The style guru: Kelly Lundberg

Dubai has been her home for the past 13 years. The founder of StyleMeDivine.com and a personal stylist, Kelly, 34, told Look.tm about her fondness of shopping, purple hair and why it’s not a crime to wear socks and sandals.

Style
25.09.15, 15:08

I have always loved shopping! At school I had a job in retail with a real knack for styling. You would find me close by the fitting rooms offering customers style advice. I’m not too sure that the notion of personal shopping or styling was clearly defined in the 90’s. Some ten years later I found myself taking some time out to travel the world as cabin crew with Emirates. Travelling and sampling different cities, I found the concept of shopping for a living becoming increasingly on trend and in demand. Dubai was a little behind the curve and I thought to myself: why not offer a first class styling service to residents and travellers in what was considered to be the shopping mecca of the world? That is how StyleMeDivine was born. We have an eclectic client base of all ages—busy mums and dads, entrepreneurs, leaders, executives and business owners, there is no one best client, we love to style all.

Our concept is simple, accessible and affordable styling for all with two distinct strategies: ‘book a stylist’ or ‘become a stylist’.

For those looking to book a stylist whether its a closet detox, personal shopping and styling, a red carpet moment or a corporate style we offer a mix and match approach to pick a package and style to suit individual needs. Aspiring stylists looking to hone their skills and ‘become a stylist’ we offer a variety of learning tools from eBooks, online courses, workshops and the unique opportunity to join the StyleMeDivine team as a ‘Super Stylist’.

Kelly Lundberg
Келли Ландберг (Kelly Lundberg)


When I was a kid, my Mom’s creative side was channeled into making clothes for me and my sister. I would pick the fabric for my fashion favourites—jumpsuits and culottes—they were very much ‘in’ even in the 80’s! She was known, on more than a couple of occasions to question my choice, but she says I was always adamant that I wanted to be different even then. 

I can’t live without my shoes and bags. I love to express myself though my shoe choices and my quirky clutch bags, I have a few designed by Charlotte Olympia, my favourite is my name on the Hollywood Walk Of Fame Star, that my husband bought me on my last trip to LA. 

Purple hair is an extension of my personality, vibrant, energetic and fashion forward. I have fun experimenting with different shades. Currently I am sporting a ‘steel grey’ look. I love the debate my hair creates on my Instagram account. ‘Pink vs. purple’? My followers will decide.

Don’t ask me about my favorite shopping spots in Dubai. That’s like asking a mother to choose a favorite child. When I’m out with clients I shop everywhere, there are just too many favorites.


If I were allowed to take only one piece of clothing with me for a weekend in Paris, it would be a fun skirt. On a recent shopping trip to Harvey Nichols I picked up a cute pink lips Markus Lupfer skirt. You can create multiple looks: wear pop-on flats and pair with a t-shirt for day and throw on a pair of heels and restyle the t-shirt by layering up with accessories for a night out. All set to go! 


Certain fashion crimes are not really crimes. For example, socks with sandals should be worn with caution. For an average male it’s a definite NO! However, cute ankle socks with sandals can look bang on trend for a fashion savvy female. 

I’d never wear Crocs! 

My fashion forecast for SS16: 1) off-the-shoulder/bare shoulder will be screaming ‘hot!’. It has been showcased by designers such as Givenchy, Prabal Gurung, and Victoria Beckham. It’s flattering, fun and flirtatious! 2) Fringing is hot right now and it’s going to stay that way, but expect to see bohemia chic for a slightly more sophiscated take for SS16 lots of textures, lengths and detailing. 3) Deep V-blouses and daring gowns. Whilst perhaps not the most culturally sensitive trend for the Middle East, a style trick for my clients keen to work it is to wear the dress back to front. 

However, I am a great believer that it doesn’t matter if what you are wearing is “in” or not. For me it’s much more about dressing to suit your style personality and fits with your lifestyle.  

Marilyn Monroe said “If I’d observed all the rules I’d never have got anywhere.” This resonates with me. I believe it’s acceptable now and then to break the rules in the name of progress and success.  

Голубые туфли

To be stylish when it’s plus 45 Celsius is not always easy. But it’s all down to proper planning and the choice of fabric. For the hottest of days, cute day dresses that are machine washable rather than dry-clean-only are my top pick. Better still you should avoid anything that is super fitted, think looser and softer fabrics. Boho chic was a great trend for SS15—a cool and comfy summer look and one that looks set to continue. Also, don’t forget to keep your powder handy to help keep that shiny look at bay. My beauty trick for hot weather: I only use organic products and never leave the house without putting on a sun factor. I use Dermaceutic, it’s a factor 50 but here in Dubai is crucial to protect your skin. 

I am certainly living in the right place to wear sunglasses. Dubai gives us an excuse every day to pop on a pair. Sunglasses will completely change your look, you can do this subtly or outrageously, and it gives you the chance to embrace your style personality. I have a particular fondness of Tom Fords and Victoria Beckham. Recently I had some additions from Fendi and I love my Feb 31st customized wood pair, which are exceptionally quirky—the lenses are of particularly great quality, too.

A personal stylist must be full of energy. To stay fit I make one green juice religiously every morning. Even if it’s just a simple walk, I exercise every day, it keeps the energy flowing and I like nothing better than to escape the distractions of the outside world by plugging in my headphones and listening to something inspiring.

Makeup done by Melissa Shafiq, @makeupbybasestudioBase Studio

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