It broke the Internet.
And the witty, wearable pieces were later shown in a food-themed exhibition at the Museum at FIT.
One of the main tensions within Vain is between isolation and engagement.
Photo: Fredrik Andersson Andersson / Courtesy of Vain
Anselmi and Reinola grew up in Ostrobothnia, a rural area that they describe as Finlands Bible belt.
The Vain founders spent time fraternizing around another monument, the glowing M of the local McDonalds sign.
The fast-food restaurant, they told me in a 2023interview, was the only thing from overseas.
Vain, spring 2025 ready-to-wear
Already they had their sights set beyond the place they came from.
Theres a touch of genius in this melding of personal iconography with universal (consumerist) symbolism.
At the time when he [started doing this], it was new.
Vain, spring 2025 ready-to-wear
We wanted to play with something sexy and beautiful mixed with something rough.
These trousers are made of a crinkly cotton-metal mix textile.
Buckles feature a semi-transparent straight jacket/trench that plays to the see-through theme that fashion continues to play with.
Vain, spring 2025 ready-to-wear
This piece, like the hand-cuff bag, feels self-conscious in a way the rest of the looks dont.
Clever is a pair of jeans with buttons that allow them to accommodate vastly different waist sizes.
To my eye, Vain represents the future of fashion.
Vain, spring 2025 ready-to-wear
Music, particularly rap, is a common theme.
It epitomizes contemporary cool.
The brands message is specific, not general, and is communicated through product and other channels.
Vain, spring 2025 ready-to-wear
Yet it also has reach; Reinola notes that the brand is particularly popular in South Korea.
The business structure reflects this duality, the main focus is DTC, with about 10 percent wholesale.
All in all, theres a lot to love about Vain.
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
Vain, spring 2025 ready-to-wear
