I just scrolled through Toteme’s new fall drop and got a bit shocked. What happened to the prices? I have been a fan and a customer for years and I have always loved the collections. I have many pieces in my wardrobe that I love wearing and I am very impressed by the overall universe the Swedish brand has managed to build. But for the new fall pieces the price increase must be about 30%. I started comparing a few pieces with The Row, and in some cases the difference is surprisingly small. (Especially in the US market where Toteme tends to be more expensive than in Scandinavia and The Row is often less expensive than it is in Europe.) A cotton shirt at 720 usd, basic denim at 610 usd, and a leather jackets for 4500 usd. The piece that shocked me the most was the scarf necklace made from 100% brass plated with rhodium priced at 1790 usd. It is not even sterling silver, which makes the price feel difficult to justify from me working with Ravn jewelry. Brass is a far less expensive base metal.
Well, there is clearly a strategy behind this change. Toteme seems to be positioning themselves more as a luxury brand. From a branding perspective I can understand the ambition. But for me, the product itself has not quite moved at the same pace as the pricing. The quality, fit and overall finish do not always feel elevated enough to justify just how far some of the prices have climbed. That does not take away from how strong the brand identity is, or how much I still like many of the collections. But it has definitely changed the way I look at the pieces and how much I am willing to spend on them.

One thing I do love is the newly reissued Fendi Baguette from the ’90s. It has less gold hardware and feels much closer to the original icon, which is probably why I am drawn to it. My only hesitation is the logo. And then there is the bigger question, do I actually love the bag, or do I love the memory of Carrie carrying it in Sex and the City? Do I love the idea of it more than I would love wearing it myself? The sequin version is around 5000 eur which feels like a lot for what is essentially a fashion evening bag. I also know myself well enough to know that I can lose interest in something quite quickly once I start seeing it heavily gifted to creators. When a piece suddenly appears everywhere, some of the magic disappears for me. It brings me back to something I have written about before: are we tired of bags, or just the same ones? For now, I think this one needs some time.

Speaking of small bags, I’m completely obsessed with tiny evening bags at the moment. The Bibi sequin bag and the Hana pocket silk bag from The Veil is on top of my wishlist. I love the idea of a bag that barely fits anything and is really there almost as jewelry. I have been wearing my silk Cecily bag from The Row a lot for dinners lately and love the evening bags combined with denim as well.

It is still Blazy mania all over social media, but I’m still not interested in the new Chanel bags. I collected Chanel for years but eventually sold most of them. The ones I kept feels very personal to me. A classic black flap which I bought for around €1,500 when I was 16, and a Paris-Texas bandana bag. Those are enough for me. Although I have to admit I still keep looking at the shoes… Only problem is they sell out so fast so I never can get my hands on the right one.

Long sleeves are another ongoing obsession of mine. Some of my current favourites are the new styles from The Row, as well as a few from the Japanese menswear brand A.Presse. I have a green A.Presse long-sleeve from spring with this thick, dry, almost vintage-feeling texture that I really love. I just ordered a new one in vintage red. Another favorite I just ordered is the A.Presse cotton-cashmere version that feels so soft. I buy the men’s size 1.

I opened Ravn Jewelry showroom in Oslo 1. August so right now I’m thinking about interiors constantly. It is funny because I find choosing clothes incredibly easy. I rarely need a second opinion and I usually know immediately whether I like something or not. With interiors, I can spend an unreasonable amount of time considering the smallest detail. I was recently looking for water glasses for the showroom and ended up scrolling for two hours because I was convinced there might still be a design I had somehow missed. I find it difficult to make a decision before I feel like I have seen every possible option and trying to imagine how it all will look together. I think it all comes from wanting the showroom to feel carefully curated. I do not want it to be filled with things just for the sake of it. Every object needs to feel intentional, and the combination of pieces has to feel completely aligned with the Ravn identity. Will share a post of mu curation later.

Maybe that is what is most on my mind this August. Becoming even more selective. With clothes, bags and interiors. I’m increasingly interested in fewer things, but the right things.

A few months ago I shared my thoughts on The Row’s AW26 runway collection, but so far I do not recognise many of the styles from the runway. This might be an in-between delivery and the runway looks will arrive later. Anyway, the looks currently online feel immediately wearable and casual which is exactly how I like The Row best.

The clothes do not appear overly styled or designed for occasions. Instead they feel like pieces that will become part of everyday life with relaxed silhouettes and layers that look considered.

The layering is what inspires me most. It feels subtle rather than theatrical with different lengths and soft textures in cotton, wool and cashmere. With familiar wardrobe pieces combined in ways that feel a little unexpected and never complicated. Nothing looks too perfected or styled for the sake of it. Instead it is the kind of layering that makes you look at your basic wardrobe staples in a new way.

And then there are the colour combinations and the earthy palette which I am completely drawn to. White, camel, pale grey and charcoal are layered in the perfect way. I love how these colors feel so fresh simply through the order in which they are worn. Something I noticed is that the darkest shade often sits closest to the body while lighter tones are layered on top. Pale grey beneath white, charcoal under layers of white and grey. This feels new to me and it is exactly the kind of styling idea I want to adopt for autumn.

What I love most is that the palette never feels dull or predictable. It is a reminder that color does not need to be bold to make an impact. Sometimes the most inspiring combinations are the quietest ones.

Even though I am still waiting to see how much of the runway collection eventually makes its way online, this first edit already captures what I return to The Row for. Clothes that are understated, wearable and quietly distinctive. Pieces that do not demand attention, but somehow make you want to study every detail.

A list of my favorites, a never ending wishlist..

Outerwear
The Iza Coat is at the very top of my wishlist this autumn. The shade of brown feels just perfect and easy to wear with everything already in my wardrobe. This is the kind of coat I know I would reach for constantly.

The Birgit Coat has a completely different appeal. It feels slightly vintage, almost like something Mary-Kate or Ashley might wear themselves. The pink detail is what makes it. It gives the coat an unexpected touch without making it feel feminine. I am especially excited to see this one in person. It feels like the kind of piece you could keep forever and always feel both polished and cool in.

Trousers
Corduroy is clearly one of the key themes of the collection and I was immediately drawn to the Alder Corduroy Pants. They are wide, relaxed and slightly oversized with that effortless feeling of having borrowed them from a boyfriends wardrobe.

I also really like the Cosmo Shorts. They feel almost like a pair of tailored gala trousers cut short. They look elegant without being too formal. I especially love the idea of wearing them with a great pair of shoes and allowing the footwear to become part of the look.

And the Gala pant in black wool is excactly what my fall wardrobe would need.

I have a few pairs of Riaco jeans already in my wardrobe and I absolutely love them. I find the fit perfect as the length shows just the right amount of shoe, and they sit a bit low at the waist. The new blue shade has the perfect lived-in wash.

Tops
As I wrote in my recent article, I have realised that long-sleeved tops are something I genuinely wear and can justify investing in. They allow me to wear a long skirt or a more polished pair of trousers while still feeling like myself. With jeans, the same tops become very everyday and even a little boring, but with a dressier bottom they create exactly the balance I am looking for.

My favorites are the light-grey Fraya longsleeve, the dark-grey Birket V-Neck longsleeve and the Dera T-shirt which looks close to perfect.

I was also immediately drawn to the styling of the yellow sweatshirt with the camel trousers. The color combination is beautiful, and would add something extra to my wardrobe.

The Kelta High-Neck Long-Sleeve has exactly the kind of neckline I like. It sits high without hugging too tight. And finally I love the Lula Top in black silk poplin. It feels like the perfect shirt-blouse hybrid. Refined, versatile and easy to wear with almost anything.

Bags
None of the bags made my heart race immediately, but that is often the case for me. I usually need to see them in person, touch the leather and try them on before I know how I feel.

The Alix Bag is the one I keep my eye on. I have now studied it several times and I like it more each time I see it. It may be one of those pieces that grows on me slowly rather than demanding attention straight away.
I also spotted a bag that is not live yet, the Kit bag that I already have in black canvas. This brown sleek leather version looks absolutely stunning, and the size looks smaller too.

Shoes
There was not much in the footwear category that felt completely new or irresistible to me. The Liisa Pumps and Soft Loafers are still key styles, and there are several boots arriving for autumn.

This is probably the category where I feel there are many strong alternatives elsewhere. The shoes are beautiful, but they do not feel quite distinctive enough to become immediate investment pieces.

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This idea came back to me while listening to an episode of An Excellent Fit, in which Alice Casely-Hayford and Kay Barron spoke with Jo Ellison about personal style. Ellison recalled interviewing Emmanuelle Alt who told her that she had stopped wearing skirts ten years earlier. There was something striking about the certainty of that decision. Knowing not only what belongs in your wardrobe, but also what does not.

Ellison adopted the same rule, partly because she had always found it difficult to know which tops and shoes to wear with skirts. Different skirt lengths often require different shoes, which can make them complicated to style. The moment I heard this, I paused the podcast and began reflecting on my own wardrobe. In recent years whenever I have worn a skirt I have always paired it with a T-shirt or a simple long-sleeved top. A shirt feels too polished, while a blazer or cropped jacket makes the look feel more classic than I want it to be.

It made me consider whether personal style is shaped not only by what we choose to wear, but also by what we decide to eliminate altogether. Maybe a more distinctive style is created through limitation. Narrowing the options, repeating what works and gradually developing a signature. Fewer options would also make getting dressed easier and shopping less overwhelming. There would simply be less to be tempted by and that which can only be a good thing.

I have spent some time reflecting on what genuinely feels most like me. As a content creator, I have an almost daily visual record of what I wear, which makes it easy to look back and spot the looks that never truly feels like me.

I would describe my style as relaxed, modern and minimalist. I do not like feeling too classic or too dressed up which is probably why I always end up wearing skirts with a relaxed T-shirt or a longsleeve. Find some good options of relaxed styles I love here.

The first step in my own process of elimination will be short skirts and short shorts. I am not quite ready to let go of my longer skirts, as I still love the look of them paired with a long-sleeve or a T-shirt. But it does give me a reason not to buy any more. The ones I already own are enough for the styling possibilities I actually use.

Another category I want to eliminate entirely is cropped pieces. Both jackets or tops. They have never truly felt like me and trend or no trend, I no longer want to be tempted into buying them. Sometimes, setting a clear rule for yourself is the easiest way to avoid repeating the same purchasing mistakes. Part of the issue is that I rarely wear high-rise bottoms, which makes cropped silhouettes much harder to style in a way that feels natural. Going through my wardrobe I already own one cropped jacket and I’m not planning to get rid of it, but I have decided not to add any more to my wardrobe.

Another category I need to stop buying is stretchy, close-fitting tops. I own plenty of them. T-shirts, singlets and long-sleeved styles because I always considered them essential everyday basics. Yet when I look at what I actually wear, they are often the pieces left untouched. I can still see an outfit on someone else and think that a fitted top looks great with a wide pair of trousers. But the reality is that I do not enjoy wearing anything tight across my upper body. I dislike the way it emphasises bloating and in warmer weather when I am most likely to reach for T-shirts and singlets, stretchy fabrics often feel warmer and more uncomfortable. What does work for me is a slim, 100% cotton non-stretch top that follows the shape of the body without clinging to it. The distinction is subtle so I will go for fitted rather than tight.

Color can also be part of the elimination process. Over time I have become far more aware of which shades genuinely suit me and which ones I am drawn to simply because they are having a moment. Butter yellow may have been and may still be a trend, but it is simply not flattering on me. Red on the other hand is a color I truly love. Even when it inevitably falls out of the trend cycle I know I will continue to wear the red pieces I already treasure in my wardrobe.

Maybe that is the real point of elimination: not to make your wardrobe smaller, but to make it feel more personal, more consistent and more like you.

It also makes shopping easier to navigate, especially when you feel tempted by something new or see someone wearing a piece and think - wow, I love that. Sometimes it is enough to love it on someone else without have to own it yourself.

Starting something of your own is both exciting and meaningful, but it is also a constant learning process and a rollercoaster of emotions. There is so much that happens behind the scenes that people don´t see. From the outside a brand can look polished, established and much bigger than it actually is. But behind it, especially in the beginning, it is often just one person trying to figure everything out step by step..

I sometimes receive emails from people who would like to work for RAVN, and honestly, it is one of the nicest things. I always think: if only they knew how small it still is. Because right now RAVN is still very much only me. I pack every order myself. I take the photos. I update the website, instagram. I answer emails. I handle shipping, returns, import costs, production, suppliers, invoices, taxes, packaging and everything in between. (Luckily, I do have an accountant..)

And let´s not forget the financial side of it which I don´t think people talk about enough. I have put all my savings into RAVN. That part can feel both exciting and terrifying. Because on paper sales are happening. The brand is growing. But in reality every step forward often means another investment. More stock, new samples and large re-orders. You are constantly trying to balance growth with cash flow, and it is one of the most challenging parts of running a business.

There is something very humbling about building a company alone. You have to be creative, but also practical. You have to think big, but handle the smallest details. One moment you are working on the long-term vision for the brand and the next you are trying to understand customs documents. You move between strategy and packaging. Between dreams and spreadsheets.

And there are so many ups and downs. Some days everything feels possible. A beautiful order comes in, someone you admire writes something nice or a new opportunity appears. Other days it feels overwhelming. You question everything. Am I moving too slowly? Am I making the right pieces? Should I be doing more? Should I be doing something differently?

It is also difficult not to compare yourself. You see other brands grow quickly, launch constantly, sell out and expand. And of course you start wondering if you should do the same. It can be hard not to be influenced by what seems to work for others. Especially when you know that creating something more trend-driven could probably generate sales faster.

There is always a temptation to create the pieces everyone wants right now. Something instantly understood, easily sold and easy to push. But not everything is meant to be immediate. Some things need time to mature, to be understood and to find their place.

But then I remind myself why I started RAVN in the first place. I did not want to create something that only existed for a moment. I wanted to build a brand with a clear and strong identity and creating pieces that still feels relevant years from now. That takes patience. It also takes confidence, especially when you are still small and every decision feels important.

I personally find one of the hardest part working on the strategy alone. There is no team sitting around a table discussing the next step. It is just me trying to understand what is right for the brand. Should RAVN be sold in stores or should I keep it direct? What are the pros and cons? Wholesale can create visibility, credibility and reach, but it also means making sure the brand is placed in the right environment. Direct-to-consumer gives more control, a closer relationship with the customer, but it is also slower and requires constant storytelling, marketing and attention.

There is no obvious answer. And I think that is one of the biggest lessons of starting a company. That most decisions are not black and white. You have to listen to advice, but also trust your own instinct. You have to be open, but also protective. You have to say yes to opportunities, but also know when something is not right. From the very beginning I have relied a lot on my gut feeling. Not because I always know the answer, but because I think the brand needs to be built from a place that feels honest and instinctive, not just reactive.

RAVN is still young and is still growing. And even though it may sometimes look bigger from the outside, it is still a small brand built with a lot of work and a lot of heart. I think that is something I want to hold on to. The fact that it is personal. That every order means something. That every decision feels close.

Starting a company alone is not always easy, but I need to trust in the process, trust in my own taste, and trust that building something meaningful does not always have to happen quickly.

Sometimes the slow way is the right way.

Vestiaire Collective has become one of my favorite places to search for those pieces. I love the wide selection and I often save searches for previous-season items I missed when they were available. Sometimes when a current season piece I have wanted suddenly sells out, I want it even more. There is definitely a psychology behind that the moment something becomes harder to find, it becomes more desirable.

Here are some of my favorites from The Row on Vestiaire. Some are pieces I already own and love and can truly recommend. Others are wishlist pieces I have have on my radar. The Row has that quiet, timeless feeling that makes their pieces feel just as relevant years later. I think that is exactly why they work so well pre-loved too. The shapes, the fabrics, the simplicity makes nothing feels tied to one specific season or moment.

I recently bought The Row Ascot silk bag pre-loved, and I love it so much. The Ascot was actually my first The Row bag and I wore my yellow velvet version to my wedding back in 2018. The style will always feel extra special to me. I recently added the silk blue version to my wardrobe and since the Ascot is no longer in production, finding it pre-loved makes it feel even more special.

For me, buying pre-loved is not only about finding something at a better price. It is about finding the pieces you missed, the pieces you kept thinking about and the pieces that feel even more unique because they are no longer easy to find. It is a slower and more personal way to build a wardrobe.

I also have saved searches for Dior and Chanel jackets and it has become one of my favorite things to look through. There are so many beautiful styles from different time periods, which makes the search so exciting as you never know what you will find. For me, these are exactly the kind of pieces that make sense to buy pre-loved. They are timeless, beautifully made and often even more interesting when they come from an older collection. And of course the price is part of the appeal too..

Have a look here at some of the Dior and Chanel jackets I have saved on my wishlist here.

Other pieces on my saved list.

For a while I did exactly that, I dressed for the destination. I went bohemian in Ibiza, more “dolce vita” in Italy and tried to adapt to whatever mood the place seemed to ask for. But somewhere along the way I lost my own sense of style. It is a bit like shopping on holiday. I think we all have a story of getting caught in the moment and buying something that feels fun right there and then, a color, a print or something crochet, only to come home and realize it was never really you. And most likely, you will never wear it again.

Now, I approach resort wear differently. To me, it is not about dressing for a destination, but about adapting your own style to a warmer, slower rhythm. I am drawn to simple pieces in neutral tones like linen shirts, cotton trousers, long flowy dresses, swimsuits worn as tops, denim shorts, and flat sandals. Pieces that feel effortless, breathable, and easy to move in.

It is not that I do not appreciate color or prints in the summer, but I prefer to keep it balanced. One statement piece like a color or a print and the rest understated. That contrast feels more like me.

What I love most about this way of dressing is the versatility. You do not need seven different looks for a seven day trip, but a few pieces that work together and still feel like you. Clothes you can wear to play with your kids, go for a swim, and still feel ready for lunch after. And by adding accessories like jewelry, belts and bags, even the simplest pieces can feel more interesting and personal.

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What I love most about Rome is that it offers so much more than the obvious landmarks. The magic is really in how you experience the city and wandering between the beautiful streets, discovering special shops, stopping for a glass of wine and finding a hidden restaurant. Everything feels layered with history, taste and personality.

Shopping in Rome feels far more personal than in many other cities. There is a real sense of discovery to it. Moving through historic buildings and quiet streets, then suddenly coming across places that feel entirely unique. Le Tre Sarte is one of those places. It is a small beautiful boutique and atelier where everything is made locally with the possibility to customize pieces. There is something so rare and special about shopping like that. Pieces feel personal and timeless, rather than rushed or driven by trends. I found a velvet coat there that I absolutely loved, but in the end I decided not to buy it, telling myself it was better to invest in pieces I know I would wear more often.

I also loved Bomba, another atelier focused on beautifully made, high-quality pieces. They offer tailoring and custom-made items, but also have ready-to-wear pieces available off the rack. The prices are definitely on the higher side, but so is the quality and that comes through immediately. Chez Dede was another favorite. Such a charming store with a distinctive atmosphere that feels very Roman in its own creative way. It is the kind of well-curated boutique that has a little bit of everything. Officine Red is also well worth a visit. It is a multi-brand store with many brands I had never come across before which made it especially interesting. The selection feels slightly bohemian. Triple F is a must-visit. It has a beautifully curated mix of vintage furniture and clothing, and it feels like one of those places where everything has been chosen with real taste and intention. Fondaco Roma Boutique is another address worth adding to the list.

What I loved is that each of these places has its own perspective, and together they reflect a city that truly values quality, individuality and style with substance. Rome does not feel overly polished or predictable when it comes to fashion. It feels personal and that is exactly what makes it so special.

Of course, being in Italy Pucci feels especially iconic. There is something about seeing Pucci in this setting that makes perfect sense. The colors, the prints and the glamour. With summer coming, it feels like the perfect place to look for a sarong or a swimsuit, something to bring on my summer holiday.

I also loved discovering LGR World for sunglasses. Knowing they are handmade in Italy makes them feel even more special and they only have a handful of stores worldwide.

Rome is also such a good city for vintage shopping. Vertigo Vintage Boutique, Twice Vintage, and Blue Goose are wonderful stops if you are looking for unique pieces. And then there is Schostal, the famous must visit store for pyjamas and basics in great quality.

And then there is the food, which for me is such an essential part of experiencing Rome. Some of my favorite places are not only about the meal itself, but just as much about the atmosphere that surrounds it. Le Jardin at Hotel de Russie is one of those places that feels incredibly special, elegant, chic and set outside in such a beautiful intimate place that the whole experience becomes memorable. La Matriciana is a true classic and one of those restaurants that feels almost essential if you want a more traditional Roman experience. Dal Bolognese has that same timeless appeal, but with a character entirely its own. The waiters, all older men, bring so much charm and pride to the room, which makes it feel all the more memorable. It is the perfect place for a long lunch or dinner. And a small tip: try their Roman artichoke, it became a new favorite side of mine.

For seafood and a more glamorous Roman dinner, Pierluigi is a favorite. What makes the evening even better is starting at Il Goccetto, a charming wine bar just around the corner, for a glass outside before dinner. Da Enzo has a completely different energy. We never actually ended up eating there because there was always a line, but that almost felt like part of its character. What is so unique is that they serve drinks while you wait, so it becomes less about standing in line and almost like an aperitivo before dinner.

I also love the atmosphere of Hotel Locarno, especially the courtyard. Eating there feels like a hidden gem. Quiet, beautiful and if you know, you know. And for something more modern, the rooftop at Six Senses offers a completely different perspective on the city. It has that mix of modern luxury and Roman beauty, and it is such a special place to end a beautiful sunny day with a great view.

We also visited the Vatican Museums, which was truly one of the highlights of the trip. I do not think I have ever been so completely blown away by art before. The entire experience felt incredibly special. There is such an overwhelming beauty to it. Not only in the individual works themselves, but in the scale of it all, and in the fact that so much of what you are seeing was created more than 500 years ago. We walked nearly 6000 steps inside, moving from room to room, each one somehow leaving us more speechless than the last..

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There was a time when the bag defined everything. The entire outfit was built around it and styled to match it. You could wear almost anything as long as you carried the right bag as that was what stood out. What I find more interesting now is the opposite. Bags that blend in rather than stand out. Pieces that don’t scream for attention, but quietly complete a look. A tote tucked under the arm or a soft leather bag that moves with you. Something that feels personal rather than a show off.

That said, I have always been a bag person and I have been collecting them since 2004. It started with my very first designer bag, a Louis Vuitton Noé bucket bag that I bought in New York after saving everything I earned from my summer job. Followed by a Marc by Marc Jacobs Hillier Hobo in my teenage years. And I can still remember feeling so cool carrying my Alexander Wang Rocco back in 2010, channeling a little bit of Mary-Kate and Ashley energy.

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Over the years I bought into the hype of so many of the era’s defining bags like the Balenciaga City, the Gucci Disco camera bag, the Givenchy Antigona, the Chloé Faye, the Céline Luggage, the Saint Laurent Sac de Jour and probably more than I can`t even remember. What I do remember is when I bought my first Chanel flap bag in 2006 (back then it was around €2,000) and went on to collect several more over the years. Eventually I sold them all and was left with my first one: the black Classic Flap and a Paris-Dallas bandana bag, such an iconic.

Then came Hermes. After waiting for two years I bought my first Kelly bag in 2018 just before my wedding. I still remember how special it felt to walk into the store knowing it was finally mine. There was something almost ceremonial about it. The patience and the sense that this was not an impulse purchase but a piece I had truly longed for. In 2022, I had the opportunity to visit one of their factories in France and it only deepened that feeling. Seeing the level of craftsmanship, the time, the precision, it really gave the piece even more meaning. It made me understand why Hermes feels different.

Lately I have found myself thinking less about what looks exciting, and more about what I actually use. Building something closer to a capsule wardrobe, but for bags. Pieces that truly fit into my life, not just my closet.

I have realized that medium sized, rigid, structured bags can be surprisingly difficult. They look perfect in theory, but in reality they rarely make sense. Not quite practical enough for work or travel, yet not small enough for dinner or evenings out. They tend to sit away from the body, almost like a box, and often end up being the ones I reach for the least. What I actually use tells a different story. The large, soft totes are the ones I carry the most as they move with me, fit everything I need and feel effortless. I also love a medium sized bag when it is soft and preferably worn over the shoulder. And then on the other end, the small more playful bags for evenings or going.

Since 2020, after having my first child, I have gradually sold many of my bags and replaced them with styles from The Row. Those are the ones I never seem to get tired of. I use them every day as they are soft, wearable, and never screams. The quality is exceptional and the shapes are timeless, always with the right proportions. And even though the Margaux bag has been everywhere, I still love mine in both the 15 and 17 sizes. And I’m more than happy to hold onto them until the noise fades because what’s left is simply a really good bag. Find my favorite bags I wear here.

But maybe the question is not whether I’m tired of bags, but if I’m tired of seeing the same ones everywhere..

Chanel launched the Blazy collection while I was in Paris, and of course I stopped by the boutique on the first day. I was excited by the bags and for a moment I was tempted. But I did not buy anything, because I know myself well enough to know that in six months I would probably be tired of seeing the same bag everywhere worn by every fashion person on Instagram.

Of course, you could say the same about Hermès. But for me, those bags belong in a different category. They are classics I know I will always want to keep and hopefully pass down one day to my grandchildren. Yes, I have two boys, so unless they turn out to be as stylish as Jacob Elordi or Harry Styles I may just have to become a very kind grandmother instead.

What excites me now after building what feels like a complete capsule of everyday bags, is something else, more occasion pieces. The bags that still feel fun are not the ones trying to do everything, but the ones that bring something specific to a moment or a season. A basket bag for summer holidays, worn with sun faded linen and salt in your hair. A small, playful evening bag that exists purely to elevate a dinner look. Those are the pieces that still give me that feeling. They are not about practicality or versatility. They are about mood. About adding something unexpected without having to carry the entire outfit.

Maybe that is where my interest in bags has shifted. Away from the idea of the statement bag and toward pieces that serve a purpose, create a feeling, and make getting dressed just a little more enjoyable.

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So when the images arrive I always take my time with them studying the silhouettes, the fabrics, the details. The fact that everything is shot on film only makes me want to look closer, zoom in, and see more. It is a very smart move as you always want more of what you can’t fully have. That sense of mystery is part of what makes The Row so compelling, and honestly I never blame them for it.

Here are my thoughts on this season’s collection. I absolutely loved it!

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Outerwear is always what I admire most and what I keep collecting. The coats are consistently so well done and I especially love the trench coats. This season I love that we are seeing both knee-length and longer versions, each with its own appeal.
I’m especially drawn to the beige style with the black belt detail. It feels wearable and classic, but still effortless. I keep thinking I could recreate a similar look with a trench I already own, styled with a black scarf tied at the waist (since in the photos it almost looks like knitwear). I also love the small white details at the sleeves of the black coat and find the detail incredibly chic. Just the right amount of contrast, not too much, not too wide. They always get those proportions exactly right. The long grey coat also looks beautiful and it is a shade I’m especially curious to see in person. Since they shoot on film, the colors can feel slightly different in real life, which makes me even more interested to see how it looks in store. I have collected some favorites from The Row and other brands in store here.

The bags. Note: the fact that they are all carried in the hand. There is something so interesting and refined about that styling choice. It gives the looks a more effortless, casual confidence and makes the bags feel less like practical accessories and more like an essential part of the silhouette. I can immediately spot a black Margaux and a black Astra in smooth leather, both held slightly squeezed in the hand which makes them feel even softer and more relaxed. The styles on the left looks new. I have always loved a soft bag for everyday dressing (read my post on soft bags here). It brings an ease to the look and somehow makes the entire outfit feel cooler, less polished and much more modern.

The smaller bags shown here are flat, minimal and refined. They feel like quiet, sculptural clutches that add just the right amount of polish without overpowering the look. The vintage inspired frame bags with kiss-lock hardware feel incredibly chic, and they are exactly the kind of piece I’m adding to my list for fall, especially because it is a style I don’t already own. There is something so elegant and distinctive about them. Paired with a simple dinner look, this kind of bag adds just the right amount of sophistication without ever feeling overdone. I found a great option in this bag style that really captures the look here.

The organza and layered details bring such an interesting dimension to the collection. They add lightness, softness, and a subtle sense of construction without ever feeling like too much. I especially love how the sheer layers create contrast throughout the looks. The layering adds depth and movement, giving even the cleanest silhouettes a more subtle sense of statement.

These looks hold the true wow moments of the collection, but in a way that never feels over the top. They are dramatic, yet incredibly restrained. The feather and fur details are especially striking, adding movement and softness while creating a sense of quiet drama that feels effortlessly elegant. What I love most is how these elements are balanced with otherwise very clean silhouettes. The contrast makes the pieces feel refined and modern. (Just look at the white cotton top styled under the plaid skirt suit, a simple detail that grounds the entire look)

Everything still feels deeply wearable. Even the most statement pieces are rooted in simplicity, which makes them incredibly appealing for real evening dressing. It is never about trends, just beautifully considered pieces that you will likely feel just as good wearing ten years from now.

The ease is always there. That is what stands out so clearly and what I admire most about The Row. Everything feels effortless, but never careless. The fits are precise, relaxed in just the right way, and never too oversized. There is a confidence in that. What makes it work so well is the fabric and the mastery of cut. The materials have just the right weight and movement, while the tailoring gives each piece its precise shape and they always seem to get that balance exactly right. The result is clothing that moves beautifully, falls perfectly on the body and creates that quiet sense of ease that looks simple, but is actually incredibly considered.

Toteme’s new spring summer collection are in store and I tried on a few while I was in New York. Their boutiques are always so beautiful and inspiring and I love how they bring Swedish design into the interiors, including textiles from my favorite Svenskt Tenn. It makes the whole experience feel calm, elevated and very Toteme.

I’m a longtime fan of the brand because it is so incredibly chic and wearable. Toteme always feels relevant without trying too hard and the silhouettes are the kind you don’t get tired of. Always effortless and easy to build outfits around.

I bought my first Toteme piece the year they launched, and I have been a loyal customer ever since. There is an understated exclusivity to the materials and the finish, but the price point still feels manageable compared to many brands in the same category. Their collections are the perfect balance of elevated, but made for real life. Find all my favorites from the new collection here.

It has that Chanel-ish jacket feel, but in a much more casual, wearable way. The fit is really great. I tried one size up, but I would personally go for my normal size. I’m most drawn to the black, but the white one could be so beautiful for spring. I would style it with a casual T-shirt underneath, either a plain one or maybe a vintage tee with a print, to make it feel a little more effortless and everyday.

I don’t own a poncho, even though I have tried so many. Most of them feel too stiff and they may look good, but they never feel comfortable enough to actually wear.

This one is different. It is incredibly soft and it has that rare combination of looking chic while still feeling truly comfortable. The kind of piece I can actually see myself reaching for again and again.

I have these pants from last year in beige and I always get questions when I wear them. They are a cotton chino, but with a more casual, cooler feel. They are exactly the kind of pant I’m always looking for. Something that is not denim, linen, or a classic wool trouser. Just an easy, everyday option that works for so many occasions. They are now available in three new colors, a darker camel, white, and black. I might need all of them..

I think I might need a kick-flare denim. This feels like something Carolyn Bessette-Kennedy would wear with a black turtleneck knit and ballerinas.

Speaking of Carolyn Bessette-Kennedy, this leather jacket gives me the perfect 90s vibe. It has that clean, effortless feel that makes even the simplest outfit look intentional. It is definitely one of those pieces you need to try on to really understand. The quality, fit and proportions makes all the difference. It feels like the kind of jacket that will go with everything and actually work in my everyday life, which is always what I look for. Easy, timeless, and the sort of piece that only gets better with wear.

Some favorite bags from the new collection. I’m especially drawn to the stamped croc styles. They feel different and new and make even simple outfits look more elevated. A great large tote is always a no-brainer for me. It is the kind of bag I use the most in everyday life and now I’m really into the green colored tote. It’s super chic and a color I don’t already have. It still reads as versatile though. The kind of color that works almost like a neutral and would go with so much of what I have in my closet.

Outerwear is my weakness. After a long winter wrapped in full-length coats I’m gravitating toward shorter silhouettes. They really feel like an instant shift in mood and proportion and there is something about a cropped or shorter jacket that makes styling feel new. It brings a more effortless and casual energy. I also love how it lets the outfit underneath take more focus instead of disappearing under a long oversized layer.

I already have this shirt in black and in light blue, and I’m seriously considering adding it in the chalk white as well. The quality is absolutely amazing. It’s called the Tumbled Shirt, which describes it perfectly. It has that ideal balance of feeling soft and easy, while still looking crisp and polished. It does not feel stiff at all, but it still holds its shape. The fabric is lightweight, which makes it perfect for summer, especially when you want something that feels breathable and relaxed but still looks put together. No wonder it is a classic from Toteme.

I’m always searching for chic tops because I rarely wear dresses. I prefer pieces that I can style for nights out, dinners and festive occasions. The perfect top is versatile enough to wear with a skirt, suit trousers or even a fresh pair of denim, all depending on the event.

I have collected all my favorites from the new Toteme collection here.

I always find myself drawn to wearable pieces I can use in everyday life and that is exactly what The Row does so well. The cuts always have something extra, an ease that I love and I genuinely always feel comfortable in their clothes. They are the kind of pieces I end up keeping for years and almost never resell. Of course they are investments, but I would rather buy fewer pieces and feel completely happy with what I own. I have collected all my favorites from the new collection here.

I have such a soft spot for a grey sweatshirt, and when I first saw this in the lookbook last year I immediately saved this photo, although it only showed the neck of it. I have tried a few alternatives since, but trying this on in New York made me think I might just need the real one. It has cashmere in it, and it feels like the top I would reach for constantly. Find it here.
I have also found a few great alternatives, you can find them here.

This one feels new to me. I do not own anything similar. Slightly cropped with an interesting back that is longer which makes it feel modern and easy. It will be perfect with white linen pants in spring, but honestly I would wear it the same way I wear any white shirt: with denim, tailoring, and everything in between. Find it here.

The Row Faye bag is a style I’m really drawn to. The shape feels so distinctive. Modern, understated and new. It has that soft, effortless look that makes it feel both elevated and casual at the same time. Compared to the Agnes bag, the Faye feels a little softer and more relaxed in expression. It has that easy, casual elegance The Row does so well, with a compact bowling silhouette in grained calfskin that gives it a more effortless, everyday feel. The Agnes feels a bit more classic, polished and slightly more dressed.

The dropped waist detail is so cool. It makes them feel less preppy and more relaxed in a chic way. A classic with a twist. The color is beautiful for summer. I tried my normal size. Find it here.

I have this from last year in brown, and I cannot wait to bring it back out again. I have seen Zoë Kravitz wear it so much, even with winter coats. If I did not already own it I would buy it again in a heartbeat. It is now available in black and beige too. Find black here and beige here. This year they also come in a large size here.

A dream. I can instantly picture Mary-Kate wearing it in the most casual and chicest way. It is definitely an investment piece and will be staying on my wishlist, but it is truly special. Find it here. Toteme has a good alternative that I might go and try. Wearing with a white t-shirt and a great pair of slouchy pants like these from Almada will be great. Find the Toteme velvet coat here.

I always look for alternatives to skirts because I feel more like myself in trousers and shorts. These would make any outfit feel interesting. I would wear them with everything: a crisp shirt, a simple knit, a blazer, a tank. Find it here.

I have four pairs of these, and they are genuinely some of the best shoes I own. My latest pair is oxblood in eel and I can easily walk 20,000 steps in them. Lately I have been focused on investing in shoes I actually wear not high heels that just sit on a shelf. Find brown here, black here, red here, brown leather here, suede black here. These sell out fast.

I have the striped version from last year and I used it so much during the summer. It is one of those bags that just works with everything and somehow always looks effortless. This season I am really tempted by a more neutral version. The black one is incredibly chic and I love how it also would look right now styled with a black coat for a cool winter look. It feels sharp and timeless, but still very cool. I am also obsessed with the brown color this year. It has a lot of black in it, which makes it feel deeper and more elevated than a typical warm brown. It is the kind of shade that looks beautiful with navy, grey, black, and all the winter neutrals and it will transition perfectly into spring as well. Find brown here. Black is available for pre-order here.

I have the red and black pair from last year and wore them constantly. Now I am considering them in the new version in black leather on top. They are the perfect everyday summer sandal and look just as good with suit trousers as they do with more relaxed summer outfits. Find it in black here and in white here.


If you want to know what size I took, how something runs, how I would style it or what I would pair it with, just ask. I am always happy to help.
I have collected all my favorites from the new collection here.

For a long time, collaborations have been a natural part of my work as a content creator. Many have been great, but I have to admit that over the years I have also partnered with brands that did not fully reflect my style. And for those who knows me and have been following me for a while, it shows. After eight years as a full-time content creator I have made myself a promise. Moving forward I will only work commercially with brands I truly love and that align with my style. Because when something feels right, I think you can tell.

At the same time I will put more focus on sharing links to the things I actually wear and use in everyday life. The items that feel like me and earn their place in my wardrobe, not because a contract says so, but because I genuinely love them and already use them. Below you will find links to my favorites within some categories (more will follow).

Favorite denim
Favorite pants
Favorite basic cotton sweatshirts
Shearling coats
Winter boots

I will also make links to all my looks that I share on instagram here. This also means it will not always be current season. Some of my best pieces might older or simply sold out and when that happens I will do my best to find similar alternatives.

I spend a lot of my time scrolling through online stores, save, comparing and researching. It is not just shopping, it is curation. I have worked in this industry since 2011 and before I created content full time I spent seven years as a buyer for a department store in Oslo. I have seen, tried, and tested so much and that experience has made me confident in what I like and what is worth investing in.

Sharing links is a new way for me to earn from the daily work that goes into creating inspiring content. When you use my links it supports me directly and I am genuinely so grateful. I spend so much time styling, creating, and shooting my looks almost every day, so your support helps make this work sustainable. I never see who buys anything, but I can see in the reports which pieces are being purchased and loved.

And please never hesitate asking questions. If you want to know what something is, what size I’m wearing, how it fits, what color it is in real life, please dm me and ask. I will always try my best to reply, because this is one of the most fun parts of my job, to connect with you. I love talking directly with you and building wardrobes together through conversation, inspiration, and honest recommendations.

At the end of the day, I’m excited to do more of what I love, share more of what I genuinely like and keep my Instagram feed and Substack channel feeling like a place you can come for real style, real favorites, real links, and real connection.

Denim: Redone, leather jacket: Nour Hammour, bag The Row

Jacket: Nour Hammour, denim: Redone, knit: necklace: Ravn, shoes: Atp Atelier

Top: By Malene Birger, belt: The Row, jeans: Redone, bag: The Row

Jacket: Prada, shirt: Charvet, sunglasses: Saint Laurent, caps: Varsity

Coat: Nour Hammour, scarf: People republic of Cashmere, caps: Varsity, jeans: Redone, shoes: Atp Atelier

Coat: Toteme, necklace: Ravn, knit: People republic og cashmere, Pants: Jeanerica (similar), shoes: Atp Atelier, bag: Phoebe Philo

Jacket: Nour Hammour, t shirt: Le Set, cashmere knit: Peoples republic of cashmere, shoes: Toteme, necklace: Ravn, sunglasses: Saint Laurent, bag: Phoebe Philo

Coat: Nour Hammour, necklace: Ravn, sweatshirt: Auralee, shoes: Atp Atelier, jeans: Redone, bag: The Row Henri

And that is really the hardest part of winter dressing for me: trying to feel chicwhile staying warm and wearing functional shoes.

If you live somewhere dry and cold it is different. In Oslo the snow very quickly becomes slush. It turns brown, it splashes, it freezes, it melts. The salt eats into leather, stains suede, ruins the finish on boots. You can’t really pretend it’s not happening, you have to dress for it.

When the coat does the work

If shoes are the problem, coats are the solution.

This winter, a shearling coat from Nour Hammour has honestly saved me. I have loved the brand since I discovered it back in 2019, but this season I have really understood how powerful a strong outerwear piece can be as most days I’m just wrapped in wool and basics. A knit, a pair of black trousers or denim and maybe a simple T-shirt underneath. Nothing complicated. The coat goes on top and suddenly it looks like I have made an effort. That has become my winter formula.

A great coat + warm knit + simple trousers + the most chic weather-appropriate shoes I can find. It is not revolutionary, but it works.

Salt, slush and repeating the look

There is also the content side of this, which people don’t always think about. Taking pictures in this weather is challenging. The light is flat and grey most of the day. The snow looks beautiful for about 24 hours, and then it turns dirty. You are trying to find a corner without brown slush or giant piles of snow in the background. Half the time I’m just too cold and over it.

And then there is the feeling of repetition. When it is freezing, you don’t change your outfits as much. You repeat the same coat, the same knit, the same trousers, the same boots again and again. It is very real-life, but as someone who works with visual content, it can feel so uninspiring.

Finding favorites that survive winter

Even though it is tempting to give up completely and just live in practical looks, I still think it is worth finding a few pieces that make you feel like yourself within the limitation of the weather.

For me, that looks like:

• A strong shearling coat that can handle daily wear and still feel chic. I did a selection and are linking my favorites here

• Boots that still feels like me and can survive slush and salt. Selection of my favorites are linked here.

Stay warm,

xx

Annabel

My wardrobe these days is built around a few key pillars: great outerwear, well-cut trousers, shirts, knits, and pieces that move easily between kindergarten drop-off, meetings, Pilates, and dinner. I’m drawn to silhouettes that are slightly oversized, relaxed and androgynous, but never sloppy. A blazer that hangs just right, a men’s inspired coat, a perfectly cut pair of trousers. That is my foundation.

Color-wise I stay true to neutrals: black, white, cream, navy, grey and brown. It is not about being safe, but about creating a quiet base where the interest comes from shape, texture, and proportion rather than print or loud details. A crisp poplin shirt next to a brushed wool coat, a ribbed knit under a sharp-shouldered blazer, a shearling jacket over something as simple as a T-shirt and jeans. That contrast is what I love.

Living in Norway means my style always has to negotiate with reality as cold, snow, rain, and months of dark. I can’t pretend like I live somewhere where you can throw on a trench and ballet flats all year. So I have become very intentional about outerwear and shoes. They do most of the work. A shearling coat, a strong leather jacket, great boots. Pieces that are warm enough but still feel like me.

The biggest shift this year is probably how central jewelry has become to my style. With the launch of Ravn, my own pieces have naturally been a part of what I wear every day. I still dress in a very minimal way, but a sculptural pendant on a silk scarf or a clean medallion on a fine chain.

I`m less interested in “looks” and more interested in uniforms. Combinations I know I feel good in, that I can return to again and again. I care about how clothes feel on the body, how they move when I walk and how they make me feel. My style has become less about standing out and more about feeling comfortable, chic and slightly polished, even on the most chaotic days.

If anything, my style now is about removing rather than adding. Fewer colors, fewer trends, fewer “maybe” pieces. More of what I actually reach for. More things I can imagine still wearing many years from now.

Summer looks

In summer, my style becomes even simpler. I still lean on the same foundations as clean lines, relaxed silhouettes and neutral tones, but with lighter fabrics and a few carefully placed pops of color.

Most days is about easy wearing like a long column dresses, soft jersey or knit dresses, oversized T-shirts, bermuda shorts and straight skirts. I like pieces with ease that moves and that work from morning coffee to a late dinner just by changing shoes or a bag. A long necklace, a cap or bucket hat, flat sandals and a simple shoulder bag are key elements to elevate my looks.

Color lives mostly in the details like a red T-shirt, a bright blue top, a striped bag combined with an otherwise neutral look. The base stays calm wearing black, white, grey, navy, khaki, denim. That way the outfits still feel like “me”, just a bit lighter, looser and summer ready.

Autumn looks

Autumn is when my wardrobe feels most like me. The light dresses and bare legs are gone, but I’m not fully dressed in winter layers yet. It is the perfect season for structure, layering and all my favorite neutrals.

Most of my autumn outfits start with tailored trousers, a denim or long skirts, paired with a simple knit or tee and a strong layer on top. An oversized blazer, a long trench, a leather jacket. I like playing with volume. Wide trousers with a fitted top, or a slim skirt with something bigger and slouchier on top.

The color palette stays close to what I love most: black, charcoal, camel, olive, grey, with the occasional pop of red. Texture does a lot of the work like wool, leather, crisp shirting. A checked shirt tied around the waist, a jersey layer peeking out under a top and a long coat completing the look.

Footwear is almost always flats like loafers or slip ins. Bags are structured, but soft and big enough to carry everything I need for a full day out. Jewelry and small details keep it from feeling too strict. A pendant over a knit or a scarf tucked into the collar.

Winter looks

Winter is where my love of outerwear really takes over. In Norway you can not pretend the weather is not there, so my cold weather style starts and ends with coats. Long black wool, camel, chocolate brown, shearling and collars. Underneath the outfit is usually very simple like a grey knit, a white shirt, tailored trousers or straight jeans.

I stay in a neutral color palette and scarves, collars and bags become important like a red scarf over a neutral coat, a faux fur stole, a big structured bag gives the look a nice elevated touch.

The goal is always the same. Warm enough to walk around for hours, but still clean and composed. Strong outerwear, relaxed layers underneath, and a silhouette that feels sharp even when I’m wrapped up in half my wardrobe..

Here is a link to my ShopMy account, where I regularly link most of my Instagram looks with the exact pieces or similar styles I’m wearing along with my favorites from the brands I shop, and my current wish list..

Last week, I quietly launched something that has lived in the back of my mind for a very long time: Ravn Jewelry.

I have worked in fashion for over 15 years now as a buyer, a creative, a profile. I have been doing it all, fashion weeks, campaigns, styling, collaborations, the whole cycle. And while I’m incredibly grateful for all of it, I have also felt a growing need to create something that was not just about me as a person, but about an object. A form. A new world I can create on my own.

Jewelry has always been a passion for me.

My dream started many years ago and I made my first sample back in 2018. At that time I knew I wanted to make jewelry, but I did not yet know what the pieces would look like, or even exactly what category I wanted to focus on. Life suddenly happened with having two children, a lot of travel and work. Many sketches and samples later the idea stayed with me, quietly moving in the background.

I was never in a rush. I knew I needed to land on a concept and a visual language that felt honest and new to me. Not wanting to launch just “another jewelry brand”, but something that reflected the way I actually dress with a strong brand DNA.

When Ravn finally took form, it felt less like a sudden decision and more like something that had slowly, patiently grown into place.

I have loved jewelry for as long as I can remember. For me, it differs from fashion in one important way: clothes come and go, but jewelry tends to stay. Often for generations. You wear it close to the body, sometimes every day, and over time it becomes a part of you.

Ravn is built around a Scandinavian aesthetic:
clean, minimal, a little sculptural, and quietly defined. I don’t like loud logos or overcomplication. I like clarity. Form. Proportion. The way something sits on the collarbone, how it works with a blazer, a white shirt, a simple knit.

It all started with a medallion..

The first idea for Ravn came from one piece: the medallion.

My mum has worn a gold medallion for as long as I can remember and she bought it with her first paycheck. It has always been there, almost like part of her. I think that was my first experience of how a single piece of jewelry can hold both memory and identity. Traditionally, medallions were worn close to the heart and used to hold tiny, private things: a photo, a secret, a symbol of love. I was really drawn to that intimacy.

With Ravn, I wanted to reimagine the medallion in a way that felt modern and minimal. To keep the emotional core, but translate it into something more sculptural, clean and contemporary. That became the starting point for Ravn jewelry.

The first chapter: pendants

The debut collection is focused: pendants only.

I felt there was a gap in my own wardrobe. I wanted pendants I could wear every day that still felt special, that could sit over a simple knit or shirt and instantly make the outfit feel more complete without shouting for attention.

The Ravn pendants are made in sterling silver or 14-carat solid gold, all with a clear geometric language: soft rectangles, rounded edges, curves and spheres. They are designed to be worn in different ways on a fine chain, on a cord, or threaded onto a silk scarf.

That part came very naturally as I have collected silk scarves for years. One day I tried to pull a pendant onto one of my own scarves and realized the opening was not big enough. So the Ravn pendants are intentionally designed with larger openings, so a silk scarf can slide through easily.

Changing from chain to cord to scarf seems like a small thing, but it really transforms the mood of the piece. That is definitely something I have taken with me from the fashion world: how small styling shifts can change everything

Launching Ravn together with a feature in Vogue Scandinavia felt very special.
If you’d like to read more of the story and see the pieces styled, you can find the article here.

What comes next

For now, Ravn will stay small and focused. Pendants will remain at the core, but I do plan to slowly expand into other categories. Always in a way that feels like a natural extension of this first chapter.

Further ahead, I hope to work more one-to-one with clients. From custom variations of existing designs to pieces set with diamonds or precious stones, and fully bespoke designs. I’m always open to a conversation about a special piece, and would be happy to explore creating something together.

If you have already discovered Ravn, sent a message, shared, or simply looked,
thank you.

And if you are just getting introduced to it now I hope you will enjoy this little universe I have been quietly building for years. Please visit ravnjewelry.com

With love,
Annabel