A new word to add to my vocabulary.  Démode is 'fashion for the bravehearts' and it's also a recent site discovery for me.  Based in Sweden, Démode is about encouraging the strong willed in fashion, the 'bravehearts' that deserve some attention.  On 7th June, in collaboration with Muse Style Agency, they held a 'guerilla' fashion show that was about encouraging the personality to emerge and also to inspire experimentation.  I'm not sure what exactly it's inspiring in me but it does present to me a conflicting view of Swedish style to the one I previously had which is also combined with the confusion of the 'tunnel vision' that the internet throws up.  When I interviewed Lykke Li recently, when I said I quite liked Stockholm (having been once...), she said 'Eh..it's fucking boring!'.  Somehow though, many, MANY Swedish fashion blog has a pretty hardcore following that extends beyond Sweden but to be honest, I don't really check them out often enough to really gauge whether I like them or not.  On-trend, pretty, MK-Olsen, vintage-based is what I very hazily gather...all very well but then Démode comes along and acts as a reaction to the aforementioned, and promotes a sentiment that I haven't personally seen in the Swedish blogs that I have checked out (recommendations of that ilk are much appreciated of course...).

No conclusions/verdicts drawn here.  Just some thoughts about that all-popular, all-star topic of national streetstyle.  Ah...whatevs... enjoy the video...