Hjördis’ rise to celebrity status in Sweden can be traced through a series of beautifully coloured Vårt Hem magazine covers.
Vårt Hem was Sweden’s biggest and brightest family/women’s weekly lifestyle publication. There was considerable prestige in becoming a “Vårt Hem cover girl”, with Swedish actresses and fashion models featured in eye-catching full-colour images.
Hjördis’ first appearance was on 21st November 1943, soon after her modeling career had taken a step up from Leja to NK’s flagship Franska (French) department. A small feature inside the magazine introduced Hjördis once-and-for-all to the Swedish public:
“This week’s cover: Hjördis Genberg is a mannequin and one of the most beautiful in the capital. She is 23 years old. When she came to Stockholm it was to go to art school. However, her stunning appearance soon led to modeling.”
Due to the popularity of the cover, which is absolutely stunning, another followed on 9th January 1944.
“Our cover from a few weeks ago featuring Miss Hjördis Genberg received such an enthusiastic reaction, that to meet our readers’ wishes Miss Genberg also appears this week, wearing a hat by Rune Holmgren.”
I had my own fashion page…
By the time of her third appearance, in September 1944, Hjördis was well enough known to be a guest editor on Vårt Hem‘s ‘Unga Fröken‘ fashion supplement and be pictured on the cover, busily guest-editing.
When Hjördis met David Niven three years later, she pointed out that her work folio included her own fashion page in a weekly magazine. She didn’t mention that it was a one-off.
Well there was another one-off, for women’s monthly Vi Damer late in 1945, in which she appeared immensely less interested. The fashion advice barely went beyond “wear whatever you think looks best.” Or, more simply, “whatever”.
By contrast, the Hjördis’ Vårt Hem page is worth reproducing to read her opinions and recommendations, and as a snapshot of 1944 fashions in isolated World War Two Stockholm.
[Before we get started, not everyone in Sweden was in need of a ball-gown] :
“Hjördis Genberg, is one of Stockhom’s most beautiful and skilled mannequins. This beauty is editing a fashion page in our ‘Unga Fröken’ supplement”
“Hjördis Genberg has been called Sweden’s most photographed girl. In a short time, this beautiful young lady with the dark copper-red hair has managed to show her grace and elegance as a mannequin in countless photographs appearing in the daily press and weekly magazines.”
“Hjördis is a young Norrlander from a good family [good to know], who has also become a noted beauty on the Stockholm party scene. People are pleased to see that she looks at least as delightful in private as she does in her modeling work. Her wardrobe is a testament to her personal style and good taste, and she dresses in a refreshing and imaginative young-girl style.”
“Unga Fröken has made use of Miss Genberg’s good taste, and asked her to edit a fashion page in the magazine with examples that she herself has selected and described.” [But not drawn. The accompanying sketches are by the magazine’s regular illustrator].
1. “This Nilla plaid wool dress is one of my favourites. Personally, I would like it in yellow and black, with the checks straight at the waist and diagonal on the skirt. The fitted waistline and short flared skirt add a touch of endearing femininity.”
2. “Unfortunately, I can’t wear the braids that are fashionable among young American girls, but in my opinion, anyone who can get away with the pretty braided hairstyle should switch from hanging hair.”
3. “Earrings like white foam — aren’t they adorable? I saw them in a shop window somewhere and now I dream about them.” [White foam?]
4. “This is my most useful outfit. In navy blue wool with white trim. It is a street dress in spring and autumn, and an ideal work dress in winter. The skirt and waist are separate, and the longitudinal pockets on the jacket are a fun detail.”
5. “For autumn balls, when the tan is still there, it’s wonderful to have a really low-cut evening dress. Ideally it should be in real crinoline style with a lace frill over the shoulders and large squares of lace on the wide skirt. You just need to be evenly and beautifully tanned and not have any streaks from your swimsuit.”
Engaged then married
Hjördis’ fourth Vart Hem cover appearance followed on 4th February 1945, one month after the announcement of her engagement to Carl-Gustaf Tersmeden. It’s as strong as the previous images but has a different feel. A casual, steady gaze, with a half-smoked cigarette in her hand that looks in need of an ashtray.
For once, Hjördis was not named. (Perhaps it was assumed that readers would know who she was.) Anyone who bought the magazine expecting Hjördis-related content inside would have been disappointed. Her photo was there to attract attention on the magazine racks. It still works on the internet.
A final cover arrived on 30th June 1946, shortly after Hjördis’ return from her first visit across the Atlantic. The cover’s call-to-action was: “Hjördis Genberg-Tersmeden shows off her elegant American wardrobe for our readers.” It was accompanied by a fully illustrated three-page feature detailing her new American clothes, reproduced here: Hjördis Tersmeden : Fashion from America, 1946.
Vårt Hem ran as a separate entity from 1921 until 1952, when it was amalgamated with fellow Åhlén & Åkerlunds magazine Året Runt.
Some of you may remember the disappointment of a favourite magazine being amalgamated/teamed-up with another that you weren’t interested in. Året Runt Vårt Hem lasted until 1960, when the name was entirely swallowed up by Året Runt.
Hjördis Genberg Niven 