Fashion Talk With Model, Influencer And Writer Sara Flaaen Licius

When you search for "Scandi it-girl," a picture of model, influencer, and writer Sara Flaaen Licius is sure to appear. For many, her array of professions might seem almost surreal, but for Oslo-based Sara, it's all part of living the dream. In this week's Fashion Talk, Sara shares insights into her multifaceted career, what a typical week looks like for her, and her unique personal style. Plus, she offers her best tips for creating a wardrobe that is both sustainable and stylish.

Name: Sara Flaaen Licius

Age: 27

Current residence: Oslo, Norway

Family: My dearest mother & father and my 10 years younger baby sis (who is not a baby anymore!)

Life motto: "Det kan for eksempel gå bra" (Norwegian for “it might just go well”) is a motto/mantra I use every single day. It's the best advice I've been given. It's so easy to worry or assume that things will probably go wrong, when in fact, it's just as probable that things will go RIGHT. I also notice a lot more when things actually do go better than what I was worried about when I use this mantra, so it's pretty much underlining its own message and making me less worried about things I cannot control.

Can you share a bit about your background and how you first got into modeling and writing? 

Writing was always my plan and passion, modeling was an unexpected path that came along surprisingly but naturally. I always wanted to be a magazine journalist and was obsessed with fashion magazines (and their editors) from the age of 11-12 years. I decided then to study journalism and never second-guessed it later. However, quite early in my studies, I realized I didn't want a full-time office job as a journalist, so I started freelancing and stuck with it.

The same year I moved out from under my parents' roof to study, I also had a blog, which quickly merged into my Instagram. Through this, I got to know the fashion scene in Oslo better. This led to brands and photographers asking me if I'd mind doing some modeling for them. After a few projects, I knew I really liked it and wanted it to be a part of my career. So, I went looking for a modeling agency!

I'm so excited to be combining my three passions in one career: modeling, Instagram, and writing. Seventeen-year-old Sara would have been thrilled.

I started a blog after high school, but it was really low-key and purely for the enjoyment of documenting and sharing my expressions and passions. I've always read and been inspired by various blogs myself, so it was an outlet I really enjoyed. Instagram quickly became even more fun as it was more mobile, literally, and more instant. I never consciously decided "to be an influencer” or a model, to be honest, I feel that the path was carved out as I walked it.

In my early twenties, I was open-minded, excited, and curious, and I thought it was fun to seize new opportunities and try new things. With my Instagram, and as influencer marketing grew and the perception of (micro) profiles changed, I quickly enjoyed exploring how my channel could be a unique outlet for my style expressions and a career diary. As I started doing a lot of collaborations and projects, I also quickly saw the value in being able to direct my own ads/projects, curate an expression, and learn about the business. I love my Instagram work for being both super collaborative (with brands and agencies) while still allowing me to be pretty much my own boss in the work I do.

What does a typical day in your life look like?

Whoa! Haha, I tend to get this question a lot, I guess it's because it always looks like I'm simply running around town. And I am! It's actually easier to talk about what my weeks look like. I always have writing work, these days for ELLE Norway plus other freelance projects that hit my inbox. I also have an office day with the Oslo Runway team. Apart from this, I structure my days around some PR events and shoots. I wake up early to do yoga or run before answering some emails or writing a little bit, then the errands in Oslo start. At night, I usually have some writing hours to catch up on, which I love, but I also try to spread them out better so that I don't end up sitting at home writing night after night.

Can you share any memorable experiences from photoshoots or writing assignments?

Fun question! I recently had a shoot that will definitely go down in the memory books. It was super challenging, like really difficult, and that was a lot of fun. At several stages during the shoot, I wished I was a dancer or an actor instead. We were really working outside of our comfort zones, but I'm never too attached to mine anyway. One of the main reasons I love modeling is that I get to play with my expression and collaborate with so many different people to create something together. However, I felt like I gave so much of myself, I was truly drained afterward!

When it comes to writing, I'm not sure if I have a specific memorable experience to share, but I often think about how privileged I am to a) talk to experts every day and b) tell someone's personal story. Both of these things are so special. I learn so much and can basically feel my brain thriving. Even though I'm not all-in when it comes to journalism, I cannot picture a work life without writing.

How would you describe your personal style?

Hm! I feel that I'm quite Scandi-Parisian-clean-with-a-twist. Minimalism can be boring, I need an edge. I like things that are "clean" and elegant, as long as they don't border on preppy, that always feels too boring or too girly for me. I also always dress according to my mood. Sometimes I'm colorful, sometimes I'm all black. Sometimes I want to wear loose and oversized pieces, and sometimes I love things to be tight and short. I'm not a perfectionist. Modeling has taught me to feel comfortable even if my outfit isn't one hundred percent on fleek or one hundred percent "me." I want to play around with style and fashion, and I think that requires not being afraid of being a little random.

Can you share some styling tips for someone looking to elevate their everyday wardrobe?

Good question! I think a good way to start is by identifying what inspires you and perhaps even copying that look or expression. As you get more comfortable, you'll be able to play with it, expand, and curate your own style.

With that said, I believe in having a collection of good staple pieces in your wardrobe. These don't have to be basic, they can be unique sets or rare pieces of good quality that you want to wear repeatedly and restyle in a million different ways. In my wardrobe, I have several suits and denim sets that do the trick for me. For example, a timeless asymmetrical skirt, a classy-but-edgy pair of "Mary Jane" heeled loafers that are eternal, a fun, vintage Louis Vuitton miniature bag that always gets compliments, and a pair of cowboy boots that work with absolutely everything.

How do you approach sustainable fashion and make conscious choices in your wardrobe?

Sustainability in fashion is a real challenge. I could do so much more, but I think my best habit by far is restyling. I have a big closet, collected over years and years, and I really am a restyler. I would never buy a new dress for a birthday party or a wedding, I already have it. It's equally as fun styling the pieces I've worn a hundred times as it is finding the more rare ones that might be exactly right for a particular occasion. I take pride in the fact that many of my pieces are 10 years old.

I have also cut my shopping down to almost nothing. Right now, I have enough clothes to enjoy, and I'm very conscious and critical when I feel like I need a new addition to my closet.

What advice would you give to someone aspiring to enter the world of fashion influencing and writing?

Oh, it's wild out there. It might sound a bit cynical, but I really do believe this: if you really want it, you'll make it. If you want it for the wrong reasons, it will burn you out. Fashion is an industry where most people work really hard, which I love. It's fast-paced, some parts are superficial, and some parts are ethically flawed. If you only want it for the glam or the attention, I expect it to be hard for you. If you, like me, are in love with the passion, creativity, magnetism, and power of fashion, then I think that hard work and hardcore networking will get you where you dream of going.

Finally, your best book recommendations for summer?

It's almost hard to choose! For perfect beach reads that are exciting yet easy to swallow, I recommend "The Moon-Spinners" by Mary Stewart, "It Ends With Us" by Colleen Hoover, "We Play Ourselves" by Jen Silverman, and "Eat Pray Love" by Elizabeth Gilbert.

Other than that, my number one book recommendation is usually the life-changing "Shantaram" by Gregory David Roberts, I absolutely love it.

Make sure to follow Sara on Instagram here.

Take care, and I’ll see you again next week!

Love,
Maria