Veronika Wand-Danielsson has been Sweden’s ambassador in France for 5 years. Her assignment includes being ultimately responsible for the Swedish brand. Read her thoughts leadership, sustainable fashion, and personal style in the diplomatic world.
An ambassador represents his country in a foreign capital. This means both diplomatic contacts and security for Swedish citizens – and to promote the Swedish brand. In France, the embassy works a lot with Sweden’s promotion and Veronika Wand-Danielsson is very involved in this work.
What is a successful image for you?
– An image that reflects my personality. Accepting the norms and frameworks within which we operate, work, act, dress and at the same time dare to challenge something with our own personal touch.
How do you define success in your job?
– When my ideas and analysis are heard.
What is the biggest misconception about you?
– That I am perceived as pretentious, rigid or self-absorbed.
What do you want to communicate with the world by the way you dress?
– Women should dare to be themselves and that they should find their own style. For me personally, it is important to combine elegance with a sporty touch. However, every opportunity demands its own; it is important to be able to adapt to the circumstances and the circle within which I act, perform and represent Sweden in the world. I have a personal interest in clothes and fashion, but clothes should not dominate, in an official context, the political message that I want to convey.
Does the Swedish Embassy have a dress code to follow? Or are they just unwritten rules?
– In all environments, there is a certain dress code. In diplomacy, most men wear suits – regardless of nationality. Women allow themselves to be a bit more imaginative with their own clothing style – but the focus should preferably be on the dialogue and the message you want to convey and not on what you wear. Common sense also applies here and to reasonably adapt to the circumstances. Often, colleagues on Fridays are more ‘casual’ at embassies unless they have official assignments. However, they should be dressed so that they can receive visitors from outside at all times but preferably no jeans at the embassy.
What tips do you have for leaders who want to engage their employees?
– Strive to strengthen your employees’ self-confidence. Give praise when justified. I can even give praise when I see a new stylish tie or a new hairstyle or new garment with an employee. People enjoy being seen and appreciated. Be generous with showing appreciation. This boosts confidence in you as a leader and your employees perform better.
As a leader in today’s society – Where are we headed? Do you think today’s leaders need to start building their sustainable wardrobe?
– Absolutely! For example, I have a collaboration with HM that allows me to showcase not only Swedish design but also HM’s sustainable collection. I often wear sustainable from Swedish fashion companies. We work to show Swedish sustainable fashion and design.