The Norwegian photographer on the early days of fashion blogging and why she does not post breakfast pics on her blog.

Style Profiles: Hanneli Mustaparta.

The Norwegian photographer on the early days of fashion blogging and why she does not post breakfast pics on her blog.
Text: Aldona Kwiatkowski
Photos: The Coveteur/Meredith Jenks
  • Style Profiles: Hanneli Mustaparta.

  • Hanneli Mustaparta is among the first to spring to mind when it comes to listing notable fashion bloggers.

    Perfectly styled outfits.

    Hanneli Mustaparta is among the first to spring to mind when it comes to listing notable fashion bloggers. Her perfectly styled outfits have made her a popular staple for street style spreads and she has become a permanent fixture at international fashion events. And yet, tying Hanneli down to a single profession isn’t all that easy. Having started out as a model back in Norway at age seventeen, she soon decided to switch sides and move behind the camera after several years in Paris. By 2009 she had relocated to New York where she launched her blog , now her main calling card alongside her Instagram channel.

    A job, not a hobby.

    On her blog, she publishes outfits, carefully composed all the way down to the smallest detail, sharing insights from her shoots for fashion labels and magazines. Snapshots from everyday life are few and far between. “I don’t blog about my breakfast,” Hanneli explains. “From day one, I took the job seriously – and it was pretty hard work to convince the fashion industry that I was serious about it.” Inspiring comments by industry doyennes like Carine Roitfeld, who approached her after a show in Paris to tell her how chic she looked every day, encouraged Hanneli to try to make her mark in the world of fashion.

    Carefully composed outfits, all the way down to the smallest detail.

    And as soon as US VOGUE editor Anna Wintour published a feature on the influence of fashion blogs, labels and industry pros quickly understood that fashion bloggers had become an integral part of the field.

    Hanneli’s blog was her ticket into exclusive fashion circles.

    Exclusive fashion circles.

    Pioneers like Hanneli Mustaparta paved the way for this shift, propelling name bloggers into the front row and suddenly finding themselves seated next to established fashion journalists and buyers, helping shape public opinion of the latest collections.

    Quite an achievement, considering that the blog that served as Hanneli’s ticket into exclusive fashion circles was created by a graphic design student she had reached out to via Facebook.

    In collaboration with The Coveteur we visited the style icon on location in NYC during the production of the new Style Profiles film, shot by filmmaker Matt Black.

    Filming in NYC.

    In this light, Hanneli’s job description reads as more of a list: photographer, blogger, stylist, model, art director. She earns her living by creating looks for fashion brands, which she then sports for her readers. In collaboration with The Coveteur we visited the style icon on location in NYC during the production of the new Style Profiles film, shot by filmmaker Matt Black, looking to find out more about what has influenced her style and unbridled passion for photography. Beyond all the apparent glamour, lunch turned out to be pleasantly down-to-earth: meatballs with tomato sauce – Hanneli’s favourite.

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