I’m a 28-year-old Finnish fashion marketing graduate living in SF. My interest in fashion started long ago. I was mostly interested in fashion as an art form that can be seen on catwalks or as streetwear. Today, I’m also interested in how fashion is a cultural act that everyone has to take part on everyday and choose what kind of message is sent to others through clothing.

When I was 19 years old I danced through my summer in Milan where I worked for Abercrombie and Fitch as a store model. After Milan I moved to London for 3 years to study fashion marketing. While studying I worked for Hollister – some of you might have seen me taking a picture of you or taking pictures with you at the door where I worked as a greeter. I interned for Armani’s sales team and learned about what goes on in a busy paced office. After graduating I took a year off and lived in Australia and Brazil. All these different places have for sure made a great impact on me and my personal style. That’s my past in a nutshell.

On Where’s my scrunchie I will mostly write about style, beauty and travel. I really enjoy travelling and going to new places, restaurants, cafes and bars. I promise I will share my best tips with you!

The name of the blog came up after many many many brainstorms. It is related to fashion but not fashionable – even though scrunchies made a comeback a few years back. I want to explore trends but also focus on how to make the best of already existing pieces – how to build your own style and how to make long lasting purchases and make those items last. The key is styling! You might not see many scrunchies on my hair but you can try to spot them in my pictures.

xx, emma