Jaana Pelkonen is one of those people we’ve come to expect to always look polished and stylish. It’s no wonder, as most of us know her through her work, where appearance is part of the whole package.

“I’m known for wanting to do my job well. Dressing appropriately is a way of preparing for my work and showing respect for the occasion,” says Jaana.

Having spent her entire adult life in the public eye, Jaana is used to being scrutinized, but she doesn’t feel pressured about her appearance.

– “It’s absolutely wonderful to work with professionals. Stylists, makeup artists, and hairdressers know what they’re doing, but I love being involved in the creative process – in deciding how I present myself. It’s a luxury to focus on appearance at work. In everyday life, I don’t have the energy for it.”

Even though her career as a host has included mega-events like the Eurovision Song Contest with tens of millions of viewers, every appearance still makes her nervous.

– “I definitely don’t want to add to that nervousness by worrying about my outfit. I need to feel comfortable,” Jaana explains.

My o My Home Black rosette by Pico 14 €
My o My Fashion Pink pleated dress Pleats Please by Issey Miyake 560 €
Black boots by Ganni 495 €

Jaana knows many people working in fashion and keeps up with the trends. She’s a regular visitor at Kämp Galleria, home to many of her favorite stores. Sometimes she brings along her 7-year-old daughter, who is already learning the art of shopping – and enjoying a soda at a café with mom.

For Jaana, trying on clothes in person is essential – to feel how they really fit and wear.

– “I love colors, but in everyday life I wear black and cozy up in wool socks. My favorite clothes are always clear in style, with personality and a touch of boldness. I buy less, but I invest in quality and timeless pieces.”

At the recent Golden Venla Gala, Jaana wore a gown designed by Laura Juslin for Finland’s Independence Day reception – back in 2012.

– “It’s amazing how a piece of clothing can still look and feel just right, even after so many years.”