Beyond the hype // Signe Siemson

JUNE 2009

Don't believe the hype!

Signe Siemson is a 20 year old die hard party goer, model, and blogger from Stockholm, Sweden.

Tell us a little bit about yourself and where you live!

I'm a night club manager at Stockholm's most famous club, Spy Bar. I also blog at and model from time to time. I live with my boyfriend in a beautiful apartment and I only buy things in pink: cellphones, skin care, candy, iPods, band-aids and so on! Comparing to Paris/London/NY/Milano I think Stockholm definitely is the best looking city of them all. I believe we are the most fashionable because we are very afraid—so we follow all trends. And we have a lot of cheap good design. Don't get me wrong, I think it's cooler NOT to follow trends, but I wouldn't blame you if you did.

As a night club manager, can you tell us some of the weird stuff you've seen?

Oh yes indeed. I see all those people that are respected, grown up, and important during the day become freaks by night. Making out with several people in one night, then taking a cab with someone they reeeeally don't wanna wake up next to in the morning.

What do you love about living in Stockholm?

The long, bright summer nights. The small town feeling. All our beautiful parks, and the snowy, cozy winters.

How would your describe personal style? What are your influences and inspirations?

I can't remember last time I saw someone and got inspired. I just put something on that feels good for the day. I can look like a grey boring "anyone" one day, but stand out the most on another, all depending on my mood. But I tend to always dress in mini-short dresses/shorts. If I would sum it up in one sentence I would say grunge with a Lolita touch.

How do you spend most of your time?

Sleeping, relaxing on my balcony, reading, blogging and drinking/clubbing at nights..

Something about yourself most people don't know:

I'm a horse girl! For about 10 years I used to spend all my free time in the stable.

Favorite designers and places to shop?

I don't wear designer clothes, but I like Cristopher Kane. I mostly shop secondhand and American Apparel.

Any tips for second hand shopping?

I hate going to Beyond Retro and "hip" stores—they are way too expensive. Go to the shabby "real" secondhand shops and find some really cool cheap buys!

Whose style do you admire?

No one's at the moment, but for several years ago I admired Kate Moss' and MK Olsen's style.

The first thing you look at in another person's outfit is:

The dress/sweater.

What do you splurge on?

Panties. I loooove buying new underwear. I mostly wear "cute" pink panties, with frills and stuff. Or those white cotton MLP panties that you can buy at the children's section!

What do you skimp on?

Bags. I don't give shit about what bag I wear so it tends to be simple cotton/shopping bag I got from any event.

A fashion rule you always break:

I like to wear sport socks with high heels.

What is your personal favorite outfit on LOOKBOOK by you, and by another member?

My personal favorite has got to be messed mind (pictured below) simply because it feels so Signe. By my hyped looks I l o v e  Wonderland by Sky F. The dress and the cute sad face, it's perfection!

What do you think is the latest trend to appear/reappear, and what are your thoughts on it?

The biggest trend in Stockholm right now is the summer indian style. I like it, especially if you go all the way. But please don't wear a fucking hairband around your forehead (ugly) and fringe on your bag (overrated).

What is the most underrated item in menswear and womenswear?

Simple shirts. Even though it's common, people just don't seem to understand what a perfect garment it is. Couples can wear each other's shirts and everyone looks good in them. Unfortunately my boyfriend would never fit into my shirts (he's 192 cm and weighs about 90 kilos i believe), but I wear his shirts all the time!

What is your next "must have" purchase?

The perfect baby-pink nail polish, but trouble is I just can't find it!

What's on your bookshelf, iPod and DVD player at the moment?

Monica Zetterlund, library books, and Eternal Sunshine of the Spotless Mind.

Favorite color of the moment:

Always pink!

Next place you want to travel to:

I haven't been to Berlin (my birth-town) for over a year now, so I'd like to go there! Everything in Berlin is cool—the atmosphere, the nightlife, the weather (hotter than Sweden) and the smell!

Favorite go-to outfit?

Simply black leggings together with a worn-out tight tank-top, my silver cross around my neck, and Docs. Because it's simple, comfy and flawless.

Can you tell us a little bit about your experience as an American Apparel model?

I used to work in the Stockholm store for almost a year. Afterwards they took me to a hotel room and we had some fun taking pictures. Thats about it!

How did you get started on your blog?

I started blogging when I was laying at home with at serious concussion. I was tired of vomiting and staring up the ceiling so I started a secret blog. About a month later the blog was already big! Now almost two years later I started blogging at which really is a hot free magazine in Stockholm. At the website we have some cool bloggers! also have party pics, fashion thoughts and stuff like that!

What can't you live without?

Food and my bf.

By the year 2010, you will be what/where:

Hopefully I will be a housewife with photographer aspirations.

Joona wants to know what your favorite article of clothing is.

My floor-length, silky black Kate Moss dress.

What question should we ask the next interviewee?

You should ask what she/he ate during the entire day before!

What would you say to someone seeking general fashion advice?

Black is a good safe card. And don't believe the hype!


show previous comments

Loverly Hills
i love this interview, and i love your style! just because youre not constantly on the "hot" list does not mean you are "boring" at all. i feel like you can wear ANYTHING because you have such a perfect body and face! :)
Zoë Harvey
i love her outfits alot, she has more intresting outfits than alot of people on the hot page, its just her confidence is a little overbearing some times
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Charlotte Anne D.
she's so pretty
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she has beautiful legs.
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Marla Singer
And don't believe the hype!

- Ditto.
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Rodrigo Fernandes.
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Luix Pagán
DONT BELIEVE THE HYPE that's a nice thing to do
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Daniel Laukat
Fashion is just as much about lifestyle as it is about color, pattern, fabric and contour.
She deserved the interview/
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Ryan Kearney
Simply fabulous (:
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An Dvpe
Wonderful! :)
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Julius -
shes hot
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Ashleeta Beauchamp
wow the dont believe the hype comment made me feel so much better about never getting hyped lol <3
Ashleeta Beauchamp
also Id give my life to have her legs
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Molly D
i love this chicks style so much
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Armin Aleks Aura Semovic
God, i want to live like Signe - including having a bf at the moment.
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Natascha C
"Everything in Berlin is cool—the atmosphere, the nightlife, the weather (hotter than Sweden) and the smell!" ::: i agree :) :) I looove Berlin <3
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Yanii M
great interview, i love your style!
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Monica Aprilia
i like your style
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Anisse Arous
i like your style
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Eloise L.
I don't think her looks are worth the hype, personally. They are pretty boring looks and careless (not in a good way). Looks can be careless , but they can look really fashionable at the same time, too. These looks are just....
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Belinda Francois
i dont what it is but her face reminds me a bit of angie jolie
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Her looks don't match up to her blog. I liked the interview but was disappointed with her outfits. Her later outfits are a bit better than when she was interviewed I think but that's the benefit of hindsight. However when I read her blog, it shows far more about her than this interview does
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