My Diary

bye bye - for now!!!

23 November 2017








Bye bye, for now! No more posts here for a while! My flight takes off in an hour and tonight I will arrive in Dubai, my very special paradise on earth! I booked the tickets months ago and finally the day is here! I really need a vacation due to working so much lately. Ofc my lovely angel Angelica and I will have sooo much fun, as usual. Fingers crossed now that Angelica did not forget to call the cleaning lady, due to that I am really allergic to her cats in the apartment. Fingers also crossed that Abu Dhabi and Formula 1 will be a magic trip too! Laters! Love you all and remember: Be kind, always! xoxo





louis vuitton - giving is the greatest pleasure

23 November 2017







I started to plan gifts for all that I love for Christmas this year. Then I thought, what a fun thing it would be to just give away things from my wonderful world of Louis Vuitton? Christmas for me is that time of the year I feel a pure admost joy,  surrounded by all the people I love, friends and family. <3 I really thank my lucky star for being soo utterly blessed in life!

So many people and animals in this world are effected of crisis, war and pollution, seperated from family and friends with difficulties to see any hope for the future. Therefor, in addition to the usual Christmas gifts, I will make a donation to UNICEF for their work. I urge you to do the same! Give a donation for a cause you belive in. Never forget, Christmas is about giving! xoxo














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


gucci - history thru innovation - mesmerized

22 November 2017









After being mesmerized by the wonderful images lately in media from the new GUCCI Gift campaign I was ooh soo excited to find out more about the artist and the creative process and story behind the GUCCI Gift Book 2017. I began my search at With great joy I discovered an interwiew about the "Illustrating the 2017 GUCCI Gift Book", as you can read quoted below:

"Ignasi Monreal began his creative collaboration for Gucci with a quirky fortune teller and weather forecaster that appeared in the first #GucciGram digital art project. Fast forward two years, and the young Spanish artist’s digital pen is behind 80 illustrations that feature in the 2017 Gucci Gift catalogue. Ignasi weaves Gucci accessories and ready-to-wear into artworks that tell spellbinding stories, layered with diverse influences, mixing classical mythology of Greece and Rome, Medieval alchemy, Renaissance paintings, with a dash of Spanish passion and abundance. Below the artist offers us a glimpse into his creative process.
Tell us about the idea for the book?
It’s Icarus. He fascinates me because of his story, which could be read a bit like a mantra I guess. If you fly too close to the sun, you're going to get burned. If you fly too low, you're going to drown in the sea. It feels quite bluntly obvious, but I find it quite timeless, and reassuring. You have to find the middle point to land on the other side. Its not a cosmic science, just a tricky human condition. The Icarus himself is a very romantic character and of course symbolic of everything young and pretty. Very East London!  I didn’t really plan in advance how the illustrations will play out in the book, but I guess they all now make sense in a narrative. Something like: The cover star Icarus approaches the sun, falls down and lands in the Gucci fashion heaven. 
How did you come up with settings and ideas for the product?
I usually come up with a story first, and then try to see if the specific product makes sense within this particular context, whether it feels believable. Sometimes it is not a very grand story, just a moment in time and place that has somehow stuck with me that I try to recreate in a new way. I guess its the juxtaposition of something very down to earth with a bit of myth and/or dash of Spanish abundance that makes the image fun, intriguing or interesting. I like my artworks to be aesthetically pretty of course, but I do wish that whoever is looking, gets the inside points as well.
How do you work?
I paint pictures on my computer, on Photoshop and using a tablet. Its all digital. I create my own brushes, because it feels more painterly to me then, less plastic. Maybe it also makes this digital gig slightly more personal? I’ve been painting for quite a long time now. I started digital because it felt cool, new and a bit nonchalant, the "fuss free" tool. I did some comic illustrations, but started to experiment quickly and mainly painted whatever was on my mind, which at that time were (including but not limited to): pop culture icons in embarassing situations, borderline inappropriate interpretations of classic paitinings, and other teenage fever dreams. I guess this somehow led me to fashion?
Can you tell us about these illustrations at the back of the book—your hand drawing?
It’s me drawing this book, and smoke is coming off because I've been painting so much. Ignasi means “fire”, the pencil is burnt, don’t feel very burnt out thou. Still in Gucci fashion heaven!"






Usually when I try to make my own interpretation of fashion in images, or paintings,  I tend to be a bit of a nerd in the way I make my analysis from my academical perspecive, ethnology and of coursd art and fashion science. It baffles my daily how much my studies at Stockholm University and my vurm for fashion portraits indeed really has changed my own approach when looking at fashion images or paintings. When I analyze these GUCCI images it takes infinitely longer for me now than it would have take before my academic studies.  I often, or mostly, use a method founded by Roland Barthes as a way to systematically analyze images. Barthes' theory lays upon his notions about two orders of designation. He calls these orders: denotation and connotation. In the second scheme, connotation, also includes myths and symbols. A myth in Barthes' sense is a story which within a culture explains or perceive any aspect of reality or nature. Barthes argues that a myth is culture's way of thinking about something; a way of explain something. The myth is denoted the importance of the second order, and the myths is the human need to put labels on things to understand them. The third way for the designation of the second degree Barthes calls for symbols. A sign becomes a symbol in the Convention and use obtained a significance that makes it stand for something else.

Theorist Hall explained that Barthes denotation is the simple, basic, descriptive level, where consensus is wide and most people would agree on the meaning. On the second level - connotation - are these signals / signs that we have been able to "decode" in a simple way by using our conventional conceptual classifications to read their meaning, giving a broader perspective through other types of codes - "fashion language" - which connects them to broader themes and meanings. These bind them with what we can call the wider semantic field in our culture: ideas about the "elegance", "formality", "simplicity" and "romance". The second order then, as in a wider meaning is no longer a descriptive level of obvious interpretation. Here we begin to interpret the completed signs in terms of social ideology - the general beliefs, conceptual frameworks and values ​​in society.

Just to describe one detail thru this system I give you one clear example in the GUCCI image with the cat as a human being: In that picture I thru "denotation" clearly see a boat burning in the picture. Everybody could agree upon that it actually is a boat and it is on fire. This is a fact! Thereafter as I come to the second level "connotation" I decode the meaning in a broader perspecive for example that the boat is in a dramatic situation and burning. Also that the artwork with painting the boat on fire is done is most natural. The second order also provides me with tools to, in a wider meaning, do interpretations by myself based upon myself as a cultural being. In this order I now come to: myths and symbols. Myths are the way I try to lable things to understand them. Why is the boat burning? What is its function in the painting or why did the artist even include the boat in the painting? Here my own interpretation is that the boat is burning in order to show, with this little detail, the entire image as having a connection to history. In modern time we do not use the tradition anymore of burning boats! I do not see any living person on the boat or in the water, so then who put on the fire? This make this new image have a natural connection to old historical paintings, painted many hundred years ago. Maybe a burning arrow was sent from ashore somewhere outside the picture, to set the boat on fire?  In the case of the burning boat I feel I must go ahead to the third way for the designation of the second degree, "symbols". "Symbols" are not always a way to see the picture, they are optional in Barthes method, but in this case "symbols" are clearly there. The boat as a sign becomes a symbol for me as the boat, as an object of significanse in the image, stands for something else or more than the obvious. For myself this boat is a symbol of fashion and how much fashion- and arthistory is relevant for a creative director in the innovation of fashion. If the boat was left out of the image, the image would only make references to being painted in modern time or today. But the burning boat, that part of history with references to a dead body being laid in a boat set on fire from a distance as for a funeral thru ancient history from different kind of traditions, makes the burning boat symbolic.  The burning boat in this image has a function of a symbol for me, a symbol that fashion is eternal and timeless and history and future are depending on each other to make our modern time understandable.

This is my way of enjoying these extraordinaly and magic images. What is your way?  xoxo






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

a horse in the city

21 November 2017






I really miss having my own horse in the city of Stockholm. <3 When I got my first pony as a birthdaygift as I turned 12 years old, I kept her at Ryttarstadion which is situated a 10 minutes walk from my home near Stureplan. I could ride out for myself in the forests and meadows of wonderful Royal Djurgarden, even though I had to cross streets with traffic sometimes which was always a bit nerve wrecking. At one time my darling Gila got crazy on a bridge at Djurgarden with buses in front of us and behind us with horns on. I will never forget that day!!! I thought Gila was gonna fall over the brickwalls on the sides while she was rising with me on her back. She had a lot of temper my beloved Gila, maybe because she was of high breed, Shagya/Welsh? 

I think of her especially today because International Sweden Horse Show is coming up and I am sad to miss out on that event as being in Dubai then. One reason why I wanted to attend this year was to see the girl that took care of my pony for me (when Gila died so abrouptly be a bursted aorta). Amanda is actually competing in the FEI Pony dressage and earned that exclusive place (4 equipage) by qualifying. That cute girl, Amanda, was the last one riding my darling Gila. Amandas mother actually wrote us the week before Gila passed away and told us that Gila was too difficult for Amanda to ride, so they could not take care of her for us anymore. They would instead buy a well educated and easy horse for Amanda to ride. I do understand the choice that family made then, Gila was not an easy pony to ride. Gila was wild and had a temper of her own, with everyone except for myself. We were a match made in heaven and riding a horse like her daily for years made me a very good dressage rider, or as our A-trainer at Hogsta said once: I was the best dressage young rider she ever seen, although on the wrong horse for dressage, haha! Anyway, I would not trade Gila for a FEI champion horse for the world then!!! Gila was my first love and she has a very special place in my heart forever! We were the best of friends and companions and we will meet one day again in some other place.<3

I am now constantly thinking of buying me a new horse, but I am currently working too much :( Although,  I do think in a year or two I will have found my place in life and then: Well hello there my new best friend!!! xoxo






the scent of luxury

18 November 2017








Being fashionable is not just about clothes and accessoires, it is also about perfumes. The way people sense you and how you want to be presented in that specific area! For myself I often get positive feedback, not just about my personal style, often also about how wonderful I smell. My secret? Well, I smell of the wonderful Orient <3 Earlier this year I received some wonderful fragrances from Saudi Arabia in a beautiful large wooden box. No tags and no heritage written out anywhere.  The beautiful crystal bottles and the fragrances themselves talked straight to my heart. After that gift I turned a bit of a fragrance nerd :) Nowadays I am very picky about smelling good so I prefer to use those high quality fragrances from a handful suppliers in the entire world. Although, I must add that there are perfumes available in Sweden too that I alter with sometimes. Those are Byredo and the scent "Oud Immortal" and ofc the wonderful Louis Vuitton fragrances where my personal favourites are "Matiére Noire", "Apogée" and "Rose des Vents". 

Today is a Saturday best spent for me working at Louis Vuitton. Why not stop by and discover the wonderful scents and what an amazing gift for a very special lady, a wonderful LV fragrance in a custome made LV box? xoxo











Pictures of perfume from Please click on image of your choice for a closer look.


a look in the future - and - a summery

12 November 2017









As I look into the future all I focus on is that I am just a week away from a looong needed vacation with my bestie Angelica in Dubai. Ofc, she will not be free all the time, due to work at Emirates, but we have booked a boattrip to Abu Dhabi to watch the Formula 1.  This is the third vacay this year for me when it comes to travelling to Dubai, one of my favourite places on earth! Pure magic! <3

Then a short summery: Job wise I have been at the Louis Vuitton HQ in Bruxelles the entire week :) Soo much fun and so fulfilling in many ways <3

A weekend summery then when I am at it: Well, last night was partynight and we ended up at Grand Hotel with a bunch of players from Colorado Avalanche. We hang out all night/morning until just before they had to leave for the airport. Great fun, although I must add that they did have some posh attitude that did not get my approvement at all, so I decided just to sneek away. Maybe hockey is so big in Canada and America and that is what makes them brag and stuff? I have hanged out with a whole lot of NHL players from Europe recently, as one in Bostons Bruins that is a czech player, much more fun with a great sense of humour and healthy modesty. Although, I do feel I should not be judging as they all probably have girls hunting them and that might cause them to loose their manners, haha! As for me, I am not that kind of girl at all!!!! On the contrary, I am the one hard to catch, almost impossible! ;)  xoxo





Picture of me in beautiful Dubai earlier this year. 


being the right alice?

07 November 2017







Sometimes I so wonder if I am actually the right Alice? Am I the Alice I really want to be? Well, I do think so! :) I have surely not lost my muchness or was more muchier before! Maybe this year is just a year inbetween, and inbetween can be a really good thing too. All depending on what is on each one of the other sides. Well my inbetween is: On one side the earlier days that was completed with an academic degree and an exame that was finished this year and on the other side of time - the post-academic journey that just has begun. I was supposed to be in LA-LA-Land by now, although those plans had to be postponed for a while due to that I got an awesome job at LV and also that my mother (who had a major stroke 2016) still needs my help on a daily basis. So, what am I trying to get to with this? Well, inbetween can be lovely too and when I think of it, I would not change this time in life for anything else <3






I feel that I have always been the right Alice, but maybe the wrong Alice in haters eyes :) I am surely strong and I am surely making my own way in life based upon being curious, kind and always trying to better myself and the world around me. If the roses are not red as I wanted them to be, it is just up to me to make them red. My parents gudiance in life has always been that I can be whatever I want to be. It´s really just up to me! I do already know what I value in my personality, and in others too: Being kind, being creative, having a strong drive and always be independent in choices and strive to be a better person, daily. One thing I have thought about a lot lately is that maybe it is because I am an only child, as I do love being on my own and doing things for myself. I love being surrounded by people that I love, I also love meeting new people - At the samt time I also do love being all by myself and having that space for solitude in a positive way. <3






Last week someone told me: Alice you are soooo wild and a real party princess always on the move with laughter in your face and body! Well, that is ofc true! I party a lot and dancing on the tables are not something unfamiliar either :) Actually, I would surely love to cut down on that part of my life for something deeper. Let me tell you like it is: I rather take someones special hand and walk thru life together! This is my feelings in this moment of life! I trust in that someday I will meet that person <3 






Life is a merry dance :) And there is nothing wrong in daring to be different, on the contrary!!! Life has never haunted me and I do think life is like a book, soo many chapters to enjoy! For me: Chapter 1 (childhood) and Chapter 2 (becoming an adult) is already finished with the admost joy :) Sooo, many Chapters left that I want to make the best of! So, watch out: Sooo much more is coming! Love xoxo




in need of inspiration - mrs alice

02 November 2017









As I currently are going thru the forth day of being sick home from work ever in life, I am in great need of inspiration. What better inspiration than my absolute favourite instagram account, MrsAlice :) In the future, if I am floating into a dream of lifegoals: What better way to live than with my very own amazing lovely family surrounded by horses and hounds while working within the fashion industry? Just like MrsAlice: I like to be a MrsAlice in the future, haha! <3 

What´s up besides this? Well, I have been sleeping away my high fever this entire day and hope to be well very soon as I will fly to Louis Vuitton HQ in Bryssels on Sunday afternoon, where I will spend upcoming week. I am also dreaming about an interview about my thesis about CrownPrincess Victorias dress choices, especially as the Nobel Banque is coming up soon. The thesis you can find here!

Life in general for me feels like I am truly utterly blessed <3  So bye bye for now as I am about to continue with my dreams into the la-la-land of Mrs Alice! xoxo






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




shy - yet, let me tell your whats on my mind

17 October 2017








These things are on my mind currently! 


First, matters of the heart! I know I am not easy and I definitely know I am not a basic bitch. I do take love very seriously and see no point of dating anyone I can not imagine myself with endlessly <3 I have many guys as friends, with no benefits I might add whatsover, maybe because with guys it is more fun less drama and competition? Anyway, I have not had a boyfriend for years even though I have had deep feelings for someone! Life is a journey and my heart will find is match when destiny finds its way, I do trust in that! xoxo

Second, life currently! Working a lot and working out a lot :) Buisiness as usual with the little time off best spent with family and close friends. Pure love for everyone in my closest circle! Even though I might not say it as much as I should: You mean the world to me! <3

Third, future plans! For know I am already planning Christmas :) I want the entire package and sometimes I think I go back to being a child come Nov each year! This Christmas it seems to be celebrations at our place. A whole lot of family members, Korinths and Al Fakirs as usual, with great food, many laughters, lots of children and games ofc! On this subject I might add that you must see this documentary series from Finland "They call us immigrants" made by Peter (who also works at TV4). It has got such awesome reviews and I do think it is time for Swedish TV to produce such a series with him. Immigraton is such a big topic on todays political agenda and if anyone got the legitimity and abilitly to move people in this area, its Peter! <3 Follow link here!

Thats all folks!!! And remember, be good always! xoxo





Old picture of me in my teens while working for Martina Bonnier (Damernas värld) Dress Lars Wallin Couture and hat from Malinda Damgaard.



erdem x h&m - lovely

13 October 2017









Still a couple of weeks left until the release of the collection by Erdem x H&M :) These are the fashionpieces that I do want so much for myself! If you want to learn more about the collaboration, discover the first look from the collection and know the prices follow link here to Vogue! xoxo






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



who´s a dumb blonde?

13 October 2017







Yesterday GUCCI made a stand againt fur! I simple love when fashioncompanys take responsibility in different areas :) On the other hand fur is not my personal way of taking stand, instead I choose my very own way. I use fur, but I do not use fur that could have produced in a process where the animals was tortured for their skins, therefor I avoid fur from rabbits, wolves, foxes and seals for example. I eat meat and use products made of leather, but I try to be more aware of my choices in thoses areas too. I try to educate myself about our planet and the enviromental issus as best as I can, therefor I have made my own principles to follow, as above about fur! But also in the area of eating meat. I have many friends who are vegan, I am not! I try to eat more chicken and only from chickens that are from Sweden and that are living freely outdoors. I also have goals to eat read meat only a few times a month from local producers in order to make sure that the cows for example are not transported a long disctance and also that they are living outside freely eating grass. This choices are quite easy to make in Sweden, especially as the food is so well tagged in different ways.:)

As I saw the movie "Before the Flood" I added one more rule to make my own personal stand: I do avoid palmtree oil!!! The reason why? Look at the movie and discover how much the plantations of palmtrees in order to produce oil are done at the expense of a whole rainforest and for that our entire planet. Palmtree oil exists in everything from ketchup to soap, so I always look at the table of contents of all products just to make sure! 

Everybody can make an effort for this planet, choose your very own personal way! Educate yourself in the subject and be sure that every effort counts! xoxo





train to gain

11 October 2017








Currently struggling with time! Pure grinding in other words and life do feel like preparing for a fight! :) Learn as much as you can, train and train all the time, stay focused  - all in order to achive success towards your goals in life. Therefor this site is not as deep in its fashion analysis as it should be and I do apologize for this. I could quit this site for good, but I do hope I will find time to return with posts better than ever in a near future. :)

Still working at Louis Vuitton and loving it <3 As I already told you I will be at the Louis Vuitton HQ in Brussels for a week in the beginning of Nov. Later in Nov it is time for an extended vacation in Dubai and Abu Dhabi with Angelica with a visit at Formula 1. After that all Dec is about work and Christmas preparations :)

Everything good in life comes to them who stay on the path of being the best person they can be, nothing new in this! That is why my main rules of success in life is knowledge, creativity and staying humble. Kindness is underrated and therefor I always surround myself with people who has their hearts in the right places. I do love my life so far, so I will continue on this path towards success careerwise as well as keeping my personal life completely drama free and always with gratitude and love in my heart! xoxo









louis vuitton ss2018 - mesmerized

03 October 2017







As I finished work today at Louis Vuitton, we stayed at the office to enjoy the show together with a glass of champagne :) You might think I have an extra friendly eye towards the collection by Nicolas Ghesquière due to working at Louis Vuitton myself? No way Jose, this site is my very very own true fashionstory :) Maybe it is some magic flowing in the air that are not describle for humans that make me think that this collection is the best of all RTW SS2018 soo far, or it might just be a fact? I do adore it and I do desire so many looks for myself, maybe the whole collection if greedy was my in my nature :) I do love the comeback of the ooh sooo historical garment thru fashion history, the doublet! You must know by now that I am a sucker for - as being a fashion scientist -  fashion history, heritage, craftmansship and innovation - all combined that are factors that creates desire. If I would choose 3 garments on a wishlist for my birthday up-coming spring it would be: 1. The leatherjacket 2. The grey/blue doublet and finally 3. That wonderful metallic silver flurry dress with a bare back.

This collection is truly mesmerizing! <3








All pictures from 


chanel on a tuesday

03 October 2017







I did really like this collection and I think it talks to me extra much because it is sooo much Gabrielle. I love that Karl Lagerfeld take the "see thru" perspecive to another level. How tired am I of all dresses and looks where the underwear and cameltoe is showing in full? Why wanna go out all dressed up for a fab party in a beautiful gown where the focus turns to what you are wearing under it? Therefor I do love the idea of "see thru" in a more modest and modern form as in this collection. I also do love the references and feelings of the fab 20-30s :) Another thing that hit me is the poses: The female models feels so strong and fierce visually, although mainly styled with looks in bright and pastel colors! Smashing combo for me! xoxo






All pictures from collection Chanel ss2018 at Please click on image of your choice for a closer look.



catwalk - ss2018 - monday update

02 October 2017







This is my choice of best looks from the monday catwalks! Love em, faaab! xoxo



John Galliano


Stella McCartney




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



a paris fashion weekend

01 October 2017








Elie Saab


Paris Fashion Week continues and really makes me looong for next spring/summer with all the wonderful collections. Here I present looks from this weekend of catwalks, looks I really would love to wear myself! xoxo







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


On the catwalks - ss2018 - update

29 September 2017






Isabel Marant


Dries Van Noten


Here are the looks from the recent catwalkdays that are fashion I want to wear myself up-coming spring/summer! Lovely! xoxo







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


Paris Fashionweek - Part I

27 September 2017





Saint Laurent


Paris has opened up its fashionweek in a very strong manor! The Saint Laurent collection was out of this world <3 I can not think of one look that I would not die for to get to wear! But on the other hand, a dead body does not make the look great at all I think? :) On this subject I want to turn from the absolutely fab collection by Saint Laurent that was so on fleek and turn to discuss the choice of models. With those ubersexy looks that really puts a womens legs in focus, why choose so many models with horrible legs? There were so many fashionmodels that was too thin and lean with legs that showed off no beauty or sexiness at all, just boney and crooked. As I present some of my fav looks here, I had to exclude some looks from being posted due to legs that damaged the whole visual sensation of the created magical fashion. Maybe there was an actual choice in the presentation to show off ugly legs, to make a story that everybody could wear these looks no matter how the legs look or everyone it beautiful in his/her own way? Well, I do not think so! The world of fashion is still about beauty and that is one of the reason it has such a big place in me! Call my superficial! :) xoxo





Christian Dior


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



dolce & gabbana - ss2018 - milan

24 September 2017






This is my choice of best looks from the Dolce & Gabbana collection for ss2018. It seems to me as I look back on this site that I always give room for the collections that always seems to get a grip of my fashionheart. Those collections get their very own posts :) Due to lack of time as you already know, I just present the looks for now without a analysis from a fashion science academic perspective. From Milan I have my top fashion houses as GUCCI, Dolce & Gabbana and Etro. From London it always tend to be Alexander Mcqueen, Vivianne Westwood and Mulberry and from Paris: Louis Vuitton, Dior, Chanel and Saint Laurent. Especially in these days as the creative designers of these mentioned fashion houses are such fashion magicians! xoxo





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



milan - update II - ss2018

23 September 2017










This is my favourite collections so far in this update from Milan. There is something with italian fashion that I probably have got from early childhood. I was bullied all through my childhood. There was always a reason to bully me. I figured out in my teens that the problem was inside the ones who needed to put down others in order to be noticed themselves. When I was a little child I was bullied as I remember with words as: You are fat! or: Alice is wearing soo strange clothes! (I used a lot of Young Versace and Roberto Cavalli etc. age 4-12 with vibrant colors, animalprints or all black and a lot of leather and fake fur). When I turned into my teens the bullying shifted focus. I have always been kind and cute, maybe also the one boys fell for and in the teens the method from the other girls shifted from straight attacs into exclude me in everything. I do think I was the one in everybodys spotlight, althought treated like I was invisible during my early teens. Soo, therefor perhaps I still today choose to have soo many great friends of the opposite sex in all ages :) No drama, no jealousy, kindness and not so much bullshit! Soo, back to fashion now! I do love fashion, I do love to dress for myself and if mainstream and going with the flow is fashion, my personal style will always be out of fashion! xoxo





Bottega Veneta




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



friday @ louis vuitton

22 September 2017





Louis Vuitton


Friday I will return to work at Louis Vuitton. Being sick and away from a job for the first time in my life ever feels a bit awkward. Did not know if I should call in everyday (3 days) or if there is any form to sign about being sick as one returns to work? Anyway 3 days with fever and spending all hours in bed has at least got me to find time to update me in the world of fashion! A bit sad I missed out on our "Trunk event" Thursday evening :/ A bit sad that I will not be able to attend the "Volvo event" that Louis Vuitton has been invited to Friday evening :/ The things that have been mostly positive this week is: 1. I finally got my first Swiss passeporte and ID-card in the mail. 2. On Saturday morning it is time for the trip to London with my beloved father 3. I guess there will be some serious shopping in the U.K the upcoming days :) That´s all folks! Have a great weekend! xoxo



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



italian fashion - update ss2018

22 September 2017










As being home sick I do find some time, when I am not sleeping, to keep myself updated in the world of fashion and Milan is this week the fashion centre of the world. These are so far the best collections from last day. Italy still feels very strong in its idea of modern fashion with a look in the future as well as with a blast from the past or heritage! Love it! xoxo







Max Mara



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



bravissima: alessandro michele!!!

20 September 2017










Now, as one of the absolute genious creative designer of our time, Alessandro Michele, has shown his collection for GUCCI ss2018 in Milan I reflect upon it here. First and foremost, I am not disappointed at all even though this post is not as me in astonishment as ususal after his presentation of his collections!  I tend to look upon the more subtile fashion as the prime looks of this collection. I did a forecast on this blog a couple of months ago about up-coming global fashion movements and ideas such as: Sleeves with fur (here mink cuffs), waistbags/fanny packs, check patterns, more animalprints and strong vibrant metallic colors. In this collection I prefer these looks above, as the pieces of metallic was a bit too much for me (primarly in cuts). I do love that GUCCI is getting a bit more mature and classic, a fact that I think will go well with the customers of today. I was soo tired of some of the prints and badges all over wonderful garments (although still on fleek on accessoires). I must say, Michele has that magic fingers and mind that in some strange way makes me always feel like he has read my thoughts about modern fashion and beauty and made a collection all for me! Ofc, I know that is not true at all, it is just that he grabs my fashionheart every season in some strange new way! xoxo


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



bedtime stories

20 September 2017






The story of today is told from the bedside! Current status is staying home sick with fever and a very sour throat :/ I called in sick yesterday and I do think this is the very first time ever in my life that I have missed out on a day at work. Still fever this morning as I woke up, so current position is laying in my bed. I do hope to get well soon and takes all sorts of vitamines and veggies to boost my chance to get back to work asap. Tomorrow we have an event at Louis Vuitton and I really feel that I can not be sick for that too. Fingers crossed I will be back at work tomorrow Thursday and also be well enough to take the flight for London on Saturday morning! Laters xoxo





recently @ catwalks - ss2018

20 September 2017





Julien Macdonald


Emilia Wickstead


Today I went thru all the recent collections ss2018 from the catwalks. These are my choosen collections and the looks from them that I would love to wear myself next spring/summer. There where also collections I felt very fashion forward and lovely but not wearable for myself. I really liked the collections from for example Gareth Pugh and Mary Katrantzou. Although not represented here as I for now just present looks for myself out of personal flavour! xoxo



Amanda Wakeley


Marques' Almeida




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


nyfw - final update II

16 September 2017






Coach 1941



This is just a little update from NYFW ss2018 :) As usual this is looks I want to wear myself from the best collections out of personal taste! xoxo



Jenny Packham




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


louis vuitton - thoughts of the day

16 September 2017





Picture from



When you read the largest financial newspaper in Sweden, Dagens Industri (Todays Industry), and find an article about hertitage in fashion in connection to your employer Louis Vuitton a smile tends to appear on your face. I really liked to see that double page article in a swedish financial paper. The article by Di:s Caroline Åkerlund had a title was spot on:"Arvegods" (freely translated into english as: Inherited goods). Åkerlund gets back to basic and the heritage of travelgoods and trunks, as she has based her story upon her interview with Patrick Louis Vuitton. A short article about facts!

Why I liked the article, being in that kind of newspaper, is that its outside the tradional relation between fashion and media. Fashionmedia itself and the difference/gap between editors, journalists and the advertisers influence is a whole other story. Kawamura has his ideas on the subject and I agree. I do think this blurred relation of interests is one of the major reason papers are losing readers, both on-line and on traditional paper. People want storys, people should be considered intelligent readers and as so in want to be able to read well done articles that challenges and provides something new in the debate of today.  I know I do not really have time in my busy schedule for deep analysis. Although, I feel I have to! Especially as I am currently preparing a speech at Louis Vuitton about cross-selling in a couple of weeks.

I once again return to what I have learned at Stockholm University. Not so much to my studies in fashion, rather to my studies in ethnology. Ethnology, for those of you who are not familiar with the word, is the branch of anthropology that compares and analyzes the characteristics of different peoples and the relationship between them. I studied ethnology fulltime for 1,5 years and focused in my studies on the area abot the human creation of appearence, image and identity. (My personal thoughts about this subject is that it really is the basic for work within fashion journalism, PR and Marketing and the courses could, together with more head-on practial courses, change and really improve the Media, PR and Marketing world of business today and in the future).

Now, back to cross selling thoughts of today. As a client advisor I of course have knowledge about the fashion house and its heritage, the creative processes by the creative directors and their teams, the collections, the innovations and the craftmansship. That is the basic knowledge, nothing new in this. Then we come to the meeting with different presumtive customers. Customers come into luxury stores for many different reasons. Someones wanna look around and breath-in the luxury atmosphere, someones has already a fixed product in mind and someones are open for suggestions to improve and express themselves through fashion and seeks advices in that area. Humans has all through history expressed themselves thru fashion. Fashion is the visualization of image, identity, class, gender, nationality etc etc. So, as a client advisor I always strive to do my best as to be attentive, curious, perceptive and creative while putting the customers desires in focus.  Desires as related to the analytical concepts that I mentioned a few above. I ask myself in meetings with customers; What desires can I fulfill for this particular customer? I always try to "blank" myself from first-impression thoughts and try hard to let our interaction rule the sale instead. In the area of luxury goods there is also many thesis throughout history that is adaptable on selling that lingers in the back of my head. As for exampel the immitation theory by George Simmel (b1858). To put it short: If you imagine the world of people as culture social beings in the connextion of fashion, you might visualize it as a ladder. People want to have rolemodels, people want to strive up that ladder. Luxury goods is such an amazingly large area of desire fulfillment. But, where are you on this ladder? Are you trying to follow and get what others already has on your way up, or are you already on the top of the ladder and now trying to differ yourself from the other climbers? As I interact as a client advisor this theory is very useable. I have so many theories in my academic background and they truly help me daily. I want the customers to trust in me to fulfull their luxury desires based upon their innerselves and this I think this is why cross-selling is a thing that I am really good at. 

My most memorable sell is from a previous employment in luxury sales and that sale can serve a purpose as a great example. I had a lovely old lady as a customer who came into that store in search of a leather bag. A classic leatherbag was all she had in mind. As we talked and discussed her passions in life, I found she was soo into English gardens. She loved roses and vibrant colors! After choosing a leatherbag I asked her if she wanted to join me into the other room in the store to show her the new collection from the creative designer? I showed her a beautiful bomberjacket in silk with wonderful roses in lovely colors. A bomberjacket for an old lovely lady! She put the jacket on and smiled. I think I almost did see a tear in her eye as she looked upon herself in the mirror with that jacket on. She felt absolutley beautiful! That was a cross-sale based upon interacting with, and seeing, the customer in my strive to fulfill her desires. Although over a year ago this is a memorable moment for me! <3

That´s all on this subject for now. I still have to figure out how to make my cross-selling speech and message less formal and less academic and easy to understand. Still a couple of weeks left, so much time left to do work on it! xoxo




My pictures of the article mentioned in this post.



nyfw - ss2018 - update I

12 September 2017





Sally Lapointe


Zadig & Voltaire


Not so much revolutionary with this update in terms of NYFW presenting new overwhelming fashion from my point of view. On the other hand I instead choose to show some very wearable and fresh looks from collections selected from my personal taste. Enjoy xoxo



Anna Sui





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



nyfw - ss18 - best looks

11 September 2017





Tom Ford



Do not get your hopes up, yet! I still have no time for serious fashion blogging with analysis and trend forcasting! As I went thru all the fashionshows from NYFW for spring/summer 2018, I just might as well share my thoughts about those days. These collections was the ones I was most impressed with. (I went through them all, belive me). Not much new is happening at N.Y fashionscene was my immediate feeling. Althought, I must say that Tom Ford made a collection right up my alley, presented in N.Y. it felt like urban city life in London or Paris as well as N.Y. I love the collection, maybe because I am a sucker for Vaccarello and Saint Laurent? Do not get me wrong, this is a modern style although I feel iconic pieces from fashionhistory has been taken in consideration. Beautifully! 

Then I will come to the collection that really was fashion to me, Calvin Klein! Raf Simons is a special genius in the global world of fashion. Lots of fashion feels mainstream in its approach to gender and class, garments cuts and the designers contemporary voice. Not Raf Simons, his collection breathes modernity and is so fab created and also pitch perfect in styling. Urban, young and fresh! But most of all, fashion forward!!! 

That´s all for now folks! Sorry, for not having time for more deep analysis!  I will be back one day with much more blogging on regular basis, but as you know; I WNBRB! xoxo




Calvin Klein 205W39NYC



Cushnie Et Ochs



Victoria Beckham



Diane von Furstenberg



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



lvmh and kering - love this!

07 September 2017









The global fashionindustry and the leading multicompanys has such a major part of creating the future of fashion in so many areas. One of them is the view on the body that fashion is being attached to. As I remember, it was Joanne Entwistle thought of fashion that a garment is just a garment, until a body get dressed up in a garment and this combined becomes fashion. Garments (or accessoires) needs bodies for the creation of fashion! The fact that LVMH and Kering have drawn up a charter on working relations with fashion models and their well-being are a breakthru and a step in the right direction of more healthy models in the fashionindustry and also a special care for the youngest models. I do love this and I am ofc especially proud to have being employed by LVMH. Read the pressrelease, the charter here! xoxo





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