“Greta Thunberg criticizes” - that's how many headlines begin.

This is followed, for example, by “the digital climate summit” (world) or “the sluggishness of politics” (Tagespiegel) or “the higher oil production of Opec” (Süddeutsche Zeitung).

Now Greta Thunberg criticizes the fashion industry in the first issue of Scandinavian Vogue.

For example: "Whoever buys fast fashion supports this industry in growing and causing further damage."

Jennifer Wiebking

Editor in the "Life" section of the Frankfurter Allgemeine Sonntagszeitung.

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You have to repeat it again: It's in a Vogue.

It wasn't long ago that a fashion magazine couldn't utter a bad word against anyone.

Everything was enchanting in this dream world, which should give its readers the opportunity to forget all evil for a while - and probably fall asleep over the gentle reading.

For this reason, too, these magazines lost their influence.

Vogue, for example, is in the process of centralizing its European editions, i.e. the French, Italian, Spanish and also German editions from London, at the price of cultural peculiarities that are not simply a question of translation.

During this time, of all times, the Scandinavian region gets its own Vogue - and does it better. Hire Rawdah Mohamed, a fashion editor in hijab who spent her childhood in a refugee camp in Kenya before moving to Norway with her family. Wins Greta Thunberg for the cover story. The famous in-house marketing slogan “Before it's in fashion, it's in Vogue” has long since lost its importance. But against the background of overconsumption and the world warming up by 1.5 degrees by 2030 according to the Intergovernmental Panel on Climate Change, this sentence will hopefully be true one day.