For a long time, Finnish fashion has been associated with one name:Marimekko.
Its also important that the Finns themselves see what is [happening] here.
Its why Fashion in Helsinki isnt a traditional Fashion Week but rather a showcase for local brands.
ATLAS WOO
(Most designers presented collections they had previously shown elsewhere during the three-day event.)
Were never going to have the resources for that.
Its always been a big part of our DNA, cofounder Jimi Vain explains.
Rolf Ekroth
I started sewing by buying pieces from thrift shops and making my own silhouettes.
The whole idea when I started is how to lengthen a garments life, the designer says.
Beyond the environmental impact of producing garments, theres an emphasis on promoting craftsmanship too.
Drag bingo hosted by Latimmier
Theyre super supportive and want to try out new things.
Everything I do is very precise and thought out, she says.
I give a shot to do things I truly believe in.
Jenny Hytönen
Its been a long process, and now you’re able to enjoy the fruits of it.
Still, theyre more than happy to support each other in taking on the global fashion industry.
It feels like if someone succeeds, its for all of us, Ilmonen concludes.
Sofia Ilmonen
Were pushing Finland forward.
