The season's last Heli MG Face is awarded entrepreneur Soile-Maria Linnemäki who is the founder and owner of the 3-year-old, successful Finnish Fashion Library concept Vaatepuu, running stores in Järvenpää and Turku in Finland.
Vaatepuu is ladies' shared wardrobe consisting of over 1000 fashion & accessories pieces that the registered members can borrow, 2 items for 2 weeks at a time. The membership includes numerous attractive benefits such as the access to a great, all the time renewing selection of Finnish fashion without paying a fortune and panicking with the lack of storage space at home. The weekly browsing & trying-on sessions with the other members are fantastic social events - and being encouraged by the other ladies to wear something that can change one's life in a glance being worn in the right time in the right place, that a regular shopper wouldn't even lay her eyes on, that's really something - How often do we ladies go last-minute-shopping on our own and manage to find nothing!
Soile-Maria is also mother of 3 lively children. Pictured is her youngest, 6-months-old boy Toivo ('Hope'). So the practical wardrobe is a must and often times she 'picks to impress' from the Vaatepuu selection of 'borrowables'. Last Thursday, when I met her last in Järvenpää, was very spring-alike and her outfit for the morning was the woollen, pure silk-lined Eco Faux Furs Eagle-cape worn over a black jersey dress and seasoned with Kenkäpaja Pihka' s Housemartin inspired ear-rings (pictured) - you probably can guess the secret for her success!
The Heli MG Faces series will continue in September with brand new people. Feel free to drop me a message to firstname.lastname@example.org if you'd like your Heli MG look to be featured."