Finland's new fashion guard

In the enchanting Finnish capital, a new wave of designers is preparing to emerge, redefining the boundaries and nerve centers of contemporary fashion. Edition after edition, Fashion in Helsinki is showcasing the true face of Finnish creativity by scouting new talents and creatives. As Miia Koski, CEO of Juni Communication and Fashion in Helsinki, states, «the city is becoming a global reference point for creativity, where the latest technological solutions and high-quality design merge». From a fashion show featuring major emerging local brands such as Hedvig, Jenny Hytönen, Sofia Ilmonen, Rolf Ekroth, and VAIN at the impressive location of a shipyard, to the presentation of Latimmier's new collection at the former studio of renowned furniture designer Yrjö Kukkapuro and artist Irmeli Kukkapuro, and the end-of-year show of the Aalto Fashion School set in the woods, Helsinki confirms it has all the credentials to quickly establish itself among the leading capitals of contemporary fashion. Here is a recap of the Finnish brands to keep an eye on.

JENNY HYTÖNEN and a sensuality made of thorns

Garments made of needles, thorns, studs, transparencies, and furs: the brand founded by Finnish artist and stylist Jenny Hytönen combines intricate and sensual silhouettes, traditional craftsmanship, and new technologies, inspired by human nature, the body, and its sensory experience. In October 2022, Jenny Hytönen received the Grand Prix du Jury Premiere Vision and the Audience Award 2022 during the 37th international festival of fashion, photography, and fashion accessories in Hyères. Hytönen earned the title with a powerful unisex collection called “Untitled” that perfectly encapsulated the two souls of the brand: sheer, hand-knit, and hand-embroidered dresses and skirts on one side, and 80s BDSM-influenced pieces made from recycled leather and adorned with screws, nuts, and bolts on the other. A mix of references that spans from the past to the avant-garde, without compromising on sustainability.

“VAIN UPCYCLED" and the era of post-consumer jeans

VAIN continues its rise towards mainstream success, embodying a new generation of Digital Age creatives. The “VAIN Upcycled” product line is made 100% from waste products, reusing textile waste to create gothic-flavored designs and minimizing the need for garments made from virgin materials. The post-consumer waste used by VAIN is collected in Finland through a waste management company called Lounais-Suomen Jätehuolto, which handles waste management and disposal for 18 municipalities. "VAIN Upcycled" explores the potential of recycled denim and is available for purchase through VAIN's e-commerce and the new store in Helsinki.

ROLF EKROTH and his DIY romanticism

Rolf Ekroth is an independent Finnish fashion brand that champions utilitarianism, nostalgia, and the power of sustainably produced clothing. Among earthy tones and floral prints, Ekroth explores the subtle nuances of Finnish culture, reimagining history and old artisanal traditions. In his latest collection, Rolf collaborated with a Finnish artisanal yarn producer, riding the trend of knitting and crochet, among the most popular forms of craftsmanship in Finland. The brand's new collection combines romantic-flavored designs with the nation's typical DIY culture: all knitwear models are available to be made DIY.

LATIMMIER and the mecca of Finnish design

Latimmier is a ready-to-wear brand based in Helsinki, presented in 2022 at Pitti Uomo 101 by founder and creative director Ervin Latimer. For Fashion in Helsinki, Latimmier invited participants to a unique visit to the atelier and former home of the renowned furniture designer Yrjö Kukkapuro and artist Irmeli Kukkapuro. Built in 1969, this infinitely inspiring location is the ideal place to delve into the development of Latimmier's fifth collection, titled The Metrosexuals. In a world of endlessly rapid collection cycles, this presentation invites participants to linger on the research, discover new upcycling techniques, and be inspired by a cult place of the 60s avant-garde.