Sara Jeminen
What first sparked your interest in fashion, and how has that interest evolved over time?
When I was 15, I knew I was interested in fashion, even though I had no idea how to get started in the industry. I was determined to make it work. I began with an internship as a stylist’s assistant, and from there, I started assisting more and more stylists. Every new experience led to more opportunities. I’ve always loved collaborating with stylists from all over the world – from Stockholm to New York, Paris, and London. I’ve been lucky to work on so many amazing international productions. Along the way, I’ve also kept building my portfolio with my own editorials and clients.
How would you define your personal style?
My style is all about contrasts. I love mixing classic pieces with oversized fits and adding motorsport-inspired details for an edgy vibe. I enjoy playing with shapes and textures. While my personal style can be more relaxed, my work is about exploring boundaries or finding the perfect balance for a client. I love experimenting, challenging myself, and finding new ways to express who I am.
Do you have a favorite era or decade in fashion that you draw inspiration from?
I’m inspired by many different periods – McQueen’s '90s, the heavy black metal scene of the '70s and '80s, and strong women from many different decades. I love blending gritty elements with timeless beauty.
How do you keep your style fresh and exciting without constantly shopping?
I always do a lot of research and gather inspiration through my work. Right now, I’m in Paris for Fashion Week Fall/Winter 25, attending shows and going to re-sees with both major high-end designers and cool up-and-coming designers. All these meetings and experiences really inspire me. I’m also feeling inspired to customize pieces based on ideas I’ve picked up during Fashion Week. It’s a way of making changes to existing items without having to buy new ones.
What is the most unusual or unique item in your wardrobe?
Vintage is a never-ending source for me. I just love finding those one-of-a-kind pieces, and each one tells its own story. My collection of leather jackets and motorcycle gear is probably the most unique. Some pieces are vintage finds, while others are gifts or inherited from my parents and godmother.
How do you decide what to wear to a special event?
It’s all about feeling the energy of the event. At a designer’s show or event, it’s an unwritten rule to wear something from that designer, or dress in a way that’s inspired by them. But you should also go with what feels right that day. I like to tap into the vibe of the occasion
What’s your favorite accessory that you never leave home without?
My rings from All Blues. I wear them every day.
What fashion trend do you hope never makes a comeback?
Right now, lilac comes to mind. But there’s something oddly fun about those 'ugly' trends. I also love ugly things when they're placed in the right context.
How do you combine comfort and style in your everyday outfits?
For me, contrasts are key. I love pairing a loose fit with luxurious accessories, creating a look that feels both comfortable and elevated.
Is there any unwritten fashion rule you break or bend?
I’ve been taught that all shoes in a styling should have the same toe shape, but I’m also happy to bend that rule. I think it’s interesting to mix different shoe styles, as long as they complement the overall look. For me, styling is about creating a cohesive whole, and sometimes it’s the mix of different styles that makes it intriguing.
How do you approach shopping for new clothes – are you a planner or a spontaneous buyer?
I’m definitely a planner. I usually have a vision of the piece or accessory I want, even before I know where to find it. I enjoy the search – having a clear idea of what I’m looking for. That said, I can definitely make spontaneous finds, and that’s really fun too!
What’s your take on the future of the fashion industry?
It’s inspiring to see more designers focusing on sustainability and upcycling. It’s exciting to witness the 'new wave' of designers who are shaping the future of fashion with more upcycling in their designs.
Do you have any trend predictions for the upcoming season?
Cool, feminine everyday looks, like Miu Miu. I love the spiky bra. Also, power dressing, think '80s businesswoman meets '50s housewife vibe. Strong silhouettes, midi skirts, leather, and checkered patterns. Layered designs with a 'protection for the skin' vibe, as seen at Comme des Garçons. I’m also still seeing Victorian-inspired pieces.
When do you feel most creative?
I feel most creative when I’m inspired, but I also thrive when I’m working within a clear structure – like a deadline.
