Isabella Löwengrip
Encyclopedia
Isabella Desirée Löwengrip Rydberg also known as "Blondinbella" (born October 21, 1990 in Stockholm
, Sweden
) is a Swedish blog
ger. In 2005, when Löwengrip was 14, she started her blog called "Blondinbellas blogg", Blondinbella being a fictitious alter ego with a glamorous lifestyle. The blog, which focuses on topics such as fashion and partying, became very popular, at one point being the ninth most popular blog in Sweden; as of August 2009, it receives about 250.000 visits every week. It has been criticised for covertly advertising products for companies such as Elizabeth Arden
and Black In; Löwengrip confirmed in interviews with several Swedish newspapers that she was paid for expressing positive opinions about various products. This caused the Swedish Consumer Agency
to scrutinise the blog in 2008 in order to determine whether the advertising was against the Swedish Marketing Act, which states that paid advertisements must be identified as such. In 2008, Löwengrip turned over approximately SEK 26.000 per month from the advertising on her blog while the reported net profits were SEK 7000 per month. These figures were in stark contrast with Löwengrips own prior allegations of profits "in the millions". This was reported by the leading news paper in Sweden - Dagens Nyheter - under the headline "Blondinbella not a profit machine".
Löwengrip participated in the Swedish version of Strictly Come Dancing
in 2008, as one of the celebrity contestants, and she was an interviewer at the 2009 MTV Video Music Awards
in New York
.
Stockholm
Stockholm is the capital and the largest city of Sweden and constitutes the most populated urban area in Scandinavia. Stockholm is the most populous city in Sweden, with a population of 851,155 in the municipality , 1.37 million in the urban area , and around 2.1 million in the metropolitan area...
, Sweden
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
) is a Swedish blog
Blog
A blog is a type of website or part of a website supposed to be updated with new content from time to time. Blogs are usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in...
ger. In 2005, when Löwengrip was 14, she started her blog called "Blondinbellas blogg", Blondinbella being a fictitious alter ego with a glamorous lifestyle. The blog, which focuses on topics such as fashion and partying, became very popular, at one point being the ninth most popular blog in Sweden; as of August 2009, it receives about 250.000 visits every week. It has been criticised for covertly advertising products for companies such as Elizabeth Arden
Elizabeth Arden
Florence Nightingale Graham , who went by the business name Elizabeth Arden, was a Canadian-American businesswoman who built a cosmetics empire in the United States. At the peak of her career, she was one of the wealthiest women in the world.-Biography:Arden was born in 1884 at Woodbridge, Ontario,...
and Black In; Löwengrip confirmed in interviews with several Swedish newspapers that she was paid for expressing positive opinions about various products. This caused the Swedish Consumer Agency
Swedish Consumer Agency
Swedish Consumer Agency is a Swedish government agency that answers to the Ministry of Agriculture, Food and Consumer Affairs...
to scrutinise the blog in 2008 in order to determine whether the advertising was against the Swedish Marketing Act, which states that paid advertisements must be identified as such. In 2008, Löwengrip turned over approximately SEK 26.000 per month from the advertising on her blog while the reported net profits were SEK 7000 per month. These figures were in stark contrast with Löwengrips own prior allegations of profits "in the millions". This was reported by the leading news paper in Sweden - Dagens Nyheter - under the headline "Blondinbella not a profit machine".
Löwengrip participated in the Swedish version of Strictly Come Dancing
Strictly Come Dancing
Strictly Come Dancing is a British television show, featuring celebrities with professional dance partners competing in Ballroom and Latin dances. The title of the show suggests a continuation of the long-running series Come Dancing, with an allusion to the film Strictly Ballroom...
in 2008, as one of the celebrity contestants, and she was an interviewer at the 2009 MTV Video Music Awards
2009 MTV Video Music Awards
The 2009 MTV Video Music Awards took place on September 13, 2009, at Radio City Music Hall in New York City, honoring the best music videos from June 19, 2008, to June 29, 2009. Comedian Russell Brand hosted the event for the second time in a row. The awards were held a few months after Michael...
in New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
.