Choice, freedom, courage

Style is often merely seen as an appearance, consumption and fashion. It’s true that the appearance is the most visible element of style. It’s also true that we develop our style and fashion through our own consumer choices. We become individuals, stand out in a crowd and belong to our reference groups – or express the group we would like to belong to.

The articles and interviews in We Are Helsinki’s Style Issue strongly express a style independent of consumption, rather issue focuses on life choices that are guided by an individual’s initiative, freedom and courage to fulfill dreams and depart from what is familiar, safe and conventional.

FEDERICO CABRERA, the founder of the conceptual fashion house Sect et Sept and the fashion magazine REVS, left Argentina, traveled around Asia with no money and ended up in Helsinki to make his ideas come true. LIISA JOKINEN and HERTTA PÄIVÄRINTA set up the Vaatelainaamo (Fashion Library). IvanaHelsinki‘s PAOLA SUHONEN is currently finishing her Master’s studies at a film school in Hollywood. Stylist TERI NIITTI doesn’t mind traveling all the way to New York to see an exhibition that will inspire him for years to come.

Let’s not just dream, let’s fulfill our dreams. Step outside the box. Now there’s a challenge for 2012. †

Heini Lehtinen
Editor-in-chief
heini(a)we-are.fi

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We Are Helsinki magazine’s The Style Issue is now available in over 250 delivery points around Helsinki from 1 February to 31 March 2012 – for free!

Federico Cabrera – The Fashion Library – Vin-Vin – Zebra and Snake – Paola Suhonen – Portfolio: Terhi Pölkki – Column: Teri Niitti – Bravo! – WDC 2012 – Helsinki Calendar – New music and movies – The best shops, restaurants and bars in Helsinki

Cover

Photo Anton Sucksdorff

Style Sakke Hytönen

Hair and make-up Marina Lavenius

Model Alva

Contributors

Federico Cabrera, Johannes Ekholm, Teemu Fiilin, Hanne Granberg, Sakke Hytönen Noora Isoeskeli, Jee Hei, Helen Korpak, Marina Lavenius, Sirje Niitepõld, Teri Niitti, Anton Sucksdorff, Matti Tanskanen, Taru Torikka, Emma Vuorinen

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