Alexa Dagmar

Alexa Dagmar is a Finnish fashion blogger, digital content creator, and fashion entrepreneur based in Helsinki, Finland. She first gained widespread recognition through her self-titled fashion and lifestyle blog launched in June 2011, where she shared daily outfit inspiration, beauty advice, interior decorating ideas, and personal travel stories. Over the years, she has established herself as one of the Nordic region's prominent fashion figures, celebrated for her clean, timeless Scandinavian aesthetic and sophisticated personal styling.

Blogging and Media Career

Dagmar began sharing her personal style online in 2011, quickly building a loyal audience across Finland and the broader Nordic area. Her digital platform evolved from simple daily outfit posts into a comprehensive lifestyle brand encompassing fashion editorials, wellness, home design, and travel guides. Expanding her digital footprint beyond blogging, she launched video content on YouTube and curated minimalist fashion inspiration on Instagram. In 2018, Dagmar partnered with fellow Finnish blogger and close friend Linda Juhola to co-host the lifestyle podcast Nonsense, where the duo openly discusses career growth, digital influence, female entrepreneurship, family life, and personal experiences.

ALMADA LABEL

In 2020, Dagmar and Juhola co-founded ALMADA LABEL, a Helsinki-based luxury womenswear brand focused on high-quality cashmere knitwear and elevated wardrobe staples. Grounded in a seasonless philosophy and minimalist Scandi design, the brand quickly expanded from a digital startup into an internationally recognized label. Its collections secured retail placement in prestigious department stores and platforms including Harrods, Le Bon Marché, Printemps, and Net-a-Porter. Under Dagmar's leadership as co-founder and creative director, ALMADA LABEL was honored with the Finnish Textile & Fashion Award in 2025 and presented its debut runway show during Copenhagen Fashion Week in 2026.

Personal Life

Dagmar resides in Helsinki with her husband, Joachim McDonald-Thomé, and their two children. She frequently shares her love for interior design and home architecture with her social media followers, having documented the multi-year process of building and decorating a custom loft apartment in the capital city. In her personal time, she is an enthusiastic collector of vintage furniture, art, and timeless designer accessories, frequently discovering unique items through local and international auctions.