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.
