Style Record: Frida Sundemo
All photographs courtesy of Frida Sundemo
Swedish pop artist Frida Sundemo burst onto the scene with her debut EP Indigo in 2015. Since then, she has gone on to appear in the film adaption of John Niven’s Kill Your Friends, and release new tunes like the ethereal “Keep an Eye on Me.” Sundemo’s latest single, “It’s OK” is out now, giving us more of her otherworldly voice for those late summer nights.
Sundemo talked with Paste about 2001: A Space Odyssey, her fashion mistakes and her favorite hoodie.
Paste: Can you tell me a little bit about your style icons?
Sundemo: Well, I guess I haven’t really got style icons in that certain way, but I get inspired by a lot of things like architecture, art, space, typography and of course human beings too. I stick to my gut feeling when it comes to style and I think that is a result of all the aesthetics I’ve swallowed in my life so far, haha.
Paste: When you’re approaching visuals for the music you make (music videos, photo shoots, etc.) how do you go about tying things back to the music?
Sundemo: It pretty much comes naturally, since I see my artist project like a whole world in 3D: music, visuals and message. They all depend on each other and they’re all important parts of it. So, when I create music I see the visuals in my head and that works in both ways. This makes it kind of easy when it’s time to do artwork, photo shoots and videos.
Paste: How do you dress on stage versus your day-to-day life?
Sundemo: When I’m on stage, I try to fully merge with this world of art I created. In an ideal world, I would have a closet filled with futuristic white space costumes just waiting for me to take them on. On weekdays, I love wearing oversized vintage t-shirts, preferably long sleeved, haha. But I can go a bit crazy too, it depends on my mood.
Paste: Were you always into fashion or is it more of a recent development?
Sundemo: I’m not sure I’ve ever been into fashion really, haha. I don’t feel like I know anything about fashion anyway, but still I care a lot about what I’m wearing. I don’t know if that makes any sense?
But from an outside view I think people would say it’s more of a late development. I’ve always been a tomboy and I refused to wear ”pretty” clothes when I was a kid. I wanted the clothes that my older brothers wore and I guess it was a win-win situation for my parents and myself since they didn’t have to buy that much new clothes and I got to wear what I liked.