my style story

May 2015

It's not what you wear but why you wear it.

Petra Koivisto, 32

Style is a way of expressing myself – and I just love it. I’ve always thought about what to wear: I remember being in kindergarten and how it was a must to wear my grandmother’s old watch, for example. I can’t imagine not being interested in what I’m wearing
I come from a very small town in Eastern Finland called Savonlinna, which is probably the most boring place to be if you love style. My mum taught me to sew, and that has influenced me a lot. I used to sew most of my clothes myself when I was a teenager. That sparked my imagination.
My style is based on my vision. I love travelling and seeing new things. I love shopping abroad. Finland is quite boring shopping-wise as there is not much variety. I love ethnic jewellery and accents. From an early age I‘ve loved Indian jewellery and really bold gold accents and far-Eastern influences. I don’t know where that comes from as I’m totally Finnish. I also love sequins, feathers and three-dimensional things combined with classic shapes and certain minimalism that comes with being from the north – it’s mixing these two and using the contrast that makes an outfit interesting.
I work with illustrators; work has also had a huge impact in the colours and mix of patterns or different textures. My latest inspiration is my 2-year-old daughter and her ideas: for example how she draws using different colours. It’s so pure and untouched, and obviously unintended as well. I can already see her interest in clothing. It might just be her mimicking me, but it’s very funny.
I’ve always looked up to strong women who decide for themselves and who create their own life based on what they want. I really adore Miuccia Prada. But it’s about more than just style – I love the way she sees things. One of my favourite quotes is “Women always try to tame themselves as they get older, but the ones who look best are often a bit wilder.” I think that’s a wonderful thing to say.