Discover the power of colour with one of Sweden’s style experts – Jenny Åberg. After a career in medtech, she shifted gears to help others find confidence through personal style and colour analysis. This fall, she joins Nordic Organic Expo to share how knowing your palette can lead to a more sustainable, stylish and empowering wardrobe.
For years, Jenny Åberg worked at the top of the medtech industry – managing teams across five countries and navigating high-stakes meetings in boardrooms around Europe. But despite her impressive title and tightly packed schedule, one question followed her daily: What should I wear and why doesn’t anything feel quite right?
– All those years working my way up in different roles, through weight changes and life phases – I often wished I had someone to guide me with clothes and style, says Jenny.
When an organizational restructure left her role behind, she took it as a sign. Tired of airport gates and sterile hotel rooms, Jenny turned inward and asked herself what truly lit her up. The answer wasn’t in surgical tools – it was in fabrics, makeup and how powerful clothing can shape the way we feel when entering a room.
– I realized how much influence clothes have on your presence – the psychological effect, the confidence, the energy they give you, she says with a smile.
In 2017, Jenny began a new chapter, combining her business background with a lifelong passion for personal style. She trained as a stylist, driven by the desire to one day focus fully on helping others feel confident in what they wear. While her business initially included several ventures, her vision remained clear.
– I trained as a stylist to help others build wardrobes that reflect who they are – but along the way, I learned things I wish I’d known while creating my own professional wardrobe over the years.
This fall, Jenny joins Nordic Organic Expo as a speaker – offering visitors tools to build a wardrobe that’s not only stylish but also sustainable. But for her, sustainability isn’t just about labels – it’s about intention.
– Sustainable fashion is about knowing your style, your colors and your fit – so you’re not chasing trends that don’t serve you.
Jenny believes that one of the biggest causes of overconsumption is buying what looks good on others without checking if it works on you. That’s where colour analysis comes in – the underrated secret to a wardrobe where everything works together.
– A sustainable wardrobe means everything fits and everything goes together – and colour analysis plays a huge role in that.
As she explains, true sustainability lies not in constant purging, but in learning to restyle and reuse what we already own. Jenny’s clients are often surprised by how many great pieces they have – they just need new ideas for how to wear them.
– I don’t believe in throwing out clothes just because you haven’t worn them in two years – if they’re the right color and fit, you just need new ways to style them, says Jenny.
Her go-to tip? Think in cost per wear – not sticker price. That trendy sale item you wear two times is more expensive than the investment piece you wear 200 times.
– Ask yourself: do I really love this and how often will I wear it? That’s the kind of thinking we need.
Jenny is also quick to point out that “trendy” and “sustainable” can co-exist – if you know how to interpret trends through your own lens. As a warm-toned “autumn” in colour analysis, she adapts seasonal looks to her palette with confidence.
– You can totally follow fashion – just do it in a way that suits you. I skipped last fall’s burgundy trend and went with rust red instead – same vibe, better match.
At Nordic Organic Expo her mission is simple: to get people excited about their own colours, their own shape and their own style. Because when you love what you wear, you’re far more likely to wear it again – and again.
– It’s about energy. Colour gives you energy. If you’re already tired, wearing black just deepens that feeling – colour can shift your whole mood.
With her loyal dog Suzie (a.k.a. the “comfort manager”) often by her side, Jenny is making fashion feel personal, empowering – and genuinely fun. Her message? You don’t need more clothes. You just need the right ones.
– A personal style makes you less of a slave to fashion. You stop looking sideways – and start dressing from the inside out.
By Rebecca Hyde-Price Aggestam
