Silja,
Sauna Str, Tallinn

Today is so boiling hot that I just wanted to wear something comfortable. I’m naturally really pale and try to avoid showing too much skin, but in such heat, I don’t care anymore. Usually, in Estonian weather, my favourite piece of clothing is my raincoat – can’t live without it. I get most of clothes from vintage shops and flea markets. It is almost like treasure hunting; however, this sometimes leads to buying clothes I’m actually not going to wear. For example, a couple of weeks ago I bought this Turkish-style jacket I will probably never wear, but I was so happy when I found it. My parents are always telling me I shouldn’t buy such clothes, but I can’t resist. This weekend there was the Supernoova competition and I saw in some newspapers the dresses made by Hanna Korsar and I loved them. It is really brave to go for something completely unexpected like these baroque-esque gowns.





Katriin,
Tammsaare’s Park, Tallinn

I don’t know what to think about my style. I guess my usual fashion choices lean towards the bohemian style, especially in the summer. I listen to indie-music so this probably affects as well. One thing I have noticed is how during the winter months I think more about what I wear and my style, while in the summer it is very laid-back. This summer I like statement pieces like this dress, and, in general, dresses and skirts. I’m very into the British fashion scene with designers like Alexander McQueen, Vivienne Westwood and style icons like Agyness Deyn. It is very crazy and very brave. Also, every now and then I see what is happening in the haute couture world. This is because I don’t like boring clothes; I like when designers turn it up a notch.

Yolanda,
Vana-Viru St, Tallinn

Autumn is easily my favourite time of the year, because then it is the easiest to combine interesting outfits. I like layering, but in the summer it is not that easy. However, everything I do and wear is strongly affected how I feel and what my mood is: when I’m sad I tend to go for dark colours and styles that would blend in with general street style, when I’m happy or just want to experiment I go for bright colours so I could get the attention I want. Currently I’m looking for a red Scottish tartan jacket with a pattern similar to the shoes I’m wearing today. However, I never find clothes I have in mind so in the end I will go and ask my grandmother to sew me them.





Katy,
Vabaduse Square, Tallinn

Art in Estonia is in what I would call a semi-permanent stage– it doesn’t change too much, but nothing disappears either. But I do like art as such, because I’m studying interior design at the Estonian Academy of Arts. So, art is definitely affecting my interest in clothes and my personal style, but, to be honest, lately I have been less and less and interested in fashion, because all these new ‘trends’ change constantly and high street chains produce so much stuff, so now I try to think more about what I buy and make sure that I really want/need them. This might be, also, a result of my friends suggesting that I have too many clothes.





Helena,
Tammsaare’s Park, Tallinn

To be honest, I rarely wear second-hand or vintage clothes, I prefer to buy new clothes, but today I’m wearing my mother’s old skirt and I think it looks great. I try to follow fashion, but I think it is more unconsciously, because I don’t care too much about designer labels. However, I try to keep up with Estonian fashion. I have been following it more passionately since I was a model at last year’s Supernoova for Marleen Roosna. However, I think most Estonian designers focus more on their art and show than the actual wearability of their clothes. There is nothing wrong with that, but I think it might distantiate many who would be interested in it otherwise.

Hanna
Schnelli's Park, Tallinn

Life and surroundings are crucial to your personal style – it just affects you. I think it affects my personal style way more than music, films, art or even fashion itself. I feel that my style is somewhat effortless; I don’t think too much about, because I think real style comes naturally. I have no particular style icons, but just like I said, people who surround me inspire me. So, friends strongly affect my style. Also, I love the fashion scene in London and Paris. I love their indie scene.





Laura,
Vabaduse Square, Tallinn

I sometimes work as a freelance costume designer so I like bit theatrical and over-the-top clothes, and I love colours, but today my outfit doesn’t really reflect that. Anyway, everything I’m wearing, except the earring, is from Estonia, so I don’t think it fair to say that you can’t find clothes from here. When I go shopping, I just go for clothes that ‘feel right’. Only thing from abroad is this Mona Lisa earring that was a gift from a friend from London. With my personal style I tend to jump from one decade to another; I used to be very into the Thirties, now most of my clothes have the 80s feel and then, of course, I had the Sixties phase as well.

Alex
Long Acre, London

This summer I will be wearing a lot of white tanks, shorts with unusual patterns and hats. I’m a Christian and my greatest inspiration in everything is God. To be honest, I’m not that impressed with London street style anymore, with the exception of Shoreditch. People look the same and unusual has become usual. Everyone shops in same places, like Topshop, and thinks this is what fashion is about. I think the best street style is in Denmark and Sweden. However, I wish men’s street style generally would improve – someone has to take a leap. My favourite designer is Ermanno Scervino.





Man
Long Acre, London

I used to buy more than ten fashion magazines in a single month and spent more than eighty pounds on them, which now seems crazy, because these magazines do not seem that inspiring. I used to love Vogue, because they often had editorials shot by Tim Walker, but not so much anymore. Also, I used to study fashion illustration myself, but now I feel like I’m bit tired of fashion in general. Now I just like to get new ideas from other people I see. My personal style has become more colourful this summer, because I used to wear mainly black.

Stevie
St Martin’s Ln, London

I have lived in London for a year and before that in New York and Seattle, and what I like about London is the easy-going I-just-rolled-out-of-bed street style. Also, in big cities the good thing is that you are around new people all the time – you meet someone for 2 minutes and then you probably will never see them again, so you care much less about what other people think about you. I work for a music magazine and I’m inspired by bands like Florence and The Machine and folk music and musicians, for example, Johnny Flynn. Today I’m wearing a dress from Apple Tree here in Covent Garden, Marc Jacobs boots and a necklace by a local designer. I always try to support up-and-coming designers and artists.





Lucy
Earlham St, London

My style in a few words can be described as 1950s granny. It evolves, but, in general, it has remained the same as long as I can remember. I think such dresses and skirts work on my shape and I feel comfortable in them. I’m studying textile designs, so I’m into different prints as well; however, even though I’m wearing floral prints today, I’m currently more into animal prints – not like leopard and all that, but prints of animals, say, horses and so on. I think London has such a vibrant fashion scene so it definitely has influenced my personal style alongside with British designers like Alexander McQueen and Giles Deacon.