Q&A with Margareta Wingardh – Bjork & Berries GB
Q&A with Margareta Wingardh

Margareta is the other half of Alter id, she just moved back from Paris where she has worked and lived for the past 7 years.

With her strong knowledge and experience she has been working with various brands within the LVMH group for, such as Louis Vuitton and Celiné.

She is a true inspiration of how to keep your style, joie de vivre and still be conscious of her environment.

You can find Alter id HERE.

  1. How would you describe yourself in 3 words:

Happy, Strong, Emotional.

  1. What/who inspired you to do what you are doing today?

I believe it´s a mix of a lot of things, from that first moment you see an art piece, that really touches you deeply, or reading a book with a sentence you memories in your head, to discover fashion for the first time by watching French and Italian movies from the 60´s. But primarily I find strong and independent women who are generous with their love like my grandmother and mother to be my biggest inspiration in life.

  1. How has the business changed since you started?

I can see a huge difference today compare to my years at Louis Vuitton and Céline in Paris. Not only is it very different to work in Paris compared to Stockholm. Times have changed and Sweden in general is very forward thinking and progressive and Paris is more focused on the creative process.

  1. Do you find it more open to diversity and sustainability beyond the idea of just being a trend, are people really living the lifestyle?

Diversity and sustainability are two areas where Sweden is really progressive and I find it exciting to work in an environment where these areas are being taken seriously. With that said I think we can and need to do more here on all fronts. Fashion needs to be more sustainable and we need to diversify our image and perspective of beauty to not just see it through a dated lens. These are exciting times we live in and thankfully progressively is leading the way.

  1. Describe your day - from morning until you hit the pillow:

I wake up at 6.45, I prepare a tray with one pot of tea and something to eat, I always drink my tea in the sofa, checking emails and the news and 7:45 I jump into the shower.

After that I get dressed and leave for the office, then it´s around 08:30. At the office I team up with my partner and friend Elinor, usually we take a few minutes to discuss our ongoing work projects and then we work until lunch, at lunch we go to BeCore or The place to do a session of Mega-former, after we have a quick healthy lunch in a restaurant or bring take away to head back to the office. Around 6 pm I meet up with my husband at Café Nizza, a popular restaurant in Stockholm, for a glass of wine, we usually order a few plates to share, we know the staff and many of the guests so usually the table for two becomes one big table and where  everyone is chatting with each-other. After we walk home, maybe watching a movie before going to bed.


Ok on to beauty secrets!


  1. Beauty product you can´t live without?

Bioderma Micellar water, Björk & Berries skin awakening C- serum and Pestle & Mortar hydrate Lightweight Moisturiser.

  1. Everyday beauty ritual?

I start to wash my face with Himalaya herbals purifying Neem Foaming Face wash, then Bioderma Micellar water, C- vitamin serum, facial cream, a bit of concealer under the eyes I use Laura Mercier flawless fusion then I comb my eyebrows with gel and add a bit of rouge, preferably Surrat beauty blush in the color Parfait.

  1. For that glamorous look?

Always a sheet-mask, Foundation,Tinted Moisturiser by Laura Mercier, RMS Luminizer in Champagne Rosé, Clinique high impact Mascara, Eyebrow gel and rouge. Voila!