SF Looks on Instagram!

Go follow! I think it looks pretty good! Thanks to all lovely Sanfranciscans who let me take their photos.

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Attack Your Wardrobe for Cracker

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Something I did last December for my favorite magazine ever, the Korean Cracker. A wardrobe story with David. All photos by me.

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Business Looks for Kauppalehti Optio

DSC03845 DSC03840 DSC03622I was asked to hunt for some business looks for the Finnish magazine Kauppalehti Optio. Took a while to spot the styles but as I love challenges I would love to do more of this!

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Secrets of My Style – Tyylisalat for Olivia Magazine



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I had to say goodbye to Tyylisalat – The Secrets of My Style column of the Finnish Olivia magazine, because I moved to San Francisco. This is the last piece in the series I did 2009-2014. Casting, styling, photography and texts by me = dream work. I photographed my friend Ulla at her home in Palo Alto.

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SF Looks is the new Hel Looks!

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Hi from San Francisco! I moved here in June, because. The new home town means I had to put Hel Looks on a break. But I didn’t want to stop street snapping, so I launched a new site, SF Looks. It’s the sister site of Hel Looks so the principle is the same: to document individual, unique street styles without any age, style or other limits. Some small things have changed, though: I will update the site more often than before, even several times a week (!). And the site is more easy to browse with your mobile or reader. I hope you enjoy SF street styles as much as I do!

All photos by me.

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San Francisco Looks, part I


Monica, 20

“I’m wearing a men’s hat from Target, a dress from American Apparel, a vintage cardigan, and shoes from Topshop. I like comfortable and laid-back looks. I love Discount Universe and Alexander Wang.”


Persia, 20

“I like grungy, laid-back, eccentric, and weird but refined looks. Velvet Undergound, Edie Sedgwick, Kate Moss and Alexa Chung inspire me.”


Kayla, 24

“My style is playful and fun. My style icon is Gwen Stefani.”


Cantwell, 25

“I like bright colors, mixing patterns and gender blending. I guess my style is a bit of Boy George mixed with something sophisticated.”


Chrissie, 28

“I’m wearing a vintage jacket, American Apparel leggings and a bag by Alexander Wang.”


Shane, 30

“Everything is vintage. The shirt is a plus sized women’s shirt. My ideal style is a mix of 1992 Comme des Garçons and men’s tailored pieces.”


Eva, 14

“I like to wear flannel shirts and hats to provide shade. Superheroes inspire me. My leggings are from Forever 21 and the shirt is from Buffalo Exchange.”


Erika, 26

“It’s all thrifted. My style is like a flower but also a bit rough. I love suede leather.”


Raven, 19
“I like to shop at vintage stores like Wasteland on Haight Street. I often wear men’s shorts. I try to keep my style boho.”

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Milena for Cracker Your Wardrobe

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Lovely Milena in the June 2014 issue of Cracker Your Wardrobe. All photos taken by me in Helsinki.

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Mitä tulee minimalismin jälkeen?

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Julkaistu Trendissä 3/2014.

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Greetings from Stockholm


“I always mix second hand with something new and I always wear make-up. At the moment I’m inspired by atypical colours and transparent fabrics.”
– Chrisanders, 26.


“I’m wearing a beanie from Åhlens, self-made scarf and pants, my aunt’s old Calvin Klein coat and my running shoes. I like camouflage prints.” – Åsa, 29.

I went to Stockholm, and all I got was two street style photos! Okay, I was a bit lazy photographer running from one museum exhibition to another and skipping all street snapping. But Stockholm was not at it’s most inspiring now. All cool girls wearing only black, black, black. The jacket is either a bomber or an ankle-length coat in the spirit of Weekday. The shoes are either Nike sneakers or Dr Martens. The heydey of Nike Air Max is over, btw. It’s time to opt for the pair of minimalistic, slim sneakers now.

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Finnish Design Yearbook 2014-15

FDY_ preview_1 FDY_ preview_38-39 FDY_ preview_44-45 FDY_ preview_58-59 FDY_ preview_100-101 FDY_ preview_126-127I had the honour, pleasure and joy to be the editor-in-chief of the Finnish Design Yearbook 2014-15 published by Design Forum Finland. The Yearbook is a kind of still-photo of Finnish design at the moment – what is going on in the field, what does Finnish design look like, what are the hot topics. The book contains some 100 products and case studies plus several articles written by clever minds like Dan Hill, Katja Lindroos and Jenna Sutela. The layout and artwork is by Rasmus Snabb from Werklig design agency.

Drop me an email if you want to attend the launch event on Tuesday March 4! —> liisa at liisajokinen.com

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  • Liisa Jokinen

    Liisa Jokinen

    Freelance Writer, Street Style Photographer
    mobile: +1 (415) 802-3230