Although there are many street style photographers in fashion Chow, a photographer came to the fore. Liisa Jokinen, also the co-founder of the old-fashioned search engine Gem, is a local legend. Throughout the year, she scours New York City with her bulky camera, looking for people with interesting ensembles. Her Instagram account @nyc_looks is bombastic , 0 followers, and she added a topic quote about the look to make the image feel even more personalize. Jokinen also runs @hellooks, which focuses on street fashion in Helsinki, Finland (the country where Jokinen grew up).
Jokinen doesn’t necessarily have a uniform for the job. She has a bowl cut with choppy blonde hair and prefers Japanese designers like Comme des Garçons and Issey Miyake. “I love the androgynous look,” she said. That said, you wouldn’t be hard-pressed to see her in a ruffled dress and XXL hat, or a retro prairie-inspired dress in a crochet vest and mushroom knit hat. Her shoes of choice, especially during fashion week, are the humble Crocs, but with iridescent colors and bulky platforms. “I noticed they were very convenient because you never know what’s out there on the streets of New York. So I don’t need to care about [where I step on].”
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Photographer and app founder, he is in Moved to New York) and developed an interest in fashion while growing up in Pori, a small town in Southwestern Finland end. There, Jokinen developed her love of second-hand clothes by wearing her mother’s old clothes to school. “I was really shy as a kid, and maybe wearing something that used to belong to my mom brought me some comfort at school when I went to school,” she said.
from Since then, Jokinen has had a bit of a style renaissance in America. In San Francisco, where she lives 17 Year to
years, she stopped wearing black. “It feels too ‘dark’ in sunny California with colorful plants, trees and Victorian houses!” she said. “I also noticed that black didn’t make me happy, it didn’t bring me joy.” When she finally came to New York City, she felt like she had a carte blanche. “Now in New York, I feel like I can wear anything without thinking if it’s too much, too weird, too anything. It’s all here and I love it,” she said. “Creating costumes brings me great joy.”
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Now, Jokinen’s wardrobe is Year Percent. This was the catalyst for her and her programmer husband to create the app Gem in
. “When we moved to San Francisco eight years ago, I discovered a lot of new online stores and Instagram accounts and resale platforms and apps. I was like, ‘Wow, this is amazing. So many years. It excites me. No end, but then again, it doesn’t make my shopping any easier.” The hub is a search engine that aggregates items for sale from behemoths like The RealReal into a separate Instagram account under one umbrella. Currently, you can search for million antiques.
gem Has become fashion’s secret weapon, with new vintage stores added every day. “In the long run, we really want to make buying vintage and second-hand items easier than it is now,” she said. “Our long-term goal is to get more people to buy secondhand.” Jokinen still has her own Pleats Please dress, her first gem purchase. “I bought it before it came out,” she said. “I wanted to see if it (the app) worked.” Thankfully, it works and looks better than ever.
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