Scot couture
While we reject tweeds and tartans in favour of the latest trends, French Instagram influencer Solveig Kerdranvat is embracing Scotland’s extraordinary fashion heritage, discovers Crystal Chesters
Awillowy, 20-something blonde turns heads as she walks into a café in Edinburgh’s Stockbridge wearing knee-high country boots, a kilt skirt and a tweed waistcoat. As soon as she opens her mouth, everything becomes clear: Solveig Kerdranvat’s kooky style is surely just French eccentricity. But to the blogger and Instagram influencer, we’re the strange ones.
Despite being the home of the kilt, which dates back to the 16th century; of Harris Tweed, the only fabric in the world governed by its own Act of Parliament; and of 300-year-old Scottish cashmere, which is supplied to some of the world’s top fashion brands, Scotland’s fashion credentials are not widely appreciated by its people.
We shun our traditional styles and fabrics in favour of cheap, throwaway items made in China and we assume anyone wearing a kilt must be going to a wedding. So why is this young, stylish French woman trying to change our minds?
‘In Scotland you’re so lucky to have such a rich heritage,’ says Solveig. ‘Tartan and tweed are known worldwide and I’m coming from another country so I have a different vision. I can embrace it so much more because I haven’t lived with it.’
Coming from Brittany in the north west of France, Solveig always appreciated Celtic designs. When she moved to Auchterarder with her partner Jonny Stage and her two Shetland ponies she began blogging about her experiences in Scotland before discovering the power of Instagram. In just two years she has amassed 11,300 followers with a beautifully assembled patchwork of images showcasing Scotland’s unique landscapes and textiles.
‘Solveig’s Instagram is growing incredibly quickly,’ says Jonny, a self-taught photographer who grew up in Strathearn and takes the pictures for Solveig’s Instagram page. ‘As soon as you’ve bought into one or two pictures you know you’re going to love all 700. If you like Scotland and castles, you’re going to like the whole account and what’s to come, and that means Solveig’s followers are very loyal and engaged.’
For Solveig, style is about being an individual and choosing quality over quantity. Some of her go-to garments are high waisted designs, white shirts, waistcoats, and kilts – which for most Scots are reserved for men. ‘I love wearing kilts and I think it’s a bit sad that they are dying. When I wear a kilt just for pleasure, people ask me, “Is there something special going on?” and I tell them no, that I’m just embracing Scotland.’
‘There’s definitely an element of traditional Scottish dress that’s amazing and timeless and will always be exactly that,’ says Jonny. ‘But in the search to reinvent the wheel, people have forgotten how great it was and they just need a reminder. One hundred years ago, this was amazing.’
Having clothes tailor-made is something Solveig promotes on her blog and Instagram, and although she understands this can be priceprohibitive for many people, she believes in buying expensive items that will last a lifetime, rather than opting for cheap, on-trend pieces that will be worn out after a few months.
‘I work with tailors and everything is handmade in Scotland. Having something made to measure from amazing fabric is worth the investment but you do have to be brave to wear what you love – it won’t be everyone’s thing. I believe in buying something more expensive but keeping it forever – a timeless piece. It’s enjoyable to go out wearing what you truly love, not because everyone else has it.’
With the likes of House of Bruar, Walker Slater, Kinloch Anderson, Dunmore Scotland and Araminta Campbell working with her to promote their brands, Solveig is becoming an important voice in Scottish fashion. However, she doesn’t limit herself to clothes designed in Scotland and appreciates the work of designers from other
countries who take inspiration from Scotland.
‘The fabric from Scotland is used all over the world so I’m keen to promote these designs as well but with a Scottish link. It’s not just Scotland and the UK, but worldwide,’ says Solveig, showing off her deerskin and tartan handbag, which was designed in Italy by Federico Price.
‘There is a global appreciation of tartan in almost all countries of the world,’ says Jonny. ‘There are a lot of really talented people beyond Scotland working with Scottish fabrics.’
And Solveig’s influence doesn’t stop at fashion. Three-and-a-half years ago, the couple founded bespoke travel company Sandgrouse Travel, and both brands tie in nicely. Solveig often works with traditional or quirky Scottish accommodation providers to promote their brands with cosy scenes of her sitting by a log fire or wandering through the grounds of fairytale castles in traditional gear on her Instagram page.
‘We’re travelling around the country so we can get amazing shots of Solveig in locations which otherwise would be harder to orchestrate,’ says Jonny. ‘Solveig’s platform is growing and already it’s a massive audience so naturally we get lots of people approaching, asking “Where is this castle?” or “Where is the best place to visit on Skye?” ’
‘For people to see a human in the picture it makes such a huge difference rather than just a landscape,’ adds Solveig. ‘They can picture themselves there as well and want to go to these secret, unknown places. That’s quite a good way to attract people to Scotland.’
Going forward, Solveig is keen to work more with Scottish estates to promote their stalking and shooting activities. ‘I’m not against stalking,’ she says. ‘I’d rather eat venison that’s been running wild than a cow that’s been locked in a barn. I want to change people’s minds about this because they can see on my page I love animals.’
As Solveig continues to ramp up her followers and expand her horizons with new projects, she is getting closer to her ultimate vision of becoming a resource and authority on luxury Scotland – whether that’s in terms of accommodation, places to go, or fashion. ‘Everything ties together, and because Jonny and I work together it doesn’t feel like a chore – we do it in a nice, relaxed way and it’s from the heart.’
‘I believe in buying something more expensive but keeping it forever – a timeless piece. It’s enjoyable to go out wearing something you truly love’