Finland’s Marimekko returns to open-air fashion show format

The Finnish lifestyle design firm, Marimekko, has announced that it will host its annual open-air fashion show in its hometown of Helsinki on May 20, 2022, two years after its digital execution.

The open-air fashion show will feature the brand’s Spring / Summer 2022 collection, the first summer collection designed under Rebecca Bay’s creative direction. The collection will be available for purchase throughout the day at the Maremeco store and on the World Wide Web, the company said in a media release.

The Finnish lifestyle design firm, Marimekko, has announced that it will host its annual open-air fashion show in its hometown of Helsinki on May 20, 2022, two years after its digital execution. The open-air fashion show will feature the brand’s Spring / Summer 2022 collection, the first summer collection directed by Rebecca Bay.

Since 1992, the annual fashion show has traditionally been held in the heart of Helsinki, Esplanade Park. From the very beginning, the fashion show has been open to the public, demonstrating the democratic approach as an alternative to the exclusive fashion shows of the early nineties.

“The inclusive Esplanade fashion show tradition began thirty years ago when the legendary owner and CEO of Mariemco, Kirsty Pakkanen, came up with the idea of ​​inviting the general public to enjoy Mariemco’s colorful prints and greet together at the beginning of the summer season. In the heart of Helsinki, “he said President and CEO of Mariemco, Tina Alahuta-Casco.

In 2021, the company had net sales of € 152 million and brand sales of product products worldwide was € 376 million. Worldwide, there are about 150 Marimekko stores and online stores serve customers in 35 countries.

Fibre2Fashion News Desk (HO)