IN CONVERSATION WITH LOREEN
interview by JANA LETONJA
photograohy ALMIRA KHO
Multi-platinum and award-winning artist Loreen is a force of artistry, vision, and reinvention. With a string of widely acclaimed singles including the anthemic “Euphoria,” a cultural milestone; the global smash “Tattoo,” which topped charts in more than 10 countries; and her latest critically praised run of singles “Echoes,” “Is It Love,” “Forever,” “Gravity,” and “Warning Signs,” Loreen continues to explore the power of love, vulnerability, and cosmic connection.
Together, these tracks have garnered billions of streams and cemented her as one of the most compelling and spiritually resonant voices in modern pop. Between headlining festivals across Europe this summer and turning heads at Paris Fashion Week including a standout appearance at the Vetements show, Loreen continues to blur the lines between music, fashion, and performance art.
Loreen attends Vetements - s/s26 catwalk show at Paris Fashion Week.
How do you think you’ve evolved as a creator and artist?
As artists, we naturally mirror the shifts and transformations in our lives. Change is an inevitable part of both life and creativity. What has shaped me most profoundly is my commitment to authenticity. Speaking one’s truth as a creator is powerful, and when a gift manifests in a certain form, it must be honoured because somewhere in the world there are people who need that exact expression. My evolution has been less about reinvention and more about allowing things to flow, adapting with integrity, and staying faithful to that truth.
Where do your love and passion for music come from?
My love for music has been present for as long as I can remember. Even as a child, I understood that music and sound would be my way of communicating and of channelling something greater into this world. In many ways, it feels as though this passion was set long before I arrived, and it has guided me throughout my life.
How was it to attend the Vetements show?
It was a powerful experience to witness such a defining moment in fashion. Attending the Vetements show alongside my good friend Guram was memorable, not only because I’ve admired the brand since its inception, but also because of the values it embodies: empathy, freedom, and the courage to challenge convention. To step into another creator’s world and share in that vision is always a privilege.
Did that creative experience influence your own artistry?
Inevitably, yes. Any creative experience that resonates deeply leaves an imprint. Moments like the Vetements show expand my perspective and enrich the way I create.
How important is visual language and styling to you?
Music is never just sound, it’s a narrative, an emotional journey. To heighten that experience, it’s essential to engage multiple senses. Visual language is therefore as significant as the sonic one. Styling and imagery are extensions of the emotion and purpose behind the music. They help create a complete, immersive experience, and I give them great importance.
How do you balance your international career with your Swedish roots?
I see myself as something of a nomad, always moving, never confined by borders. I look first at people and humanity, rather than what separates us. From every culture I encounter, I take what is constructive and enriching, and I allow it to shape me. I don’t strongly identify with rigid belonging, which makes me both borderless and, in some ways, solitary. My aim is to foster harmony and belonging wherever I go, regardless of origin.
What has been the most pivotal moment in your career?
The most pivotal moment came when I performed ‘Tattoo’ at Eurovision in front of half a billion people. For the first time, I experienced what I would call collective consciousness. Standing there alone on stage, I felt the profound reality that there is no separation between us, we are connected as one. Once you understand that everything ultimately comes down to love, your perspective shifts. That performance left a lasting impact on me.
What grounds you in everyday life outside of music?
Silence. Complete silence is what grounds me. It allows me to quiet my thoughts, to adjust my ego, and to return to clarity. Beyond that, working with plants, being close to animals, and spending time in nature anchor me in simplicity. I avoid the noise of cities in favour of the pure sounds of the earth. That connection keeps my heart and mind clear, and it sustains the integrity of my work.
What’s something about you, a habit or a guilty pleasure, that your fans might not know?
Most of my fans know I have a sweet tooth, but one thing many may not know is my fascination with cars and motorcycles. I love taking a drive in a Dodge Challenger or a ’71 Charger on rare occasions. Because I care deeply about the environment, it’s not something I indulge in often, but when I do, it brings me a very particular kind of joy.
