The bigger, the more eye-catching? Beata Rydbacken’s “giant aesthetic” is perfectly in tune with the social media age
Using “enlargement” to turn everyday little objects into the most eye-catching stars
Summary
- Swedish designer Beata Rydbacken quickly drew attention on social media with her “giant hair clip hoodie.”
- She’s known for enlarging and displacing everyday details like hair clips and braids to create looks that feel absurd yet playful.
- This kind of “supersized” design is becoming a go-to way to grab attention in fashion, and it fits especially well with how images spread in the social media era.
- Beata has worked on looks for Rosalía’s Lux Tour, and nearly created outfits for Zara Larsson’s Coachella 2026 performance.
While scrolling through Instagram or TikTok, you may have come across a gray hoodie that looked a little “off.” Hair clips that would normally go in your hair have been enlarged several times over, replacing the zipper and fastening the garment. These pieces that make you stop scrolling at first glance are the work of emerging Swedish designer Beata Rydbacken. Hair clips, braids, top knots… everyday elements we know so well can all become the focal point of a garment in her hands.
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Her creativity goes beyond simply “making things bigger.” Beata loves drawing inspiration from hairstyles, and to her, hair itself can be a material for clothing: “I find it fun to think of hairstyles as accessories. A braid can become a scarf, and a messy bun can become the pom-pom on a hat.” Shift familiar everyday elements to a different scale or place them somewhere else, and they can inspire entirely different ideas.
Rather than designing clothes, she’s more like an “inventor”
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Interestingly, Beata did not follow a traditional fashion education path. When she was younger, she worked in a tailoring studio, where she learned to sew. She later tried studying fashion, yet realized it was not the approach that suited her best. So she returned to her room and began making things by hand according to her own ideas.
This way of creating gradually shaped the design language she has today. Beata says she no longer sees her work simply as “clothing,” but more as individual “inventions.” She hopes each design makes people think, “Oh my God, why didn’t I think of that?” The concept may seem simple, yet an unexpected shift makes it memorable.
In the social media age, the simpler the idea, the more memorable it is
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Perhaps that is why Beata Rydbacken’s work is so suited to the social media age. When countless images and videos fly past us every day, an implausibly oversized hair clip needs little explanation to make us pause for another look. From hair clips that began as mere styling details to braids and top knots, Beata continually shifts scale and function to make the things we take for granted feel unfamiliar and fun.
Images from IG / @beatarydbacken
These seemingly absurd “little inventions” are now beginning to leave her room. In addition to collaborating on Rosalía’s Lux Tour, she even had an opportunity to create Zara Larsson’s looks for Coachella 2026. The next time you scroll past a hoodie fastened with a giant hair clip, you may already know whose work it is.
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