Babyshop Magazine


Meet the Hosts of our Live Shopping Event - Ebba Kleberg von Sydow and Emilia de Poret

Ebba Kleberg von Sydow and Emilia de Poret is the duo who together created the fashion platform “Säker stil” in 2014. The name translates to "to be confident in your style" and has given birth to three books, a podcast and a community for lovers of fashion.

March 18, 2021

On March 25, at 11:30, we’re hosting a live shopping event over on our Instagram where you’ll experience spring fashion for kids, we'll introduce you to some of our new brands and you'll get an exclusive surprise. In anticipation of this event, we met up with the duo to discuss kids' fashion.

How do you apply the philosophy of "Säker stil" for kids?

Buy a larger size than your kid needs, so that you can keep the piece of clothing for longer. Invest in good quality! A soft wool sweater isn’t just comfortable but will surely be able to be passed on to siblings or find new life in another kid’s closet. Make sure to look for clothes made of sustainable materials.

What are your thoughts on shopping for your kids?

We work to guide our followers to find their style and, sure, want our kids to find their own fashion sense. But, we can’t help but think that things were so nice when the kids were small and we could decide on their outfits.

Do you have any favorite clothes that you keep coming back to?

Good and durable outerwear. Preferably with both function and "Säker stil". Of course, also those pieces that make us and the kids happy. For our boys, that could be a cute matching set, and our 10-year-old daughters love fierce faux furs. Yes, it does happen that we buy identical pieces for Marianne (editor’s comment: Ebba’s daughter) and Electra (editor’s comment: Emilia’s daughter).

Welcome to join our live shopping event on our Instagram @babyshop on Thursday, March 25 at 11:30 CET.

Ebba Kleberg von Sydow, on the left, is a journalist, author, ELLE influencer of the year and a mother of three. Emilia de Poret, on the right, is a fashion writer, TV-personality, ELLE blogger and a mother of two.