Pre Helsinki Street Style II

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Pre Helsinki street styles for Bullett Magazine.. All photos by me.

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Pre Helsinki Street Style I

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Pre Helsinki street styles shot for Bullett Magazine. All photos by me and more to come!

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Attack Your Wardrobe Story with Sunru

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Attack Your Wardrobe Story for Cracker with my friend Sunru! All photos by me.


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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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  • Liisa Jokinen

    Liisa Jokinen

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