InterviewAlicia Agneson.

Meet Alicia Agneson,
Yaytrade's Global Fashion Director.

Yaytrade's Global Fashion Director.

Story by

Caroline Jansson

PostedSeptember 16, 2021

We are happy to announce Alicia Agneson as Yaytrade’s Global Fashion Director. Get to know Alicia and learn more about her new role.

For Alicia Agneson, who was born and raised on a farm in Eskilstuna, Sweden, life really began when she moved to London as a 15-year-old to invest wholeheartedly in the pursuit of a career on screen and on stage.

Today, Alicia is most well known for her breakthrough role as Frejdis in the series Vikings. She’s starred alongside Gary Oldman in The Courier. Most recently she landed roles in the new series The Obscure Life of the Grand Duke of Corsicasom, which premieres in November, as well as the Netflix Original series Clark, where Bill Skarsgård is among the cast. 

As if that wasn’t enough, Alicia is also an advocate for sustainability in fashion. It has already been several years since she completely stopped consuming newly produced clothes...

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“As I am passionate about both sustainability and fashion, I am glad that more and more people have begun to understand the importance of consuming more sustainably. It is an honor to take up this position and I look forward to helping more people discover the benefits of circular consumption” - Alicia Agneson.

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“Second hand shoes, sustainable diamond rings from my own collection, vintage Pearl necklace and a dress made from leftover fabrics. 2 years without having bought newly produced clothing and still going strong!“ - @aliciaagneson

Alicia describes her wardrobe as something taken directly from the main character in Sex and the City – Carrie Bradshaw – but despite voluminous tulle skirts, colorful hats, and designer bags it’s not newly produced garments hanging there. 

Alicia only buys vintage and second hand – a decision she made after vacationing in the Caribbean.
- Instead of hanging out on the beach, I was completely horrified by what the climate looks like in these countries. I ended up spending my vacation with a charity organization and picking plastic at the beach. When I came back from the trip, I felt that I had to continue my work. That’s when I really started looking into sustainability and what I as an individual could improve in my everyday life to reduce my carbon footprint.

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- Due to the nature of my work, I realized that I couldn’t stop flying and run Greta's race by taking the boat for several weeks. Instead, I started to reflect on something else that played a big part in my life – fashion! I soon understood that the retail industry was worse for the environment than all international flights and maritime shipping combined, and it surprised me that no-one was talking about it? 

- I am surrounded by people and an industry where discount codes and special offers have become a part of our everyday life, constantly pushing us to consume more and more, without thinking of the consequences. I decided that my goal was to show others that together, we can all make a change.

Building my wardrobe on vintage and second hand rather than newly produced clothes has really made me find great new ways to dress and be creative!

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One of the projects Alicia will helm is "How to become a Sustainable Rebel". This initiative has the goal of raising awareness by drawing attention to people who challenge the otherwise linear fashion industry, and inspire others to do the same. In addition to giving her best tips on how to consume more sustainably, Alicia – in her role as Global Fashion Director – will also lead international fashion campaigns and advise on influencer collaborations in new markets.

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Finally, your top 3 tips on how to start consuming more sustainably?

  1. Think before you buy

  2. Do research

  3. Challenge yourself! Don’t follow trends, create your own trends

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Register HERE to get notified about new campaigns, live styling shows, sustainability masterclasses and pre-loved styles from the Yaytrade website - loved by Alicia.

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