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Sofia Hedstrom, Television Reporter

"Everyone has the opportunity to have style; it’s not about having a million dollars."

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What do you do?
I’m a reporter for Swedish television based in New York. I cover everything from fashion to politics to sports. What’s your favorite type of story?
I did an interview with Karl Lagerfeld a few months ago, and that was really exciting. Also, I did a documentary on two old people and they were so amazing because they didn’t censor themselves.

Are there subjects you don’t enjoy?
I didn’t think I liked sports, but I was at a hockey game in Detroit, and it was really exciting. Although I was covering Annika Sorenstam last week at the U.S. Open, and she didn’t play well at all. Sports aren’t fun if you are not covering a winner.

How would you describe your style?
I would say it’s fun. I’m wearing shorts today, but if there are 365 days in a year, I wear a skirt 360 of them. I like to get dressed up in the morning. I love Viktor & Rolf, Anna Sui, and, of course, Karl Lagerfeld.

What do you think about the style of American newscasters?
I think, to be honest, they might be a little boring. They could use some more color. They could do something about that hair. They all have the same hair!

Where did you get this outfit?
The shorts I bought on sale at Banana Republic. They were perfect on the golf course. The shoes are from the East Village; the brand is Faryl Robin. And the socks are H&M. I think sixties style is going to be big for fall.

Being Swedish, do you wear lots of H&M?
Maybe I’m biased because I have so many friends who work there, but I think H&M is brilliant. Everyone has the opportunity to have style; it’s not about having a million dollars. Maybe it has something to do with Sweden being a socialist country, but I love this concept.

Do New Yorkers have a lot of preconceptions about Swedish girls?
Of course! There’s all that free-love stuff, but the most common question is, “Do you get everything for free?” And then they ask about Abba.


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