On Beauty: Linn Hägglund
Linn Hägglund at home. Photography by Elena Cremona. Courtesy of HURS.
Linn Hägglund
What does beauty mean today? And who gets to define it? We speak with five leading women who've built their lives around chasing it—a gallerist, a designer, a stylist, a chef, a founder—each redefining what beauty looks like on their own terms.
In partnership with Saie.
By Bonnie Langedijk
There's a reason brands keep coming back to Linn Hägglund. The London-based creative director, stylist, and fashion consultant has spent years shaping the visual identity of names like Toteme, By Malene Birger, and House of Dagmar. But Hägglund’s expertise is applied long before the shoot, from product development and merchandising to positioning. The big picture stuff that makes everything else click. Her approach is timeless in the truest sense, solely interested in what lasts. In an industry addicted to the new, Hägglund's work is a case for restraint, precision, and knowing exactly when to leave something alone.
What do you think about the concept of beauty? Both in your personal life and profession?
For me, beauty is rooted in realness, both personally and professionally. It’s about the woman herself, her experiences, her journey, and what lies ahead. Beauty isn’t about perfection, but about aging with grace and taking care of yourself without excess. Less is always more. I’ve never been drawn to heavy makeup; my routine is intentionally minimal. The same applies to how I dress, it’s not about abundance, but about choosing the few things that truly work for you and feel timeless.
What are some of the key elements that have shaped your sense of beauty, style, and taste?
Simplicity, intention, and timelessness. I’m drawn to clean lines, natural materials and pieces that feel enduring rather than trend-driven. Experience has also played a key role, over time you learn what truly resonates and what doesn’t. That clarity allows for a more honest, minimal expression in both personal style and professional work.
“BEAUTY is never about perfection, it’s about authenticity.”
What makes something or someone beautiful to you?
Realness, confidence, and aging with grace. I’m drawn to a personal style that reflects who someone is, whether it’s a signature piece of jewelry, a familiar silhouette, or a thoughtful detail. Beauty is never about perfection, it’s about authenticity.
When did you first realize you had a specific point of view about how people, brands, images should look?
Hmmm, to be honest, I’m not entirely sure. I think it has always been there in one way or another.
How did you develop your eye?
By always staying curious and attentive, not just to trends or images, but to the woman, the client, and the person behind the look. Understanding what resonates with her, what makes her feel confident, and what reflects her individuality has been crucial. I’ve also learned by observing details—the cut of a garment, the quality of materials, the way light hits a face. It’s a mix of careful observation, experience, and always keeping simplicity and authenticity at the center.
Linn Hägglund at home. Photography by Elena Cremona. Courtesy of HURS.
Linn Hägglund at home. Photography by Elena Cremona. Courtesy of HURS.
Do you think there's such a thing as "too styled" anymore, or has that concept disappeared?
Yes, absolutely. For me, it’s always about wearing your clothes or your beauty look rather than letting them wear you. You need to feel comfortable and confident in what you wear. Overdoing it rarely feels authentic. Today, many looks are created solely for the camera or Instagram, and while they may look “perfect” in a shot, they often don’t translate to real life. I love what Coco Chanel used to say: “Before you leave the house, look in the mirror and take one thing off.” I rarely need to do it myself, since my look is naturally minimalistic, but it’s such a timeless rule for keeping style effortless and elegant.
Is there a specific era or style reference you keep coming back to in your work?
The 90s, always. I love the supermodel era, Calvin Klein, Donna Karan, Helmut Lang. It was about simplicity, rawness, and individuality. You could wear jeans and a tee, yet still feel completely unique. Personal style, not over-polished perfection, always stands out to me. Realness is key, the era celebrated imperfection in a way that felt effortless and true.
How do you find a balance between staying true to yourself and the vision of clients you work with?
It can be tricky, but I work with brands that know themselves - and me. If they seek my guidance, they’re looking for my perspective. That shared understanding allows me to bring my aesthetic and vision without compromising theirs. It’s about collaboration rooted in clarity and taste.
Do you think the conversation around "effortless" style is honest or just another form of performance?
Often, it’s a form of performance. There’s a big difference between being naturally effortless and creating an “effortless” look. Today, many outfits are constructed purely for the camera — they rarely translate to real life. True effortless style comes from confidence, minimalism, and personal understanding, not performance.
How has working in fashion changed your personal relationship with getting dressed?
Working in fashion has made me value simplicity and consistency even more. Over time, I’ve developed a sort of personal uniform, pieces I know work, feel good, and can be relied on. Dressing should be easy and enjoyable, not stressful. I care less about trends and more about quality, fit, and timelessness. Investing in pieces that last allows me to focus on what feels authentic rather than chasing the next fad. Since I travel a lot for work, it’s also crucial that my wardrobe is versatile, composed of great pieces that all work well together.
This interview has been edited and condensed for clarity.
