HEL LOOKS

“I mix different layers whether its old, new, sartorial or vintage workwear. Sometimes I wonder what Mastroianni would have worn.”

3 August 2017, Iso Roobertinkatu

“I’m wearing a Tommy Hilfiger dress, a Tommy jeans jacket, a Marlboro fannypack, Dr Martens shoes, and sunglasses from a second hand store. Usually when I go shopping I’m looking for clothing that says “fuck you”. If it does, it's perfect! Lately I have been having very colorful, 80s vibes.”

3 August 2017, Iso Roobertinkatu

“My jacket is from COS, the pants are from H&M and the silk shirt is originally from my friend. My friends inspire my style. I always wear comfortable clothes, and I love aything made of silk.”

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2 August 2017, Katariinankatu

“I'm wearing my girlfriend's shirt, harem pants and orange Adidas running shoes. My style is inspired by positivity that I wish to spread by vibrant and colorful clothing. Currently my favorite color is orange and I buy most of my clothes used from flea markets or from friends.”

2 August 2017, Katariinankatu

“I am wearing oversized pants by Margaret Howell, a locally designed necklace from Kyoto and carrying my favorite BaoBao tote. I'm most inspired by Japanese aesthetics, like minimalism, oversized classics and refined silhouettes. I also love the style of Phoebe Philo, Leandra Medine and Diane Keaton. Lately I've found myself drawn to metallic accessories. They bring a little bit of futurism to an outfit but are still easy to pair with almost anything.”

2 August 2017, Mariankatu

“I’m wearing a coat by a young Estonian talent Sirli Pohlak, some Adidas Originals Essencials and sandals by once again Estonian brand TOKU with illustrations by myself. My style inspirations are always changing and right now I just want to look like I seriously put some effort in to my look without actually putting in any effort, rolling out of bed and looking awesome is my goal. Current favorites are definitely oversized coats that look like blankets & kimonos.”

25 July 2017, Korkeavuorenkatu

25 July 2017, Urho Kekkosen katu

“Today my clothing was inspired by my stairway with light orange and light green walls. Actually this color mixture reminds me of puke. I am an active user of colors and I don't feel myself cozy in black. My forever sources of inspiration: monochromatism, retrofuturism, sex and fairytales.”

25 July 2017, Mannerheimintie

“I'm wearing my all time favorite Marimekko shirt, vintage velvet pants, and a brixton hat. I get my inspiration from my beautiful friends around me, and of course from this awesome city. I moved to Helsinki just under a year ago. Here I'm trying to figure out who I really am, and trying to get my self-confidence back with fashion.”

22 July 2017, Yrjönkatu

“I am wearing a COS shirt and shorts, a vintage leather jacket, Birkenstocks, Weekday paperbag (love it) with sunglasses from flea market. I get inspiration almost everywhere but mostly from Instagram and internet. I like to play with colors, patterns and cuts. I like to wear clothes that pop up and draw attention. I'm not so into brands/designers but if I get curious I would look at Kenzo, Acne, COS, and Makia.”

22 July 2017, Yrjönkatu

“It makes me happy to see how these overalls match my hair. They were the first piece of new clothing that I've bought in years. Usually I love contrast in my outfits, for example something with holes or ripped over a shiny maxi dress. Blazers and sportsandals as a combo is also good. My mess inspires me.“

21 July 2017, Esplanadi

“I am wearing a second hand jacket and hoodie. Trousers from Marimekko , side bag from Lustwear and Karhu's sneakers. Lotta Volkova and her stuff (instagram, styling, friends) inspires me. I like funny clothes. My current favorites are Jim Morrison and Palomo Spain.”

19 July 2017, Aleksanterinkatu

“Everything I'm wearing now (and in general too) is second hand minus the Karhu Fusion 2.0 trainers. Ecological, comfortable, casual, simple; that pretty much sums it up. The materials are important too, for example this combination of beige-everything isn't just soft coloured but it also feels soft. Currently I'm into light colours, as you can tell.”

19 July 2017, Aleksanterinkatu

“My style changes from day to day because I get bored easily. I always keep an eye on young rap/r&b artists, though. They always seem to get it right. I like to wear either oversized or really skimpy clothes. I’m a full-on comfortcore supporter, so no high heels etc for me. I like to match silly things with more classic pieces. Streetwear brands like Gosha Rubchinskiy, feminism and androgynous/unisex clothing. Black is always the new black.”

19 July 2017, Katariinankatu

“I am wearing a blazer and a dress from flea market in Tallinn and my pink biker jacket was found from a flea market in Paris. The biker jacket cost only 1 euro so I painted it pink with good conscience. Usually I wear a lot of color but this summer black and white patterns have inspired me. Women from 60s and 70s are my style icons but nowadays I also combine clothes from 80s and 90s in my outfits because I buy almost everything from flea markets.”

19 July 2017, Katariinankatu

“I'm wearing second hand Levi jeans, a Marimekko belt, an American Apparel top, a Samsoe Samsoe raincoat and a second hand purse. I like the 70s, bright colors, big prints, effortless and practical looks, vintage clothes. I like to wear something that cheers me up and makes the day even better.”

19 July 2017, Katariinankatu

“I'm wearing an overload of Swedish design aka my H&M x Ikea -pants tailored by my mum. I also wear classic checkerboard Vans, a Joy Division -shirt, my grandfathers old Polaroid sunglasses and B&W Hawaiian type of shirt. I'm inspired by internet, my friends and Tyler, the Creator. I mainly wear whatever I think looks cool, sometimes it's goes together and sometimes not. I enjoy something comfy, but I always like to put on something what pops my look. I have bunch of t-shirts with prints, so I think that's my kink.”

2 July 2017, Hakaniemi Market Place

“My coat, pants and Dr Martens are all thrifted. The sweater is Novita and the purse is from Marimekko. My style is inspired by asymmetry and imperfections. The outfits need to be a bit off. I love sweatshirt jersey and Marimekko.”

19 July 2017, Fredrikinkatu

“I'm wearing a bag and a pair of boots I got from Santa (aka Mum) a few years ago. The kimono, the dress and the lipstick I nicked from my soulmate Inari, who I believe discovered them second-hand. The accessories are gifts from my lovers, but the socks I picked up all by myself. They came from a nameless corner shop in Paris. My lack of style is inspired by my lack of self; I tend to wear other people's clothes for practical, political and poetic reasons. In other words, I'm usually travelling, skint or bored with my own second-hand garderobe. Currently I'm all three. Wearing bits of my ever-widening family works as a reminder of where I come from and what I'm here for.”

17 July 2017, Esplanadi

“I am wearing my old ripped black skinny jeans, a The Smiths t-shirt with my yellow sneakers from UFF and a floral bomber jacket. A lot of my style is inspired by music I listen to, and people I see on social media and around my school. I try to keep my style comfortable and not too detailed. I like loose outfits that are simple and consist of only a few colours. My current favourites are oversized t-shirts I've found on flea markets and this hat I'm wearing.“

17 July 2017, Narinkka Square