My Diary

best christmas campaign

15 November 2018









#NoPalmOilChristmas. You must know about how the human use of palmtrees destroy our planet and the abilitly for many species to survive. Palmtree oil is a substance in everything imaginable from shampoo to ketchup. I have written about being concious about this before on this blog, as in this post from 2017, link here!

Now, a wonderful and soo important Christmas campaign has melted my little heart <3  I am soo moved and feel a need to share it with you here! It has nothing to do with fashion you might add? Well, I write about my lifestyle too you see. And my choice has for many years been to avoid products with palmtree oil as an ingredient and also cutting down on eating read meat. Everyone can make their own however small choices, to make the world a better place and kept for the future generation. These two choices are my main ones. What do you contribute with? xoxo





superfly for fall - coats

14 November 2018






Coats from Fendi and GUCCI




Even though it seems I might not spend this winter in cold Europe, I still will fly back and forth to some extent. I do already have all the jackets and furs I need, now I am in the search of a long-term friend in the shape of a classic coat. I was searching on-line for inspiration and ideas at Net-a-Porter. What do you think about these to choose from, superfly are they not? xoxo

(Btw, still on vacation so serios fashion blogging with analysis, as what the trends will be for ss2019, will wait until December)




Coats from Valentino and Balenciaga


All images from Please click on image of your choice for a closer look.


destination miami

13 November 2018








Off to the airport again - Destination Miami :) This vacation with my father starts off at Lagomar, where I have not stayed for about 15 years. Catch u again at that resort that has so much to offer when it comes to activities and ofc the sense of having such a huge private beach. Sometimes you may walk the beach when the sun sets without a person in sight. Tranquility as I have never seen a more private huge place with its very own enourmous beach like this. We will be staying there for a couple of days and then switch to Bal Harbour that is more about modern luxury and celeb kind of hotel. Sweet is it not, to get the best of two worlds?

Love Miami, although I am not sure I can call Miami my second home anymore as Dubai seems to compete about that place in my heart nowadays. Laters Gators! xoxo










happy father´s day

11 November 2018









Today I celebrate my father, my rock! He is one of those fathers that are all about family and spreading love and joy constantly <3 That might not be so frequent nowadays with a family father that combines hard work and career with daily quality time with his children? As I grew up my father went from being a DJ to working with cars (exclusive cars and old muscle cars). I do think music and cars has always been his passions in life. Therefor we have always had a DJbooth at home and a variety of old and new cars due to season :) He has also always been a bit of a rascal. Going against the flow and being a bit naughty, hehe! I have soo many stories about him to just tell a few:


- He taught me how to drive at age 4. I was sitting in his lap drivning a muscle car where our county house is. At this time I do think it was the Plymouth RoadRunner 69´ 440 sixpack or the Dodge Charger 68´with a 426 Hemi. I was a genious from childhood recognizing cars, well taught by my father as we always went to muscle cars meetings all over Sweden.

-As I was little I was all into tennis. Everyday after dads work, often late evening/night we went out in the neighboorhood playing tennis at the schoolyard. We also bought special french cheeses from a local posh cheese store at Sibyllegatan and hided those bits at the schoolyard to the rats:) At least until the local newspaper (Östermalmsnytt) wrote about at a ratinvasion at the schoolyard.

-As I started to be interested in horses and got my first own horse on my 12th birthday, daddy walk the horse and cuddle it and took care of it everyday after work. Even though he was so scared and my little shagaya arab was a wild creature in every sense. All for his daughter.

-As me and my friends started going to a teenager disco, my father was always there for security. He took a limousine or hummer from work and collected all my friends from all over town and left us off at Elverket. He waited outside those few hours until the disco closed. After, he drove all the children to make sure they made it home safely after midnight. 

- I also remember that our family always had a sense of "everybody is welcome". For instance I remember a Halloween party when I was about 7 years old. As my family is well connected, we got to use the English Embassey in Stockholm for that party. We invited ALL the kids around my age from school, and I am talking about 60 kids!! All these kids arrived at the Embassey while the parents was refuses to enter due to diplomatic and security rules and left the kids at the gates. This is one thing with my family, always welcoming and generous. 



Well well, a walk down memory lane from a wonderful upbringing in the best of familys. I could not ask for more as I always had my parents support and uncondintional love. Now I am off for a dinner at my grandparents. Today is "Happy father´s day" so we have to celebrate my wonderful grandpa too.  I do expect a traditionl Swiss Fondue for dinner tonight! Laters beeps! xoxo







saturday - party

10 November 2018









Only staying in Sweden for an extended weekend make me wanna dance off with all my friends. Beeing free spririted makes me wanna spread positive vibes only. Saturday equals party :) I wanna make sure to meet up with the ones closest to my heart, family and friends, as I am off to Miami on Tuesday. After the weeks in Miami I will only have a few days in Sweden before heading back to Dubai! Life is truly a rollercoster and I am thrilled by the excitement that ride provides! Legit as f**k! xoxo





victoria´s secret - the show

10 November 2018











As always I am a sucker for the glam in Victoria´s Secret FashionShow. Did not let me down at all this time either! Magic! I have made a choice of top looks on the wonderful angels of Victoria´s Secret this time around.

You might though miss out on a few models? This year eating disorder and wrong idea of body baffled me. I was chocked by three bodys in particular. Therefor I have decided to only put up pictures here of healthy looking VSangels and not infold images of models that I know for sure has a different body by nature to the ones they starved themselves into in order to walk the VS catwalk. It is one thing to eat healthy and keep training. It is another thing starving and training into a ugly sick body, when you have a completely different body by nature. That choice I feel is sending the wrong message to the world about female beauty and especially from VSangels being rolemodels in beauty for so many young women out there. 

(I know what I am talking about. I have a metabolism that is way too fast. Inherited!! If I do not eat very much, or miss out on a meal I loose weight immidiately. I need to eat much, as you must have seen on my instagram, and train to keep my apitite on a all time high level. If I eat like other women nowadays, keeping a carbs low diet, I loose too much weight and although that is my natural bodytype people look at me like I am a sick person. People look at my father and his family the same way. For example my fathers weight is 58kg with a BMI at 18. Myself, I have a BMI now above 16. I use to have BMI 13 until 17years old and it is always a struggle for me not to loose weight)

Back to the magic: I do adore these bodys on infolded images and ofc the wonderful creations from Victoria´s Secret :) xoxo







All images from Victoria´s Secret FashionShow 2018 by Be sure to click of image of your choice for a closer look.


touchdown sweden

10 November 2018








As I has arrived in Stockholm I realize it is just a touchdown and then it is kickoff again. A few days here and then off for Miami on Tuesday morning. You might ask yourself, did she get her mojo back in life as was the purpose of some months of vacation in Dubai? Well, she has! The vacation has cleared her mind and helped her in what paths to take in life. Now Alice has not only a plan A, she also has a plan B and C. Just in case :) Stay tuned dudes! xoxo



sunday - bumday

04 November 2018












Sunday equals Bumday! For me this Sunday is working out on running the treadmill, lifting weights and chillin poolside :) I have not briefed you enough on this site, although I might add I am actually still on vacation :) Serious fashionupdates and analysis to keep this site legit will have to wait until I am truly "back to business"!

Short update: I have had 4 close friends visiting me here in Dubai and from yesterday I am all on my own again. I have sooo many awesome friends here in Dubai and I never thought I would get into such close friendships in just a few months. Grateful! Yesterday was all about birthday celebrations out, starting off with a wonderful dinner at Beef Bar Dubai, heavenly! I just keep smiling and the goals for this trip, energyboost and mindfulness, is achieved maximus. Never felt so good and in harmony with life ever ever before! Be cool ya all out there and remember: Be kind, always! xoxo











louis vuitton - keepall - my top 3

03 November 2018










I got a question this week about my choice of Louis Vuitton bags for men and especially the model "Keepall". So, I thought I might as well answer here, although I do not work at Louis Vuitton currently :). These are my absolute top 3, available now! Fierce and cool for the right dude I have in mind for the question! Or, if you wanna be first with the latest, choose the new plastic Keepall in vibrant colors by Virgil Abloh for ss2019. Soon in stores! Wanna see them: Well check them out while watching the entire menswear show for ss 2019 down below. Legit! xoxo








All images from Please click on image of your choice for a closer look.


getting my mojo back

02 November 2018









There is something in this wonderful Dubai that truly agrees with me! Never felt so in harmony and never ever before been so utterly loving life! What do I do at this hot desert location. I take sun and eat and take sun and eat and then again and again and again, on repeat :) In between I do train a lot and ofc shake my ass off, or to perfection, daily! Not many weeks left in paradise before touchdown Stockholm. Although, that is just touchdown for a couple of days before takeoff - destination Miami! Life is a journey and what better way to exploring it then by travelling? Later dudes! xoxo









burning beach - dubai

22 October 2018









As it is "Burning Beach" on Friday 28th Oct at Blue Marlin Ibiza UAE I have been looking around for some fashioninspo. What do you think about these looks from "Burning Man"? Too much or too little? Seems legit to me! Will be lit! xoxo







no more words needed

22 October 2018














sunday - bumday

21 October 2018










Today is Sunday - Bumday :) Let´s celebrate all the wonderful bums out there in whatever shape and form. Here I present some inspirational pictures, not on myself although I do feel mine is absolutely perfect.

Lifestyle update: Yesterday was all about remembrance, so I decided to take it easy and spend a Saturday all by myself. Solitude soulfood! Today has been all about chilling poolside and running the treadmill in intervals. Tonight, well Sunday is not just bumday nowadays for me, it also equals Billonaire Mansion. Laters! xoxo









without you

20 October 2018











20th of October 2018: Today, 6 months since you left this world behind! And 3 years since he/them broke our lingering hands and forced us apart! I grieve daily although I know you are in a better place now! I will never forget you and us. I promise to continue beliving that we have "The Fountain" as reassurance! In loving memory xoxo









friyay - blue marlin ibiza uae

19 October 2018









Happy Friday!! Friday for me these last months are all about Blue Marlin Ibiza UAE! Only good vibes and proof on how much high energy music and dancing make me love life even more and deeper from a whole different perspecive. Truly brightens my senses in a completely honest way! Love it! xoxo











louis vuitton - now yours

19 October 2018







Is this not too cool? Wanna know: How to Personalise?

The personalisation service is available at select Louis Vuitton stores (list below), and will launch online soon:

Paris - Maison Champs-Élysées
London - New Bond Street
Milano - Via Montenapoleone
Dubai - Mall Level
Beijing - Shin Kong Men
Shanghai - Plaza 66
Guangzhou - Tianhe
Hong Kong - 5 Canton Road
Hong Kong - Pacific Place
Singapore - Marina Bay
Seoul - Shinsegae Kangnam Men
Seoul - Shinsegae Main Men
Tokyo - Omotesando
Tokyo - Matsuya Ginza
Osaka - Shinsaibashi
Sydney - George Street
New York - Fifth Avenue
Beverly Hills - Rodeo Drive
Costa Mesa - South Coast Plaza

More stores will offer this service in 2019.


Legit / xoxo







louis vuitton - philip corne

19 October 2018









You must know about now that I am a bit of a geek when it comes to learing about the luxury global fashion industry :) Both from a fashion science and ethografical perspective, I just suck up"lesson about luxury fashion" preferable from relevant forums or traditional news. 

Recently, at B&T Breakfast Club, Louis Vuitton Australia’s non-executive director Philip Corne, who’s also the non-executive chairman of Cure Cancer Australia held his speech: ‘Retail marketing, how it’s changing and what you can do to stay ahead of the curve’. That man truly confirm many of my personal analysis of the luxury market, both from my academic studies of it and from all my years of working within luxury fashion retail. Therefor, in no particular order I choose to show you some sentences that are spot-on right and gives me a reassurrance that I am not alone with some of my thoughts about luxury fashion:


"At LVMH and in particular Louis Vuitton – you have a chairman, major shareholder, and company that is never satisfied – if 3 words are spoken – innovation and creativity are 2 of them – the drive for growth is relentless.

The consumer today – unlike the past – has the power of information at their finger-tips. The world can be shopped from anywhere any time.

In my mind however – what has always been true remains the true. It starts with your product – is it genuine – does it have a clear point of difference – does it have a market – can it be priced effectively into that market – are margins sufficient to produce an appropriate return – is the business scalable – the need to embrace relentless attention to detail and who is your competition both existing and potential?

An added complexity is that having the best product is not enough. Assuming all the boxes above can be ticked then the questions remain:

What is the brand story and how to tell it?
Is it genuine?
Can it stand the test of time?
How to communicate to your current and potential client?
When has this ever been different?

The mode of delivery may have changed but the objective and message remain the same.

I hear much about luxury – an easily used word – apparently now you can purchase luxury toilet paper – computers etc. I hear that personalisation is luxury, surprise and delight is luxury, client experience is luxury, scarcity is luxury – maybe.

In my view the currency of luxury today is trust – trust in product, providence, sustainability, retail environment and trust in the fact that relationship takes precedence over transaction – understanding that if the relationship is established the transaction will follow and trust must be consistently maintained over time.

In terms of marketing therefore regardless of the method of delivery the brands that in my view will win are those that understand these basics and have at the centre of all they do an obsession with having the client as the reason for their existence.".



Take a moment and think about this sentences and what they tell about the time we live in and what effect contemorary living has on the luxury fashion market. Earlier on at this blog I have posted many clips and texts about LVMH and Louis Vuitton (check out by my searchfunction above). Feels legit for me as I have been in perfect company during these 2 last years. / xoxo



i forgot something

15 October 2018








Sometimes you forget things! This time around it is not all about forgetting a garment before leaving home, awkward! It is all about adressing questions I received about my life in Dubai when it comes to my journey towards mindfulness :) My journey towards mindfulness is all about focusing on myself: Body, soul and heart This include of course a lot of work on: 1. Body, empowering it in strength. The solution for this is to swim, yoga, lift weights and run on the treadmill almost daily. 2. Soul is the part that I empower by being surrounded by wonderful people who provides the right postive vibes. Simple and legit. This includes of course going out, as I love music/concerts, dancing and meeting new people (and yes I do not need to drink at all to let loose as I often go out clubbing competely sober :) ). It also includes new enviroments to discover in UAE as for example fourwheel driving in the desert, watching a wonderful horsepolo training or visiting mosques. But also extensive reading 3. Heart is all about keeping those close to me in a close and exclusive, excluding all others. This vacation has really been an eyeopener in what kind of people boosts my energy and brings out the best in me. As in helps me into being the best person I possibly can be. With this said, it also comes with being truth to myself in the way that I must be better in putting all others aside. Especially people who are not true friends or try to involve me in their pitiful drama. 

This is all for now at this blog.  These days are  all about being with my dearest friend who visits me. I have missed her so much! So, later dudes! xoxo





louis vuitton - alicia vikander

11 October 2018







What a stunner! Louis Vuitton muse, ubergorgeous Swedish actress Alicia Vikander, is smashing in the new Louis Vuitton Cruise 2019 campaign shot by Craig McDean! Love it, badly! ;) xoxo






Image from

dubai - hot hot hot

11 October 2018









Dubai is still soo hot! As I got here aug/sep it was over 40 degrees, now just above 35. Hot hot hot, need to keep proper hydrated all the time. Legit to make sure enough salt gets in my body, drink water constantly, almost no alcohol or coffee that is my recipe :) Been a whole lot of partying as in less sleep this last week, so keeping balance is key. Yesterday Moa headed back to Stockholm after almost a week visiting me here in lovely Dubai. Today Jenny arrived and we will have more then a week together, wiie! Amaxing friends and amaxing time! Love it ! xoxo






lvmh - luxury fashion market - china

10 October 2018








During my Fashion Science education at Stockholm University I was thrilled to learn not just about fashion in terms of fashionhistory, fashionmedia, luxury fashion, creating image and branding or dresshistory, but sooo many courses was also about the global fashionmarket, economy within the fashionindustry and also about the aspects of nationality in fashion both contempory and historically. To add up to this,  all those courses of ethnology keeps me on my toes especially in areas of customer behaviour within the luxury fashionindustry of today.

Of course I try, even though my BA was taken almost 2 years ago,  to keep up with the constant changes at the global fashion market. Of course, I do try to keep you, my faithful readers, updated as well :)

I have read a lot of articles on-line these last few days about the reason for the recent fall of luxury fashion stocks. As I am still all into LVMH and Louis Vuitton ofc, this is my first priority . Apparently this drop is a result of how Chinese customs authorities are stepping up border checks on returning travelers, confirming speculation on social-media networks and deepening a selloff in luxury companies’ shares. LVMH Chief Fiancial Officer Jean-Jacques Guiony said: “The Chinese authorities have some laws that are being enforced with some more strength at times, which is what we’re seeing now”. Last weeks social media reports has reported that China is stepping up border checks in an effort to curb the flow of unauthorized imports of luxury fashiongood as from luxury fashionhouses as Louis Vuitton, Gucci and so on.(Apparently the Chinese market of this luxury fashion is about a third of the industry´s sales and a majority of its growth. I do seems akward that LVMH shares should drop, as for example the last quarterly report is increasing accordingly with analyst forecasts. Although the market is the market and national political decisions always affects shares somehow, shortterm at least)

You might not have knowledge about the word "Daigou Market"? Well, it is a parallell market or some even call it the gray market of imports. For example Chinese residents buy Louis Vuitton luxury products overseas, where prices are lower, then sell these goods with profit on their retur back home to China. This affects the nation fashion companies stores. LVMHs Guiony said about this that it "is not something that we welcome or that we try to promote.". He also add that there are company limits of number of items that customers can buy at the stores, as I know myself for a fact working at Louis Vuitton in Stockholm for such a long time. Guiny also stated that: Despite the risk of unauthorized arbitrage in LVMH’s goods, the company has no plans to equalize prices in China and abroad.


This is all about the subject for now!


Btw, are you interested in similiar articles about the luxury fashion market there is some long articles and even clips from fashion forums at this website (just search with key words) One of my favourite clip is from a forum held Oxford, starring the head of LVMH Bernard Arnault, and I choose to enclose it below once again. xoxo





Image of Fondation Louis Vuitton © Iwan Baan from

crown princess victoria - fashion

07 October 2018










I still, ever since the start of my work with the thesis about Crown Princess Victoria and fashion, follow her every fashionable movement :) As I now live in Dubai I was curious if she had ever been here? Well, it seems she has been here on several occations, both in private and as official (pic from 2011).

I wonder how she will dress the next time she visit the Middle-East, as she will visit Amman and Beirut in a couple of weeks? Will she have a different approach to fashion, as she have changed her choices enourmosly since my thesis. I do think this change was a result of my work closely with the Royal Court and at the Royal Castle during fall/winter 2016-2017.  I made many fashion suggestions in order to make her choices in fashion improve her branding and marketing as a CrownPrincess, a member of the Swedish Royal family and representing Sweden and Swedish companies. If you wanna read more, you may seek at this site. One post, as an example, you may read thru link here! xoxo




Picture from 

dubai - last days

07 October 2018








The last days has gone by soo fast! Loved every minute of them <3 One of my bffs arrived last wednesday so we have really been busy. I want to show her as much as possible of my lovely paradise on earth, Dubai! Every day and night has been filled with exploring!

The top of these last days was a Friday birthday celebration and then a Saturday spent with a couple of friends at his own amazing place Al Habtoor Polo Resort & Club. You all know my love for horses, although my sport is dressage! It is amazing to see a sport with magnificant horses that I never experienced before, polo! Thrilling sport in an amazing enviroment! Loved it! xoxo





All images from


bitch - please

07 October 2018









Sometimes I just wanna go down from my throne and say - bitch please! It baffles me how small local instagrammers/idiot/bully get media presence by hating? Time in the air to make up untrue stories? Really, who wanna listen to their made-up falseries and hatering?

New just hit me from back in Sweden that a "mediaperson", or more known as a "national bully" lies in national media/podd. Nothing to serious, as it is just lies! Even though, is it now quite tireing that there is no better stories to tell, then the ones about my little cute yorkie Krispy Kreme.<3 This women could have spoken out the truth: How sorry she felt for her misunderstanding and not knowing the actual fact, that she was thankful for both legal advices for her buisiness and how this discussion ended up in perfect harmony and laughter! Instead, she choose to make up a fairytale to have something to hate about! Poor soul! Poor woman! I do feel for you and pray that you will recover some day from this path and feel that you are in a better place where good energy boost your soul, body and mind! xoxo






no stress - dubai

03 October 2018








Every morning that water soothes my soul! I wake up and hit the pool to go swimming. This truly gives a great boost of energy to kick the the morning off with positive vibes. After that - breakfast on my balcony looking out over wonderful Dubai - before hitting the gym! Love it! 


I really just wanna peep in and tell you a couple of things: 1. I will not make any posts the next days as a friend from Sweden arrives tomorrow and will stay at my apartment until Monday. 2. The fashion analysis for spring/summer 2019 taken from the recent FashionWeeks will have to wait a couple of weeks/months. I am on vacay at this moment, chillin is my no1 priority! :) I take my seasonal analysis very serious to make it absolute right and that takes pure grinding even if it is a pleasure. (Usually I cut out pictures, create lists of links and make notes and spread them all over the large table in the diningroom at home. To put it short; I create a mood board with a lot of post-its and images. All those hours/days spent is legit to be able to make a deep analysis of up-coming trends and customer directions in the wonderful world of luxury fashion). I trust you can wait, as the fashion will hit the stores next year anyway.


Stay tuned, so much more is coming!




louis vuitton ss2019 - space

03 October 2018









Paris FashionWeek is now ended for this season! What a show of modernity and innovation in future fashion genious Nicolas Ghesquière for Louis Vuitton. Although, hold up! I am not gonna provide any analysis yet, only express that I am impressed, deeply impressed! Here I provide my personal choice of best looks and some detail images from the collection. House of Louis Vuitton is something truly special for me and this makes me long back to my collegues at Louis Vuitton. Might be back there this winter, or? xoxo









All images from Please click on image of your choice for a closer look.



paris fashionweek - part V

02 October 2018






Alexander McQueen



The most wanted always comes late :) Alexander McQueen was pure magic: Powerful women with a whole new approach armed for the future in the most beautiful way. Very very strong and innovative fashion forward collection by Sarah Burton. Pure love! 

Chanel, as strong as ever keeping to its classic with new cuts, materials, silhouettes and twists! J´adore!

Superexcited to see how Nicolas Ghesquière with his collection for Louis Vuitton will mesmerize me tonight! A show that feels like the grand finale of Paris FashionWeek, before it even started! High high expectations in other words.







All images from Please click on image of your choice for a closer look


miami - family 1st

01 October 2018








Since birth I have been going to Florida - Miami at least twice a year. Miami has a very special place in my heart and just now my father called and said he booked for us to go immidiately later this fall/winter as I get home from Dubai <3 Now that the house is sold, we have booked a trip down memory lane. First half will be spent at Lagomar in Florida where we stayed at a family resort when I was about 9 years old. The second half will be spent in my personal Miami backyard, where I grew up and know by heart, in Bal Harbour! All those years living at St Regis Bal Harbour best times ever and as my love is family 1st, superexcited and superblessed! xoxo




Pictures of me about 10 years old playing tennis (as usual) every morning at St Regis Bal Harbour.


paris fashionweek - part IV

01 October 2018







Elie Saab



Part IV of my top collections updates from Paris FashionWeek is on! The best is yet to come I presume? Waiting for the big three for me: Alexander McQueen, Chanel and of course Louis Vuitton <3 As usual I do presume those collections will get there own posts here, one by one! Will see? xoxo










All images from Please click on image of your choice for a closer look