TELL US ABOUT YOUR JOURNEY FROM STARTING AS THE STYLE DEVIL TO YOUR CURRENT INSTAGRAM STATUS.
I started blogging when working in one of the coolest fashion stores in Oslo - back then blogging was something new and exciting - not many people were into it really. I ran my blog The Styledevil for many years as a hobby while working full time - to me it was never work really. As the fashion scene in Oslo and Norway in general is quite small I quickly got to know just about everyone working in the business here, and I also started going to Paris for fashion week - just for fun really. It was before the whole street style scene exploded, so I would just hang outside shows taking pictures of stylish people and post them on my blog. Shortly after I started taking street style pictures for various publications, and when Instagram came along I just thought l'd give it a go. As the street style scene grew I found myself more and more often being pictured on sites such as style.com and Vogue for example, and with that my follower base on Instagram grew too. I didn't become a full time job for me until now - 7 years after joining Instagram and 10 years after I started blogging. I realised this year while being on maternity leave that it was now or never - and here I am.
WAS BEING A FASHION BLOGGER ALWAYS SOMETHING YOU WANTED TO DO?
Haha no. It just happened for me. More like “hmmm should we try this?”. I’ve always liked sharing what inspires me, so it came naturally I guess.
CAN YOU TELL US ABOUT YOUR PERSONAL STYLE?
Ever changing and very depending on my mood when I wake up. I love trying out new things and experimenting. Dressing makes me happy.
YOU TRAINED IN ART, DO YOU THINK THERE IS A NATURAL LINK BETWEEN YOUR TRAINING AND YOUR APPROACH TO FASHION?
For sure. I've always been creative and loved to express myself in some way. When it comes to getting dressed I guess my body is my canvas, and my clothes are paint. Every day I create a new work of art! Or at least I try...
WHAT ARE SOME OF THE KEY TRENDS ON THE SCANDINAVIAN FASHION SCENE?
Scandinavians have a practical approach to fashion - we kind of have to given the weather up here. I guess many people think of it as minimalistic also, but in the later years we've become less afraid to wear colour and bold statement pieces. As of now it ́s all about mixing your items together in a personal and unafraid way. So: bold accessories, colours, mixing patterns and practical footwear!
WOULD YOU DESCRIBE FASHION AS ART?