The relentless pace of fashion industry has never been more evident than at time of my writing. Comfortably seated on my flight back to Norway from NY it occurred to me that the hyper connectivity we have experienced over the past couple of years has planted the seed of cohesiveness. At the time present many brands have chosen try out the new model of direct approach to customer- at least as many brands have opted out of the official schedule and some brands have rather chosen not to show at all. Brand-to-consumer relationship  has historícaly been based on monologues approach, the brand- sole root of the idea and creative output has over decades had a decisive role in image building.
Lucky for us the technological revolution has made space for a more vicarious and intuitive  approach towards the way  we communicate and interact- the readers comments and remarks as important as brands chiefs of marketing, and thankfully the brands listened.
So when Zalando decided to revive lackluster tradeshow Bread & Butter it made perfect sense. What is better than bringing brands and customers in direct contact with each other, creating a dialogue that benefitted all the involved.

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f22c79810b1ca7ae74a8d1340d468862Lee has been around for quite some time now, with 127 years of  experience you can say that they know a bit about denim. Founded in 1889 as a workwear brand, Lee and their overalls led the helm of denim revolution, which in matter of decades went from being worker’s choice to be preferred by hippest of teens.* read more


The Buzz


Food Porn

welsh + major 02


Late Summer

August 16th, 2016


1It was just a couple of days ago I was explaining the concept of Moda Operandi to a friend of mine. In the light of the discussion around sales, it-pieces and samples not being sent to retail, she mentioned the nausea around the difficulty of getting hold of pieces straight from the runway.
-You have Moda Operandi– I pointed out.
Being thoroughly well acquainted with Moda Operandi and how the store works, I explained the concept of the company – e-commerce based on selling pieces straight from the runway, as well as through their own in-season boutique. Moda Operandi is one of those rare stores – actually the only one I am familiar with – where you can get ahold of very rare pieces and emerging designers with certainty.


Having the eye for what the next big thing is, Moda Operandi has from early on set their identity: not only as the store that sources out new talents (and makes them available for purchase), but also has a curated in-season selection of well-known and emerging luxury brands. Actually it was through Moda Operandi I got acquainted with most of the (at the time) new brands, like Rosie Assoulin or Johanna Ortiz, or a recent new brand now available in their boutique, Yuliya Magdych. read more


June 28th, 2016


Now. Right now. Actually- preferably yesterday- the state of mind digital sky is the limit velocity has left us, the consumers,in.
Lingering underneath fingertips, the one-click-to-get-it-all devices have made accessibility world phenomena where most of interaction happens on social media platforms where everyone is given a voice. Indeed the democratization of a vast fields of culture  previously reserved to selected( or interested) few has changed the cultural terrain beyond recognition- where that was once dried wastelands of  scarce opportunities are now blossoming fields budding with creativity and possibilities.
It is very interesting to remark that only couple of years ago brands were shying away from e-commerce, leading to gloomy predictions for what is now the fastest  growing retail sector.
The european retailer Zalando, has early recognized the potent mixture of democratization happening within fashion sector and growing digital possibilities,thus becoming  the largest European e-commerce platform offering endless possibilities within retail & apparel.* read more


May 16th, 2016

Uten navn-1
Uten navn-2
Zalando launched #mymatch campaign the challenge for was to bring the that unpolished & genuine feel to the sportswear shoot that I try to keep true to in all of my photos.The industrial garage of our local gym a perfect backdrop for the rawness  of a post workout joy in the series we were trying to capture.
You know – the feeling  of collapsing on a floor after a good treadmill run( or my  boy’s latest pun: 300 work out- as in movie), the surprise of actually still being alive after your first headstand or good forbid that awesomely red face of yours (mine has been compared to that of surface of Mars) after a spinning class.  No make up, no fancy hairdo’s just good performance gear &  that makes me feel amazing and confident. Can’t beat that.  read more


April 30th, 2016

Spring has sprung and pink flamingo blouse from N-Duo &  embroidered straw clutch feel really spot on.
Putting blossom season on point, no?

Top form N-Duo & Paz clutch at N- Duo Concept, Vetements jeans, Manolo Blahnik mules


April 18th, 2016

Naturally perfect Monday is the one where your brain could be in the state of limbo for several hours after your eyes are physically open.Mornings especially are the time when my brain feels like it has just re-lived (no-cause) ice bucket challenge at pace of 1 bucket per sec awake (and other people out there sharing my experience?).So anything that actually requires using grey cells translates into physical pain and confusion. Therfore  my first  OOTD of the week  is always (no really -A LWAYS) no-brainer-favorite-all-black-everything paired with some cool shoes to put on edge on it. There is no telling how many mornings the BOYY Loafur’s have gotten me through- in Paris only paired with my PJ’s and a shaggy coat, weekend coffee dates where leisure swag had to be translated on material plan as well, and as a part of my workwear attire.
As far as the celebrities goes I dare say that Loafur would be Snoop Dog, no?

Boyy Loafur here*

*In collaboration with

Goya sandal

March 27th, 2016

goyaDuring fashion week I had the chance to get to know better Madrid based lux sandal brand called Goya. I love the super cool minimalistic design and their allure being a bit ‘off’ which puts them right into the category of my favourite sandals next to the likes of Céline & The Row

Goya sliders right this way*

*In collaboration with

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