TV4 weather presenter Madeleine Westin, known to viewers as Väder-Madde, has set off a wave of shopping questions after Wednesday’s edition of Nyhetsmorgon. Her striped shirt drew so much attention that the channel’s chief stylist stepped in to name the brands: the shirt is from Amundsen and the skirt from Lexington. The question had come up so often that a public answer was the easiest solution.
Westin has worked at TV4 for more than 30 years and now heads its weather department. She appears on live television every week, and viewers have often reacted to what she wears on air. This time the comments under her latest Instagram post focused almost entirely on the shirt. “Nice shirt… Where can I find it… What brand?” one follower asked, while others wrote that they had to join everyone else in asking where both that day’s and the previous day’s shirt came from.
Westin’s own post had been about something else. In it she wrote about how much she enjoys her job and the variety of early mornings in the studio. “No morning is like another,” she said, explaining that this is probably what she likes most about the work. Her followers, however, wanted styling tips, and photographs of her at her desk in the TV4 building and posing in the studio drew the same question again and again. Forsberg also shared a picture of Westin in the studio when she explained where the clothes came from.
The answer came from Siroun Forsberg, TV4’s chief stylist, who dresses the channel’s presenters and put together Westin’s look. Forsberg works mostly on news programmes such as Efter fem and Nyhetsdagen. In an earlier interview with Svensk Damtidning she said that dressing presenters involves a great deal of psychology, because a host may have to wear a style they do not feel at home in yet still look good and suit the programme.
Clothes on air, Forsberg has explained, should stand out a little without stealing focus from the content, and some patterns cause trouble on camera, stripes among them. Westin’s shirt passed that test, and the response suggests it did more than that. Many viewers said they were pleased with the look and inspired by it, and several said they would be looking for the same shirt.
