My Diary

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

 


chanel - plastic bag

23 July 2018

 

 

 

 

 

 

 

 

Woke up, middle day and first morning at home for a week! Thinking of going plastic :) I tend to always buy bags in classic colors as brown or black, or logoprints and sometimes fluffy ones or animalprints. Now, I really want to go plastic and colorful! Tomorrow, me and Mum will walk down to the Chanel store in Stockholm (I do hope my lovely friend Jonas is working and not on vacation <3) and look at these little show stoppers! Which one should I choose? What do you think: Am I an pink/blue girl or a fierce green/orange free spririt? Hit me up with your ideas! xoxo

 

 

 

 

 

 

 

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

 

 


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