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Stockholm

Colourful Raw Femininity Fashion & Accessories

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fe:male is an online shop with unique clothes shoes and accessories.

IF IT WASN'T HARD, EVERYONE WOULD DO IT...

Jasmine Furelid

So November 2016 I made up my mind. I was going to do it! For a long time I've been thinking 'What do I want?' 'What's my dreams?' 'What's my passions?' How can I do everything I want but have one platform for it?' All these questions was running through my head and at one point I didn't even know who I was, what I wanted to do and I was completely lost...

All these questions was running through my head and at one point I didn’t even know who I was, what I wanted to do and I was completely lost...

I tried to take ALL my ideas ( as a creative person your brain is usually overloaded with amazing ideas all the time...!!) to make into one. After my passion died a bit with my years of styling in London, I tried to look into myself to see what usually popped into my head creatively and my love for fashion, design and accessories came up. This would be the beginning of my new journey!

I started studying a part-time course in September 2016 at 'The Academy Of Cutting And Tailoring' that made me realise that sewing is a skill of mine but not what I want to focus on, I sooo don't have the patience for it! It also made me realise that my love for digital stuff like graphics is also a big passion of mine and that I'm such a visual person. And my conclusion with everything was that I wanted to focus more on the actual designs and building my own brand. I had the most amazing teacher that made everything pretty free when it came to our tasks and made me develop even more. In the middle of the course I thought of the brilliant idea to open a webbshop because with whatever I wanted to do I could share that on a platform, since my main things that comes up in my head are either designs of clothing or jewellery etc and therefore with whatever I decided to do I can do it under my brand, my platform.

I was working four days a week in retail, had the course two days a week, maintaining a relationship, friends, life AND on top of that trying to start the business with just me and my paycheck every month try to invest in stock and other outcomes...

It was pretty hard because when I decided to start the webbshop I just started my one year course at 'The Academy Of Cutting And Tailoring' that I then wanted to quit because of my new discovery but couldn't get my money back so I thought I might aswell do it then. My focus was obviously somewhere else and at the time I was working four days a week in retail, had the course two days a week, maintaining a relationship, friends, life AND on top of that trying to start the business with just me and my paycheck every month try to invest in stock or other outcomes, and boooiii it was hard and stressful! This was probably one of the most hectic times in my life...

I wasn't happy at my workplace so I decided to resign after some drama that happend. I never did anything like that since I am more of a responsible person that have another job before I quit just like that. Weird thing is when you let go, things comes to you and it did. I manage to get a job in a shop that I adore and it's my fav shop in Stockholm, WOS! It was only parttime position so I also got another job in a grocery store. So I was set, good to go, or at least I thought....

I put all my love, energies, hard work, smiles, sadness, feelings, body and soul into my new baby, my company fe:male.

So when I thought everything was cool and I could just go in, life happend... My partner that I was living with at the time, broke up with me. So dealing with a breakup in the middle of this, finding a flatmate and working my ass off all summer didn't make things easier buuut saying that it made me very productive. I put all my love, energies, hard work, smiles, sadness, feelings, body and soul into my new baby, my company fe:male.

I was focused, determined ( as always hehe ) and passionated about my mission. With a budget of zero, no loans whatsoever, I did everything myself. I do the sourcing, buying, admin, photography, modelling, styling, retouching, DIY:ing, and so on...you name it and it's me doing it! I do what I can with the little things I have because you need to start somewhere right?! Otherwise we are waiting for the right timing and the 'right' timing is never right. Start somewhere and work on that to progress naturally. Your time will come, if you are dedicated and determined eventually the time will be just right... Please keep on pushing for what you are here for, your dreams, your goals, your gutfeeling! Don't you ever stop...

Please keep on pushing for what you are here for, your dreams, your goals, your gutfeeling! Don’t you ever stop...

Fe:male is a brand that stands for individuality, raw femininity, colours and to express yourself. Stand out from the crowd, be a leader and not giving a s**t. But at the same time it also aims to people that are scared to express themselves to give them courage to wear it and make it their own.

Be confident, don't give a s**t and shine!

Repeat on a daily basis :)

I'm very proud, very nervous but super excited to share my new baby, my company, this website with you guys. So here it is: fe:male, my work in progress....

To be continued...


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THE REASON WHY I SHAVED ALL MY HAIR...

Jasmine Furelid

Almost a year ago the thought came up in my head, shall I shave me head?! I'm like that, very impulsive and usually regret things after but hey sometimes its better to try then to regret. The only reason I was going to do it back then was more or a shallow thing, because it would be bad ass!

Recently the thought came back to me but for a completely different reason… I'm in a moment in life where I'm trying to ”find myself” so to speak. I'm going on a journey deeper then the surface. I try to stop, take time to reflect and also question myself and my actions and try to learn from it. A thing I think everybody should do, be more aware, discover yourself…who are Y O U ? Cause I didn't bloody know and still don’t! And trust me you will be surprised, many of the things i discovered is that I was hiding behind a so called front but really thought that was who I am.

We live in a society today that fixing your hair is more important then to fix your fucked up soul…

We live in a society today that fixing your hair is more important then to fix your fucked up soul… It's sad to see and especially moving back to Sweden after 9 years in London the shallowness got to me even more. It's all about hairextensions, fake lashes, brows, tans, surgery etc etc For women there is so much femininity and according to many, long hair is sexy. Also life takes over and making money, thinking about career and worry about things when you should worry about your own development within, which a lot of people tend to forget and don't realise that being connected with your inner self and knowing the real you takes you places and makes you feeling in peace with yourself.

Sooo to get to the point why I shaved my head is because I'm sick and tired of being a ’woman’ and feminine in peoples eyes. This is a test, a test only for myself to see how I will feel about myself even when I'm without my most precious hair. I want to feel beautiful without it and work on my inner self to feel no matter how I look like I want to love myself 100% and I also want to accept my bad sides and be one with them. I know this is a pretty big challenge for me since I always change my hair and that's what people recognise me for, I want to dettach myself from that and not being recognised for my hair but for me and my soul . I also want to see how other people look at me, how the world will pursue this shaved head of mine and that itself will be a huge challenge aswell.

You probably think I'm on some hippieshit but I don't care and I know I have to do this. I'm trying to connect to my inner child to have no judgement, laugh when I want to, cry when I want to… Society have this picture of you on how you suppose to be and act and it's a shame that so many are blending in to it.

Recognise me for me, I am NOT my hair…

As I said I did this for me without telling a lot of people and my drastic change feels good. I didn't do it for likes and love from others but booiii a lot of people seem to love it and that makes me happy off course but what makes me even happier is that I did it for me and believe it or not I feel more beautiful then ever! And that was the whole point, for ME to love it…

I'm tired of being feminine and I will rock this bald head like a queen (even though at times I might cry haha) I woke up this morning feeling even more beautiful then I did yesterday. Recognise me for me, I am NOT my hair…

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COAST'in

Jasmine Furelid

See how I rock my COAST skirt...

Other options on how I would style this:

Photography: Ala Hojat


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MR DENIM

Jasmine Furelid

I never really do any creative amazingness for men so I thought It's time to start! I love denim and it never goes out of style. So I created a pretty chilled casual look. Triple that shirt, jacket and jeans up and you are ready to go!

Don't miss out all the discount offers you can get on fashionbeans.com Who wouldn't want to look fresh for less moneeeyyzz :)

 

Click HERE to look fresh for less!

Let me know how you create your denim looks, I would love to see!

 

Bucket hat: Topman, S/S shirt: New Look, Bag: American Apparel, Sunglasses: Mango, Jacket with fur collar: Levis, Zalando, Socks: Topman, Shoes: Selfridges, Patched Parka: River Island

 

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JF x NORWEGIAN MAGAZINE

Jasmine Furelid

You know them magazines that's in the pocket in front of you in planes? Yeah excatly that! Thats where you can see me and my tattoo 'Me Myself & I" one of my favourite tattoos made by Bleckan, Salong Betong. I see you in the air with Norwegian Magazine! 

Peace & love ALWAYS!

XXX

JF

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JF x VISUAL MARVELRY

Jasmine Furelid

Images by Agenda The Visual Marvelist at www.visualmarvelry.com

And we did it again! Working with Agenda is always a pleasure. This was my leaving present after 9 years in London. My journey began with Agenda taking my first professional photograph ( see our journey in pictures HERE! ) and he also ended an era in my life by creating the most beautiful photographs, catching my soul in four amazing pictures.

Im grateful to have met such a talented and great human being.  Im sure we will do more shoots in the future, until then enjoy these for now... :) 

 

Thank you Agenda! 

XO

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JF x CURTIS JEHSTA

Jasmine Furelid

Photography: Curtis Jehsta


Jumpsuit: Dickies, Ebay

Boots: Beyond Retro

Hat: H&M

Jacket: Rokit

Belt: H&M

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