To Retouch or Not to Retouch

Images: India Edwards
Wearing: Dress: Shona Joy, Boots: Zara, Bag: Chanel, Belt: Black & Brown, Earrings: Missoma, Blazer: Vintage

To retouch or not to retouch is the question. I am one of many reacting to the picture by Khloe Kardashian. Well, for me the answer is not so simple. I believe she has full right to do what she wants without being judged or criticised. The whole family build the brand on looking immaculate and if that is the case and they post perfect retouched images it is their choice. She also has a right to take down image if she wants to. As with anything in life some people with praise it and some will hate it. The issue is that human beings do not want to take responsibility for themselves.

People and women especially need to learn to love their bodies as they are. The problem is that social media stars and celebrities are constantly pointed at that they are not showing the real deal. Well, I am firm believer that if you love yourself deeply and accept yourself as you are that retouch image of a super star will just leave you cold. You would not care one person is size 20 and the other is size 6. You are just happy with yourself and look after your body mentally and physically.

I am not the type of influencer that is demanding when it comes to her images. I do not retouch much apart from the od spot and I do not retouch my figure. There has been couple of photographers that have done it for me in the past but again I left it as was. It is their style and brand after all. f you ever meet a person that has been shooting with me you realise I am happy with little. I am not a diva that takes hours to get the perfect image as I am happy with few selections. However, again that is my choice. If I take a picture down again it is my choice and it is my choice to work like that too.

I am definitely not here to judge what people put on social media. And trust me I met so many girls from the blogging industry that when you see them in real life you cannot recognise them. That is how much different they look to their images. Again that is what they chose to do.

So let’s be more open to people’s choices and mainly love our bodies as they are.

Remember there is no right or wrong.


Retusovat ci ne? To je otazka, ktera se porad propira v mediich a na socialnich siti. Asi uhadnete, za jako spousty dalsich reaguju na skandal okolo fotografie Khloe Kardashian. Odpoved neni cerna a bila. Khloe Kardashian a cela jejich rodina ma svou znacku, ktera je vybudovana na urcite image. Pouzivaji top fotografie, filtry a retus a vyplatilo se jim to. Kazdy ma pravo jit cestou, kterou chce. Jsou Instagramove hvezdy, ktere se proslavily ukazovanim striji a jsou hvezdy, ktere maji dokonale upravene fotografie. A myslim, ze neni treba soudit ani prvni ani druhou skupinu. Kazdy ma pravo si na svuj profil dat co chce a kdykoli to smazat. Problem je v tom, ze lide nechteji klast zodpovednost na sebe.

Lide a zejmena zeny se musi naucit milovat sva tela jak jsou. Je to sice proces, ale cim vic na sobe v tomto smeru pracujete, opravdu tim mene vas drasa prave takova fotografie. Ja moc dobre vim, jak funguje modni prumysl a vubec si nelamu hlavu tim, ze je neco hodne retusovaneho, protoze zkratka vim, ze dana osoba proste takto nevypada. A hlavne se me to ani netyka. Kdyz se mate radi, je vam jedno jestli na vas na instagramu vyskoci modelka velikosti 34 nebo plnostihla zena. Je to o vas a o vasem postoji ke svemu nitru a vasemu telu.

Ja nejsem bloger, ktery foti hodiny jeden outfit. Jsem docela nenarocna. Az na par fotografu, kteri me retusovali, se ja moc neupravuju. Spis pracuju se svetlem, mozna vymazu nejaky ten pupinek a to je vse. Jsem jedna z tech malo narocnych a spis ten kdo je za fotoaparatem me nuti, ze bych mohla jeste zkusit par fotek, at mam na vyber. Ale to je opet moje rozhodnuti. Neni to ani spravne a ani spatne. Kdyz uz neco fotim, tak se soustredim na detaily v realnem case a v post produkci uz moc zmen neuvidite.

Nejsem tady abych soudila nekoho, jak vypada, jak retusuje ci jestli si vyfotil akne. Verte mi, ze jsem potkala spousty blogerek, ktere jsem v realu ani nepoznala. Nektere zkratka pouzivaji fotografie tak editovane, ze na vas v realu mluvi jina osoba. Je to ale opet jejich volba.

Je treba byt otevreny a nezaujaty a hlavne mit rad same sebe. Jde o to zacit, protoze to pro mnohe z nas muze byt dlouhy proces.


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Will it be just before and after pandemic?

Tracksuit: Femme Luxe, Boots: Allsaints, Hat:Nike, Bag: Polene, Coat: American Vintage via Brand Alley, Earrings: Zara

I do not know how about you but I am dreading a little bit the return to normality. I know it will not be fully as it was before for a while. Or the question is more if it will be ever the same as before? Is it going to be one of those things that will create before and after pandemic?

Anyway, I simply got used to so many things that resonate with comfort. Whether it is spending lot of time in the comfort of home, the comfort of deliveries, the comfort of online shopping, the comfort of online workout classes and really everything that has been huge part of our lives in the last year. Comfort is my second name and I realised how easy it is to get used to it. I am not rushing anywhere all the time. PR events are organised over zoom and although I miss social contact I quickly got used to it. For any event I can just put on cute top and keep on comfortable trousers and the travel is from sofa to my laptop on the table which takes just seconds.

Do I miss going out and seeing friends? Yes big time but also it feels like I forgot how to dress up and my body feels great in tracksuits and leggings. This tracksuit is the newest addition and it is from Femme Luxe. I have it in a different colour but this creamy one is perfect for spring. The cut is perfect, it has that oversized feel and I am over the moon with the fabric. It looks great after several washes too.

Do not get me wrong I am lusting to go on holiday and go to Czech to see my family but at the same time it feels almost not natural in my head. I start to feel dressed up in anything that does not scream comfort and although I do create content for social media I often catch myself in the baggiest trousers and top. I am excited for social life but at the same time I am seriously worried that I simply got lazy.

Comfort just became huge part of our lives. I mean who is missing the ugly side of everyday life. I bet not many of you miss the packed tube or crowds of people waiting to get served in a tiny sandwich shop. Well, let’s just hope we manage to find a lovely balance when we slowly go back to things as we know them before.


Ja nevim jak vy, ale trosku se bojim navratu do reality. Obecne si teda myslim, ze normalita jako takova nenastane ihned. Vse uz bude jine, otazkou je jestli na porad ci na jak dlouhou dobu? Ja pevne doufam, ze bude zase normalni si zajit do kina ci do narvaneho klubu ci proste jenom na Vanocni msi do kostela bez omezeni, rezervaci, gelu ci masek. Jenom jsem si za ten roz zvykla na pohodli. At uz je to pohodlne obleceni, donaska do domu, nakupy jenom online, zoom eventy a vsechno je to zkratka o pohodli vaseho zivota a domova. Usetri to spoustu casu, spoustu planovani a cestovani a dokonce i cviceni je jenom z domu. Nedavno jsem byla fotit s fotografkou a uprimne me to celkove strasne vysalo. Ze by si moje odvyklo na ten muj shon pred pandemii?

Dalsi vec je oblekani. Nejak jsem si zvykla na vice pohodlne outfity, nic komplikovaneho a hlavne na teplakovky. I kdyz mam spoustu krasneho obleceni, casto se pristihnu, ze saham opet po leginech ci teplacich. Tohle je muj novy prirustek a mam ji v tmavsi barve. Byla jsem moc spokojena s materialem a s tim jak vypada a sedi, ze jsem si poridila dalsi barvu.

Samozrejme snim o cestovani, o tom jit ven na veceri s prateli bez rousek a omezeni, o plazi a ceste na Moravu. Snim o tom, ze pujdu do kina, divadla a do galerie. Je toho tolik. Zaroven mi predstava krasnych satu a nejake poradne akce prijde jako vzdalena predstava. Na pohodli si clovek zvykne velmi rychle. Prestoze tvorim obsah a oblekam se na tvorbu, foceni ci videa, tak se v beznem zivote velmi casto pristihnu ve vytahanych dzinech a XL tricku.

Pohodli se zkratka stalo soucasti naseho zivota. A ve spouste vecech to ma sve vyhody. Myslim, ze spouste z nas nechybi narvane metro v dopravni spicce, kdy vam dychaji dalsi tri lidi na zada. Snad se nam podari najit prijemny balanc az se pomalu budeme vracet k beznemu zivotu jako pred pandemii.


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Australian brands that do it better….!!

Images: India Edward

Wearing: Dress: Shona Joy, Boots: Zara, Bag: Polene, Belt: Black & Brown


Are you sometimes that person that has enough of the usual suspects when it comes to high-street fashion? You want something different and want to strut in a dress that will fits like a glove and is made of good quality fabric? Then head over to Australia. And there is no need to book a ticket or travel with your finger on the map. You can just explore their wonderful fashion brands that have so much to offer.

I discovered first few Australian brands when I started blogging and immediately fell in love with Aje. Back then it was rare to see it around or even buy something easily but few years later you can get hands on their beautiful designs. There are many wonderful fashion brands coming from Australia and introducing effortless summer styles. You may love brands like Talulah, Elliatt or Alice McCall that is so popular in UK. This brand was hit hard during pandemic however it does not change a fact they do beautiful clothes.

One of my absolute favourites though is Shona Joy. Brand that offers timeless elegance with a twist. It is wearable but not boring. It works with fantastic fabrics and does not fail to surprise me with each new collection. They offer so much from evening dressing to party pieces but also elegant dresses for the office environment. I am lucky to own few pieces and I know that their models are easy to wear and are fantastic option for so many occasions.

My linen dress with balloon sleeves is a great example of timeless fashion and it can be worn again and again. Whether you are heading to a al fresco lunch, dinner on the holiday, picnic or even a festival this dress with work and it comes in other colours too.

I could literally shop everything on their website and hope you will love it too.

Taky to obcas mate tak, ze mate plne zuby obleceni z retezcu? Rikate si, ze veci jsou to sice krasne, ale postradate neco navic, neco vic unikatnejsiho a neco co neuvidite desetkrat pri ranni jizde metrem. Jestli mate zalusk na novy kousek do vaseho satniku, staci zabrouzdat v Australskych vodach, tedy spise v jejich modnich znackach, ktere jsou neotrele, kvalitni a neokoukane.

Kdyz jsem zacinala blogovat pred mnoha lety, narazila jsem na znacku Aje, kterou miluju doted. Tenkrat to nebylo tak jednoduche jejich kousky sehnat, ale dnes uz jsou k dostani v Britanii na nekolika e-shopech a jejich modely me bavi porad stejne. Ale u Aje to zdaleka nekonci. Budou se vam urcite libit i znacky jako Talulah, Elliatt ci popularni Alice McCall, ktera je oblibena v Britanii. Ta se dostala behem pandemie do financnich problemu, ale to nemeni nic na tom, ze jejich obleceni je fantasticke.

Jedna z mych nejoblibenejsich Australskych znacek je ale urcite Shona Joy. Je to značka, která je známá po celém světě a získala si svou popularitu zejména díky svým modelům na svatbu a večerní akce. Čeká vás ale mnohem více. Většina kolekcí přinese každý rok velmi šik kousky, které jsou nadčasové, ale přesto velmi zajímavé. V jejich kolekcich najdete jak nesmrtelného leoparda tak i flitry či květinové potisky. . Jejich Instagramová stránka je plná inspirace a stojí za to ji sledovat.

Tyhle saty jsou perfektnim prikladem nadcasovosti a hodi se na tolik prilezitosti. At uz se chystate na picnic, festival ci dovolenou. Je to kousek, ktery se da nosit leta a bude tim evergreenovym kouskem v kazdem satniku. Ja osobne bych mohla jejich e-shop vykoupit cely a snad se bude libit i vam.


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Digital content transformation after 2020??

There I am standing on the charming Parisian balcony during one of the busy PFW seasons few years ago. Those were the days when I juggled full time job, blog, fashion weeks, shoots, travelling and was non stop creating content for my platforms. There was not an occasion where I would leave my Canon Mark II at home despite it being so heavy and always in the way. However that annoying heavy machine could capture moments and outfits in the most beautiful way.

A friend of mine from the industry messaged me few days ago and made me think. After reading that sentence…”Everytime I look at your old content I think it’s so good” I have been looking back and she is actually right in a way. My content was more curated. I sacrificed all my free time to be out there and take the best possible images. I published 6 blogposts a week and so much more. When I had Liam (my son) my priorities shifted and it was harder to synchronise my time with the people can help me to create good level of images and content. If you want to do it you need to meet that person with the same passion as you that has similar schedule to you. And that individual has to be fully committed.

In the last ten years I have been shooting with many people but there is one maybe two that meet those requirements. You need a flexible, passionate individual that is happy to meet you half way, turns up, does not cancel last minute after you sorted babysitting and that is becoming more challenging than ever.

This sequence of thoughts led me here when I am contemplating how the digital content changed for me personally but also in the world of social media as a whole.

What is audience looking for in 2021?

There is no doubt the face of social media and digital has shifted. Even before pandemic I felt there has been huge increase in showing reality rather than picture perfect dreamy images. The content went from highly photoshopped images, filters, flower walls, immaculate backgrounds, exotic destinations and escapism to showing cellulite, stretch marks and under eye circles of tired new moms. Sometimes content creators went too far for my liking in order to shock and revolt. However these kind of accounts and posts reach huge engagement as it is clearly relatable. Many people no longer seek escapism after hard day but they want to see that it is ok to struggle at work, with newborn baby or put on few pounds. Even some of the top influencers have been publishing quick Iphone images and showing off rather dress down effortless looks.

The video content took social media by storm and TikTok became fastest growing social media platform. It offers something new, something more real and very different from those still perfect images. The stranger the content the more your chances are for it to become viral. Audience is seeking content that entertains, is original and they can relate to. The most viral videos are the ones people can relate to. There are still videos that show luxury, beautiful people and immaculate life however they usually do not get that reach as something very simple. It is no longer so much about 5 star hotels, mansion houses but a video filmed in one bedroom messy flat on the other side of world can explode. Of course, Instagram did not want to be behind and brought reels which was definitely nice new challenge for those staying away from TikTok. However, due to so many influencers being on Tiktok already they replicate they content on reels and vice versa. The questions is whether the Instagram audience loves reels as it does bring in that TikTok culture to this platform. I have definitely noticed there are two camps when it comes to this.

Pandemic changed a lot when it comes to digital. Anything that was not possible to happen took on digital form. The fashion industry had to quickly adapt and the consumers and followers too. The type of content changed as we legally could not do the usual things. The brands were reporting the sales of loungewear hugely increased whilst sales of high heels was the lowest ever. That of course reflected also influencers’ content. We were all and still are on the same boat and that means we have to adapt to the situation. It is no longer about the perfect backdrops unless you change paintings in your living room on a weekly basis.

When it comes to travel and content it was like walking on a thin ice. Most my non-influencer friends travelled still a lot during 2020 however they are not in the spotlight. One of my good friends from the industry who’s content is a lot about luxury lifestyle travelled still quite a lot during pandemic however only to countries which had opened borders and she followed all regulations. Sadly due to the circumstances the audience couldn’t relate which led to hateful comments. It was only few days later when huge media noticed and thanks to her 15 seconds video she got criticised by the biggest publications including British Vogue. This is telling me that we all need to adapt and we need to be more relatable as that is what the market requires. We need to find new creative ways how to keep the audience engaged.

I cannot help but wonder..Is this all taking us back to where it all started? Instagram used to be about an instant image, instant experience and being more real? Is that the way we are heading? Maybe in a slightly different form but along those lines.

I believe audience is seeking relatable content full of entertainment, they want valuable information and fun.

What do you think?

Divam se na fotografie, ktere jsou porizeny par let zpatky. Stojim na kouzelnem balkone v Parizi behem jednoho z fashion weeku a vzpominam na to jake to tenkrat bylo. Byly to dny, kdy jsem obetovala kazdou minutu volna sve vasni. Mezi praci na plny uvazek jsem bez prestavky tvorila obsah pro sve platformy, fotila, tocila, cestovala, psala a byla k nezastaveni. Nebyla chvile, kdybych nechala svuj Canon Mark II doma, protoze jsem vzdy nasla dalsi moznost tvorit. Prestoze to je tezky, mohutny a otravny stroj, vedela jsem, ze mi muze krasne zachytit dalsi moment nebo outfit.

Pred par dny mi jedna moje kamaradka napsala zpravu, ze pokazde kdyz vidi me starsi fotografie, tak si pomysli jak jsou dobre. A ma pravdu. O obsahu jsem vice premyslela, planovala, obetovala tomu veskery cas. Kazda fotografie v sobe nesla vice usili, planovani a organizace. Vydavala jsem sest clanku tydne. Ale s ditetem prisly prekazky jako cas, synchronizovat cas s tema, kdo me mohou fotit a take jine priority.

Jedna z nejvetsich prekazek za poslednich deset let bylo najit nekoho, kdo je flexibilni, zapaleny a schopny. Clovek, ktery vam pomaha s vasim obsahem musi mit stejne velkou vasen pro to co delate jako vy. Za cela ty leta jsem potkala mozna dve osoby, ktere takove jsou a to je nejvetsi kamen urazu.

A vsechno tohle premysleni o obsahu a digitalnim svete me privedlo az sem. Je totiz ocividne, ze tvar a dynamika obsahu se meni a to nejen pro me osobne, ale pro vsechny z nas.

Co chteji videt sledujici v digitalnim svete v roce 2021?

Myslim, ze uz pred pandemii se obsah na socialnich sitich dost zmenil. Transformace byla sice pomalejsi, ale je viditelny ustup dokonale upravenych fotografii a prehnanych filtru. Naopak zacina byt popularni uprimna realita. A tak na me na Instagramu misto idylickych fotografii s nadechem luxusu vyskakuji fotografie celulitidy, plnych zenskych tvaru a unavene obliceje novorodicek. Influenceri v mnoha pripadech odhazuji fasady a jdou s kuzi na trh. Na muj vkus mozna nekdy az moc. Ja totiz rada pres socialni media unikam realite, ale jde videt, ze spouste sledujicich tento trend apeluje. Uprimne posty maji v mnoha pripadech nekolikanasobny engagement.

A jedna z nejvetsich zmen je video obsah. Ten vzdy existoval, ale diky rozmahu popularni platformy TikTok dosahuje novych rozmeru. A co je nejzajimavejsi, ze i v tomto pripade velmi dominuje realita. Na viralni video nemusite byt milionar na jachte ci vlastnit padesat tasek Hermes, viralni video muze byt cokoli a velmi casto jsou to prave videa, ktere jsou proste normalni, vtipne a obecenstvo bavi. Originalita je velmi dulezita a hlavne plati, ze cim vetsi blbost, tim vetsi sance na to, ze video bude viralni. Tim netvrdim, ze fashion blogeri se zamerenim na luxusni modu nemaji sanci. To ne. Jenom jde videt, ze sledujici miluji obsah, se kterym se mohou ztotoznit a ktery je pobavi. Instagram nechtel byt v pozadi a tak predstavil na sve platforme reels. To bylo pro uzivatele neco noveho, ale jelikoz spousta influenceru pouze duplikuje obsah z Tiktoku nebylo to uplne pro vsechny. Vice a vice narazim na uzivatele Instagramu, kterym reels nevyhovuji a nedokazou se ztotoznit s Tiktok trendy.

Pandemie ale prinesla do digitalniho sveta celkovy obrat. To co nebylo mozne uskutecnit, nabralo digitalni formu. Firmy i influenceri se museli rychle adaptovat. Zmenila se forma obsahu uz jenom tim, ze pro vsechny platila podobna pravidla a to byt doma. Socialni platformy byly najednou plne fotografii domova, pohodlnych teplakovek a stories o tom, na co se podivat na Netlixu. Podle statistik byl prodej pohodlneho obleceni nejvyssi za posledni leta a na druhou stranu luxusni znacky botu hlasi velky propad v prodeji vysokych podpatku. Svet se musel zkratka prizpusobit.

Co se tyce cestovani, to bylo v lonskem roce hodne omezene. Presto spousta mych pratel, kteri nejsou influenceri cestovalo. Bohuzel pro blogery je to trosku jine. Je to jako chodit po tenkem lede, jestli cestujete a tvorite stejny obsah jako drive pro spousty lidi je to neprijatelne. Jedna z mych dobrych kamaradek, jejiz obsah je prave o luxusnim zivotnim stylu a cestovani vydala video o cestovani v roce 2020 a to pobourilo nejednoho uzivatele na Tiktoku. Za par dni bylo video viralni a toho si vsimla svetova media a casopisy a dokonce Britska Vogue. Pro spousty tohle bylo neprijatelne a sobecke, prestoze tato blogerka cestovala do zemi, kde to bylo mozne a dodrzovala regulace.

A tak premyslim, zda nas to nevratilo vse na samy pocatek Instagramu. Instagram byl o neupravenych fotkach, sdileni reality a momentek. Mozna nas tohle vsechno vratilo par let zpatky. Lide hledaji obsah s nimz se ztotozni, u nehoz se pobavi nebo si treba u nej i pobreci. Obsah musi take bavit nebo nam neco predat. Co myslite?