My Diary

visit - louis vuitton -Asnières-sur-Seine

31 August 2018

 

 

 

 

 

 

 

 

Are you planning a trip to the fashion capital of the world, Paris? Are you a true passionista with a vurm for luxury fashion? The, plan you trip the right dates! The 12th-!4th of October the Louis Vuitton workshop will open up for the public in Paris - Asnières-sur-Seine!! Read all about it at Vogue Paris thru link here! If I was not in Dubai during that time, Paris would be my no1 choice those dates! xoxo

 

 

 

 

 

 

 

All images from article at www.vogue.fr. 

 


fashionweek stockholm - part II

31 August 2018

 

 

 

 

 

Ivyrevel (aw2018)

 

Diana Orving

 

Jennifer Blom

 

 

 

Yesterday I watched the ss2019 show by Diana Orving. It was not a catwalk more a modern dance in beautiful clothes :). Fashionweek Stockholm this time around has now ended. These are the best looks part II out of personal choice! Enjoy :) xoxo

 

 

 

 

Stand

 

By Malina

 

Filippa K

 

 

All images from www.fashionweek.se. Please click on image of your choice for a closer look.

 


fashionweek stockholm - part I

30 August 2018

 

 

 

 

Emelie Janrell

 

Selam Fessahaye

 

 

I decided to divide the shows for ss 2019 / Fashionweek in Stockholm into two parts. These are my top looks of all the collections so far. Fashionweek ends today so lot of shows left to look forward to ofc. The one show I would have loved to get an invite to is ofc the styling of vintage clothing that was created/styled by amazing Inga Klemetz Farago in collab with Stockholm Auktionsverk (Auctionfirm), see looks here! That show is amaxing for someone like me loving vintage fashion from both the fashionable perspecive and the sustainable, win-win! <3

Soon, this afternoon I will walk down to Grand Hotel and see the show for Diana Orving. Superexcited! Laters xoxo

 

 

 

Ida Klamborn

 

Naim Josefi

 

Ida Sjöstedt

 

All images from www.fashionweek.se. Please click on image of your choice for a closer look.

 

 


craving desert - dubai

26 August 2018

 

 

 

 

 

 

 

 

 

I need sand between my toes again and now I am just one week away from my paradise, Dubai! Starting off next week I will live there for a couple of months to get my mojo in life back! Mindfulness is the goal for my extended vacation there this time around! I will spend my time doing things like start painting again, take time for extensive reading, work on both my body and mind and I might even get back in the horse saddle again as I have not been in one since my own horse passed away. I wanna expore the culture too with visits into the desert and vmosques. These are my priorities for this vacation, energy boosting! 

This last week is now being planned: Monday - Wednesday I will live at my fathers place as I will miss him soo very much when I leave! Tuesday we will also visit my grandparents! Family 1st! <3 Wednesday evening I will meet up with some lovely collegues from both Louis Vuitton and Chanel for dinner and drinks! Thursday I will see the Diana Orving show at Grand Hotel as Stockholm FashionWeek is on for ss2019. Friday and Saturday will be all about hanging out the last days in Stockholm with my loved ones! :) xoxo

 

 

 


idea of luxury - transformation

22 August 2018

 

 

 

 

 

 

 

 

I read an interesting article in a Swedish newspaper today by cultural journalist Dag Granath. The article was all about the transformation within the luxury fashion industry. Luxury brands have roots in beliefs that "luxury" goes hand in hand with quality, design and craft innovation and this is the way to legitimize high prices, exclusivity and values from these factors to attract the right segment of consumers. Nowadays the creation of value for the customer as well as the creation of desire is all changing rapidly. It has become clear these last years that the creative leadership has moved from creating a product, into communicating a message. The luxury industry of today is more and more selling an image and an idea. The products themselves are loosing value and the packiting and marketing of an idea or a message comes first. It is all about the hype!!! Are the fashion industry turning into the pervert idea of "you can sell everything with the right marketing and package, what you create is quite insignificant"?? For me, coming from an academic background in fashion science and ethnology with a mayor part of my studies focusing on the luxury fashion industry and the concept of luxury overall, I feel distressed! Although, I do think that the hype of today is all superfly in its modernity and a reflection of todays society, this will change over time in a society where awareness of higher values will survive into the future. I do think the future creative leaders in the fashion industry will come back to the historically central idea that luxury is based upon design, innovation, quality and craftmanship. Otherwise I do agree with Granath: The concept of luxury will loose its lust! (If you can understand Swedish, follow link to read the article, here) xoxo

 

 

 

 

 

 

 


best from copenhagen fashion week

21 August 2018

 

 

 

 

Baum und Pferdgarten

 

Stine Goya

 

 

 

Here I present my personal choice of best collections and best looks from Denmark and Copenhagen FashionWeek for season spring 2019. Unmistakable Scandinavian looks with freshness, sleakness and feminism in an very attractive way for the modern woman! Love it!!! xoxo

 

 

 

Ganni

 

By Malene Birger

 

Saks Potts

 

All images from www.vogue.com. Please click on image of your choice for a closer look.

 


still on my mind

20 August 2018

 

 

 

 

 

 

 

 

3 years ago - 5th July 2015 our first sunrise morning together holding hands on the rooftop of your Stockholm apartment. I put up a stillpic on instagram to capture that first moment and you felt the same showing a videoclip. Acknowledgement of a soulmate both ways. As we said when we met: "Like looking in a mirror".

4 months ago today - 20th april 2018 the end of your life as your wonderful soul left us mortal for higher purposes in the afterlife where you will live in eternity: NEVER forgotten by me.

Today I feel I have learned a lot from what happened to us. How people one surround oneself with should be choosen with the admost care! How people may have their own agendas and without respect to others true feelings or needs in life. I have regrets in the way I feel I did not trust your strong feelings. In my heart I knew, and you told me too, that they where all true. At that time I was nervous and overwhelmed of emotions and sadly trusted the ones you surrounded yourself with that they had your best interest in mind. How very wrong I was to do so! I know that now.

Also today I swapped to a new mobile. I was going through all the pictures on my old mobile from snapchat and messages you sent me. I was looking at the pictures I took of you and also us together. Now, these pictures are cherished memories that I keep close to my heart and all for myself. 

Last but not least: I do belive you will live in eternity in some form. For me: My life goes on! I go Bonnie and Clyde without you. And I do promise you that the next man I will fall for will be exactly as loving, kind and openhearted as you. I will never settle for less! Destiny is all! xoxo

 

 

 


mood - summer evenings

18 August 2018

 

 

 

 

 

 

 

 

 

All images featuring uberwonderful Anna Ewers captured by amazing photographer Camilla Akrans.


berluti - creates desire

18 August 2018

 

 

 

 

 

 

 

 

 

I do think that a man in a Berluti suit is an attractive man! A man who with his appearence reveals a strong vurm of fashion as in: Craftsmanship, modernity and heritage, quality materials and so forth in his choice of clothing may absolutely arise my desires :) As I went on-line to get some eyecandy from the fashionworld of today it struck me that the Berluti fashion sense is reflected in the creation of its very own homepage as well. The webpage include, not just wonderful images from campaigns, editorials and so on: The mayor impact to me regarding the homepage is all the fashion information about about everything from how to customize a suit til how to take the best care of your cashmere clothing. Another thing struck me, being a bit of a nerd for everything beautiful, the creation of the pedagogic and illustrative "figures" into the different underpages. Adore them! A beautiful designed homepage!

So, if you want to "arise my desires" and want inspiration into dressing like my ideal of a Mr Right from Berluti, you are most welcome through link here! xoxo

 

 

 

 

Image from www.berluti.com

 


Inspirational - vogue paris - dinner

14 August 2018

 

 

 

 

 

 

 

 

 

Now, off for a dinner with some friends :) Seafood it is and to just send you in a inspirational mood, as fashion editorials often sends me in the right mood, I decided to share an editorial story that is absolutely smashing. It is from Vogue Paris in August 2012, shot by Lachlan Bailey with styling by Geraldine Saglio!  Absolutely adore it ! Pure magic! xoxo

 

 

 

 

 

 

 

 


too cool for school

14 August 2018

 

 

 

 

 

 

 

I was born into a family that adore fashion <3 From the very beginning my parents dressed me up in an individual way and this has maybe formed me into a fashion passionista. Already in kindergarden, and later as I started school, kids (and other parents) talked about: How strange Alice is dressed? Where do they find those clothes? Why do her parents want her to look so different? Well, I felt cool in my black clothes, punkstyle, rockstyle, bohemic chic, fluffy, lot of patterns and my fav leopard prints. No other girl dressed like me and I was empowered by this! The only one that I feel came near my coolness was a boy named Leo (on the other hand if your surname is Åkerlund your from a highly creative home, so that is completely understandable). To sum it up, in my eyes we were the best dressed kids in school :) 

In those days, 15-20 years ago, dressing kids in a different and not mainstream way, was very uncommon in Sweden!! My family went travelling every fashion season to London or Miami. These were the citys where all the clothes, shoes and accessoires was picked out for me. I wore mostly Versace, Roberto Cavalli, Replay, Moncler, Diesel, Dior and Oilily.

When I get my own kids, and if I would be blessed to have a girl, I will dress her into a strong and individual child. Make her feel the power in daring to be different I do think form a better personality and a sense of that everyone should be able to express themself and their individuality in whatever way they want to. Me? Got it from birth!

Here I present some looks that reminds me of how I used to dress. Lovely are they not? xoxo

 

 

 

 

 

 

Girl jackets age 6-8 from Dsquared, Givenchy, Fendi and GUCCI.

 

 

 

 

Girl: age 6-8 Roberto Cavalli dress, Chloe dress, Moschino dress and Versace hoodie.

 

 

 

 

Girl shoes age 6-8 from Givenchy, GUCCI, Moschino and Versace.

 

 

Pictures from internetshop at www.childrensalon.com. Please click on image of your choice for a closer look.

 


travel - louis vuitton

07 August 2018

 

 

 

 

 

 

 

 

As I tend to travel more and more in my life: How about choosing Louis Vuitton and travel in style? Well, been thinking about it for a while and when (or if) I start at Louis Vuitton again I will build up my own collection as putting together my own private luggage. These are a few of my top choices. I put the top three for women up and men down. You may alter however you want in todays genderless society. Although, I must admit I am a bit oldfashioned so I would go for these divided choices :) When on the subject of Louis Vuitton and travel, have you read the article at Vogue about Louis Vuitton being the celebs choice for travel. If you have not yet, follow link here! xoxo

 

 

 

 

 

 

All images from www.louisvuitton.com. Please click on image of your choice for a closer look.

 


vacay update - mood

03 August 2018

 

 

 

 

 

 

 

 

 

This week my vacation world tour has landed in Marbs! Soo much to do all the time. New people and new surroundings! As I almost never get any sleep I tend to take some powernaps now and then. When I close my eyes today this is what I thought of: What kind of people I have choosen to surround myself with? Or am I the choosen one who just go with the flow? Is this life really for me? I am an oldfashioned girl who has spent the major part of my life in the stables with my horse, is that where I really truly belong? Last years has been so much about fashion, party and exploring. Do I need to get back to my "roots"? Or could I settle down somewhere and work with fashion yet be at the stables almost daily? That would seem dreamy! Well, time will tell! Although, something is really missing in my life! I need less drama (I never coped with that shit) and more hands-on reality :) I need more people around me to dare to discover my inside, instead of judging me by my beauty! I have my loving family and a couple of true friends, so I should feel utterly blessed! Do not get me wrong my life has been perfect so far, yet I need to find mindfulness! This is what I will try to regain while in Dubai for a couple of months all by my own: Exploring, training, yoga, riding, painting and reading loads of books :)  Well well, now off for dinner! Later alligator! xoxo

 

 

 


Marbella - I salute you

28 July 2018

 

 

 

 

 

 

 

 

 

Just got home darker then ever before! My fair skin has got a legit spraytan and now I do feel ready for Marbs :) Flight later tonight/early morning. We have rented a villa all for our selves in perfect location. As we will arrive early morning we have already booked Nikki Beach Sunday to start off this amazing part of our vacations. No, blogging so if you wanna stalk me, welcome on instagram :) xoxo

 

 

 

 

Image by amazing fashion photographer Robert Nettarp. A true fashion master and a very dear friend of my mother. Robert passed away way to early. Genious!

 


got lit today - fashion fuel

27 July 2018

 

 

 

 

 

 

 

 

This morning just after I woke up, I started searching the internet! The result was like putting gasoline on my fashion senses and really got me spinning! You must know how I do adore the deep discussions about the luxury fashion industry! Both from my ethnologic (relations between humans) and fashion scientific academic background. I am convinced that my education (and personality) has helped me enourmously in my previous luxury sales jobs and even more so at my current work Louis Vuitton (yepp still on contract though on vacay) as client adviser. Maybe it is these two factors (personality and academic choices) that are the the simple reasons why I am labelled "superseller".

More and more often, nowadays nearly daily, I do feel I want to move "upwards and onwards". I want to really make use of my education. This blog gives me a space to express and challenge one really strong side in me, analysis of the luxury fashion industry. It also challenge me to think ahead: What will the luxury fashion industry look like, shortterm and longterm. Where will products and customers meet and what  will make the meetings successful for both parties? It also helps me to stay updated in innovation, designs and modernity within the fashion industry! I feel a solid obligation keeping this blog, with so many viewers from all over the world, and in order to keep it valid and legit as a deeper fashion blog then any other blog I have ever read. If I would start counting I do think that this last year I have spent avarage about 20 hours a week on this blog, even more at its birth a couple of years back. I constructed the homepage all by myself and got a systemarchitect to build it up technical together with me. This is foremost a blog out of personal interest to keep update and provide a whole new type of blogging in this world, without any payment, adlinks or profit. :)

I also do like to share some articles that I do consider reflections, or challenges, to my own ideas about the luxury fashion industry. Here I present 2 articles I have been thinking inspired by about this morning: 1. An openhearted and very sinister interview that I do adore with Antoine Arnault. He speaks frankly about everything from customers segments (Virgil Abloh for instance), the family company LVMH,  creating a better industry (#metoo and skinny models). The article you may read yourself at South China Morning Post thru link here. 2. The second article is most thrilling from Jing Daily and about "How Louis Vuitton upped its digital game in China". You can find it on link, here! (On left of the article are links to "other posts" consisting interesting articles about luxury fashion). 

Now about yesterdays and todays: Yesterday evening I went to the Louis Vuitton store to catch up with my collegues and grab a dinner out with the whole Stockholm "LV family". I already miss them so much and yet my vacation has just begun <3 This really got me thinking that my future is at Louis Vuitton. I do not really know if I would prefer to get some opportunity to try on PR/Marketing or continue as a Client Advisor. What I do care about is that I need a steady career talk asaå, as I have been getting strong feelings about being open for a career in management. I do want to have some goals these upcoming 5 years. I am very strategic, yet very adaptable, so it would be just right for me to get some assurance in what direction LVMH want sme to move forward too :) Today, is all about hunting! Hunting for new shoes :) I never buy fashion that I do not absolutely adore and desire. Seems hard to find the perfect new evening shoes in Stockholm at the moment? Will give search for these another shot today! xoxo

 

 

 


mmm - marbella

26 July 2018

 

 

 

 

 

 

 

 

Woke up early today. First an early appointment and then off to meet one of my lovely LV clients, who nowadays also is my dear friend,  for a lunch out with her daughter <3. These days are all about gaining energy and gettning prepared for next lift off. Come this weekend - Marbs here I come. :) These pics you might wonder what they have to do with anything? Well, happy girl smiling providing vibes of the smooth summer evening feeling, in a beautiful tan!!  I seldom do extraordinary things for appearence, for Marbella I will actually prepare with a spraytan! You know I am very fair skin and skinny, now I want to be dark tanned showing off my lean and toned muscles for once. Is that being too vain and superficial? Guess so, although love it! xoxo

 

 

 

 

 

Pictures: Romee Strijd captured by Jan Welters for Vogue Netherlands 2017

 


crown princess victoria - colorful changes

19 July 2018

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The Swedish Crown Princess Victoria has just been celebrated on her birthday. Hurray hurray!! Today, as I had a bit of time to spare, I went on-line thinking about what impact I still might have on her dress choices. Maybe I am too presemptuous? I was thrilled that last week the Swedish Royal Fashionblog in Svensk Damtidning, wrote that the Crown Princess has done it again. The Crown Princess has made a huge change in her fashion choices during these last 2 years and for instance dares to stand out in colorful looks. I love it! Actually, that was one of my many suggestions in a change of style that I expressed in my fashion scientific thesis at Stockholm University: "For Sweden in time - Crown Princess Victoria and dress in royal duties". The thesis is available through Stockholm University in Swedish (English abstract) thru link here

Let me tell you a bit about the thesis: I got the opportunity to work closely with members of the Royal Court for my thesis. The reason behind that I actually was the first person accepted to look into the choices for royal wardrobe are many. I wrote a little about it in my "introduction" to the thesis. Anyway, never before had contemporary Swedish royalty and fashion been theoretical analyzed, also in comparison with other contemporary European royal families and with a background in the history of royalty and fashion (huge thanks also to BBC documentary "Tales of Royal Wardrobe"). Although the focus with interviews, questionnaires and visual material lay on the Crown Princess Victoria and her fashion choices in the creation of her image and her as a brand. One part of the essay was an analysis about the creation of the wedding exhibition "Royal Wedding Gowns 1976-2015". I interviewed, amongs others at the Royal Court, the head of the Kungl. Husgerådskammaren Margareta Nisser-Dalman, who was an incredibly charming lady with deep academic knowledge, wide experience and huge attentions for details that contributed enourmously. The interview with Crown Princess Victorias stylist Tina Törnqvist, was one part of the material. Although, her choices I felt was way too conservative, so suggestions in thinking different in royal dress choices had to be done I thought. Her stylist wanted her to be modest, not to stand out so much etc. I on the other hand, based upon history and primarily from British Royalties historically, wanted the Crown Princess to "pop out". I wanted her to wear vintage (as she did after the thesis as she wore some of Queen Silvias dresses from the 70s with huge impact even in Vogue). I wanted her to be bold and stand out in vibrant colors and patterns (as for instance British Queen Victoria did as she always staged herself in public and on paintings to be the middle of attention with her dresschoices). I wanted her to choose more national designs and more sustainable fabrics, as now she does. Since the beginning of my research I always sent my drafts to the Royal Court (2016). At my last visit at the Royal Castle during that period I was informed that the Crown Princess herself was most interested in my work and was about to read the thesis in full. To me, it seems that I did have a huge impact. It seems the Crown Princess has taken in my many suggestions and now choose her looks in a different way then before. Even though her stylist has been given all the credit for this transformation in media, I do think the credit should be due to the Crown Princess herself. Like Queen Victoria of Britain I am certain she will be a great Swedish Queen Victoria in the future, a fashionable one too :) 

About the essay, I've cut out a bit in the long academic degree justification here, although I must add that my academic background does not only consist of fashion science. I also studied many courses, for more then a year, in ethnology and primarly courses about creating image based upon topics as class etc. Stockholm University Institution for Media Studies wrote: An ambitious essay on a hitherto barely researched topic of importance to Swedish contemporary fashion culture. The paper covers a wide range of materials, from interviews to press photographs and an exhibition, using a flexible approach in its analysis, where interesting observations and thoughts are linked to relevant prior research. You show independence and originality as well as great commitment in your thinking. An important work that is characterized by commitment and creative independent thinking.

Sometimes I do think I want to continue my studying and sometimes I do think I want to get the chance to work in some way with one of my fav topics "Royal Fashion" Well, who knows what the future has in store for little me! The fashionworld is soo much larger then Alice little Wonderland.:) xoxo

 

 

 

 

 

 

 

All images from www.svenskdam.se. Please click on image of your choice for a closer look.

 

 


time to kick this summer off

16 July 2018

 

 

 

 

 

 

 

 

 

Monday early early morning as I am waiting for a friend to pick me up in a car - destination ferry towards Gotland! It has become quite a tradition for me to spend this special "Stockholmsvecka" in Gotland! An entire week with a transformation of the medieval capital of Gotland, Visby - into "let it all hang out" with superDJs all week! Quite the happening during Swedish summers :) The days will be best spent poolside, although my very very fair skin only permits a shady position! Well, not shady in that sense :) xoxo

 

 

 

 

 


louis vuitton - au revoir

14 July 2018

 

 

 

 

 

 

 

 

 

 

I woke up this morning with butterflies in my stomach. Not for love, just that flickering feeling while going through changes :) Today is my very last day at Louis Vuitton Stockholm! At least, this time around!? The up-coming months will be all about getting my mojo back, not that I have lost it completely. Although I am in need of focusing on innerself and mindfulness. I am looking forward to getting inspirations and guidiance in life, while travelling for a couple of weeks in Europe and later on living for a couple of months in Dubai. 

These last few weeks has been social media free for me as you might have noticed? (Except for checking in as answering messages and so on). I have got really empowered this short time off <3 More in harmony and less stressed by nothingness while listening to music, visiting museums, taking long strolls, reading books and having long deep discussions about life, hopes and dreams.

I do understand social media completely in staying valid as for marketing, PR and so forth as for example in the fashionindustry and the people within. Yet, I tend to question my own need for showing my private life and looking at others as well, at least when I am not a public figure at all? What is the really the point? The people you want to surround yourself with, why not meet them more often (mobiles down)?Loved ones and colleagues on a distance, well hello Facetime and Skype :) 

Back-to-basics: On my last workday at Louis Vuitton I really have to show you these cuties. The Louis Vuitton "New Wave" bag collection. I want them all!! I might not be working at Louis Vuitton professional for now, but I am surely gonna continue being a Louis Vuitton passionista in private!  xoxo

 

 

 

 

 

All bags from the campaign by Louis Vuitton on releasing their "New Wave" collection.

 

 

All images from www.louisvuitton.com. Please click on image of your choice for a closer look.

 


alice - who are you?

06 July 2018

 

 

 

 

 

 

 

 

 

 

Well, I am very well aware of who I am! What you see on social media, is not what you get though. Alice´s Wonderland is soo much more then the made up illusional world of social media. I am by nature private and a bit oldfashioned. A paradox perhaps, not only for you who see my picture and follow me on snapchat, but for myself as well. I have tried my best to keep at least my pictures on instagram, this diary and facebook without any sexy half-naked pictures and also without any alterations as photoshop at all. And I am proud to be real in that sense, still today! I am no model today so I do not need to look like an instagrammodel to stay valid :)

Now, I have began my social media absence, as in taking a break! I need time for mindfulness and sometimes I find myself spending way to much time on nothingness! It is my very own fault, like going with the flow! So, this Alice will now try to truly live in her real Wonderland for a couple of weeks, all without social media! See ya later dudes! xoxo

 

 

 

 


louis vuitton women´s fw 2018

06 July 2018

 

 

 

 

 

 

 

 

There is truly something adorable with the connection of French fashion and the word "chic". It is the essence of France: Lovely, female, strong, modern and high end classy for women. The amazing collection, I feel created with the deepest respect for heritage yet so fashion innovative and genious in its designs by Nicolas Ghesquière for Louis Vuitton, makes even me desire these women ;) 

Btw, now just a few days left for me this time around at Louis Vuitton. It has been an amazing last year <3 I work tomorrow Saturday and next week Wednesday-Saturday. Then bye-bye or maybe bye-bye for now? Where will my place in the wonderful world of fashion be after my extended vacation? I do not know yet! All I know I will truly miss the wonderful place I nowadays call my second home, Louis Vuitton! xoxo

 

 

 

 

 

All images from www.louisvuitton.com. Please click on image of your choice for a closer look.

 


top new looks presented this week

06 July 2018

 

 

 

Zimmermann

 

 

 

Everything is not about haute couture! Even though as couture week has finished it may have seemed so :) These are looks from other collections that just have been showed off. Brilliant are they not? Best looks according to my personal flavour, buisiness as usual you might say! xoxo

 

 

Calvin Klein 205W39NYC

 

 

Dundas

 

ACNE

 

All images from www.vogue.com. Please click on image of your choice for a closer look.

 


last week - haute couture 2018

05 July 2018

 

 

 

 

 

Givenchy

 

Dior

 

Chanel

 

Fendi

 

 

 

These are the best looks according to my personal taste from my selection of top haute couture collections this last week. Gorgeous! xoxo

 

 

 

Jean Paul Gaultier

 

Valentino

 

Elie Saab

 

Armani Privé

 

All images from www.vogue.com. Please click on image of your choice for a closer look.


french luxury - new world order?

04 July 2018

 

 

 

 

 

 

 

As I studied Fashion Science and the courses about the topic "luxury" I still remember how Christopher Berry and his book "Luxury Goods" really got to me. A real eyeopener! Berry is very certain in the way he makes it perfectly clear that that "luxury" has always been associated with "desire". If we look at "luxury" in contemporary advertising we find outselves suddenly dealing with a paradox. Is it possible for fashion houses to mass produce products and, on the other hand, proclaim that their products are "luxury goods" as to imply exclusiveness. Luxury goods has its base upon seemingly being associated with expensiveness and rarity. Although, luxury is not something static, it is dynamic, it is subject to development, as the desires and beliefs. In contemporary society, luxury is regarded as an essentially innocent desire and ownership of luxury goods is associated with power, wealth and taste. But in history, as for example in Roman and Medieval societies, ”luxury” was a threat to exclusivity by representing the subversivenesss of private desire. A huge change to the way we look opon luxury today as the ”message” reinforces the legitimacy of such desire. 

 

There has also been a change in the way consumers look upon luxury fashion these last years. The most wealthy people who choose to be luxury fashion consumers tends to more and more have a penchant for low-key and log-free fashion products and this view is growing in the world. There is a shift that has been going on a while where the movement for high-end fashion is focusing on the personalisation and individuality as the ultimate goal with a fashion product. This customer group, growing and growing, want the luxury fashion products not be short-lived in a time when instagrams, fashion blogs and live-streamed catwalks show that trends are changing faster than ever. A luxury retailer analysis by retailar consultant (former head of Valentino) June Haynes recently said that: "Today, it's really about discreet luxury". Charles Lawry (associate professor at Pace Univerity, Luxury Marketing) has the same ideas about a change in the luxury fashion industry and said: "I think because customers have started to notice changes in their own income and income for others, they begin to feel a little yuppie debt about purchasing goods with logos" and "It's the thought that you do not want to act as if you're trying to brag about the products you own." Some of the global luxury brands adapted quickly to this new reality. As for example did Louis Vuitton hire Nicolas Ghesquiere, a designer who is generally regarded as one of the world's leading innovators, to act as his new creative director. With his very first collection of the brand, Ghesquiere did not completely ignore the logo but gave rise to different interpretations.

If we look from the consumer´s perspective: Luxury consumption is almost necessary for the maintenance of social status. Dwight Robinson wrote that "The motivation for luxury consumption is not the pursuit of demonstrabel rarity for its own sake, it is for the sake of social perception". I do think that the future of luxury fashion and how to be valid and increase sales is to offer loyal high-end consumers a sale as a memorable moment too. Luxury consumer are increasingly spending more and more money on experiences as exotic travels to the NorthPole or a dinner at a Michelin restaurant, rather than on goods. I think that the luxury fashion houses of today has to stay valid by creating a special oasis for their key customers. An experience, after all, is something you can not put a label on.

My thoughts are based upon my ideas about how a global luxury fashion house can keep and take shares of this market in the future. I think that it is becoming more and more about meeting the customers on the platsforms they want to meet. All to little in the fashion industry of today is about the human need of being seen and validated while buying their luxury products. Sadly! The experience of a sale and what is surrounding it should get more focus if you ask me.

Although this is just a short flash of my current thoughts about the world of luxury fashion and based upon my own impressions of the first Louis Vuitton menswear collection by Virgil Abloh. A superfly and cool collection, a vip front row with all American royalties from Instagram and Reality shows kicked up with musicians, Kardashian and Kanye. Can you beat it? A collection with logos, sneakers to die for and plastic bags in vibrant colors. Also learned later about Virgils smart move with personalisation on garments. Products: Light, colorful, fresh and young! 

Although: Did I feel the breath of heritage, luxury and France? Did I see, oooh this is a Louis Vuitton fashion forward collection? Did I get a feeling of modernity and innovation in for example the plastic materials (As the oceans are dying with plastics and we are constantly being aware of pollution and killing the planet)? Although, collection with top qualityproducts and handmade decorations, did I feel exclusiveness? Did i feel like this is for all fashion lovers, like ageless as Vogue wrote? Is marketing and social media for the luxury fashion industry becoming more important then luxury fashion itself as foremost based upon a strong factor as for example heritage? Did this collection speak about awareness of the society we live in or was it at all a reflection of it? And most of all: Did this collection arise my desires? I have too figure all this out, and it will take some time!!

I do adore the collection as a superfly cool collection! So do not get me wrong! Yet my feeling was: What is happening to French fashion? Is this a major swift of the order that has existed since the Renaissance and Golden Age of fashion history? If so, as being a supernerd Fashion Scientist, this is really an exciting time in the world of fashion: A new world order! Yet, a theorist once said: When one country applies the fashion from another country, it is like when starting to speak the other countrys language: A sign of an up-coming invasion! 

 

xoxo
 

 

 

 


whiteparty - josefina

30 June 2018

 

 

 

 

 

 

 

 

About last night, freakin awesome! Me and my girlfriends <3 Today, after three hours of beautysleep, a powerwalk with my little yorkie it´s about time now to continue the partying! Make up on fleek, my little white dress on and so I head towards Josefina and todays WhiteParty! Be there or be square! xoxo

 

 

 


#makeapromise - louis vuitton

29 June 2018

 

 

 

 

 

 

 

 

For the third year of its partnership with UNICEF, Louis Vuitton help to raise awareness with funds that will support the most vunerable children of the world. By purchasing the Silver Lockit Fluo, our clients come to aid of more then eleven million children in Syria and neighbouring countries.

Since the start 2 years ago, over 4 million USD has been raised to UNICEF amazing work, by this partnership with Louis Vuitton. (The Silver Lockit Fluo retails at €250, €100 of which is donated to UNICEF)

The Silver Lockit bracelet is a symbol of protection and the design, and innovation by George Vuitton in 1890, is inspired by the tumbler lock. The sterling silver padlock is held on a cord, available in five colours (yellow, orange, pink, blue and black).

Why not stop by at our wonderful Louis Vuitton store today and talk to me about  #MAKEAPROMISE?! xoxo

 

 

 

 

 

All images from www.instagram.com/louisvuitton. Please click on image of your choice for a closer look.

 


last update - menswear 2019

27 June 2018

 

 

 

 

 

Balmain

 

 

My last update from the recent best menswear collections, with some female looks thrown in that make it a bit blurry, being presented these last weeks. As I already have promised, an analysis, about the new fashion luxury, will be finished and posted here before the week is over. Probably thursday or saturday as those are my days off work :) xoxo

 

 

 

Jacquemus

 

 

All images from www.vogue.com. Please click on image of your choice for a closer look.

 

 


update - best collections

24 June 2018

 

 

 

 

 

 

Dior Homme, Spring 2019 Menswear

 

 

 

This is as always my choices of the last days best collections and my selection of best looks. I was truly impressed by Kim Jones entry for Dior Homme, very fresh and I feel very much with an air of the luxury that Monsieur Dior would adore in todays fashion. Ann Demeulemeester is constantly a fashion house that impresses me. I had problems of just choosing a few looks, as best looks, the whole collection was amazing.

These last weeks I feel I have not been doing analysis like I should to make this fashion diary truly legit as I want it to be. This, I feel should my strength so next week I promise to do an extended post about what I call "The New Luxury". The reason for that post is my thoughts after the first Louis Vuitton menswear collection by Virgil Abloh. There is a new luxury and what does this new luxury stand for? Have the connection to heritage, that used to be a main factor in the preservation of the largest luxury fashion houses, disappear? What has the new fabrics to do with the new luxury? The presentation, casting and setting for the new luxury, is it based upon the fashion house itself or a way to change the luxury fashion houses to something entiraly different in the future? Well, all these questions will be discussed by my in an extended post and out of my academic background in fashion science and ethnology :) Stay true to me, so much more is coming! xoxo

 

 

 

 

Mugler, Resort 2019

 

Ann Demeulemeester, Spring 2019 Menswear

 

Hermes, Spring 2019 Menswear

 

All images from www.vogue.com. Please click on image of your choice for a closer look.

 

 


new collections - best looks

23 June 2018

 

 

 

 

Alexander McQueen Spring 2019 Menswear

 

 

 

This is the new collections being presented these last days. As always I present the best looks according to my very own personal taste! Sarah Burton is leaving her post as creative director for Alexander McQueen menswear so this was her last collection for the fashionhouse. I was mostly impressed by the designs by John Galliano for Maison Margiela, fashion forward and with a whole new approach in his artisanal collection to luxury fashion for men in a very high-end glamour decadent way! Brilliant! xoxo

 

 

 

 

Off-White Resort 2019

 

 

Self-Portrait A/W 2018 Pre-Fall

 

 

Maison Margiela Spring 2019 Menswear

 

 

Dries van Noten Spring 2019 Menswear

 

 

All images from www.vogue.com. Please click on image of your choice for a closer look.

 


glad midsommar - "happy midsummer"

22 June 2018

 

 

 

 

 

 

 

 

 

 

Still on the ferry since early morning, on the way to our beloved country house at Åland. Åland is a large island with a waste archipelago in the middle of the ocean between Sweden and Finland.  I got up very early and took the 7 o´clock ferry and soon I will arrive. (6 h later). The picture I just took show how we are heading towards open ocean, so about 2 hours left until I arrive and my father picks me up on the dock.

Today is a really big day for local celebration. For the people at Åland I do think "Midsummer" is even a more important tradition than Christmas. The elderly in the village prepare for months to make the event as traditional and memorable, with a huge respect of the village heritage, as possible. Åland is a truly magic place and it is the essence and joy of my childhood summers. My grandmother, on my fathers side, grew up at Åland as a child. Our family still own a huge farm with houses, barns, stables and too much land and water that are hard to care for as no one of us live there all year round. Thank God for the farmers in the village around that are able to help and take care of our familys land with grewing grain and vegetables on the land and taking real good care of the forests, bridges and docks. <3

Well soon I arrive! This weekend I will become one with nature and the wild elements in the middle of an ocean. Blessed! Will be back in Stockholm Sunday evening! xoxo