Culture

What We Wear: Helina the Artist

04 Jul 2025

It’s a beautiful day to peek inside Helina the Artists loud and proud wardrobe. The Estonian-born, Australia-based musician is back in her motherland, and her expressive style will inspire you to pull those wild, long-forgotten pieces from the back of your closet and give them new life. Ready? Let’s roll.

Early days: the pink velvet years

Clothes have always been a massive part of my existence and personality. I remember being a little girl, chopping up a pink velvet sweater and turning it into a skirt. Even back then, I knew that clothes were more than just fabric – they were a form of self-expression.

I used to spend hours going through huge bags of clothes in my grandmother’s shed. I’d find fun things to wear or chop up to make something new. Because I mostly hung out with boys growing up, there was a time I refused to wear dresses – just trying to fit in. But one of my core memories is wanting a pink velvet skirt from Seppälä so badly. My mom said no… but my dad bought it for me. I still have it. That skirt feels like a symbol.

By the age of 12, me and my bestie Anna had our own little hobby – going to different stores, styling outfits for each other, and taking pictures. That was our version of early fashion school. First stylist gigs, unpaid of course.

Mom’s rocking my tracksuit, which I got from style queen Kärt Hammer. She’s wearing her own Vagabond shoes, bought by my brother, and my glasses from Fankadelik. The dark blue adidas dress I’m wearing came from a photoshoot I did for adidas Eesti, styled by Kärt. I kept the dress after the shoot.

The glasses I’m wearing are actually workwear glasses I bought when I worked at a cotton warehouse in Goondiwindi, Australia. It was so dusty I couldn’t wear contacts, so I had to get glasses. To my surprise, they turned out pretty cool, so now I even wear them for performances. And yes, they’re prescription!

The ‘Christmas tree’ era aka high school

In high school, my style was loud, colorful, and very me – though not always “stylish” in the traditional sense. I made earrings out of buttons and all sorts of random stuff. I was super artsy. Looking back, I get why it stood out. I even heard years later that some schoolmates used to call me a “Christmas tree” behind my back. Apparently now I’m more “normal and beautiful” – whatever that means, lol.

I dyed my hair every color imaginable. I always led with how I felt. Feeling is king. That’s still my compass when I get dressed. It’s not about rules – it’s about energy.

Orange is my favorite color. This outfit has been through a lot — parties, photoshoots. The jacket reminds me of the dance performance RSKSD at Kanuti Gildi Saal. I used to have an RSKSD sticker on one sleeve. Such a beautiful era.

From dancewear to Fankadelik

When I was studying choreography at uni, I lived in activewear and adidas. That was the vibe – and the lifestyle. But I also worked at Fankadelik, a boutique that really opened my eyes to quality and craftsmanship. I started noticing how garments were made, how they felt, what they communicated.

Now, I still go with my gut. I love quality, I love color, and I always keep it playful. I don’t follow trends – I follow feeling.

I made this dress myself years ago. I wore it at Disainiöö, where I choreographed the movement for the models. The leather boots are from the H&M x Moschino collaboration in 2018. I was DJing at the launch party in Tallinn and scored these boots along with some leather pants. They’re definitely one of my favorite pieces.

Style is swag, baby

Why do some people just get style and others don’t? Swag, baby. A person with swag can make a “bad” outfit look amazing – because it’s not really about the clothes. It’s about owning them. That kind of confidence is magnetic.

I respect people who are authentically themselves. That’s what I try to bring to the table. And I like to think I help others tap into that too. When I was teaching dance, I’d watch students come out of their shells – sometimes just by changing how they dressed or held themselves. That, for me, is the biggest compliment.

I’m always that friend who’ll help you level up your wardrobe – if you’re into it. Dressing up is fun to me, like a puzzle or a mood booster. Sometimes I even tell my friends, “If you need something, I’ll go find it for you.” The way fuckboys chase girls? I chase great garments.

This outfit gives off a ‘90s country vibe. I haven’t worn it much before. The pants fit the peony season — I recently went to the Peony Festival in Saaremaa, and it was gorgeous. The look feels nostalgic and retro.

Style starts with a feeling

For me, style always starts from a feeling – and it’s also shaped by interests, hobbies, environment. I’ve always had expressive, artistic people around me who made me feel safe to experiment. That’s a gift.

Honestly, I can often tell by someone’s outfit if we’d get along. You’re selling a vibe, telling a story. And not every story has to be loud. Some of my clothes are big conversation starters. Others just carry energy – memories of who I was, how I felt.

I’ve been cleaning my closet lately, and after living 5.5 years in Australia, I’ve realised that most of my absolute gems have been sitting here in Estonia. It’s like visiting a candy shop. So many cool things, pieces tied to performances, moments, stories. It’s a time capsule.

This leopard outfit is my go-to; I wore it several times in Australia. Last time was at my bestie Rhianna’s birthday on the Gold Coast. The coat was bought in Bali, and the dress came from a random shop during my first weeks in Australia, with my friend Kätlin Kikkas — she gave me the courage to make the move.

My mom’s set is originally from my wardrobe — I gave it to her, and she rocks it beautifully!

The one that got away

What piece still keeps me up at night? A black Kangol hat I had when I was 13. I think my brother Marko bought it for me. I used to wear it all the time. I wish I still had it.

Other than that, I’m pretty content. As a playful consumer and a lowkey hoarder, I’ve learned to let go of things that no longer light me up.

My everyday outfit totally depends on my mood. But comfort is key – so I can be my fabulous, sassy self. Over time I’ve gotten more chill about my style. I don’t take it too seriously. I just trust my inner swag to bring the oomph.

I’m wearing a Dion Lee corset and Jeffrey Campbell boots — my ultimate performance boots. The fab coat is a treasure I bought at Balti Jaama Turg from someone selling belongings of a rich woman going through a divorce. I guess the ex bought it for her. I bought it to rock on stage, and I’ve done that many times here in Estonia.

The glasses are from an op shop in Byron Bay, Australia, and I recently wore them for the Overload music video — releasing soon! The pearl necklace is another op shop find from the Sunshine Coast, bought for my Angels video, where you can see me wearing it.

People who dress

Estonia has a lot of seriously stylish people. My friends are all on pointLiisa-Chrislin Saleh, Eliise-Brigita Mõisamaa, Kreete Pillenberg, the list goes on. All totally different, all consistently looking great. I’ve been following Karin Nahkur for years and love seeing how her style evolves.

Globally, I have to shout out Doechii – she’s bringing something so fresh. Tyler, the Creator is just... Tyler. Unique and impossible to imitate. Rihanna’s gangsta glam hits home for me. Skepta always looks sharp. And the lead singer of Amyl and the Sniffers? Bang on. She mixes ’70s, punk, and grunge so perfectly. I love them.

These racer pants are a recent find from Svetka store. I was cleaning out my closet and took some things there, and ended up finding these pants. I love a baggy fit. I paired them with a denim jacket and a Calvin Klein light blue shirt I bought from Svetka when I was managing the store before going to Australia.

The shoes are vintage, and the choker is something special — made from a python’s actual spine by a Byron Bay artist who creates jewelry from bones. Her shop is Organic Occult. She shared a very personal story about this specific python, and since it’s the year of the snake, I had to have it.

I pulled these pieces from my closet and mixed and matched them. It’s giving me ’90s and a bit of a brat girl vibe. I’m wearing light purple UGG boots, bought in Australia for travel — perfect for long flights because they’re warm and easy to slip on and off.

Style as freedom

I’ve realised that style doesn’t need to be fixed or figured out – it just needs to feel like you. It shifts with time, mood, and whatever version of yourself is showing up that day.

For me, it’s not about being polished or perfect. It’s about energy, curiosity, and not being afraid to try things – even if they’re a bit weird. I don’t need every outfit to make sense. I just need it to feel good.

Pink Helina merch shirt — the “ABCD D cup” line is from my song Eazy on Ya Eye. The shirt was worn by my dancers in the Brisbane music video. This photo was taken behind a hostel in Jerilderie by Kätlin Kikkas, using my phone.

The actual album artwork is by the amazing Taavet Kohal. The face on my chest is the Busy album cover. Fun fact: when Busy was released, I was working as a forklift operator at a cotton warehouse in Goondiwindi, Australia.

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