Sofia Ståhl, a 32-year-old freelance photographer from Sweden who also works at a bank, captured widespread attention on TikTok by sharing her personal archive of fashion magazines. Her carefully organized shelves, filled with neatly arranged issues, turned a simple video into a viral sensation that attracted thousands of fashion lovers. Under the handle @curatedbysofia, she showcased a wall of publications that looked like a professional library dedicated to style history. The clip quickly racked up over 100,000 views and tens of thousands of likes, sparking excitement among enthusiasts.
Ståhl’s passion for these magazines traces back to her school years when she first discovered their appeal. During an internship at a convenience store, she received permission to take home bags of discarded items, including copies of Vogue that ignited her interest. In the 2010s, she followed Tumblr accounts that shared scans from older editions, deepening her appreciation for vintage fashion photography. Since 2013, she made regular trips to Stockholm’s public library fashion archive to study historic issues.
Her own collection now exceeds 1000 magazines, primarily from the mid-1980s through the early 2000s, with standout titles like Vogue, Harper’s Bazaar, and L’Uomo Vogue. She arranges them meticulously by publication, year, and month for easy reference. The oldest piece is a 1954 Elle from France, acquired for free at a Paris flea market due to its condition. Another treasure is a 1966 American Vogue featuring supermodel Veruschka on the cover.
@curatedbysofia Never have to visit the library again #fashionarchives #vintagevogue #annawintour #vogue #voguemagazine ♬ original sound – Life of Kiwi
Ståhl began posting about her finds on TikTok in the summer of 2025, initially focusing on more recent editions while her apartment underwent renovations. The response grew rapidly as collectors and fans connected with her content. “A community of fashion magazine lovers began to form,” she noted, describing the supportive network that emerged. Once she installed proper shelving, interest surged even more.
“I have built my own library of vintage fashion magazines,” Ståhl shared, highlighting her dedication to creating a personal resource. She continues adding to the archive, hunting for specific issues that fill gaps in fashion history. Her long-term goal involves making fashion photography her full-time career. She also dreams of assisting major publications like Vogue and Harper’s Bazaar in digitizing and organizing their own historical collections.
Fashion magazines have long served as vital records of cultural and stylistic shifts over decades. Vogue, launched in 1892 by Arthur Baldwin Turnure as a weekly society journal in New York, evolved into a global authority on trends and photography. Harper’s Bazaar, established in 1867 by Harper & Brothers, holds the distinction of being one of America’s earliest publications focused on women’s fashion and lifestyle. These titles introduced iconic covers and editorials that defined eras.
@curatedbysofia This is the full collection. Each publication is arranged in chronological order, from the earliest issue to the most recent. Some issues are missing and will be added over time. The magazines on the floor will get their own shelf soon ✨ #fashionarchive #vintagefashion #interviewmagazine #vintagemagazine #voguemagazine ♬ Jet Black (Instrumental) – Anderson .Paak
Supermodel Veruschka, born Vera von Lehndorff in 1939, rose to fame in the 1960s as one of the industry’s pioneering figures with her striking presence and artistic collaborations. Vintage issues featuring such models offer glimpses into past beauty standards and creative directions. Collectors today prize these magazines for their historical value, often viewing them as tangible links to fashion’s evolution. Archives, whether personal or institutional, play a key role in preserving these insights for future inspiration.
Many enthusiasts find joy in building similar collections, drawn to the tactile experience of flipping through aged pages filled with groundbreaking shoots. Digital access has grown, but physical copies remain cherished for their authenticity and detail. The trend of sharing such archives online has built communities around shared appreciation for fashion’s printed legacy.
If you collect vintage fashion magazines or have a favorite historic issue, share your thoughts in the comments.
