My Diary

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


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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




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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



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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





travel lifestyle - update

05 September 2017









My last update it about travelling! In the end of september I will travel to London with my father, a regular trip we do together a couple of times every year for some serious shopping and some daddy/daughter alone time. Precious moments <3

You must know by now that I do love to travel and Dubai have a very special place in my heart. So, for the third time this year I just booked a week in the end of november, wiie! Not so many tickets left when I booked my flights yesterday. as I always travel there with my favourite airline company, Emirates. Nothing beats Emirates when flying: Suberb food, excellent staff and such professionalism with everything! Love em :) Dubai has so much to offer, first of all ofc that my bestie Angelica lives there <3 But there is such more in Dubai as the beautiful beaches, amazing adventures, shopping, food, climate and all the friendly people living in Dubai. This time I do think we will rent a car and drive to Abu Dhabi as I got an invitation to Formula 1. Maybe we will book some hotel in Abu Dhabi or live on a friends boat? Angelica has her apartment in Dubai, but I am sure we want to stay in Abu Dhabi and not travel back and forth the entire week.  Soo Dubai, soon we meet again! <3








a royal fashion icon - crown princess victoria

05 September 2017









I am soo truly impressed with Crown Princess Victorias very own amazing style :) I am also sooo very proud if I took a small part in the development of her royal style that now renders headlines in so many different foreign and domestic media as for example: Crown Princess Victoria is a Royal fashion icon, Crown Princess Victorias dress explains exactly why she´s the ultimate Royal Style Icon and Crown Princess Victoria Borrowed Queen Silvia's Dress From the '70s, and It's Damn Stylish. (This is just a small selection of recent headlines this month)

As I started writing on my essay during fall 2016 it was exactly this I dreamed of to accomplish and be a small part of. I was in a mission with a thought that an academic research of the Crown Princess way of dressing would improve it and put the Crown Princess in the spotlight as a royal fashion icon. I know for a fact that the Crown Princess herself would read my research and essay in full. My hidden agenda was for the Crown Princess to develop her very own style in order to look her absolutely most wonderful, but also in order that she thru her fashion choices would be able to get more media and public attention to her Royal duties and Sweden, but also in order to be that Royal front figure for the enviromental issues so very close to her heart and of admost importance for our planet and its future. It is amazing how much fashion science as a subject actually is about PR, Marketing and Branding in many if its courses, even though it is not labeled that way and therefor quite unknown for people outside the academic circles.

You can find the essay here! The final version of the essay has been cut down for many different reasons. For example the drafts contained writings about my suggestions to that the Crown Princess should start wearing vintage that was discussed during my interviews at the Royal Castle. The reason for this cut down was that vintage was not in the interest of her stylist, who actually questioned my suggestion that a Crown Princess should wear clothes that others has used before! Now, I am absolutely thrilled as our Crown Princess show a great sense of her very own style! The change is enormous this during this last year, and that is the true reason she is becoming a style icon now. As I suggested in my essay: She is using more patterns and colors. Her style also consist of more sustainable clothes then ever and she has been starting to use vintage on a regular basis. Mostly I am proud that she dared to do this bold fashion choices that makes her stand out, which I know for certain was not a strategy as I started working on the essay. As always it seems that when our Crown Princess puts her heart into something, she is brilliant! Crown Princess Victoria is on not just our Royal fashion icon, she is also a great rolemodel! So very proud of her, and myself maybe too a little bit for my contribution in the dark. xoxo







Pictures from




alice in wonderland - wbrb

02 August 2017










Do belive me when I say I do not want you all to miss me! I have during these last three years felt blessed that all you folks, all over the world from China to Brasil, have been loyal in following my life. It has baffled me that I have had so many thousands of readers every week. This has been my true diary, where I have tried my admost to keep you updated in my life, the world of fashion and the pure grinding that comes along with combining advanced studies with work and leisure.  I have kept this diary free from advertises to keep it as my very own diary straight from my own heart! One of my main goal with this diary has been to be truthful. Truthful in everything as for example there is not one lie or exaggeration in this diary. Truthful that there is not one picture altered with or changed in anyway, except for some funny snapchat filters that is :). I have had the ambition to use an academic approach to fashion and I do not want to let you down by not putting in enough time to make that continue at the same level.

You might think that I have not written about the most private, with this I mean "matters of the heart"? That is mainly because I am actually a very private person with great respect for my heart and others. For now I have much too much going on in my life that takes focus from this diary! My life is truly like this little Alice lives in Wonderland and I feel utterly blessed. Therefor I say bye-bye for now! I hope I will be back very soon, but I "WillNotBeRightBack"! Love you all! Remember to be true to yourself and be kind, always! xoxo







country girl - last weekend

01 August 2017








Tuesday, soon off to Louis Vuitton and work :) I had worked a Saturday extra last month and therefore I got a extended weekend with saturday-monday off! Of course, I chose to go to the countryside and get that extra energy that only truly calm life can provide. As dad would come home from Switzerland on saturday night, we took the early morning boat on sunday! When I was little I thought it was sooo hard and boring to live on such a big farm, without neighbors with kids to play with and just cold water. Now I love the contrast from urban city life! <3

In the picture you see me in the public shore in Bamböle, which is our neighboring village! To sit on the sunwarm rocks when the sun begins to set, what can be more magical? Our farm, although the habit itself has a long water line, has no sandbeach just a dock and rocks, so it was in Bamböle I learned to swim as a child :) As I understand, due to Åland being situated is in the middle of the Baltic Sea,  it is quite windy and that´s the reason why our family thru history has kept the trees between ocean and houses. It was more important with houses situated in shelter, than with oceanview. It was also more practical for the animals, I presume? Still there is a barn with both a part for all the cows and a stable for a couple of horses, maybe it also the trees were kept to make sure the animals would not tremble downhill into the water? :)

Now time for fashion, urbanlife and a hectic lifestyle! Love the contrasts! xoxo



Tisdag, snart dags för Louis Vuitton och kliva på jobbet :) Jag hade ju jobbat en lördag extra den förra månaden och därför blev det ledigt lördag-måndag! Självklart valde jag att åka till landet och få den där extra energin som bara lugnet egentligen kan ge. Eftersom pappa kom hem från Schweiz först på lördagskvällen, så tog vi morgonbåten på söndagen! När jag var liten tyckte jag det var sååå himla jobbigt att bo på en sådan stor gård, utan grannbarn att leka med och med bara kallvatten. Nu älskar jag kontrasten mot storstadslivet! <3

På bilden ser ni mig på badet i Bamböle, som är vår grannby! Att sitta på varma klippor när solen börjar gå ner, vad kan bli mer magiskt? Vår mark, även om själva hustomten har lång vattenlinje, har ingen riktigt sandstrand utan bara en brygga och klippor, så det var i Bamböle jag lärde mig simma som barn :) Som jag förstår så är det för att Åland ligger mitt ute i Östersjön, vilket gör att det blåser himla mycket och kallt, så därför behåller familjen träden mellan vatten och husen. Det är liksom viktigare med hus i lä, än med sjöutsikt. Sedan var det mer praktiskt för djuren också förr. Vi har ju bl.a. en ladugård med både stor kobåsdel och ett stall för några hästar, kanske ville man inte att djuren skulle trilla i spat? :)

Nu dags för mode, storstadsliv och en snabbare livsstil! Älskar kontrasterna! Pussen




gucci fall 2017 campaign - out of this world

31 July 2017








Omg, this campaign is literary out of this world! I absolutely adore this campaign and the pictures by master Glen Luchford. Although I always try to hold my expectations down a bit about how genious Alessandro Michele can top what he has done previous season for GUCCI, there is no use as that man baffles me again and again and again!!! This is fresh, this is modern and this is unique! This campaign and its visualisation of fashion is adorable! Freakin awesome! xoxo





Herregud, den här kampanjen är bokstavligt utomjordlig! Jag fullkomligen älskar den här kampanjen och bilderna av mästaren Glen Luchford. Även om jag alltid försöker hålla ner mina förväntningar när det gäller hur geniet Alessandro Michele kan toppa vad han gjort de tidigare säsongerna för GUCCI, så är det ingen idé eftersom han överraskar mig om och om och om igen!!! Det här är fräscht, det är modernt och det är unikt! Kampanjen och dennes presentation visuellt av modet är underbar! Helt galet bra! Pussen






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








girl with balloon - banksy

30 July 2017





I do think this article in British Vogue says it all! Banksy and his "Girl with Balloon" is voted by the public in Britain as the nations favourite art work :) Of course, this is a bit messy for conservativs! But I do love it! I adore Banksy art and many times I have acutally even thought about staying at his hotel in Israel to just take in the athmosphere of that place. "Girl with Balloon" is for me so much hope and so much promise of letting your heart go and hope that is will be caught by Mr Right :) On the other hand I myself might have used to be more the type of girl in Banksys piece "Boy meet Girl"? Not anymore though!!! I will trust the sincerity in love when my love stands in front of me! Fearlessly! xoxo




Jag anser att den här artikeln i Brittiska Vogue säger en hel del! Banksy och hans verk "Girl with Balloon" har blivit framröstad av folket i StorBrittanien till folkets favorit av alla konstverk :) Självklart får detta vissa konservativa att känna avog! Men, jag älskar det! Jag har länge beundrar Banksys konst och så till den grad att jag flera gånger funderat att bo på hans hotel i Israel bara för att insupa atmosfären där. "Girl with Balloon" tolkar jag till ett verk som ger så mycket hopp och förtröstan till att om man vågar öppna och släppa iväg sitt hjärta, så kommer det förvaltas på rätt sätt av Den Rätte :) Å andra sidan har jag kankse förr varit mer av den typen av flicka som finns i Banksys verk "Boy meet Girl"? Inte längre dock!!! Jag kommer att lite på ärligheten i kärleken när min kärlek står framför mig! Totalt orädd! Pussen



the love for cars

30 July 2017









As daddy picked me up early this morning to catch the morning boat to the archipelago, I thought about the fact that I have never written about my love for cars :) That love began very early as I started to drive by myself at the countryside with I was about 6 years old. My father has always worked with cars and loved all sorts of them, but mostly muscle cars, or as he call them "beautiful cars". I learned how to drive in a Dodge Charger R/T 426 Hemi, see below!. Omg, what sound that car makes :) After that I drove a lot of cars as for instance our Plymouth RoadRunner 550 Magnum. The last purchase is this one, a wonderful Chevrolet Impala, as always everything original. These cars are only driven during summers and we used to visit the seasonal carshows as for example Power Meet :) My friends do get astonished when I see a car drive by and instantly know the brand and year, but you know what they say about training early on as a child. At our country house I can easy drive these cars as we own oh so many acres and our own private roads, so there is never a chance for an accident, win-win. During the winters in town we had common cars, the one we owned the longest was a lightpurple Mercedes AMG Coupé that often got trashed parked in the street. So, now you know why I love cars and speed, most of all "musclecars" and a fast ride! I got if from birth!  xoxo










När pappa hämtade mig tidigt i morse inför landet tänkte jag på att jag aldrig skrivit om min kärlek till bilar :) Kärleken startade väldigt tidigt med att jag började köra själv på landet när jag var runt 6 år. Min far har alltid arbetat med bilar och älskat alla sorters bilar, men allra mest muskelbilar eller som han kallar dom, "finbilar".  Jag började lära mig att köra i en Dodge Charger R/T 426 Hemi, se sådan nedan! Himlar vad den bilen låter :) Sedan gick jag över till att köra andra bilar som vår Plymouth RoadRunner 550 Magnum mfl. Den senaste pappa har köpt är den här, en såå vacker Chevrolet Impala, allt i orginal såklart. Dessa bilar kördes bara på somrarna och vi brukade åka till olika bilutställningar som t.ex Power Meet :) Mina vänner blir ofta chockade att jag kan direkt se vad en bil av för märke och årsmodell, men ni vet ju vad man säger om tidig träning som barn! På landet körde jag dessa bilar eftersom familjen äger så himla många hektar land och egna vägar, så det finns liksom aldrig några att krocka med, win-win. Vintrarna i stan hade pappa vanliga bilar, den vi hade längst var en ljuslila Mercedes AMG Coupé som alltid blev förstörd parkerad på Östermalms gator.  Så nu vet ni varför jag gillar att åka bil, helst "finbil" och självklart väldans snabbt! Jag fick kärleken med födseln. Pussen








dilara findikoglu @ leo dicaprio annual gala

28 July 2017





Madonna dressed up in Dilara Findikoglu designs at the Leonardo DiCaprio Foundation annual gala



Leonardo DiCaprio Foundation hosted his foundation’s fourth annual gala at the Domaine Bertaud Belieu. The evening result: $30 million raised :) DiCaprio’s fight for environmentally conscious programming and initiatives continues and it is people like him that for me are some of the heros of of today and for a future. Without earth will there be life? The online auction with bidding starts on August 10 and ends on the 23rd.

What has this to do with fashion you might add? Well, for me fashion is the expression of humans! All of us are cultural beings, that´s a fact. Fashion is also art, or maybe, art is also fashion? Can´t still figure out what should come first of those expressions? I was thrilled by the fashion Madonna was wearing at the gala and had to check the female designer up. 

According to her website I learn about the designer as for example that: Dilara Findikoglu, is a London based designer of Turkish origin. The Central St Martins graduate's rebellious nature first came to light when in lieu of the press show, she held her own guerilla catwalk to much admiration from the International fashion press. Since then her name has quickly become synonymous with empowered tailoring fused with historical references and social commentary-Dilara plays with the roles and perceptions of the norm and distorts and twists them for our pleasure. Stocked worldwide in the finest boutiques and concept stores, her rise has been nothing short of meteoric.

Here I present some outfits from her latest collections that agree so much with from my personal flavour in this area, as for art/fashion and the social commentary with historiacal references. Enjoy! xoxo 






Leonardo DiCaprio Foundation höll sin fjärde årliga gala på Damaine Bertaud Beliue. Galakvällens resultat:  $30 miljoner dollar i insamlingen :) DiCaprio´s fajt för att sätta miljöfrågor på kartan och nya initiativ för en hållbar miljöutveckling, tillsammans med andra eldsjälar, gör att jag ser dessa personer som några av dagens hjältar för framtiden. Utan jorden vad är livet värt? On-line auktionen startar med budgivning de 10:onde Augusti och avslutas den 23:e.

Vad har detta att göra med mode, kanske du frågar dig? Alltså för mig, mode är ett uttryck för mänskligheten! Alla är vi kulturella varelser, det är ett faktum. Mode är också konst, eller kanske, konst är också mode? Jag kan fortfarande inte klura ut vilket som kommer först av uttrycken? Jag blev exalterad av modet som Madonna bar på galan och kände direkt att den där kvinnliga designern måste jag titta närmare på.

På designerns hemsida fick jag information om henne som att: Dilara Findikoglu, är en London baserad designer med ursprung från Turkiet. Hon är en Centrat St Martin utexaminerad rebell som först ställdes i strålkastarljuset under en pressshow där hon gjorde en egen guerilla catwalk som verkligen imponerade på den internationella modepressen. Ända sedan dess har hennes namn blivit synonymt med stark skräddarkonst med historiska referenser i en social kontext. Dilara leker med roller och normer, förändrar och utmanar dom till vår glädje. Hennes design finns tillgänglig i de finaste butikerna och modeaffärerna, hon är en lysande stjärna på modehimlen.

Här presenterar jag några looker från hennes senaste kollektioner som jag finner extra fina utefter min egna personliga smak i detta modeområde, som jag kan kalla mode/konst med historiska referenser i en samtida tolkning. Pussen






Picture of Madonna, from Fashion pictures from Please click on image of your choice for a closer look.


goals in life - my bucketlist

25 July 2017









Är inte de här bilderna av Annie Leibovitz fullkomligen magiska? Så inspirerande och lockande! Så livfulla och kärleksfulla! Älskar dom.

Kanske lite dumt, men jag gjorde en sådan där bucket-list när jag fyllde 20 år. Även om allt kanske inte kommer att ske inom den tid jag önskade så är jag helt övertygad att framtiden för lilla Alice ser väldigt ljus ut, precis som livet hittills varit :) Några delar i min lista är redan avbockade som t.ex. en akademisk examen innan jag fyller 22 år och prova på olika modejobb samt få en första heltidsanställning innan 24 år! De andra lite kluriga sakerna var att gifta mig med någon som jag älskar över allt annat och vill spendera hela mitt liv med, innan jag fyllde 25 år. Lite knepigt kanske, jag har ju fyllt 23 nu, haha? En annan sak var också att föda mitt första barn innan 26 och därefter skapa en jättestor familj med flera barn, hästar och hundar? Hmmm, kanske måste justera lite i årtalen, även om målen är desamma fortfarande? Ingen stress alls egentligen, kanske är jag mer mogen nu än när jag skrev listan?  :) Allt gott kommer till den som väntar, eller hur! Huvudsaken är ändå att finna den rätta platsen i livet och med det också dela sitt hjärta med den bästa personen! Pussen








Are not these pictures by Annie Leibovitz completely magical? So inspiring and enticing! So vibrant and loving! Love them.

Maybe a little stupid, but I created a bucket list when I was 20 years old. Even though everything may not happen within the time I then wished for, I'm completely convinced that the future for little Alice looks very bright, just as life so far has been so far :) Some parts of my list are already completed in time, as for example, an academic degree before 22 years old and try on different types of fashion jobs and get my first fulltime fashionjob before 24! Other goals were things as, marrying someone I was so head over heels completey in love with and wanting to spend the rest of my life with, before reachin 25 years. Might be a bit tricky as I already turned 23, haha? Another thing was also to give birth to my first child before 26 and then create a huge family with several children, horses and dogs? Hmmm, maybe I do have to adjust the goals a little bit, even though the bucketlist in the big picture remains the same? There is actually no stress at all, maybe I'm more mature now than when I wrote the list? :) Everything good comes to the one that waits, right! The main thing is to find the right place in life and share it with the best person! xoxo





All pictures by amazing photographer Annie Leibovitz.


Wishlist for fall

25 July 2017





Coats from: Joseph, Isabel Marant, Balmain and MM6 Maison Margiela




Jag har så smått börjat kika lite på lite fint mode inför höstens murriga väder. På min önskelista så finns självklart alltifrån kappor, jackor, tröjor till bekväma boots! Här är underbart mode som gärna skulle få flytta in i min höstgarderob :) Pussen




Jackets from: Tom Ford, Saint Laurent, Alexander McQueen and Rick Owens



Knitwear from: Antonio Berardi, Stella McCartney, The Row and Chloe



I have already started to check out for some nice fashion for up-coming chilly fall. On my wishlist is ofc everything from coats, jackets, knitwear to comfy boots! Here I present some lovely fashion that are most welcome into my fall closet :) xoxo




Boots from: Alexander McQueen, Stella McCartney, Alaia and Saint Laurent




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


soon monday @ louis vuitton

23 July 2017







Efter en långhelg så är det åter dags på måndag för jobb på Louis Vuitton :) Ser faktiskt verkligen fram emot att måndagar och att jobba, kanske särskilt när jag fått möjligheten att arbeta med något som jag fullkomligen brinner för, mode!!! Här är lite bilder från höstens Louis Vuitton kampanj! Magisk! Pussen






After an extended weekend it is once again time for monday and work at Louis Vuitton :) I actually really do look forward to mondays at work, maybe especially so as I have got the opportunity to work with what is so close to my heart, fashion!!! Here are some pictures from the Louis Vuitton fall campaign! Magic! xoxo






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


pink party - gotland

17 July 2017






Roland Mouret and Herve Leger


Zimmermann and Needle & Thread




Ofta när jag funderar på mode kopplat till färgen rosa, funderar jag kring en bok av Fanny Ambjörsson som heter "Rosa - den farliga färgen"" Jag har läst hennes bok hur många gånger som helst. I boken betraktar hon färg utifrån ett kulturvetenskapligt begrepp och menar att färg är ett kulturellt fenomen, alltså något som huvudsakligen får mening i samspelet mellan människor. Färg bär inte bara på ett budskap, utan skapar också mening och sammanhang och påverkar omgivningen. Vad färgen gör och hur vi tolkar den är beroende av vilket samhälle och i vilken tid vi befinner oss. Rosa är inte harmlös och ofarligt utan är en ytterst verksam social motor som bl.a. organiserar och sorterar relationer och identiteter, skapar inne- och uteslutningar och generar motstånd. I fallet rosa menar Fanny att det handlar det ofta om strukturer kring genus (kön), alltså kulturella föreställningar om manligt och kvinnligt. Men också andra gränsdragningar som har och göra med sexualitet, ålder, klass, etnicitet och nationalitet. Dessa kopplingar och kollisioner, gränser och strukturer, gör rosa särskilt lockande att titta närmare på.

Rosa är också ett centralt tema i den samtida diskussionen om barn, genus och jämställdhet. Rosa har ofta genom historien kopplats till vulgaritet, ytlighet, billighet och genom detta betraktats som en symbol där föreställningar om kvinnlighet, arbetarklass och låg status sammanstrålar. Genusskapande innebär i stort att lyckas skapa och upprätthålla rätt sorts relationer. För pojkar har det tycks kräva mod, uthållighet och kanske till och med en lagom dos av världs-från-vändhet för att orka propsa på rätten att få delta i den rosa världen. En möjlig tolkning till att vissa flickor också tar avstånd mot rosa är förmodligen den låga status rosa haft eller har i omvärldens ögon. Inte heller flickor vill nödvändigtvis associeras med låg status. Kanske en kvinnlighet som bara handlar om att vara söt, gullig och kanske, framför allt, att bli betraktad och intresseras sig mest för sitt utseende. Färgen rosa är alltså en sorts markör för ett viss sorts kvinnlighet. Idag, och även om vi tar hänsyn till historia,  är det en förlegad syn att mode, utseende och kläder skulle vara kvinnointressen. Jag håller med Fanny om att den rosa färgen skapar rum och avgränsar rum. Den tänjer också på gränser, kanske gör den motstånd eller skapar alternativa livsrum. Det finns också en rosa politik som huvudsakligen verkar handla om att förändra innehållet i den rosa färgen, alltså att få rosa att associeras med styrka och självständighet snarare än med en svag kvinnlighet.

Nu när årliga "Pink Party" har dresskoden uttalad i färgen rosa, så börjar jag såklart titta runt efter årets outfit för mig! Jag vet inte om det är personlig smak eller att jag klär upp mig både för andra och mig själv som gör att jag har så svårt för starka rosa färgtoner? Varför tittar jag på lite mer diskret rosa modeplagg och accessoarer? Är det för att jag inte vill "sticka ut" för mycket eller är det för att jag vill förknippas med att vara en stark, självständig, intellektuell och välutbildad flicka? Aja, slut med analyser för idag! Här presenteras rosa mode, som jag tycker är superfint att själv bära! Pussen 





Aquazzura and Christian Louboutin

Valentino, GUCCI, Valentino and Tom Ford


Often when I think of fashion in the connection to the color pink I think about the book "Pink - the dangerous color" by Fanny Ambjörsson. I have read her book so many times in which she sees the color from a culture of scientific concepts and believes that color is a cultural phenomenon, that is something that primarily acquires meaning in the interaction between people. Color carries not only a message but also creates meaning and context and affect the environment. What color do and how we interpret it is dependent on the society, and in what time we live. Pink is not innocuous and harmless, it is an extremely active social engine which includes organizes and sorts the relationships and identities, create indoor and exclusions and generates resistance. In the case of pink Fanny says that it often involves structures of gender (sex) and  cultural beliefs about masculinity and femininity. And other distinctions that have to do with sexuality, age, class, ethnicity and nationality. These connections and collisions, boundaries and structures, are making pink particularly interesting to study closer.

Pink is a central theme in the contemporary discussion regarding children, gender and equality. Pink has often historically been been linked to vulgarity, superficiality, cheapness and through this regarded as a symbol in which the notions of femininity, working-class and low status converge. Gender creation means basically to create and maintain the right kind of relationships. For boys, it seems to require courage, perseverance and maybe even a healthy dose of anarchism  to take the right to participate in the pink world. One possible interpretation is that some girls are also avoiding pink, probably the low status pink has or has had in the eyes of the world. No girl necessarily want to be associated with low status. Perhaps a femininity that is all about being pretty, cute, and perhaps, above all, being viewed and interested in most of his appearance. The color pink is thus akind of marker for a certain kind of femininity. Today, and also with a look back in history,  I think it is an outdated view that fashion, appearance and clothes would be only regarded as women's interests.  I agree with Fanny that the color pink creates room and separates rooms. It also pushes the boundaries, perhaps making resistance or create alternative spaces in life. It is also pink politics that mainly seems to be about to alter the contents of the pink color in the order to get pink to be associated with strength and independence rather than with a weak femininity. 



Now that the annual "Pink Party" has the obvious dress code, color pink. Therefor I obviously start looking around for this year's outfit for me! I do not know if it's personal taste or the fact that  I dress myself both for myself and others that makes me disagree with strong pink tones? Why do I look after some more discreet pink fashion items and accessories? Is it because I do not want to "stand out" too much or is it because I want to be associated with being a strong, independent, intellectual and well-educated girl? Well-weil, end of analyzes for today! Here, pink fashion is presented, which I think is suitable for myself to wear! xoxo


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


roger federer - go go go

16 July 2017






Idag är det dags att återigen bli historisk :) Roger Federer ska "bara" lira hem sin 8:onde Wimbledon titel! Kanske inte så "bara"? :) Vad inte alla vet är att jag levde för tennisen när jag var barn. Jag började spela när jag var 6 år lite sporadiskt och i grupp, kanske det bästa sättet att börja genom att leka tennis och få bollkänsla! Efter något år började jag spela allt mer och daglinen. Jag tror att jag alltid varit en sådan som går all-in, kanske? Sena kvällar gick jag och pappa till skolgården på en närliggande skola med ett stort plank som var utmärkt med himla snabba returer och snabbt underlag. Jag spelade också enormt mycket privat ensam med min supertränare Johan Kareld. Vissa veckor bara någon extra gång i veckan. Vissa veckor nästan dagligen? Underbara tider :)

När jag var 9 år kom ridsporten in i mitt liv :) Som tur var låg min tennisklubb och ridsportsanläggning bara några meter ifrån varandra på Kungliga Djurgården, så efter skolan blev det ofta först ett tennispass sedan ett ridpass! När jag var 11 år gav mina föräldrar mig ett val, satsa på någon av grenarna eftersom du kan inte gå all-in i båda! Eftersom min vänstra handled hela tiden fick lindas av Kareld eftersom den blev lätt överansträngd och inflammerad, så bidrog det till mitt val av ridsport. Tennisen lades helt åt sidan när jag fyllde 12 år och som överrasknings födelsedagspresent fick min ponny (shagaya/welsh mountain)! Lyckligast i världen:)

Så, jag har en viss bakgrund i tennis. Jag hade chans att satsa och bli framgångsrik enligt min tränare, men jag valde en annan väg som jag aldrig ångrat. Min största idol inom tennisen har såklart alltid varit Roger Federer. Jag är ju också medborgare i Schweiz så idag finns inget annat än att hålla tummarna för att dagens Wimbledon hamnar där den hör hemma, hos den bäste av dem alla, Roger Federer! Pussen






Today it's time to be historic, again :) Roger Federer will "just" take home his 8th Wimbledon title! Maybe not so much "just"? :) What not everyone knows is that I lived for the tennis as a child. I started playing when I was 6 years old a bit sporadic and in a group, maybe the best way to start by playing tennis and getting the feeling for the ball! After a year, I started playing more and almost dail. I think I've always been a person that goes all-in, maybe? Late nights I went to the schoolyard at a nearby school, with my father to play against a big wooden wall that was excellent with soo fast returns and hard ground. I also took a whole lot of private lection alone with my supercoach Johan Kareld. Some weeks only one extra time a week. Some weeks almost daily? Wonderful times :)

When I was 9 years old, the equistran sport came into my life :) Luckily, my tennis club and equestrian center were only a few meters apart at Royal Djurgården, so after school it was often a tennis lesson first and after that some dressage! As I turned 11 years, my parents gave me a choice, choose one of the sports because you can not go all-in in both of them!  As my left wrist often was sored and being wounded by Kareld, it became easily overloaded and inflamed, that contributed much to my choice of equestrian sport. So, the tennis was laid aside as I turned 12 years old and as a surprise birthday present got my first pony (shagaya / welsh mountain)! Luckiest girl in the world :)

So, I have some background in tennis. I had the chance to go all-in and become successful according to my coach, but I chose another path that I never have regretted. My biggest idol in tennis has of course always been Roger Federer. I am also a citizen of Switzerland so today there is nothing else to do besides keeping my fingers crossed so that today's Wimbledon trophy goes where it belongs, to the best of them all, Roger Federer! xoxo




gianni versace - today i light a candle

15 July 2017






Today we pay tribute to one of fashions genious, Gianni Versace! I light a candle and below I present some fashion from the last year of his own designs that we bought 1996/1997. A Gianni Versace Couture bag for my mother at the boutique in Bond Street and some Young Versace children clothes for me (just 2 years old) a dress and a pair of sandals. The world is missing a great master! xoxo




crownprincess victoria - birthday fashion creation

14 July 2017







Även en sådan här dag när vi gratulerar Kronprinsessan Victoria på sin födelsedag, så finns såklart det kungliga modet som en del av manifestering av kungligheten. Enligt media är det den otroliga haute couture mästaren Pär Engsheden som står för klänning som representerar Kronprinsessan på sin dag på det allra allra mest förtjusande sätt :) Det var för mig i egenskap av modevetare självklart att Kronprinsessan skulle välja svensk nationell design. En sådan tilldragelse, i offentligheten som bevakas extra mycket av media och folket, är ett perfekt tillfälle att hylla Sverige.

Kronprinsessans klädsel, som har förändrats enormt sedan slutet av 2016 tills idag, har blivit en klar succe! För mig, som följt Kronprinsessans modemässiga utveckling de senaste 3,5 åren, så är denna förändring väldigt framgångsrik och bidrar till att inte bara svenska folket älskar Kronprinsessans nya stil! Äntligen har Kronprinsessans utvecklat en helt egen kunglig stil. En stil som också nyligen rönt stort intresse i utländsk media och framstående utländsk modemedia. Kronprinsessans nya stil har fått henne att framträda som en stilikon med egen stilmässig agenda som sticker ut! Nya färgval, nya mönster och framförallt ett fokus på synlighet med respekt för nationell design och hållbarhetsfrågor i både nya plagg, men även då hon själv börjat använda sig av vintage. Ett underbart sätt att marknadsföra varumärket Kronprinsessan Victoria, hennes intressen och engagemang, hennes kungliga roll och inte minst Sverige :)

Kronprinsessan Victoria gör ett enormt arbete och är verkligen en modern kvinna att beundra för sina insatser. Främst, förutom hennes kungliga uppdrag, tänker jag på hennes engagemang för miljöfrågor. Min utgångspunkt i min modevetenskapliga fil.kand uppsats var Kronprinsessans offentliga kungliga uppdrag och val av kläder till dessa. Slutsatserna i uppsatsen var att jag efterfrågade utveckling på flera plan i Kronprinsessans stil. Särskilt när modet är ett utmärkt medel för offentlig uppmärksamhet för Kronprinsessans engagemang och hårda arbete i dels sina kungliga uppdrag, men även viktiga hjärtefrågor på den offentliga scenen. För att nämna några av mina vetenskapliga förslag var det att Kronprinsessan skulle använda sig mer av svenskt mode, använda mer kläder som wowfactor med bl.a färger och tryck. Jag tog också upp förslag om användning av vintage ur ett hållbarhetsperspektiv och att Kronprinsessan, genom att vara mer modig och ”sticka ut” modemässigt, skulle dra uppmärksamhet till de frågor som hon är så engagerad i.

Utan att uppfattas som om jag sticker ut näsan alltför mycket, så verkar mitt uppsatsarbete om Kronprinsessan Victorias klädsel haft en viss påverkan, särskilt när jag vet att hon fått ta del av den. Eller kan det bara vara en tillfällighet att den nya stilen, som nu blir så uppmärksammad och har utvecklats en hel del sedan jag började skriva på uppsatsen i oktober 2016, har förändrats påtagligt under precis samma tid. Den traditionella svenska modepressen, som jag kritiserade i min uppsats, för att inte bevaka Kronprinsessans modeval, har också genomfört stora förändringar i sin bevakning av Kronprinsessans stil och bevakar nu tydligare de svenska kungligheternas modeval.

Aldrig tidigare hade samtida svenska kungligheter och mode vetenskapligt analyserats djupt och teoretiskt med en jämförelse med andra samtida europeiska kungahus och med bakgrund ur historiens kungligheter och mode. Fokus i intervjuer, enkäter och bildmaterial låg på Kronprinsessan Victoria och hennes klädval i skapande av image och för henne i egenskap av varumärke. Uppsatsens vetenskaplighet hade varit omöjlig om jag inte fått den otroliga förmånen och stora förtroendet att få komma nära Kronprinsessan Victorias klädstil i ett generöst arbete i samarbete med bl.a. Kungl. Hovstaternas representanter. Under mitt arbete med uppsatsen så var jag därför väldigt noga att dela med mig av alla utkast, löpande till Kungl. Hovstaterna, för både att uppnå högsta möjliga vetenskaplighet men även transparens. 

Vad skrev Stockholms Universitet och Institutionen för Mediestudier om min uppsats? De skrev bl.a: En ambitiös uppsats om ett hittills knappt beforskat ämne av vikt för svensk samtida modekultur. Uppsatsen spänner över ett stort materialområde, från intervjuer till pressbilder och en utställning och använder en flexibel metod i sin analys där intressanta observationer och tankar knyts till relevant tidigare forskning. Du visar självständighet och originalitet samt stort engagemang i ditt tänkande. En viktig insats som präglas av engagemang och kreativt självständigt tänkande. Uppsatsen i sin helhet hittar ni på Stockholms Universitets bibliotek, här!

Självklart fortsätter jag att följa Kronprinsessans representation igenom modet! Ibland har jag till och med drömmar att senare i livet doktorera i ämnet "Kunglig garderob" :) Jag tror med den snabba förändring som skett i hennes klädval sedan hösten 2016, så går kurvan bara uppåt och hennes stil kommer att fortsätta att utvecklas! Jag hoppas den dagen kommer när hon tar över kronan som den främsta stilikonen av de Europeiska kungahusen :) Inte bara för henne själv, hennes familj, hennes folk och land, utan också för att sätta fokus på frågor kring miljö och hållbarhet över hela världen! Pussen







On such a wonderful summerday as we congratulate Crown Princess Victoria on her birthday, of course the royal fashion plays one role in the manifestation of royality. According to media, it is the incredible haute couture master Pär Engsheden, who has been choosen to represent the Crown Princess on her birthday in the most delightful way :) It was for me, as being a fashionscientist, perfectly clear that the Crown Princess would choose Swedish national fashiondesign. Such a public event, followed extensively by both media and people, is a perfect opportunity to pay tribute to Sweden.

The Crown Princess's clothing has changed enormously since the end of 2016 up until today and this change is a certain success! For me, who has been doing resarch about the Crown Princess's fashionable development in the last 3.5 years, this change has been successful  not only from the perspecive that the Swedish people love her new style! Finally, the Crown Princess has developed her own royal style. A style that also recently has started to attract great interest in foreign media and prominent foreign fashionmedia. The Crown Princess's new style has made her appear as a styleicon with her own stylish agenda which stands out! New color choices, new patterns and above all a focus on visibility with respect for national design and sustainability issues in both new garments, but also in her choice to start using vintage. A wonderful way to market the Crown Princess Victoria brand, her interests and dedications, her royal role and not at least, Sweden :)

Crown Princess Victoria work very hard and is truly a modern woman to admire for her efforts. First of all, besides her royal duties, I think of her commitment in environmental issues. My starting point in the research was the Crown Princess's dress choices for her public royal duties. The conclusions of the analysis were that I wished for a development, on several points, concerning the Crown Princess's style. Particularly as fashion is a great way to draw public attention. To show all the Crown Princess's commitments and hard work,  partly her royal duties, but also those so important issues close to her heart. Some of mine scientific suggestions in the essay was about how the Crown Princess should use more of Swedish fashion, use more clothes with an wowfactor in bright clear colors and prints and I also put forward strong suggestions for her starting using vintage from a sustainability perspective. I also wrote about that the Crown Princess, by being more courageous and "standing out" fashionably, would draw attention to the issues she is so engaged in.

Without being too presumtious (I hope), my resarch seems to have influenced the Crown Princess Victoria's attire in some extent, especially as I got informed about her reading it. Or it may only be a coincidence that the new style, which is now becoming so noticeable and has developed a lot since I started writing the paper more than half a year ago, has changed significantly during that very same time. The traditional swedish fashion press, which I criticized in my essay, in order of not writing enough about the Crown Princess's fashion choices, has made major changes in its focus now being drawn to the Crown Princess's style and now more clearly monitors the fashionable choices of all the Swedish Royals.

Never before had contemporary Swedish royalty and fashion been theoretical analyzed, also in comparison with other contemporary European royal families and with a look back in the history of royalty and fashion. 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. The scientific depth of the essay would have been impossible to reach unless I had the great privilege and the trust to get close to Crown Princess Victoria's dress choices in a generous transparence from the collaboration with, among others, The Royal Court representatives. During my work with the essay, I was therefore very open during my research and shared all my drafts with the Royal Court, to achieve the highest level of truth but also, transparency.

What did the Stockholm University and its Institution for Media studies write about the essay? Well they wrote for instance: An ambitious essay on a hitherto barely researched topic of importance to Swedish contemporary fashion culture. The essay covers a wide range of materials, from interviews to press and an exhibition and use a flexible approach in its analysis, where interesting observations and thoughts are linked to relevant prior research. You show independence and originality and great commitment in your thinking. This is an important work that is characterized by commitment and creative independent thinking. The essay you find at the Stockholm University Library, here!

Of course, I will continue to follow the Crown Princess's representation through fashion! Sometimes I even dream about, that later in life, achive a fashion Ph.D with the subject "Royal wardrobe" :) I think of the rapid change in her clothes choices since the autumn of 2016 and how the prognosis seems to only continue upwards and her style will evolve further! I hope that day comes when she takes over the crown as the premier style icon of the European Royal Houses :) Not just for herself, her family, her people and country, but also for putting focus on the environmental and sustainability issues in the entire world! xoxo


Pictures from and



update from the catwalks - reflections

12 July 2017




Raf Simons ss2018 Menswear



Reflektion 1: Jag har ju alltid varit en stor beundrare av Raf Simons. Det geniet bemästrar alltifrån minimalism till överdådiga klänningar inom haute couture. Det har han redan klart bevisat, att han är en konstnär som rör sig över hela modefältet. Nu ser jag lite extra beundrande på hans senaste kollektion. Är Simons ute efter att bevisa att kläder inte bara är gjorda för bra väder? Är han ute efter att visa att modet inte bara har säsonger utan även har en anpassning utefter väder inom säsonger? Ingen aning, kanske vill han visa att det gamla uttrycket: "Det finns inget dåligt väder, bara dåliga kläder" även stämmer inom modevärlden med sin kollektion. Simons gör himla superba modemässiga uttryck oavsett väder, det kan jag iaf slå fast :) Uppfräschande och modernt!

Reflektion 2: Jag har alltid ansett Krizia stå för ett vackert modemässigt uttryck som bara utstrålar lyx och klass. När jag tänker Krizia tänker jag ofta Hermes (om jag är tvungen att jämföra). Därför känns det så himla konstigt att märket inte får större erkännande och blir bättre representerat i Sverige? Senaste kollektionen är inget undantag! Krizia ger mig den där lite extra lyxiga känslan som jag fortfarande känner mig för omogen att bära, men å andra sidan ser framemot ska matcha min mer mogna livsstil i framtiden! Förtjusande med andra ord! xoxo




Krizia ss 2018 Resort



Reflection 1: I've always been a great admirer of Raf Simons. He masters the fashion field from minimalism to sumptuous haute couture dresses. He has already clearly shown that he is an artist who moves throughout the entire fashion field. Now I'm admiring his latest collection. Is Simons trying to prove that clothes are not only made for good weather? Is his wish to show that fashion does not only have seasons but also has a alterations for weather within the seasons? No idea, maybe he wants to show that the old swedish expression: "There is no bad weather, only bad clothes" also is adaptable to the fashion world with his latest collection. Simons creats superfashionable expressions irrespective of the weather, that is for sure can :) Rejuvenating and Modern!

Reflection 2: I have always considered Krizia to stand for a beautifully fashionable expressions that of luxury and class. When I think of Krizia, I often think Hermes (if I have to even compare). So why does it feel strange that the brand does not get greater recognition and is better represented in Sweden? This latest collection is no exception! Krizia gives me that little extra luxurious feeling that I still feel uncomfortable to wear, but on the other hand are looking forward to match my more mature lifestyle in the future! Adorable in other words! xoxo



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