Etui #2
210 x 280 mm, 224 pages
Stockholm, Sweden
Biannual
First published in 2025
Creative director and designer: Valgerður Stefánsdóttir (Valka)
Art director: Filippo Fròsini Piras
Editors: Staš Čebular, Katharina Fahr, Virgilio Pederzoli, Roberta Peroni, Malvina Sundén, Seçkin Yüce
ETUI is a new fashion magazine hailing from Stockholm, devoted to exploring the intersection between fashion and ‘identity, culture, community, and society’ through the unique themed framework of each edition.
This sophomore edition, titled ‘The Cringe Issue’, analyses the multifaceted experience of cringe, acknowledging cringe as a social—whether online or in person—yet simultaneously internal experience relating to the self, explored through the appropriately ubiquitous and highly visual nature of fashion. Inside, fashion influencers Olivia Halle and Samuel Lejon (aka the ‘Evil Gay Stylist’) reflect on their shared experience of the steep climb up ‘Cringe Mountain’, touching on how they met at church camp, and their most memorable fashion faux pas; Malvina Sundén pens an ode to the 2010s heyday of preteen fashion blogging; Gen Z accessory designer and Instagram phenomenon Beata Rydbacken discusses her fun approach to marketing and shares some of her early internet references; and Julia Åsberg, founder of the non-binary Swedish label Sthlm Misc, walks the team through their latest sportswear-inspired collection.
Plus, personalise your copy with the ‘tattoo’ stickersheet included in the back of the issue.