Pictures from this week

Good Morning!

All of us, at least the ladies, have probably heard some sort of universal guidelines considering beauty & style in their lives. These are usually culturally situated, telling us what is (in)appropriate to wear. Or do. “Are you sure you should be going out in that?“. Often, but not always do these conceptions something to do with age, weight, sex or socioeconomic class. Here are the main ones I’ve been taught; is there something we can learn from them, or is everything just dinosaur advice?

  1. You’re too young or too old to use ____.

    What? Consensual adults are in my eyes fairly free to put on whatever floats their boat. Why would one need to give up on their style after turning x? Or, getting told that they look old before their age, when putting on more formal wear with a bunch of layers? I think some guidelines are useful, no matter the age; such as when revealing a lot on the top, use a covering bottom, and vice versa. But there should be no individual items that are age restricted. Period. Dress for your body type, your personality, and have some common sense doing it; not for your age.

  2. Wear only a maximum of 3 colors per outfit.

    As I can see the reasoning behind this one, it feels very restricting and stiff. In office wear for example it might be good to consider not showing up to customer meetings as a christmas tree, but when it comes to street style, if it works, don’t count the colors! Having multicolor outfit with one main color as a combining factor is actually very hot.

  3. Men like it if you wear red.

    Or, the boys are not going to like you if you wear only baggy or weird clothes. “Men don’t like culottes” and “Boys certainly won’t understand oversized coats” are both sentences I’ve heard lately. The whole ideology of women dressing up for men is utter nonsense, and shows how biased our thinking behind gendered subjects is. The hot question is, if I like wearing red, does it suit me, and how it fits my mood. Even as women what we need to stop is telling each other with all seriousness that “are you sure now darling, remember that men don’t like UGGs”.

  4. Eye bags are chanel

    In the contemporary Western society, being a productive, universal genius is what we all should be right now. Handling every form of social media, combined with a perfect career, relationship, exercise routine, diet and a visiting the family every few months is the trend. We’re taught that in order to be accepted, we should always be busy, developing, becoming “better versions of ourselves”. Hertta 2.0. This leads to the feeling of unfulfillment, of never being enough. “Most successful of CEOs sleep some 6 hours a night and wake up at 5” – sort of thinking is suited to make one feel bad for snoozing until 9. Don’t get me wrong here. I absolutely advocate personal development, but one should do that in their own terms, in areas important to oneself.

  5. A good outfit can change your life.

    Looking at you, Cinderella! I have to admit, I as well have bought dresses “only for the evening”. But in the inferno of consumption we live in, everything around us signals that buying is the key. New is always better. But it’s not. The rush one gets from shopping lasts only a fraction of time; and won’t increase the quality of your life in any way in the long run.

Just some Monday morning thoughts. A huge hug everyone, you can do this week!


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Bag/Stella McCartney,  Dress/Sandro

Hi peeps! So today I woke up already at five o’clock, and was definitely not happy about it. I just couldn’t sleep any longer; rolled around in bed for a couple of hours watching GOT before deciding it was time to start the week. Went for a long power walk in Djurgården by the sea, after which I met up with Linda. We had lunch @Greasy Spoon Odenplan, nothing better than good company and pancakes for lunch. Totally recommended! The menu includes e.g. avocado toast, chia pudding, and several egg & pancake dishes.  Just keep in mind that they don’t take reservations, so the queue might be long during peak hours. My plan for the rest of the evening is to struggle awake for a couple hours more until I can go to bed without messing my rhythm..

Hope everyone has had a nice start to the week!


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Sunnies & Bag / Céline, Coat / La La Berlin, Shoes / Adidas Originals 


Here we go, my first official post. A little nervous, but let’s do this!

I’m Hertta, a 20-year old young woman from Stockholm. I moved here in last September from Espoo, Finland, and during the past year Stockholm has become a new home to me. The transition hasn’t always been easy, as I suppose it rarely is when moving abroad, but I’m feeling like I’ve gained a huge deal. The wonderful people around me have multiplied, and I’ve even come closer with some old acquaintances. I can’t help but to love this city, and I think I’ll be writing about my experiences here up to a fair amount.

I adore fashion and playing dress up. Materials, patterns, colors, cuts, doing things a little out of line and making dressing art. Or practical, or useful, the limits are few. The valuable, precious things in life are many, but here I’ll be concentrating on beauty. Apart from style I guess I’ll be serving you pieces about living abroad, tips for both Helsinki & Stockholm, traveling experiences & advice, and perhaps even something personal every now and then.

This was my two cents this time, hope you guys have had a great start to the new week!



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