Thursday, 30 August 2012

Somewhat west

H&M coat
ZARA shirt
RAY-BAN sunglasses

Basics on an off season beach back in Finland last week. I’m looking for few western shirts to ad to my wardrobe. Trying to avoid the Isabel Marant purchase although that would be ideal. I had to start from Zara but what I really want is a cheesy American cowboy one with embroidery and all, the kind that Marant made a nicer version of.

Wednesday, 29 August 2012

Starring in McArthurGlen’s Designer Outlet Fashion Month campaign

I’m excited to finally be able to reveal a campaign that I have been working on since spring! Europe’s leading Designer Outlet Group - McArthurGlen is launching UK’s first ever Designer Outlet Fashion Month with its three new brand ambassadors: Beautiful model and fashion persona Laura Bailey, new singer superstar Delilah and me (!)

The month-long event will see McArthurGlen’s seven UK centres host exclusive shopper evenings and offer enviable discounts on top of the usual reductions of up to 60% less. I will also be hosting a giveaway where one of you will win an all expenses paid shopping trip to the Cheshire Oaks designer outlet, accompanied by me and a £500 gift certificate to spend on the day, so stay tuned!

McArthurGlen has also teamed up with young British designer Holly Fulton, who has designed an exclusive tote for the Designer Outlet Fashion Month. Visit to download a voucher to get your own designer tote, as well as an exclusive 10% saving which can be used at McArthurGlen Designer Outlets throughout September.

From the long impressive list of brands inc. Armani, The Kooples, Jaeger, Mulberry, Nicole Farhi and many more (there is actually over 250), we are all wearing pieces from McArturGlens current stock in the campaign which you can now spot in fashion magazines around the UK.

photography by Nick Haddow

Sunday, 26 August 2012


ZARA mens shirt
H&M skirt

The rest of what I paired with my Nelly boots! I was totally planning to post these before the weekend but ran out of time as I spent a really nice few days at our annual family get-together in Finland. Now back in London again where I picked up this camo shirt at Zara’s mens, a department that should not be forgotten this season where everything oversized looks more right than ever.

Thin stripes

As a change I invested in a smart jacket instead of a pair of shoes. Pinstripes was a bit o a surprise for me as well, but Acne did it so well. The loose, straight shape and dropped shoulders makes it a lot less strict than the usual navy pinstriped blazer.

Thursday, 23 August 2012

The ‘5 inch and up for Nelly’ boots

Introducing the 5 inch and up for Nelly boots! I named them ‘Sprint’ and they are of course super high, but with a platform so in other words an everyday shoe and very comfortable. They are cut slightly lower in the front on the ankle to give a bit of extra length to the legs. I've been dying to show these to you, I hope you like them! My collection is set to launch 11.9.

I’ll post the full outfit soon, now I need to catch up on sleep, as boring as it sounds..


Tuesday, 21 August 2012

Heavy chains

ACNE bag
 ASOS top
EBAY cap
ZARA shoes
COS rings

I was not expecting to get excited by heavy chains at this point, but I’m never to say no to a extraordinaire shoulder bag like this. I’m not going to say it’s the perfect classic little black bag with a twist (although it is) but even without the 3 year in design school I’ve really grown to hate that expression.

Sunday, 19 August 2012

Behind the scenes of '5 inch and up for Nelly'

So I've been rewriting this first sentence a few times, but I guess what I'm trying to say it that HERE IT IS. A first and exclusive look at my 5 inch and up for Nelly collection!! It feels insane, a bit nerve-wracking but above all so good to finally give you an idea of what the collection will look like. The full lookbook will be out soon, but before that an exclusive preview of some behind the scenes shots!

The collection consists of 15 pieces, including shoes and some hair accessories. Sleek, I guess you could call it ‘sporty minimalism’ with many easy to wear, pre-layered pieces. A lot of neutral colors and a deep purple to bring the range to life. That thick hairband was one of the first thing I designed back in December, I think it’s time to bring thick 80’s hairband back.

We photographed the lookbook in a cool abandoned factory in Sweden just outside Gothenburg. A bit creepy but such an awesome place, you know I love those distressed brick walls..

A big thank you to the whole team who made the day so fun and easy! I can’t wait to share the final images with you all, some items from the collection will definitely be popping up on the blog over the next few weeks so stay tuned!

I’m so excited for the weeks to come, there will also be a launch party to which I’ll be giving away a bunch of invitations for my readers, as I want many you to be there! Thank you again for making this all possible for me, you are the best xxx

Thank you Lisa for the photos

Zara fall boots

Oh my god, these are all so good. I guess I'm off to Zara right now.

PS. Stay tuned, behind the scenes pics from shooting the lookbook of 5 inch and up x Nelly coming up next!!

Saturday, 18 August 2012

Beautifully cut

I’m finally back in London and found these beauties waiting for me! My absolute favorite pick from Kurt Geiger’s fall collection, so good that I needed them in two colors. I didn’t realize that until I used them for a magazine shoot a few weeks ago and found myself thinking about them non-stop. Gosh if you asked me now I would probably want to get married in the white ones.

Available in black, white and red, good luck choosing.

Friday, 17 August 2012

Temperly's fall

The insanely beautiful Temperly AW12 show from last spring. Shame on me for holding on to these for that long. I can't believe the fashionweek season is only a few weeks away, but I bet neither can anyone in the industry. Feels like the longer you work in fashion the shorter the months between fashionweek gets.

Photos by me on behalf of Avenue 32

My new street-style blog

So finally, here it is! My street-style blog that is now live, so bookmark The Neighbourhood Watch, for DAILY updates. There is already a few photos up so check it out!

Hope you love it!

Picture by Shini Park

Thursday, 16 August 2012

Champs-Élysées champs

IRO waistcoat
RAN-BAN sunglasses


I photographed this casual Stylestalker tee outside the house we are renovation back home in Finland (not to be confused with the flat I’m doing up in London, they have a slight difference in size...) After walking through the building-site with my dad (and wearing a helmet) he lectured me how far I am from being allowed to climb the scaffolding on my own to what I answered something like ‘yes, I’m not 14 anymore’. Fast forward a few hours when I asked my bf to take a few photos, I got a great idea where to go. I guess seeking some excitement is natural after the standard 12 hour workday in front of the computer.

Anyway the post name because of the Paris inspired Stylestalker collection which is awesome!

Wednesday, 15 August 2012

On my mind this week

Some great AW campaigns on my mind this week include Kurt Geiger with Anja Rubik, they literally seem to get better and better every season, the new collection is simply too good. Wildfox's swim collection, shot by Mark 'The Cobra Snake' Hunter and starring Cintia Dicker as a Bond spy - I guess I don't need to say more. All cosy by Sandro (via Studded Hearts) and Kate Moss in Mango's new lookbook, I'll take the coat and boots thank you very much.