I love clothes. I love looking at them on people, browsing online, walking into stores and just being surrounded by them. I notice what people are wearing everywhere including super random things like the sock choices at my kid's preschool. I’ve always been like that, and when I let myself actually work with style and take it this seriously — that’s been the best. It’s so meaningful to me.
I love clothes. I love looking at them on people, browsing online, walking into stores and just being surrounded by them. I notice what people are wearing everywhere including super random things like the sock choices at my kid's preschool. I’ve always been like that, and when I let myself actually work with style and take it this seriously — that’s been the best. It’s so meaningful to me.
But what I love most isn't the clothes themselves. It's what clothes can do for us. I love seeing what happens when someone finds their style and it clicks.
But what I love most isn't the clothes themselves. It's what clothes can do for us. I love seeing what happens when someone finds their style and it clicks.
I’ve worked with more than 800 people and I just love that moment when someone is truly being brave. When they open their heart. When they say "I don't know exactly what I want but I’ve been limiting myself.” That courage is so beautiful to me.
I’ve worked with more than 800 people and I just love that moment when someone is truly being brave. When they open their heart. When they say "I don't know exactly what I want but I’ve been limiting myself.” That courage is so beautiful to me.
And when I can help someone see their own gifts, like actually see them, and then can help them dress like that person, that's the biggest blessing. I love to see the glow-up. It goes so far beyond the outfit photos. It’s in my clients' energy and the way their life unfolds.
And when I can help someone see their own gifts, like actually see them, and then can help them dress like that person, that's the biggest blessing. I love to see the glow-up. It goes so far beyond the outfit photos. It’s in my clients' energy and the way their life unfolds.
I think the world is heavy right now. But it's also full of love and beauty and joy, and I think it’s important that we add as much good to the world as we can. That's style work for me. It's about adding to the good. Helping you see and claim your gifts. Creating a more beautiful and honest world, one person at a time.
I think the world is heavy right now. But it's also full of love and beauty and joy, and I think it’s important that we add as much good to the world as we can. That's style work for me. It's about adding to the good. Helping you see and claim your gifts. Creating a more beautiful and honest world, one person at a time.
How I Got Here
How I Got Here
I started Style Thoughts by Rita as a YouTube channel in 2019 because I wanted to do something fun and to connect with there people who like style. I built the Style Key (my sweetheart angel husband Meradj co-created it with me!). It’s a unique system for understanding your style process. I’ve been building this system for years and I love to see how much it helps people.
I started Style Thoughts by Rita as a YouTube channel in 2019 because I wanted to do something fun and to connect with there people who like style. I built the Style Key (my sweetheart angel husband Meradj co-created it with me!). It’s a unique system for understanding your style process. I’ve been building this system for years and I love to see how much it helps people.
My background is in academic social research, which mostly shows up in how I think . I’m a systems thinker, I want to understand why something works, and I'm not satisfied with surface-level advice. But I love working with style because of the creativity. I love the archetypes, writing ”mythopoetic portraits” for my clients, and designing rituals. I get compliments on the way I move between the practical and the poetic, the big emotional picture and the very concrete literal reality of clothes. I find that very, very satisfying to do.
My background is in academic social research, which mostly shows up in how I think . I’m a systems thinker, I want to understand why something works, and I'm not satisfied with surface-level advice. But I love working with style because of the creativity. I love the archetypes, writing ”mythopoetic portraits” for my clients, and designing rituals. I get compliments on the way I move between the practical and the poetic, the big emotional picture and the very concrete literal reality of clothes. I find that very, very satisfying to do.
My Own Style
My Own Style
People always ask, so: I use the Right Up style key. My style flows easiest when I'm very outward and relationally-oriented — thinking about the environments I'm visiting, the people I'm meeting, and my desire to add beauty and love to the spaces I'm in. That's just how my brain works best with style, and figuring that out was so important. I used to do a lot of random browsing and so much random buying/returning. Now it's all flowing beautifully.
People always ask, so: I use the Right Up style key. My style flows easiest when I'm very outward and relationally-oriented — thinking about the environments I'm visiting, the people I'm meeting, and my desire to add beauty and love to the spaces I'm in. That's just how my brain works best with style, and figuring that out was so important. I used to do a lot of random browsing and so much random buying/returning. Now it's all flowing beautifully.
I like to move with the seasons of the year and create poetic visual concepts for each one ("the sacred hush", "trusting softness"), working with a mix of pieces I already love and a few new finds. There is a lot of consistency too, across seasons: I love floral motifs, high visual interest, sparkle accents, and my biggest style satisfaction is creating a very cohesive look. I have a loose affinity for the summer seasonal palette and Kibbe's flamboyant natural, if those systems mean something to you — but the Style Key and the Princess/Priestess archetypes are the most helpful tools for me.
I like to move with the seasons of the year and create poetic visual concepts for each one ("the sacred hush", "trusting softness"), working with a mix of pieces I already love and a few new finds. There is a lot of consistency too, across seasons: I love floral motifs, high visual interest, sparkle accents, and my biggest style satisfaction is creating a very cohesive look. I have a loose affinity for the summer seasonal palette and Kibbe's flamboyant natural, if those systems mean something to you — but the Style Key and the Princess/Priestess archetypes are the most helpful tools for me.
I think it's important to say that because this is what I want for you too. Not my specific style! We're going to find yours. But I want to get you that feeling of knowing how your brain works and trusting it and enjoying the result.
I think it's important to say that because this is what I want for you too. Not my specific style! We're going to find yours. But I want to get you that feeling of knowing how your brain works and trusting it and enjoying the result.
Where to go from here
Where to go from here
I'm based in Stockholm, Sweden and I work with clients worldwide over video.
I'm based in Stockholm, Sweden and I work with clients worldwide over video.
Find Your Style Key
If you want to get to know my work, start with the Style Key — it's a free guide to understanding your unique style logic and it'll give you a sense of how I think.
get the free Guide →
get the free Guide →
Threshold Styling
Threshold Styling
If you want to work with me directly, read about Threshold Styling — three months together, figuring out who you're becoming and dressing like that person.
read more +
book a free call →
read more +
book a free call →
