If you are a regular reader, you know my blog features – almost exclusively – things I have bought myself and actually wear or use. There have been a few exceptions, but they are rather rare. It’s been important to me for two reasons: to be independent from brands and PR companies and also to project an image that isn’t too far from my real life.

Recently, however, I have changed my mind to a certain extent. My overall philosophy remains intact: I’m fiercely uncommercial, write about what I want and say what I please. But I have included clothes on my photos that I have borrowed and in some cases don’t plan to buy – although I always like them, otherwise they wouldn’t be on the pictures.

This is not because I have been seduced by free loot offered by brands, although I admit I do enjoy working with people who are knowledgeable about fashion and that can be a draw. The reason why I’ve gradually revised my policy on this is that I own lots of clothes already and my blog is a constant motivator to buy more. I get inspired by new trends and just inspired in general and then I want to show it all here and on Instagram. And that often incentivises me to get stuff that my wardrobe doesn’t really need.

There are also occasions when I realise that something I would need for the shoot is in Brussels (I’m usually shooting in Tallinn). Or when I need something specific to make an image work. Or there is a visual idea I want to illustrate and I do own a suitable item, but I have shown it on the blog twice already and it’s getting boring.

I could (and I have) in these cases bought new things to keep my principles pristine, but I have decided it’s stupid. Things bought in haste for one shoot aren’t generally of the best quality and most longevity (there are occasional exceptions, like this coat). I feel guilty of accumulating these disposable pieces. Even if they aren’t disposable, they still mean buying more stuff. It is better for the planet, for my wardrobe, for my consciousness and I think, ultimately, for you, to borrow something from a show room and take it back, so that others can use it as well.

I hope this makes sense to you and you don’t feel that I’ve sold out. Of all the content on the blog, it only concerns the style section* and overall, most of the clothes are still going to be mine. When that is not the case, I’m going to indicate it clearly, as I always do. Please let me know if any of this makes you uncomfortable: it is extremely important to me that you can continue to trust my opinions.

When contemplating today’s theme, I also realised that I would like to do some posts where I feature things that have already been on the blog, but with different styling. Normal people – me included – don’t buy new things for every day or event. We wear our favourite pieces again and again, varying the accessories or hair and makeup or the accompanying items. I already have several posts on this in the making and I’m very excited about them, because I’ve seen the first images.

Another thing I’d like to do is give a more serious go to vintage shopping. I do it occasionally, but I’m in no way experienced and would like to be better. We all know that a 30 piece capsule wardrobe is not going to be realistic for me. I will, however, attempt to be more sustainable in other ways that match my personality and style better.

Let me know what you think.

*It could at some point become an issue with skincare as well, as I do buy so much and some of it is clearly motivated by the blog. Still, skincare is easier to handle, as I can get samples and travel sizes, so I’ve kept it 98% based on my own purchases. Makeup, books, food and other things have never been gifted, I believe.

Dress by H&M Studio (on loan), gloves from Ivo Nikkolo (on loan), shoes by Aldo (bought by me). Image Stina Kase.