and help each other. All the lectures I met have also been of great importance and have expanded my network.

Can you share a memorable moment or lesson from the course that has stayed with you in your career as a stylist? When we got our test customer during the examination, it was so nerve-wracking but educational. It was an opportunity to truly test our knowledge.

What advice would you give to someone considering enrolling in a similar course based on your transformative experience at The Rose Room. Do it! You never regret taking a course or getting an education; it is always valuable to broaden your knowledge and expand your career opportunities.

What motivated you to resign from your finance job in the middle of the course? Once I started the course, I already felt after the first day that this was something I wanted to work with. A few weeks into the course, I made the decision to resign. By then, I had already started applying for some jobs, which also gave me the strength to take the step.

Working with Zalando PS involves online services. Can you share your experience and the unique aspects of styling for an online platform compared to personal styling? At first, it was very difficult; i was used to meeting the customer and forming my opinion. I was also used to being able to touch and feel all the clothes before recommending them to the customer, which is no possible online. In the beginning, it took a very long time, but over time, you find your tricks and favorites, making it very fun and challenging.

NK Personal Shopping is known for its luxurious environment and exclusive brands. How did working there differ from your previous experiences, and what did you enjoy most about styling in such an exclusive setting. It definitely differed from the previous department store I was at. However, I am glad that between these workplaces, I was at a multi-brand store in Södermalm, Stockholm which also focused on the luxury segment. There, I gained a lot of knowledge about brand that helped me at NK. I love working with sustainable and high-quality brands, and I must say that is the most enjoyable part of styling in such an environment.

What advice would you give to someone aspiring to work as a personal shopper or stylist at high-end establishments like NK? I would definitely recommend starting by taking a course to gain as mush basic knowledge as possible. After that, my recommendation is to gain as much work experience as possible: assist, intern, work with different brands/departments to then feel confident in moving on to a high-quality department store/brand.

After completing the course at The Rose Room, you now work for them. How did that come about? Tell us about your role. I started freelancing as a consultant in Personal Shopping at NK in 2019. Towards the end of 2020, while on maternity leave, Lisa and Christina contacted me. We had a few meetings and loosely talked about the future. After that, I was offered a full-time position at The Rose Room, which I am very happy about! Today, I am the department head for NK’s Personal Shopping and the course leader for our courses. I am also involved in the development of new courses and upcoming projects.

What advice do you give to future personal shoppers or stylists looking o excel in the industry? Never take no as an answer! Sometimes it takes 20 emails before getting a response, and that’s okay. Sometimes you get a no, but it doesn’t mean its a no forever.

As a course leader, what qualities do you consider crucial for a successful career in fashion styling? Ambitious, creative, unpretentious, structured, positive, happy and solution-oriented.

Our personal styling course is the perfect kickstart to your fashion career, no matter which path you choose to pursue upon completion. In this blog post, we sit down with Sarah D Nielsen, one of our former students, who answers some questions about how her career took off after completing the course at The Style Academy.

Name: Sarah D Nielsen
Course: Fashion Styling, Fall Term 2022
Career before the course: Store Manager

What is the most enjoyable job you have obtained after the course?

So much fun! And many different jobs. I’ve worked with New York Fashion Week, which has been very enjoyable. But the advertising jobs I’ve done have also been super fun. It’s a very varied job, so it’s hard to pinpoint one thing that’s the most enjoyable!

What are you currently working on?

Right now, I work at Arkivet as a clothing appraiser but also freelance as a stylist and stylist assistant.

What was the most educational part of the course?

Many things were educational, but what I learned the most from and what was the most fun was when we did our final project and got to style ourselves. I also learned a lot from listening to the various lectures!

Sarah’s styling at the final exam

Why did you apply for our course?

I wanted to gain more knowledge and more contacts to start working as a stylist in Stockholm as I am from Gothenburg!

In 2018, Emma Glittmark graduated from The Rose Room and has since worked on various projects, including Swedish productions like TV4, Talang, artist galas, and TV productions, along with providing personal styling for artists like Wiktoria and Lisa Ajax. We had the opportunity to interview her about how she started her career and gather tips for those embarking on a similar journey.

A few years ago, Glittmark moved to Stockholm from Gothenburg and immediately started her course at The Rose Room. When she heard about the course, there was only one spot left, so there was no doubt.

“It was meant to be.”

Before the course, Glittmark had pursued a stylist-focused program in high school and then worked as a buyer. Style Academy provided her with a specialized education to work as a stylist.

“You learn how important the personal meeting is, that it’s actually an individual you’re going to be quite close to. You learn the humility to have towards customers,” Emma explains about the course.

She goes on to mention that all customers, of course, have different styles and tastes. She has encountered customers with a strong vision of the desired result and others with no specific thoughts. Glittmark believes it’s essential to remember that a customer may sometimes have certain insecurities. Therefore, styling can become highly personal and something that must be handled with care.

Preparations for music video recording

From recording with the artist Wiktoria and her song OMG

“Something that I carry with me a lot [from Style Academy] is the basic elements of color and form, and the different style types. Then you know that ‘it’s that kind of person, and they usually like this.’ You can analyze clients when you have the basic knowledge.”

After the course, Glittmark got the opportunity to assist a stylist who worked with everything from personal styling to magazine shoots. Getting a direct taste of everything related to the stylist profession is the most optimal way to build a network within the industry and learn as much as possible, she believes.

“I would recommend anyone to assist an established stylist who works with something you find interesting.”

After being a stylist assistant, Glittmark started her own company and began taking on her own jobs. Through her new network, she started working with an artist agency that needed help styling their artists. This involved wardrobe for shoots, red carpets, music videos, and much more.

“That’s when everything started to kick off, and I ran with it on my own.”

The most enjoyable thing, according to Glittmark, has been working with artists and the personal connection it entails.

“You create a relationship and a sense of security with each other; you notice that you get so much back when the person in question is satisfied or feels beautiful.”

Many of those a stylist works with can be very creative themselves, so Glittmark believes that good communication and maintaining distance from one’s styling are important. The client should feel comfortable expressing if they don’t like something.

“It’s personal when you’re a stylist because it’s something creative you do yourself, but I think it’s crucial not to take it personally if someone doesn’t like a dress or a color […] You have to experiment and try things out.”

Final result of the music video: Click here.

We sat down with one of our previous students, 22-year-old Rebecka Rosengren from Kalmar, who has a profound interest in fashion and a love for expressing her creativity. In her free time, she currently enjoys engaging in new sewing projects, cooking, and having coffee with friends. Also, prior to the ongoing pandemic, she loved exploring the world

What did you study in high school?

Initially, I studied Social Sciences. However, in my second year, I switched to Media!

What are you up to these days?

I recently completed a course in color theory at the Textile University in Borås! Now, I work as a content creator, essentially creating material for company Instagram accounts while also managing my own social channels. I am also currently in the process of exploring further opportunities within the styling profession!

I’ve noticed that you blog; what can readers find on your blog?

On my blog, you get to experience a lot of fashion! Outfits, various shopping tips, and trend spotting. Makeup and beauty are also significant interests of mine, so you’ll find a lot about that as well. However, I also provide insights into my life and daily routines!

What background do you have, and why do you like fashion?

I grew up with a very fashion-conscious and inspiring mom! She used to sew her own clothes when she was young and has always had an interest in fashion, which has certainly rubbed off on me! I loved the days when we went into town and shopped together, or when I had a catwalk for her in the living room, haha! Fashion is a way for me to express my creativity and communicate without words. I don’t follow a specific style but dress according to my mood and what I find stylish! Fashion is just fun!

Is there anyone or anything that inspires you a little extra?

I absorb inspiration wherever I am and can be inspired by almost anything! It could be a person on the street, my friends, a feature in a magazine, or a celebrity.

What can’t you do without in your wardrobe?

The leather jacket!! An incredibly timeless and versatile piece.

When did you realize you wanted to become a stylist?

Through my work on social media, I’ve had the opportunity to model in campaigns for various companies, and during the photo shoots, I gained insight into the work behind the camera. That’s where my interest in the styling profession began!

What attracted you to the styling profession?

During the photo shoots, I’ve seen how individuals working in styling express their creativity and fulfill their dream of working in the fashion industry. I thought, “I want to be there too!” I’ve also seen the challenges the job presents and that it’s not as glamorous as many believe, which motivates me!

What is your dream assignment?

Oh, that’s a tough one! But I’ve always dreamed of styling for galas and TV programs!

What are your future visions within the fashion industry?

My future visions within the fashion industry involve making it more sustainable, focusing on reusing fabrics, and being more mindful of the consequences the fashion industry creates for people! We learned a lot about this during the course.

Stories from Rebeckas time at StyleAcademy

Why did you choose Styleacademy? What made you want to take our course?

I had been eyeing Styleacademy for a while before I applied, and the reason I specifically chose this program was partly due to its excellent reputation! But also because I had such a good gut feeling when I visited the website and read about their goals and visions for the course. I thought immediately, this is where I want to go!

Can you tell us a bit about what you learned during our course?

During these 6 months, we learned a lot! Everything from basic styles, body types, fashion history, color characters to how to take care of clothes in the best way and how to think more sustainably.

What was the best thing about the course?

The best thing about the course was undoubtedly that I got to meet people every week who shared the same interest as me. But also, all the knowledge I gained and all the lecturers we got to meet! I love that Style Academy has invested so much time in inviting interesting and relevant guests such as Sara Biderman, Ann Sköld, Swedish Fashion Council, etc.

What have you taken away from the course?

So much! I have taken away great friends, a lot of knowledge, experience, and improved confidence in the fashion industry.

Who would you recommend to take our course?

If you have a burning passion for fashion and dream of becoming a stylist or personal shopper, apply! You won’t regret it.

How did you find our course?

Via Instagram!

Felicia is the girl who has worked in New York, launched her own jewelry brand Nomi Design, and has now become a certified stylist through Style Academy. After completing the course, she moved back to Manhattan, where she worked on her jewelry line and her boyfriend’s clothing brand, Grand Le Mar. Today, she is a part of The Rose Room!

How did your interest in styling start?

I have always had an interest in styling, but most of all in clothing. It has been an interest of mine since I was little.

Why did you apply to The Rose Room Academy?

I have wanted to work with clothes and styling since my childhood. Before, I worked in the restaurant industry and felt that I wanted to break into the fashion industry in some way. During the pandemic, many companies were not hiring, so I had to find another way in. That’s when I found Style Academy, and I immediately thought – this is where I want to apply.

You have worked with us at Rosenrummet as a Personal Shopper, would you like to share a bit about that?

I completed my training remotely in New York, where I worked with my boyfriend and his clothing company. Since Yasmine (Coordinator at Style Academy) had also lived there, we had some contact during that time. I mentioned that I was available all summer and would be happy to help with personal shopping. Coincidentally, help was needed, and everything happened very quickly.

The next day, I was invited to come in and observe how the stylists work. I shadowed Nina (one of the stylists) from start to finish. Shortly after, I took my first client, and since then, I have been working at Rosenrummet. I’ve done a bit of everything, taking on clients and assisting.

What did you learn from your first client that you carried over to the next?

It’s important to be attentive to all the little details that the customer mentions, such as ‘I’m looking for a dress with thin straps’ or ‘I don’t want a V-neck.’ I find that such details can easily be overlooked during the interview. You have to be observant of the small things the customer is actually looking for or doesn’t want at all. This way, you won’t find yourself in the fitting room realizing, ‘She wanted thin straps, and I only have long-sleeved dresses.

What do you think has been the most enjoyable aspect of working at Rosenrummet?

The most enjoyable part has been experiencing what it’s like to work as a stylist in the industry. It’s very gratifying that you quickly get feedback on whether you’ve done a good job or not. By that, I mean if you have a customer in the fitting room who actually makes a purchase. If nothing else, it’s very satisfying to hear that the customer puts on an item they would never have chosen themselves but feels comfortable and beautiful in it. Then they express gratitude for finding something they could never have discovered on their own.

In addition to working as a personal shopper, you get to work with clothes and get to know all the brands. This is enjoyable whether you continue as a stylist or for your own pleasure.

How was it to select items at NK?

Very luxurious! I haven’t worked as a stylist in any other capacity than as a personal shopper at NK, but I can imagine it’s almost a bit spoiled. All the brands are gathered in one place, and you can simply go and point to what you want to pick. This is different from working as a stylist for a photoshoot, where you need to contact different companies and pick from various stores. You skip that pre-work, as you only go up to a department. It feels both luxurious and indulgent that I got the opportunity to jump into it right away

You also get to discover a lot of new brands. It’s like an intensive course on what they have to offer, prices, fit, and much more.