To further demonstrate how Finland is quickly becoming the fashion industry’s newest design capital, Finnish fashion labels Juslin Maunula, Lepokorpi, Hanne Jurmu and Aamu Salo took over Pre Helsinki House during Paris Fashion Week, each label occupying a room in the Haussmann apartment with collections well-deserving of a moment to shine.
In one room was Juslin Maunula, the Helsinki-based brand and creative collaboration between designer Laura Juslin and architect Lilli Maunula, who showcased their particular flair for “delicious elegance.” In another, Saara Lepokorpi’s eponymous label presented a Band Aid-inspired collection inspired by her recent divorce, going beyond the demands of a simple presentation to collaborate with two performance artists who sang along to songs about broken hearts – karaoke-style.
In the living room was Hanne Jurmu showing her first solo collection (part of her Master’s graduate collection at Aalto University’s School of Arts, Design and Architecture) influenced by the idea that clothes increase in value as they age – she even went as far as incorporating several items recycled from her own closet. While, in the bedroom, Aamu Salo’s installation of mattresses and blankets acted as a backdrop to the designer’s not-so-traditional twist on objects and their functions for a collection of day-to-night options in pastel shades.
The Pre Helsinki organization has been working to promote Finnish fashion on an international level since it was founded in 2013; they currently show during Paris Fashion Week in the spring, but hope to expand to twice a year. To coincide with their Paris presentation, there is an exhibition and an accompanying pop-up shop to highlight the work of all the Finnish winners and finalists of the Hyères Festival between 2006 and 2016 at the Institut Finlandais (60 Rue des Ecoles, Paris, France 75005).