To document interesting and individually dressed people who dare to stand out and create their own style. Doing Hel Looks is fun. We get to meet lots of new people who inspire us. Also, we love clothes, fashion and photography.
How did you get into street style photography?
We’ve always been big fans of Shoichi Aoki. Hel Looks is a tribute to him.
You remember the first photo you took?
Yes - it’s actually the very first photo on our site. It was taken at Tuska – a heavy metal festival – in Kaisaniemi, Helsinki.
Where do you tend to go to take photos?
We always carry our cameras on us. Whenever we see something interesting we stop and ask to take a photo. We don’t usually go out looking for people to photograph.
What camera do you use?
How do you decide who to shoot?
We photograph the people that surprise us.
What sort of style is unique to Helinski?
I think personality and the courage to stand out. In Helsinki, we are not that interested in mainstream fashion. We like to create our own style.
The amount of fashion on the internet is rapidly increasing and Hel looks is a big contributor. How do you think your site and other similar sites are contributing to the world of fashion?
They are helping people to become more aware of what’s happening in other countries and cities. Also it stresses the importance of individuality.