Sirly Ylläsjärvi is a Chef and a Serial Entrepreneur from Arctic Lapland, Finland.

Sirly, as seen on Vanity Fair, Forbes Italia, and Financial Times, is a an entrepreneur who is not afraid to dream big. Sirly’s boutique hotel, Aurora Estate, won the Best New Boutique Hotel award in London in 2019. Her new restaurant, Elsa is aiming for the Michelin Star, making Sirly the first woman above the Arctic Circle to receive this prestigious prize.

Sirly is known for her creative campaigns, authentic storytelling and quality - from ingredients to partnerships. Her portfolio includes clients such as Mutti Italia, Weber, and Miele. Her branded TV series with Mutti Italia was Finland’s most-watched cooking show on the streaming service Ruutu+, reaching over 3M people.

Sirly is boldly redefining Arctic Luxury. She believes that clean nature is true wealth and that luxury, at its heart, comes from working elegantly together with Mother Nature and using all that she provides.

However, Sirly felt that she had outgrown her own brand.

She was ready to step into a new phase as a serial entrepreneur and award-winning chef. She wanted to catalyst her new phase and lean into transformation through editorial brand photoshoot. The main goal for the shoot was to bring forth her essence—and breathe to life her vision for the future.

We partnered up with Poppius Studios for production and photography. Olga Poppius is a celebrity and fashion photographer, and her work has been published in Elle, Vanity Fair, Cosmopolitan and Vogue. She has the rare talent to bring forth people’s potential—and capture this transformation to iconic photography.

The Creative Director and Stylist was Claudia Englmann. Contributing fashion editor for Vogue and styling consultant Claudia Englmann creates every look with dedication and passion. With Claudia’s finger closely on the pulse of culture and fashion, we worked with the greatest showrooms in Europe and flew one-of-a-kind haute couture pieces to breathe Sirly’s story to life.

Sirly's storyline is a tale of an alpha feminine who has no limits to her dreams. She gathers and hunts for food in the remote wilderness of Lapland and shares her passion and love with her guests, flying all over the world for this experience. She is part of nature and deeply reveres what nature gives her to cook with.

This is a story of the purest luxury and food, made with the highest standards, with deep respect and love for nature. Pure Arctic Luxury with Love.

With its creative direction, this editorial brand photoshoot helped Sirly step boldly into her true essence, expand her story and bring her marketing to a new level as a Chef and a serial entrepreneur, building her international empire from the wilderness of Arctic Lapland.