Martta Louekari, Founder and Owner of Fashion in Helsinki

— How do you see the significance of promoting Fashion in Helsinki to the world today?

Martta: Above all, it is about expanding the international conversation around questions such as “What is fashion?” and “Where does innovation come from?” Finnish fashion is still not widely known globally, but many unique perspectives and new approaches are emerging within it. I believe Fashion in Helsinki serves as an important platform for introducing these creative movements to the world and offering new perspectives to the international fashion scene. It is also an opportunity to show that Finland is a country with strong creativity not only in technology and architecture, but also in fashion and contemporary culture.

The Finnish Fashion Awards Event.

— What aspects of “Helsinki-ness” did you especially want to communicate this year?

Martta: What I particularly wanted to convey was Helsinki’s openness and free spirit. In this city, people are able to live authentically and express themselves freely. Another major characteristic is the close connection between people, regardless of age, title, or professional field. There is an environment where creators naturally connect with one another and where new ideas and collaborations can emerge easily. I believe that this open and free atmosphere is what supports Helsinki’s unique creativity.

— During the event, there were many opportunities to encounter young designers. What characteristics do you see in Finland’s younger generation of designers?

Martta: Many young designers do not view fashion as a standalone discipline. One characteristic is that they work across different fields such as art, craft, science, and technology. There is also a strong tendency to reflect their own values and relationship with society through their work. Their expression is highly experimental, while at the same time deeply personal and sincere. There is also active engagement with circular design, new materials, and digital technologies, as they explore new possibilities beyond the traditional frameworks of fashion.

Inside Marimekko's production facilities.

— What do you think are the key strengths of Nordic fashion today?

Martta: I believe its greatest strength lies in how naturally it connects creativity with values. While pursuing beauty in design, there is also a serious commitment to issues such as sustainability, transparency, and responsible production. At the same time, this region has a strong tradition of valuing quality, functionality, and long-lasting design. I feel that this careful approach to creating things with genuine value has become part of Nordic fashion’s identity.

Inside Kalevala's jewelry production.

— Listening to you, it feels like there may be similarities between the Japanese and Nordic fashion communities.

Martta: Yes, I believe there are many similarities. Although the cultural backgrounds are different, both share an appreciation for craftsmanship, careful making, and a focus on essential values. What is especially interesting is the relationship with nature. In both Japan and Finland, nature is not simply a source of inspiration but exists as an integral part of life and culture. This perspective can also be seen in material choices, color palettes, functionality, and sensitivity to the seasons. In terms of aesthetics as well, both value simplicity, delicacy, high quality, and attention to detail.

— Are you considering future initiatives or collaborations with Japan?

Martta: Going forward, I would like to create even more opportunities for designers, students, brands, and cultural institutions to connect. Through collaborations, exhibitions, and educational programs, I hope to deepen mutual understanding and create new conversations and creative connections. Japan and the Nordic region share many similarities, but they also have different histories and cultural backgrounds. I believe that sharing and learning from those differences can become a source of new ideas and expressions. Through such exchanges, I hope we can further expand the creative possibilities of both regions.

The Finnish Fashion Awards Event.

Throughout the period of our reporting, the words “freedom,” “inclusivity,” and “community” came up repeatedly. Behind those ideas were the values of Helsinki that Martta described.

A place where everyone can work and express themselves authentically. A place where people from different fields and backgrounds naturally connect. And a place where new ideas and forms of expression are welcomed.

Fashion in Helsinki serves as a platform for bringing the creativity born from such an environment to the world. Martta’s question — “What is fashion?” — extended beyond Finland itself and became part of a broader conversation about what the future of fashion could be.

Fashion in Helsinki
Website：https://fashioninhelsinki.com/
Instagram：@fashioninhelsinki