A ding about Spotding.com

Spotding.com is an online style universe aiming to inspire, interact and explore, celebrating personal style and curiosity on fashion.

Spotding was founded in April 2009 by Fiona Jane as a way to share her thoughts on style and inspiration with the world. Fiona is Danish born, with English and German roots. At the moment she lives in London, where she besides her blog works as an International Event Manager at rewardStyle.

On Spotding you can follow Fiona’s fashion & lifestyle adventures in London and beyond. She is of the opinion that there are no rules in fashion and that it should be fun and feels right. Spotding hopes to offer an inside of the fashion world that is positive and creative. A vision that can inspire others intellect and a place in which to change, discover and enjoy through all aspects of life.

A ding about Fiona Jane

Fiona got thrown into the world of fashion at the tender age of 16 when she started modeling in Milan. After finishing her high school she travelled for about 2 years modeling full time in Paris, Milan, Germany, Athens and Istanbul. For Fiona it was a natural transition to continue working behind the camera so to speak. She is known for her personal scandi-bohemian style and Fiona’s creativity has no limits, whether it’s visuals on her infamous blog, styling work, filmmaking, photography, events or dj’ing. Fiona always brings something special to the projects that she is involved in.

Fiona was amongst the first Danish fashion bloggers in Denmark. The blog’s success has allowed her opportunities to collaborate with an exciting array of companies. To mention a few she had her own TV show for Monki Television, won an Aussie Blog Award, styled POP Cph fashion campaign, Dj’ed for H&M, taken street style pictures for Brazilian VOGUE, reported for MTV District UK, interviewed & creating films for Danish designers Anne Sofie Madsen & Stine Goya, creative consultant at COVER magazine, created key events during Copenhagen Fashion Weeks; Dior, MoonSpoon Saloon, Won Hundred as well as creating “Blogger parties” with international bloggers such as Facehunter, Dandy Diary and The-Blab.

When Fiona is not behind the lens, DJ booth or setting off to a new destination she is in her office in central London. Fiona loves curating, film editing and sharing her love for visual treasures. She says that her job is her lifestyle and wherever she moves around her eyes are always wide open for new ideas she can explore further and share on her blog.

A ding why

Fiona loves dressing up, and experimenting with her personal look. She loves to hunt down bargains, vintage treasures and to be inspired by people around her. That’s also why she likes to capture style and beauty on Spotding and in her “Spotding Closet” films. Fiona has filmed various closets amongst others model Chloe Norgaard, Ballet dancer Cecilie Lassen & many of her blogger friends. She loves that so many people can come here and share in the fun of life’s fancy assets. Fiona’s purpose is to inspire others to seek, create, and enjoy those moments themselves.

You might have asked yourself why the blog is called Spotding. Back in 2008, when she began to think about starting the blog, she liked the word trendspotting, because she likes to “spot trends/things”. Fiona developed those words and made up her own SPOTDING. The German word “ding” fitted perfect, as part of her is German.


Thanks to you

Most important are your visits, feedback and comments that keep this ding going. So, thank you for taking time to explore the Spotding universe.

Fiona’s English is not her mother tongue and as good as she would like it to be, so if in any way you would like to correct her, don’t hesitate for a second :)

Get in touch

For collaborations, press inquiries, styling work, DJ booking, model work, advertising or just get in touch, please email fionajane@spotding.com.


Website credits: Jonas Kjærgaard, Chris Pedersen, Asger Hjort and Marshoud Dababneh.

TV credits: Jonas Møller.