My Diary

influencers - no more fakes

27 February 2018








Woke up early today, checked my Instagram and got a big energy loss watching all the pictures by so called influencers that really bored the hell out of me :/ I shut down Instagram and instead went to look at Linkedin and that really made a great start of the day :)  There I read that Swedish Frida Boisen, TV Show Host at TV3, Key Note Speaker & VP Head of Digital at Bonnier Magazines & Brands, has written about something I felt inspired of: The great change in the way that buisnesses look upon the use of influencers! Boisen writes about how this huge change in in todays digilitzied society and that it is in fact  - A change of power!  This change is all about how trustworthy influencers ,with a strong brand that is based upon true values, will lead the way in todays society. These new influencers and their work will lift brands and move the focus towards their own personal choices in a trustworthy and inspiring way. Influencers by heart, you might call it! Love it!

I am sooo sick and tired of the main part of the Instagram influencers. Sick of the fake world they promote and actually feel sorry for the direction the world has been turning to recently! Sick in the way this instagrammers cheat their followers AND the brands they represent! There is no real person behind them it seems, no true interest or direction in life! No intelligence, no values and it seems they are not even aware of what position they put themselves in? I might be wrong, is it all about making a short time buck? 

I welcome this huge change as you already must have read on this page many times. I want to be inspired by real influencers, I want strong branding muses and I do not want to be cheated at all! Ofc I want to be tempted, thrilled, excited and moved in the way influencers creates desire, but not just plain lied to! 

In old days, sadly people went to the circus and paid an entrance feed to look at the bearded lady or the elephant man. Instagram feels so much like a modern version of that circus of today, sadly! The more fillers and implants you have in your breast and your butt, the more followers and attention to attract buisness partners!? But who sane person look upon these "influencers" as a mean of creating ones desire? This is where I think the buisness partners get cheated even more then the customers ! Followers and likes has no equal sign to creating desire and increasing sales! I want a revolution! xoxo





craving - shiny shiny leather

26 February 2018







Leather jackets from Alexander McQueen, Saint Laurent and Off-White


Leather pants from Haider Ackermann, Saint Laurent and Unravel Project


Leather pants from Isabel Marant, coated cotton blend pants from Rick Owens and vinyl pants from Unravel Project


Leather skirts from Helmut Lang and Isabel Marant Etoile. Vinyl stretch skirt from MQ Alexander McQueen.


All pictures from Please click on image of your choice for a closer look.


much ado about fashion

26 February 2018









Omg time really flies! Sometimes I feel I get nothing done, then I find out I am doing to much! Well, work is pure grinding and at the same time a pure joy!<3 Sometimes I feel I really need to develop my fashion sense further and try on something new! On the other hand I love my work and my collegues at Louis Vuitton, sooo offers of a new jobopportunity must involve something truly exciting for me. Money has never been my drive! It have always been about developing myself and building up my fashionsense for the global fashionindustry, especially withing the "luxury" segment which is my speciality.

Today is my day off work! No lying at the sofa at all! Errands and meetings are taking up most of the day, I do have time for lunch with Ello, a manicure and a visit at my grandmother :) One thing I just found out is that I have failed you readers as I promised to post my analysis of London fashionweek last weekend. Now the schedule for me is too hectic, as this website takes a lot of time to keep up.  You know that I have already posted my analysis of New York Fashion Week. London and Milan fashionweek analysis will be posted asap, pinky promise! Btw, do not forget that tomorrow the fashioncircus arrives into a new fashioncapital, Paris! Superexcited!!! xoxo






milan - best collections - part V

26 February 2018





Dolce & Gabbana


Philosophy di Lorenzo Serafini





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milan - best collections - part IV

24 February 2018





Rossella Jardini






Giorgio Armani



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Versace - fw 2018 - remembrance from the past

24 February 2018









I really love Donatellas collection for Versace collection fw 2018 that was presented last night during Milan Fashionweek <3 There was something special about it, a rememberance in some way! Could not really put my finger on it for many hours. I read about how Vogue thought is was an "80s glam collection", still I could not get the collection right in my mind?

Then it struck me:  The collection remembers my of my mother! My mother was a huge fan of the creations by Gianni Versace and especially the collections around the year I was born, 1994. I looked in my mothers closet after fashion items I remember mother wearing thru my childhood. Guess what, I found the denimshirt like the one in the middle above. Same color and same cuts with the pockets and buttons. Almost 25 years ago and still the Gianni heritage is sooo strong in the modern collections created by his sister <3

I also found a bag in mothers wardrobe, from that same period. A Gianni Versace Couture bag in a "trunk square size". With chains, like the one below, decoration the front of the bag. I texted and ask my mum about the bag. All she remembered was that it was in the Versace window at Bond Street, London. It was exposed all by itself in a whole window and she fell in love. She still remembers that the bag cost an enourmous amount at that time,  £2500!! Much more then all other bags at that time! But, she thought love at first sight is love for sure! :) Today I have searched after that bag on internet and the bag is nowhere to found, it must have been a very limited exotic one at that time!?

Versace has always had a special place in my heart. As a child I was often dressed in "Young Versace" from top to toe. I still remember how ids and their mothers in school whispered: Alice has such strange clothes for being a child! 

Soo, as you see: Alice is a fashionista from birth and has never been afraid for being different!  xoxo







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milan - best collections - part III

23 February 2018







Antonio Marras


Roberto Cavalli




Emilio Pucci


For Restless Sleepers



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Milan - Best collections - part II

23 February 2018







Fausto Puglisi




And so fashionweek in Milan continues with the new ready-to-wear fashion collections for upcoming fall/winter 2018/2019. Analysis of the catwalks from the fashioncapitals Milan and Paris, will be posted here after Paris Fashionweek. For now, I just present my personal choices of collections and samples of what looks I adore the most! xoxo





Max Mara







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milan - best collections - part I

21 February 2018






Bruno Cucinelli


Alberta Ferretti







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moncler - what a start of milan fashionweek

21 February 2018





Moncler 6 Noir Kei Ninomiya 


Moncler 4 Simone Rocha


Moncler started up Milan Fashionweek with a Big Bang! Wow, I am sure of what I wanna wear for my skitrips next winter :) Love it! Read more about the Moncler sucess in Vogue thru link here! xoxo


Moncler 3 Grenoble


Moncler 1 Pierpaolo Piccioli 


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london - best collections - part III

19 February 2018





MM6 Maison Margiela




Mary Katrantzou


Christopher Kane



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london - best collections - part II

18 February 2018




Temperley London


Gareth Pugh



This is my report no II from the fall/winter collections of 2018! These choices are as usual the best collections according to me and presented by a few images of my top looks from those collections. <3

I was very excited to see what Symonds Pearmain (Fashion East) had created this year, yet the collection was not up my alley at all this time and sadly I did not understand the message either. My mistake perhaps? I do love the modernity and flick change of fashion and how one never knows what the artists are influenced by and how the interpret time. London Fashionweek is always something extra in fashion to look forward too, and being excited about, from that point of view! xoxo






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london - best collections - part I

17 February 2018






Simone Rocha






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nyfw - best collections - part V

14 February 2018






Calvin Klein


Coach 1941



NYFW continues and here is my update, no 5! Love what Raf is doing for Calvin Klein ofc, although this time Alice+Olivia showed the outfit I would kill to get my hands on <3 I crave that David Bowie dress! The world still miss its spacecommander as the world is turning in a direction that gives me little hope for the future. Sometimes I think: Why not move into space to regain energy from earth very own spacecommander that is oooh so missed daily basis? xoxo




Alice + Olivia


Naeem Khan


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nyfw - best collections - part IV

13 February 2018











NYFW continues very strong! As usually I present my personal flavor of best collections and a few examples of best looks from those collections! xoxo





Anna Sui


Oscar de la Renta


Carolina Herrera



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nyfw - best collections - part III

12 February 2018





Alexander Wang



As always I pick a few looks from my favourite collections. These images are from NYFW for fall/winter 2018 that is still on-going until Friday 16th, when the new fashioncollections continues to be presented in London at LFW. I do think it is hard to just pick out 3 looks, as for the collection by Alexander Wang that was soo fab so I made a choice of 6 best looks! xoxo



Jonathan Simkhai


Prabal Gurung


Philipp Plein


Jenny Packham




Brandon Maxwell


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sunday bluesday

11 February 2018








Today is a bluesday! Not feeling myself at all! Sometimes life give you lemons and lemonade is the last thing you can force yourself to make! For me the family is the backbone of my whole existence. My darling grandmother, 90 years old has turned really ill. We have always been soo close and she is really a darling in my life. My grandfather and father are not really to be recognized at the moment. Everything is about getting my grandmother the best care possible and do the choices that are the very best for her! Life changes and I am always thrilled to look ahead. Now, I am just walking down memory lane wanting to turn back time. Bare with me now. There will be no posting for a while. My energy lies with my family and work! Take care and cherish each other. xoxo




nyfw - new collections - part II

10 February 2018





Raf Simons


Cushnie et Ochs



This is part II of my choices from New York :) As always these are the best collections from my perspective and I have also choosen some looks that was so on-fleek for upcoming fall 2018. Love em! xoxo




Tom Ford


Bottega Veneta


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louis vuitton - prefall 2018

09 February 2018







I just noticed that I completely had forgot to show off my fashion choices from the wonderful prefall2018 collection by Nicolas Ghesquière for Louis Vuitton. <3 As you probably have already figured out,  I am so into a re-innovated 70s look that feels more classic high end then it ever was back in the days! Well, these looks definitly creats my desire. The other looks from the collection are also very fashionforward as the fashion industry goes even further and further to compfy and sporty! Innovative, creativity, fashionfoward - Love this! xoxo




All pictures from

always endless love for creativity - raf simons

09 February 2018











Why am I soo obsessed with creative genious Raf Simons? Well, there is something very special with the idea that art is fashion and fashion is art! This is the window of Calvin Klein flagshipstore in the Big Apple. Which one is the artist and what has this to do with Andy Warhol? See more images and read more about this thru link here! xoxo



Picture from 

nyfw - great kick off

09 February 2018






Red Valentino


Tom Ford



I do feel NewYorkFashionWeek has started up in a great way! This are the collections for rtw fall 2018 that I love the most. As always I post the looks I feel I would love to wear myself. Although, Jeremy Scott fells like a bit to maxed up for me, then again why not on a beautiful LA evening feeling electrified? Soo happy to see Juicy Couture back in the spotlight and what a comeback, wow! Love that collection, read more about it thru link to British Vogue here! xoxo



Juicy Couture


Pamella Roland


Jeremy Scott


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at the recent catwalks - my analysis

09 February 2018










Is it not wonderful with all those gorgeous supermodels in fashion? I always felt that beauty boosts all fashion, call me backwards if you want to :) Therefor I have been so pleased with fashionhouses using real muses and not instagram babes! Gianni Versace supermodels of the 80s on the catwalks of today by Donatella, magic moment. Ubermodels Kate Moss and Naomi Campbell walking on the catwalk during Kim Jones exit as creative head of Louis Vuitton menswear and ofc male supermodel from the 80s Cameron Alborzian walking down the catwalk for Dior. All these wonderful models proving that beauty is ageless and fashion needs beauty!

Back to the purpose of this post. Here I present the short analysis I promised in a post before, based upon all collections showed at the catwalks this year so far. The collections as you already must know is sometimes genderless in its labelling, so bare with me as I do not use the term "menswear" for a female look dressed on a woman. (There must be a change in the labelling of collections soon. I would prefer if the fashion collective completely abandoned using gender in the name of the collections and found another logical and modern system) I must add that the looks I present is based upon what direction and ideas I was most inspired by. These looks are ofc also trendy and fashionforward, with fashionforward I do think modern fashion should be innovative although have a "blast from the past" in its modernity. Modern fashion should also say something about todays society, almost like a reflection. Fashion for me, and I do think the world of fashion agrees, is also about creating ones identity and expressing oneself. Therefor I must, although I am not happy about having to do this, single out Vetements and the blurry collection with an idea of wornout clothes bought in some small basar with no choice to pick garments and style it up with a fashionable sense. The only purpose with the styling felt like the clothes only purpose was to cover the body from the weather for people who do not wanna go naked. In a modern sustainable fashionway I would surely use vintage instead, if I wanted to dress the Vetements way! :) I found no innovation, no creativity, no modernity and no beauty in the collection and its different parts and looks, at all!! What was the message with that collecion? That fashion is out of fashion and has no place in modern society? Fucked up! Feeling also like fashionworld is getting lauged upon, that for me is serious as I do think fashion is an important voice today as it always been historically too!!  




In order looks from Haute Couture collections ss2018: Valentino, Roland van der Kemp, Elie Saab, Giambattista Valli, Chanel and Givenchy Haute Couture SS2018



Ok, let´s start off with the haute couture collections for this up-coming spring and summer. Ofc there were so many different looks and themes, although I do love the silver/70s/slim looks. 70s seems big all summer and has been so for a while now as well as silver and metallic. These are my choices of looks that I would literary kill for to get a chance to wear myself! Gorgeous!!!




In order looks from Menswear collections fall2018: Dolce & Gabbana, Versace, Fendi, Louis Vuitton, Dsquared2, Dior, Haider Ackermann, Louis Vuitton and Balmain.


Secondly we come to the menswear collections for upcoming fall/winter! I must add that many of the collections was genderless although labelled menswear. Big trends are fur and metallic. I also do se the marking of cuts in colored and applications on the edges as coming up strong.The 70s is also strong in menswear and I get a bit of Harlem pimp feeling, hehe! Metallic is also a big trend in menswear. I was very impressed by Kim Jones creations for Louis Vuitton. Not only for the collection as a  whole, but also that some ideas was so on-fleek and fashionforward. With this I think that the colored tights for men, almost like the legs was tattooed was genious. Legging is such a comfy way to dress, and dressing men in leggings with cool short over was a success I did not see coming! Pure love!



In order looks from RTW Collections fall2018: Versace, Dsquared2 and Emelie Janrell



Then last, but not least! The recent looks for women from ready-to-wear collections for fall/winter. 70s yet again so strong trend, as well as the slim cuts and strong metallic colors. Fur still strong and if men should look fab this fall as Harlem pimps, women should look fab as luxury hippies from an offspring of music festival Woodstock 1969! Love these current trends being just right up my alley talking to my fashionheart! xoxo



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feelings on a thursday

08 February 2018









Today is my day off work! As usual, errands and appointments that has to be done. Sometimes you just wanna close your eyes and shut the world out! One of my appointments today takes a lot of energy, although I am certain that it is a must. After all this is done, off for a lunch with my lovely Angie. <3  I also do think we will go fashion shopping, feeling I am really really worth it. 

Btw, I was looking through my recent posts and discovered that I made a promise that I have completely forgot about. My mind is like "all over the place" at the moment for different resons, so I apologize for this failure. I will asap, probably this weekend, write my own analysis about the fashion precented at the catwalks during january, just as I promised earlier on. Be prepared! xoxo



Idag är min lediga dag! Som vanligt, ärenden och möten ska avklaras på den lediga dagen. Ibland känns det som om jag bara vill blunda riktigt länge för att stänga världen ute! Ett av mina möten idag tar en hel del energi, även om jag är bombsäker på att mötet är ett måste. Efter allt som är måsten, så dags för en lunch med min finaste Angie <3. Jag tror också att det blir lite shopping av nytt mode, känns som jag faktiskt är riktigt riktigt värd det.

Btw, när jag tittade igenom mina senaste inlägg upptäckte jag att ett utlovat inlägg har helt glömts bort. Mina tankar är lite "all over the place" den här perioden av olika anledningar, så jag ber verkligen om ursäkt för den här fadäsen. Jag vill skyndsamt, troligtvis i helgen, skriva min egen analys av modet som visades på världens catwalk under januari, precis som utlovats tidigare. Var redo! xoxo





a romantic valentine´s day

05 February 2018









If my true Valentine would think of surprising me for Valentine´s Day, this could function as a little tip! ;) I would looove to have a couple of romantic days in London. Walking around all day, eating private dinners while holding hands, having sleepless nights together and ..... enjoying a romantic morning coffee or an afternoon tea at Élan Cafe in Mayfair <3 What magic memory for life that would make! xoxo








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royal fashion - crownprincess victoria

05 February 2018









As you who has followed me for a while, you already know that my BA in Art (Major Fashion Science) was completed with my thesis about Crown Princess Victoria and Royal fashion (read more under "About" and follow link to thesis there).

I was thrilled that both our Crown Princess and The Duchess of Cambridge wore so many fashion looks from Ida Sjostedt during the tour of Sweden by the British Royals. Even the British magazine, Telegraph, has written about the fashion choices on this tour, follow link here.

My very first connection with the designer was when I was working at Damernas Varld during 2014. First as a fashion assistent at Damernas Varld and later as a fahion assistent for a book by autor Martina Bonnier. Later during fall that year as a model on stage for the "Guldknappen" awards wearing Ida Sjostedt. That year Ida Sjostedt won designer of the year for the second time :) A great designer and a lovely lady too, as I myself found out backstage! xoxo



Ni som redan följt mig här ett tag är såklart medvetna om att jag tog min fil.kand i modevetenskap tidigare under våren 2017. Utbildningen avslutades med min uppstas om Kronprinsessan Victoria och kungliga modeval. Läs mer under "about" och följ länk till uppsatsen där om du vill :) 

Jag blev glad när jag upptäckte att både Kronprinsessan och Hertiginna av Cambridge gjort så många modeval av designern Ida Sjöstedt under de brittiska kungligheternas besök i Sverige. Något som även den brittiska tidningen, Telegraph, har skrivit om, följ länk här.

Mitt allra första möte med designern var när jag arbetade på Damernas Värld under 2014. Först som modeassisten vid Damernas Varld och senare som modeassistent till Martina Bonniers för en av hennes modeböcker. Senare under hösten samma år var jag modell på scenen för "Guldknappen" galan, iklädd bär Ida Sjostedt. Det året vann Ida Sjostedt utmärkelsen årets designer för andra gången :) En både underbar designer och en kvinna fick jag själv upptäcka backstage!  xoxo



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make media great again

02 February 2018







"Vem ska man tro på, tro på, tro på...". Ni kommer väl ihåg den gamla låten. Ska vi bara svälja allt det media fyller oss med? Det är nog en mer aktuell fråga än någonsin, eftersom hela mediaindustrin har närapå kollapsat i validitet och inte hittat en inriktning att vara trovärdiga på ännu. Media består av en så stor del av "fake news" eller kanske bättre uttryckt "propaganda". Egentligen: Rent ljug kan ju inte vara "fake news" eftersom det bara är lögner och inte överhuvudtaget nyheter. Vad är sant egentligen när vi läser tidningar, ser på tvsändningar, följer sociala media och läser bloggar? Jag tror man alltid måste vara källkritisk och tänka, allt det här kommer till mig av en anledning. Vad kan denna anledning vara? 

Jag älskar program som detta från UR Samtiden från Mediadagarna i Göteborg, "Make Media Great Again". Deltagarna var magiska i sin öppnande diskussion och föreläsningen som hålls av Galina Ester Shubina (startar runt 41.00) är riktigt minnesvärd media. Följ länk här!

När jag ändå är inne på ämnet pratar media och journalistik, så ska jag åtminstone se journalisten/krönikören/dokumentärpersonligheten Peter Al Fakir intervjuas i fredagsintervjun på svenska Uutiset på SVT2 kl 1745. Inte ett program jag följer normalt, men när en sådan nära familjemedlem porträtteras så är det ett program som bara måste ses <3  Jag jobbar idag, så det får bli att gå in och titta i efterhand på SVTPlay såklart! xoxo 


Should we just swallow up all that media fills us with? It is probably the most valid media question today as it seems that the entire medi industry has collapsed in close proximity and has not found an new approach to be credible today. Media consists of such a large proportion of "fake news" or perhaps better expressed "propaganda". Actually:  Pure lies can not be "fake news" because it's just false and not news at all. What is really the truth when we read newspapers, watch TV, follow social media and read blogs? I think one always have to be critical while taking media and think, all of this comes to me for a reason. What can this reason be?

I love programs like this from UR Samtiden from the Media Days in Gothenburg, "Make Media Great Again". The participants were magic in their opening discussion and the lecture held by Galina Ester Shubina (starting around 41.00) is a really memorable media moment. Follow link here!

When on the subject of media and journalism, I for one will watch the journalist / chronical writer / documentary personality Peter Al Fakir being interviewed and portraited at Swedish TVprogram "Uutiset" on SVT2 at 1745. Not a program I usually look at, but when such a close family member is portrayed, it's a must program to be watched <3.  I work today, so my wiew will be afterwards on SVTPlay, of course! xoxo



black - fashionable summer

31 January 2018





Roland Mouret and Saint Laurent


Stella McCartney and Saint Laurent


Hervé Léger and Tom Ford




As all of you who know me and hang with me regularly: Seldom you see me wear a look that does not contain black fashion items! :) In fact, mostly I wear black from top to toe! Maybe so because I am such a colorful person? Maybe so because I want to look cooler and more edgy then I really am? Maybe due to that I inherited wearing black all the time from my mother? Maybe so because it is a very very beautiful color, mixed by all other colors? Who knows?  What I do know is that these looks and fashionitems are just so freakin on-fleek for up-coming summer parties! xoxo





GUCCI and Christian Louboutin


Valentino and Christian Louboutin



Christian Louboutin and Saint Laurent


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positive thinking

31 January 2018







Det är väldigt viktigt för mig med "mindfulness". Som ett litet exempel: När jag vaknar så tänker jag alltid på 5 olika saker i mitt liv som gör mig lycklig, precis likadant gör jag precis innan jag somnar :) Ibland måste man faktiskt stanna upp, tänka positivt, andas korrekt och vara tacksam för att livet verkligen är så underbart som det faktiskt är <3 

Nu måste jag springa ner till Louis Vuitton. Idag väntar vi besök i affären från huvudkontoret, superkul! Sedan har mitt ex bokat tid för lite nya LV inköp, som jag redan förberett såklart. Ikväll skulle jag ätit middag med Selma, blir en raincheck på den särskilt när jag har en del papper och gå igenom hemma. Jag har också fått mitt februarischema och upptäckt att jag fått flera dagar ledigt på raken. Den 7-8 eller 24-26 måste jag verkligen hitta på något extra kul, kanske ta en liten resa utomlands? xoxo


It is very important for me with "mindfulness". For example: Every day as I wake up I think of 5 different things in my life that makes me happy, exactly the same thing I do before I fall asleep :) Sometimes you really need to focus, think positive, breathe correctly and be thankful for all things that makes life so utterly wonderful and blessed <3

Now, time to hurry down to Louis Vuitton. Today we expect a visit from headoffice, superfun! After that my ex has booked a client appointment with me to buy some new fashion, as I already has prepared of course. Tonight I had a dinner booked with Selma, although must be a raincheck on that one as I also have so much papers at home to go through. Btw, I have got my schedule for February and discovered that I have some days off. Feb 7-8 and 24-26 are dates I really have to plan some extra fun on, maybe a short trip abroad? xoxo




my ideas of opening up a boutique

29 January 2018







Alexandre Vauthier 




Till Erik! Jag blir alltid glad när jag får frågor om mode. Mitt inlägg är därför till dig. Du pratar om vilka idéer jag skulle ha vid öppnade av en modebutik inriktad på lyxsegmentet och att modebutiken skulle ligga i Stockholm. Det är alltså förutsättningarna för det här inlägget. Här ger jag dig inte bara mina idéer utan även ett urval av looker just nu inför våren/sommaren, även om jag vet att det inte är det som skulle vara aktuellt för dig i inköp eftersom i modebranschen måste man alltid vara aktuell och "steget före". Jag har därför gjort en sorts egen "inriktning" av mode som jag tror saknas i Stockholm idag! Det finns ingen renodlad fest, party och flärd butik i Stockholm idag. De butiker som finns (inte flaggskeppsbutiker) är alltför röriga med en alltför stor variation av produkter. De känns som de inte identifierat sitt kundsegment alls? Omvärlden förändras, allt mer tar e-handel över! Jag tror på att följa med den globala modeförändringen och samtidigt erkänna förändringen inom Sverige och att se de nya kapitalstarka kundgrupper t.ex. från MellanÖstern inte fått tillräcklig identifiering såsom presumtiva kunder. (Därav exempel på looker jag äälskar från Zuhari Murad och Elie Saab) Jag har här lagt upp partylooker inom Ready-To-Wear som passar alltifrån modegurus, rockstars, modeller, parnassen och oss vanligt folk med ett enormt modeintresse :) Butiken bör också erbjuda skor/stövlar som passar lookerna, här känner jag att bara några få märken räcker. Väskor och accessoirer skulle jag hålla mig borta ifrån. Bättre att vara superb på en sak, än att bli spretig initialt anser jag iaf :) Aja, här är ett försök till en stegvis kort introduktion:

1. Du måste börja med att identifiera vilket kundsegment du vill för att skapa en önskan efter just dina produkter och vilja att besöka just din affär. När du identifierat detta kundsegment så gäller det att skapa begär genom olika händelser-

1b. Dessa händelser kan vara kostsamma, men väldigt viktiga. Om jag var mer av en investerare än fashionista, skulle jag faktiskt anlita en guru inom modeområdet och bolla idéer med. Kanske starta ett samarbete? Först tänkte jag på Martina Bonnier såklart <3 (Dock tror jag inte hon skulle ge sig in i boutiquebranschen?) Sedan tänkte jag Emilia de Poret :) Du behöver en stilsäker, fashionforward och väldigt kunnig och erfaren modeguru som också har ett intresse av lyxsegmentet. Ni kan bolla allt från marknad/kunder/kollektioner/marknadsföring/branding.

2. Lokalen betyder så oerhört mycket. Skulle jag starta detta koncept, så är Bibliotekstaden och inuti Stureplan de enda utrymmen jag skulle fundera kring. Även här betyder rätt stråk, där kunder "går förbi" viktigt. Inte en bakgata eller runt någon hörna. 

3. Du måste också fundera kring att parallellt ha en webbshop och hur den ska vara uppbyggd, hur tänker du kring t.ex. nyhetsblad och visuell branding?

4. Marknadsföring och social media är en av de viktigaste nycklarna!! Det måste finnas en strategi och även ett samarbete med absolut rätt människor i modebranschen. Jag tror inte på Influencers för Influencers skull. Du måste göra din butik viktig och skapa ett begär. Välj inte människor som är involverade i många projekt, både från affordable mode och lyxsegmentet (Som ex. du vill inte ha någon som gör reklam för billigt mode för ett flertal olika bolag, samtidigt som den i sin podd uttalar att den enbart använder kashmirtröjer). Du måste samarbeta med väldigt erfarna personer med en autentitet i vilket mode de själva väljer att bära och även att de har ett genuint intresse att ingå i olika sammanhang där dina looker kommer att används. Hur ska olika mediala kanaler användas? Hur tänker du kring traditionell modemarknadsföring, social media och dina influencers? Det gäller att visualisera ett begär och hur gör du det på bästa sättet! Anlita rätt människor med erfarenhet och rätt kontaktnät och som brinner för din nisch, Emilia de Poret kan vara en sådan nyckelperson :)

Jag skulle kunna vara igång på den här frågan hela dagen, men jag har ju ett jobb att sköta! :) Så, om du har fler frågor och vill att jag ska gå djupare in i specifika analyser, kanske inom specika områden, så är du välkommen att maila mig på

Ursäkta kortheten i inlägget och när jag läser igenom det ser jag hur snurrigt och ostrukturerat det är :0 Ändå, jag har alltid en vilja att svara på mina läsares frågor ska ni veta! Erik, lycka till! xoxo




Zuhair Murad


Cushnie et Ochs





To Erik: I'm always happy when I get questions about fashion. My post this time is therefore for you! You talk about what ideas I have concerning opening up at a fashion store in Stockholm focused on the luxury segment. This is therfor the subject of this post! Here I present not only my ideas, but also a selection of looks right now for spring / summer, although I know that's not what would be appropriate for you in purchasing because in the fashion industry one must always be up to date and "one step ahead ". I have therefore made a sort of my very own analysis of what fashion I think is missing a store in Stockholm today! There is no edgy and fashionforward luxurystore within the segment party, events, glam and glitter in Stockholm today. The stores available (not flagship stores) are too messy with an excessive variety of products. I feel like they did not identify their customer segments at all? The global world is changing, with for example more and more e-commerce! I believe one must follow and try to predict the global fashion change, while at the same time acknowledging the change within Sweden and seeing strong new customergroups eg. from the Middle East that I feel have not received sufficient identification such as strong presumed customers. (As to set example, I have choosed wonderful looks from Zuhari Murad and Elie Saab) I have here posted looks from Ready-To-Wear in a sense of partyoutfits that should fit cutomers as fashion gurus, rock stars, models, the parnasses, upper class, and others customersgroup with strong fashionsense and a will to spend on fashion in boosting and creating there image:) The store should also ofc offer shoes / boots that fit the looks, about this I do feel that only a few brands should be sufficient. Bags and other accessoarer, I would keep away from. Better to be awesome with a focus, that blurry away initially. Well, here's an attempt to present a step by step short introduction:

1. You must start by identifying which customer segment you want to reach to create a desire for your products and succeed in them wanting to  visit your particular store. Once you have identified this customer segment, it is all about creating desire through some steps-

1b. These steps can be costly but very important. If I was more of an investor than fashionista, I would actually hire a guru in the fashion area to provide and discuss fashionbuisiness ideas. Perhaps, even start a collaboration? First, I thought of Martina Bonnier of course <3  (But I do not think she would enter the boutique business?) Then I thought about Emilia de Poret :) You need a stylish, fashionforward and very experienced fashion guru who also has a geniune interest in the luxury segment. You can brainstorm and analys everything from market / customers / collections / marketing / branding.

2. The location means so much. Should I start this concept, Bibliotekstaden and inside Stureplan are the only areas I would think about. Here too, right paths mean that your customerssegment easily "pass by". Not a back street or around any corner.

3. You must also think about having a webshop as an extra offer and how it should be built up. How do you think about fashionnews and visual branding?

4. Marketing and social media is important keys to your success !! There must be a strategy and also a collaboration with the absolute right people in the fashion industry. I do not believe in Influencers for the sake of just being Influencers. You must make your buisiness important and create a desire. Do not choose people who are involved in too many projects, mixed from both affordable fashion and luxury segment. (For example, you do not want anyone promoting cheap fashion for a variety of companies, while in his podd states that it only uses cashmere sweaters). You must work with highly experienced individuals with an authenticity in what fashion they choose to wear and also that they have a real interest in being included in different contexts where your looks will be used. How should different media channels be used? How do you think about traditional fashion marketing, social media and your influencers? It is a matter of visualizing a desire and how do you do it the best way! Engage the right people with experience and the right network of contacts and who are passionate about your niche, Emilia de Poret can be such a key person :)

I could be on this issue all day, but I have a job to do! :) So, if you have more questions and want me to go deeper into specific analyzes, maybe within specific areas, please feel free to email me at

Excuse the shortness of the post and as I just wrote it from my heart, I do se it is not very well structured :O  Yet, I always have a will to interact wtih my readers! Erik: Best wishes! xoxo




Saint Laurent


Elie Saab


Alena Akhmadullina


David Koma 






All pictures from RTW Collections Spring2018 at Please click on image of your choice for a closer look.






give med a drumbeat for exposing a fake influencer

28 January 2018









Give up a drumbeat for my attempt to show how, especially you fashion- and beauty companies, may spot a fake influencer on Instagram :) Even though I am not an Influencer at all myself, or even thinking too much of Instagram in my everyday life :) There are many ways to get followers and likes on Instagram. The most common way is to be constantly on-line and constantly start following / or unfollowing other Instagrammers, while at the same time being very active in commenting and pushing the likebutton. This shows as this fakes some weeks are following thousands of other Instagrammers, other weeks just a couple of houndreds.  This is the the most common way to boost up their own accounts followers, likes and even comments.  Unfortunately there are those who go even one step further.  Those who,  I feel, has lost connection with reality and who they really are as they seems to feel that Instagram likes and followers is a way to reach some celebrity status in a strange and really sick way. You can spot them out easily by:

1. Looking more closely what type of followers they actually have. Are they predominant by people with these tree features: Instagrammers who follow a lot of followers,  followers who have few followers themselves and mainly public figures. This is a simple indication of a Instagrammer that has bought followers and likes.

2. Accounts with strange names of the followers and often in number combinations, are strongly suggesting purchased followers and likes.

3. Disconnected commentator function is one of the clearest proof of purchased followers and likes. Real influences always have open fields for comments, because they have an ongoing dialogue with their followers and seeks their input. (Some, however, choose to open some pictures for comments, but then just a few and always sexy images, as they render more interest). Also, see if the comments are from very many different people, or just a few creating or a conversation as this is yet another proof of purchased followers and likes.

4. Always look at the file where the influencer itself is tagged. If it is tagged almost only in its own posts or by a small number of friends, then it is a further clear proof of purchased followers and likes. A real influencer is often tagged by other influencers and has a huge number of images with many likes with it is tagged in.

5. An influencer uploads pictures with other influencers. Everyone of these people are trying to help each other. If a person with thousands of followers postes exclusively images on themself and never with any other "famous" influencer, it's 100% a fake Instagrammer who has bought followers and even bought likes.

6. The clearest of them all to spot a fake: Fake name of the InstagramAccount!! It should be first- and surname ALWAYS! A true Influencer should always be able to be seeked upon by its name on for instance Google!!! If not, fake fake fake Influencer with bought followers and likes!

It is a little worrying in todays society as a person's self-esteem depends on how much feedback it receives on Instagram. When a person feels compelled to buy likes and followers to feel significant in some strange way. I unfortunately see these examples all the time !! Often people with very bad self-esteem and disturbing vision of reality. Often from the "bottom layer of society", living in the dark outskirts of sociey, without highter education or real goals in life. (Many of these people usually add pictures on luxury items and hotel) Well anyway, I just feel like I want to hug these people and tell them that: You should value yourself higher! You should et up your own achievable goals in life and use your strengths! Put your efforts on the right things! The truth will set you free and the sky is the limit! xoxo



Ge mig en trumvirvel för mitt försök att visa på vilket sätt ni, särskilt mode- och skönhetsföretagare, kan klä av en fake influencer på Instagram!! Även om jag själv inte är en Influencer överhuvudtaget, eller ens bryr mig så mycket om Instagram alls på daglig basis :) Det finns många sätt att skaffa sig följare och likes på Instagram. Det vanligaste sättet är att ständigt vara inloggad och konstant följa/avfölja nya människor, samtidigt som man är väldigt aktiv på att kommentera och trycka like. Det innebär att man vissa veckor följer flera tusen personer, varvat med enbart några hundra andra veckor. Det är det absolut vanligaste sättet att boosta upp sin egna följarskare, sina egna likes och även kommentarer. Sedan finns det dom som går ett steg längre, de som jag känner tappat greppet på vilka de faktiskt är och känner att likes och följare är ett sätt att nå något kändisskap och får dem att bli eftertraktade på något konstigt och riktigt sjukt sätt. Du kan klä av dessa genom att:

1. Se närmare på vilka följare de faktiskt har. Är det övervägande personer som i sig själva följer väldigt många och följare som har stora följarskaror så är det en indikation på att man köpt följare och likes.

2. Konstiga namn på följare och ofta i sifferkombinationer, tyder på köpta följare och likes.

3. Avstängd kommentatorfunktion är ett av de tydligaste beviset på köpta följare och likes. Riktiga influencer har alltid öppet fält för kommentarer eftersom de har en pågående dialog med sina följare och vill ha deras input. (Vissa väljer dock att öppna några bilder för kommentarer, dock alltid bara sexiga och avklädda bilder, då de renderar större intresse). Se också om kommentarerna är från väldigt många olika personer, eller bara ett fåtal eller en konversation då detta är ytterligare ett tydligt bevis på köpta följare och likes.

4. Se alltid på fliken där influencern själv är taggad. Är den taggad i egna inlägg enbart eller bara av få antal vänner, så är det ett ytterligare tydligt bevis på köpta följare och likes. En riktigt influencer är ofta taggad av andra influencers och har ett enormt antal bilder med många likes som den är taggad i.

5. En influencer lägger upp bilder med andra influencers på. Allt för att hjälpa varandra. Om en person med tusentals följare lägger upp uteslutande bilder på sig själv och aldrig med någon annan "känd" influencer, så är det 100% en fake som köpt sina följare och även köpt likes.

6. Det absolut tydligaste sättet på en fake Influencer, ett skapat konstigt namn! En riktigt influencer använder alltid sitt för- och efternamn!! Man ska kunna söka efter en riktigt influencer via namnet på t.ex. Google!! Om det inte är så, falsk influencer med köpta följare och likes!! 

Det är lite oroande i samhället när en persons självkänsla beror så mycket på vad den får för feedback på Instagram. När en person känner sig tvingad att köpa likes och följare för att känna sig betydande på något sätt. Jag ser tyvärr dessa exempel hela tiden!! Ofta personer med väldigt dåligt självförtroende och oroande skev verklighetsuppfattning. Ofta från "samhällets bottenskikt", boende i någon utsatt förort, utan utbildning eller reella mål i livet. (Många av dessa personer lägger oftast upp bilder på betalresor och hotell) Aja, hursom jag känner att jag bara vill krama dessa personer och säga att: Du duger som du är! Sätt upp dina egna uppnåbara mål i livet och hitta dina styrkor! Lägg din kraft på rätt saker! Sanningen kommer vara befriande! xoxo




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