Black Vogue in Åhlens

Written by
Lovette Jallow

Published on

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In 2016 Åhlens swedes largest department store interviewed and photographed Myself and Admin Antoinette Guede for a piece in their spring magazine. Now this magazine goes out to 850 000 households in Sweden and more were printed for their stores. This was a momentous moment for Black Vogue and for myself because gaining recognition from Åhlens meant we were making enough noise to be a force to be reckoned with in the beauty industry. It meant our message was going out to more people than what we initially imagined. People with power to affect changes in the industry were looking and listening to what we had to say. Lo and behold a few months later Åhlens announced that they would be buying in more brands that offered more options to women of colour into their shops!!!

A coincidence? I think not ;)

Well done Åhlens on being a fore runner when it comes to beauty, well done for listening to your consumers and making a change for the better and for a more inclusive society.

Antoinette and i had a blast taking photos for this interview and Grefberg Braunerheilm did the interview piece in October 2015 and our paths met again on my last tv appearance where she was also on the panel discussing beauty and you tubers.

Stay tuned for next week we shall grace yet another large magazine in Sweden called Amelia.