The Wall Street Journal talks to Liisa Jokinen, creator of Hel Looks
I personally think Hel Looks is a pretty interesting look into the everyday fashion of people who actually pay attention to, or overthink their clothing. Some people in Finland find the blog a bit outlandish and alienating though. This of course relates to Finland not being particularly urban.
Finland was an agrarian economy until the sixties but has since been suburbanized in a way that may be more comparable to country living and less tragically cartoonish than suburbs in more densely populated countries. For outsiders in the suburbs, there may be something quite easily ridiculed in the eagerness to build an urban identity in the few urban areas of Finland.
One of several Hel Looks parodies and spinoffs started from a perspective that’s more close to the Finnish population at large. Lande Looks (Rural Looks) takes a frank look at the ordinary, comfy and care free attitude of the inhabitants of the big, sprawling outback that is post-war Finland.
Another, more urban spin-off is operated by Varusteleka, an army outlet retail store known for their viral home grown marketing. Leka Looks documents the style ideas of people who prefer to build visually pleasing outfits off of the rugged and practical.