Fashion in Helsinki continues to grow as a platform that showcases young Finnish designers and brands to the world. Finland has long cultivated a strong design culture, represented by names such as Marimekko and Kalevala. In recent years, however, new talent has emerged rapidly, particularly around Aalto University, drawing increasing international attention within the fashion industry.

QUI spent four days on the ground in Helsinki covering the event. What emerged was an approach to fashion that sees it as a culture deeply connected to education, craft, and community.

Forests and Sea: The Beginning of “Fashion in Helsinki”

On the first day of arrival, the journey began in Hanaholmen on the outskirts of Helsinki. Known as a cultural exchange hub between Finland and Sweden, the venue hosted the welcome dinner. Through the windows, the archipelago stretched across the horizon as guests gathered around shared tables. Regardless of nationality or professional background, participants engaged in conversations not only about fashion, but also about culture and everyday life. The closeness of these interactions seemed to embody the spirit of the entire event.

In the evening, the venue shifted to Seurasaari Island. Against the backdrop of an open-air museum preserving historical Finnish architecture, the opening presentation of Fashion in Helsinki took place. Even around 9 p.m., the sky remained bright, bathed in the soft light of the midnight sun. Ten emerging designers presented their work in this atmosphere. The combination of historical buildings, contemporary fashion, nature, and creative expression felt distinctly Finnish—less like a traditional runway show and more like a cultural experience.

The Future Shaped by a New Generation of Designers

On the afternoon of the first day, we visited a new generation of Finnish designers.
At Paloceras, we experienced eyewear that merges a mythological worldview with digital culture. It offered a glimpse into a new form of luxury emerging in an era where images and ideas are instantly disseminated across the world through screens.

Next, we visited Sofia Ilmonen. Her modular garments, which can be endlessly transformed through buttons and loops, seemed to redefine the very concept of sizing. Sustainability here is not approached solely as environmental responsibility, but as a system designed for longevity—clothing created to be worn, adapted, and cherished over time.

In the evening, we visited the studio of VAIN. Founded by artist and creative director Jimi Vain and CEO Roope Reinola, VAIN is a Helsinki-based fashion brand that is also carried by the Japanese select shop NUBIAN, reflecting its growing presence in Japan.
The space was filled with young visitors, creating a sense of energy closer to a community than a traditional brand presentation. Through the use of upcycled and deadstock materials, VAIN explores themes such as love, loneliness, and human connection through a contemporary lens, resonating deeply with the audience.

Experiencing One of the World’s Leading Fashion Education Environments: The Graduation Show

That evening, we attended Näytös26, the graduation show of Aalto University. It is widely regarded as a presentation that symbolizes one of the world’s leading fashion education programs.
What stood out was not only the level of execution in the collections, but also the depth of inquiry behind them—material research, textile development, and approaches to social issues. These were not simply exercises in garment-making, but explorations that extended beyond clothing itself.
Rather than merely “training” young designers, the environment challenges them by giving them space to question, experiment, and redefine fashion. This educational philosophy was strongly felt throughout the show. It may be from here, within this space, that the future of Helsinki is being shaped.

The Beauty of Craft Expression Revealed Through Hand-Knitted Work

On the morning of the third day, we visited an exhibition by Juha Vehmaanperä at AD Museum Helsinki. Before entering the space, the term “knit artist” evoked something soft and delicate. However, what we encountered in the exhibition completely overturned that expectation.
Vivid colors, bold forms, and visible traces of handwork across the knitted surfaces revealed a practice infused not only with warmth, but also with punk-like energy and a sense of resistance.
The exhibition included not only garments but also installations and material experiments, suggesting that craft is treated not merely as a technique, but as a language for self-expression.
In an era defined by mass production and efficiency, the work also seemed to question the meaning of making things slowly, by hand, and with time. Above all, what made the experience memorable was the artist’s personality itself—warm, engaging, and full of energy, which led to a very inspiring conversation.

Right:Juha Vehmaanperä

OTSAMO and Finland’s Idea of Elegance

The next stop was the runway show of OTSAMO, held at Hotel Kämp. The brand, designed by Mert Otsamo, is known for its sculptural silhouettes, precise tailoring, and a perspective free from gender or social constraints.
Rather than relying on decorative excess, the designs emphasize the beauty of structure itself—a distinctly Nordic sensibility.
As the director of FIH noted, “It carries a rare couture sensibility for Finland, yet remains quiet and rational in its expression.” This comment left a strong impression.

Insights into the Future of the Industry at Fashion Talks

In the afternoon, we attended Fashion in Helsinki Talks, held at Bio Rex. Designers, journalists, and educators gathered to discuss the future of fashion, including ALAINPAUL designer Alain Paul.
What stood out most was that sustainability was not treated as a buzzword or passing trend, but as a shared, long-term responsibility—something universally recognized as a permanent challenge.
How we make, how we sell, and how we preserve garments: fashion was discussed as a holistic system, one that also serves as a lens through which to examine broader social issues. In Finland, conversations about the future are not abstract ideals, but ideas already being put into practice. This realization became a firm conviction throughout the event.

What Finland Taught Us

In the evening, we attended the Finnish Fashion Awards 2026. The gathering brought together emerging designers, heritage brands, educational institutions, media, and buyers in one space.
What became evident was a mindset centered not on competition, but on co-creation. No single figure stands at the center; instead, there is a shared commitment to nurturing the next generation across the entire industry.
Throughout Fashion in Helsinki, one recurring impression was that Finnish fashion is not merely an industry. It is a system that integrates education, craft, sustainability, and human connection.
Four days spent under the midnight sun of Helsinki revealed that behind the surface of glamorous presentations lies a set of insights about the future of fashion. What was most striking was how people in Finland use fashion as a way to discuss the future from multiple perspectives—not to follow trends, but to contribute to building a better society.
The four days of Fashion in Helsinki were deeply fulfilling and profoundly inspiring.