Such is the power of street style that it can make the name and face of a Russian fashion editor recognisable to almost everyone in the fashion industry and followers worldwide. “I think I’m just a normal girl that loves clothes, loves fashion and wants to beautiful”, says Duma bemused by her fame. Her personal style is an eye catching mix of high fashion chic with a youthful quirk which suits her petite frame.
The 29 year old internet style sensation sums herself up perfectly “I don’t know how to explain myself because I’m not just a blogger, and I’m not just a stylist – I’m a whole new package that’s kind of inexplicable”. The Norwegian, New York based model turned photographer has become a formidable force in the fashion blogging world thanks to her idiosyncratic personal style and street imagery. Her look is praised by insiders for being feminine yet minimalistic: modern but with a vintage twist.