Cay Bond on her new book Modet och minnena
Cay Bond has recently released her book Cay Bond: Modet och minnena, a personal odyssey where memories and reflections on fashion and art intertwine. With a career spanning several decades, she has run the company L’Agent Cay, worked as an agent for Promostyl, and founded the groundbreaking magazine CliC. She was also a pioneer in placing fashion in museums alongside art and led Modemaffian on television. She is one of Sweden’s foremost voices in fashion and culture, known for her analytical skills, trend forecasting, and deep understanding of the industry’s evolution.
In this interview, she shares insights into the writing process and the discoveries she made along the way. She reflects on fashion’s significance as a cultural expression, how the industry has evolved over the years, and the importance of education. She also offers her best advice for young people aspiring to enter the world of fashion and trend analysis, emphasizing the value of patience, knowledge, and passion in an ever-changing industry.
What was it like to look back on your life and memories while writing the book?
It was difficult—I didn’t know where to start. It took me three months to get going, but once I did, there was a lot to tell.
Did you discover anything new about yourself or your career while writing the book?
Not really, I believe I have a pretty good self-image, and all the assignments and engagements I write about confirm that.
Which project or collaboration in your career has had the greatest impact on you, and why?
It’s impossible to choose—I see it more like a puzzle. Each project, whether as a journalist, lecturer, analyst, or TV producer, has influenced the next.
Has your experience as an agent for Promostyl shaped your view on trends and fashion?
No, rather, it has reinforced my belief that fashion is culture.
How do you see fashion’s role in today’s society compared to when you started your career?
For me, fashion has always played an important role, not just as an industry but as a necessary cultural expression. If treated correctly, it is also one of society’s most vital industries. It demands hard work, education, talent, employment, knowledge, and tradition—all elements that benefit both society and the market.
Which trends or movements in today’s fashion world do you find most exciting or significant?
- Environmental and climate awareness. At Promostyl, we were among the first to address this issue, starting our research as early as the 1980s.
- The growing interest in today’s international fashion designers.
Internationally, fashion has always held a higher status than in Sweden, where it has often been treated as an art form. Fortunately, this perspective is finally influencing the Swedish fashion industry and market. Fashion in Sweden has traditionally revolved around low-cost production and a “buy, use, and discard” mentality. In recent years, however, there has been a shift in perception, and the importance of education is now being recognized. This has raised the standard at institutions like The Swedish School of Textiles in Borås, various universities, Beckmans College of Design, and the Academy of Cutting and Tailoring. More students are also choosing to study abroad in countries like Belgium, England, France, Italy, and the USA.
What advice would you give to young people aspiring to work in fashion or trend analysis?
There are many different careers in fashion, so it’s crucial to identify your talent and interests. Then, make sure to gain both education and practical experience. Patience is a virtue—finding your place in this creative industry takes time, but it’s worth it.
How do you hope your book will impact readers, especially those interested in fashion and culture?
I hope readers will feel inspired and understand the importance of being present in everything they do. Even something as simple as meeting people, regardless of which country you’re in, can be incredibly rewarding if you embrace it. No matter what your interests are!
What’s next for you? Do you have any upcoming projects or ideas?
In the future, I hope to continue my “revival meetings,” meaning lecturing and writing in various contexts. I was also recently invited to join the board of a major fashion company, where I will have the opportunity to share and apply my expertise.
