The retreat of the Vikings: girl power in Iceland 

Johanna Sigurdardottir, Iceland's new women Prime Minister


We have recently discovered a delightful new Icelandic range of womenswear called ELM, more of which in a couple of posts. Until discovering this lovely new collection we, as well as the rest of the fashion world, had rather gone off Iceland.


The smash-and-grab antics of those long haired Viking boys from Iceland's Bauger group in particular ended up jeopardising some of the best UK retail brands such as Whistles and Oasis as well as making their own country almost bankrupt in the process. There we were just about forgiving them for all that previous raping and pillaging and they went and stuffed us again by borrowing more money than they could pay back.

So it was with great amusement that we read that the women of Iceland had a sort of mini revolt and decided that their warrior men needed reigning in. The male prime minister was sacked and replaced with a woman, Johanna Sigurdardottir who has appointed women into half the key roles in the Government to get them back on track. It is women who now run the two struggling banks, New Landsbanki and New Glitnir. Just to really kick the testosterone fueled men of Iceland when they are down, Ms Sigurdardottir is happily and openly gay.

Talking in The Sunday Times this weekend she said “We are going to base our economic policies on prudence and responsibility, but we also stress social values, women's rights, equality and justice”. The general feeling is that the suited and booted men of Iceland have totally messed things up and it’s time for the women to come in and put it all right again. Isn’t it always the way?

read more from The Sunday Times article

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