While planning the re-publishing of Estér Magazine, I knew I wanted to speak with Paris-based Noora Vesterinen. Having followed her on Instagram for quite some time, it became obvious that she had an impeccable eye for great clothing, art and furnitures. I was drawn to the way she portrays beautiful aesthetics, in an understated way, free from “show off’s”. Noora is also founder of the beautiful pre-owned online store Mies. With Estér, she shares about life in Paris, why she started Mies, and her admiration for Martin Margielas time at Hermès!

Firstly, can you share with us a bit about yourself?

I grew up in Finland and currently live in Paris. At the moment I work as a fashion merchandiser but identify myself rather as an entrepreneur. I love having small projects aside that feed my creative personality.

How did you end up living in Paris, and how is life there?

I moved here for my fashion marketing studies and what was planned to be three years, ended up being seven years and counting. I’m loving my everyday life to the fullest in Paris. It is full of clichés, such as having my Monday morning coffee at Palais Royal or having an amazing spontaneous dinner and wine with my boyfriend at the bistro downstairs from our apartment in the middle of the week. But clichés are clichés for a reason. Life doesn’t happen here only in weekends; you are truly encouraged to appreciate it every day.

What are your favorite places to visit in Paris?

The list is very long! I find myself very often at the galleries of rue de Seine on my way home from work. The fifth floor of Centre Pompidou is also a longtime favorite. And my most recent discovery is Christie’s auction house; they organize free exhibitions before major auctions, and I’ve been going there nearly every weekend. Such a treat!

You’ve started the beautiful pre-loved online store, Mies pre-owned. Can you share with us more about why you started Mies and what your vision for the store is?

I’m an enthusiast of functionalist design and -architecture and wanted to study on how we could apply the same values to fashion; what are the nuances that make the garment really good – the fit, the fabric, the exactly correct shade of color, the place of a pocket that by slipping your hand in, it creates a perfect posture of the body. And it’s these details that make the garment so aesthetically pleasing, not the other way around. There’s something really intriguing in that invisible creativity you discover only by wearing the garments; the focus turns to the wearer, and we lose the notion of dressing to please others. It’s that experience that I hope to crate with Mies, and I love the challenge of communicating it in today’s digital world.

When did your interest in fashion came about, and has it evolved over the last years?

I have a very clear memory of being at H&M with my mom - I must have been not even 10 years old - and I started to observe the branding of their different sublines. Obviously with an understanding of a child, but I remember finding it so clever, and no one was talking about branding then. However, that fascination was buried under the interest in product and shopping that was the IT thing in the early millennium and that eventually got me to Paris to study fashion. I was very naïve and thinking working in luxury would get closer to the products I desired. The first year and a half learning about the industry made me almost hate it, the more I understood the less I wanted to be part of it. But at the same time my real interest in fashion woke up. I learnt to separate the product centricity from the cultural aspect. There’s so much reflected unconsciously on the way we dress and the way we consume, and I really enjoy researching the references of the collections or studying the socioeconomic reasons behind certain trends.

In your opinion, what is truly good style?

My grandmother always said you can’t argue about taste and I think style falls into the same category. But I think being creative with what you have rather that buying always the latest trends is important.

From Mies we see that your admiration for Martin Margielas time at Hermès is strong. What is it about his work that you admire?

Margiela’s Hermès collections really share the same philosophy as I have at Mies. Margiela’s impeccable talent as a designer combined with the craftsmanship, and knowledge of materials at Hermès created something really unique. I really admire how much he dedicated on studying the lives of the women he was designing for and how the garments could adapt into their different roles. And rather than reinventing for every season, the collections can be seen as a single wardrobe with clothes that are created to be reworn and treasured.

Do you try to be environmentally conscious when buying clothes?

I would love to say yes but to be honest I don’t think about it that much. I’ve developed quite a good habit when it comes to purchasing things, meaning I almost never do. I take very good care of what I own and repeat the same outfits over and over again. And when I do buy something, I buy mostly vintage. I’ve also worked years with fabrics and development, so I can tell very fast if the fabric or yarn will behave in use.

Could you reveal your next fashion purchases?

I recently sold a padded oversized shawl from Margiela’s Hermès FW1999 collection, it was such a clever piece that was really hard to let go, so I’m currently sourcing a cashmere version from it.

You’ve written on your website (https://nooravesterinen.com) that you find many things to be rather beige/black/white these days (and I agree with you!). Can you elaborate this thought?

It must have referred to Instagram – which reflects to many other aspects of life nowadays as well. I believe the Instagram algorithm encourages people to post certain things with what they can (or hope) to monetize on, which unfortunately loses personality. There’s so much pressure to fit in that we start to prioritize other people’s opinions over ourselves.

When it comes to interior design, what pieces and designers do you like?

Well it’s no secret that I adore Mies van der Rohe and my MR10 chair is my treasure, but my most recent new discovery is Mathieu Matégot. I’m constantly paying attention to his works at different galleries without knowing they are his. That’s always a good sing if you’re not sure whether you like something because of the designer or design.

How do you practice self-love, and what is true beauty in your opinion?

Setting boundaries and being a little selfish is the best self-love, but definitely not easy. Confidence and good manners make the people the most beautiful. When I think back the most beautiful people I met, it rarely has anything to do with their appearance.

What is your favorite travel destination, and why?

Since my boyfriend is Albanian, I’ve traveled there a few times and those have been my absolute favorite vacations. The nature is beyond beautiful with the ever-changing landscape from paradise beaches to mountains, and the food is amazing. Also, it remains fairly unknown destination for now, which is perfect balance for touristic Paris.

When in need of cultural input, what do you do?

At least once a month I crab my take-away thermos filled with good tea and pick up an area in Paris to visit galleries. After I sit down for a glass of wine and write down notes on what I saw, what I found interesting etc. I’m a very visual person in aesthetical point of view, but I only learn and remember by writing things down.

You’re originally from Finland. In what ways does the finish culture inspire you, and what are some places worth visiting there?

Obviously growing up surrounded by Finnish design is something that can be seen very clearly in my taste, and it has become more obvious while living abroad. The urge for functionality is something very Finnish of me. Helsinki has evolved so much since I left, and it is such a pleasure to go back and discover new restaurants and innovative small businesses. For architecture enthusiasts there’s plenty of Alvar Aalto’s buildings to visit around the country. You can experience a true winter in the north, or a summer like no other at the archipelago in the south.

You can find Noora on Instagram here and Mies here (Instagram) and here (website)!

All photos are Noora’s own, and published with her permission.

Meet Noora Peppiina Vesterinen, Founder of Mies Pre-owned!