Originally published August 4, 2017
by Giusy De Ceglia
http://www.vogue.it/en/vogue-talents/news/2017/08/04/helsinki-fashion-week-evelyn-mora-ss2018-collections/
The Helsinki Fashion Week SS18 has stunned with a carefully selected group of promising and talented local and international designers, who have put on remarkable shows at two beautiful locations – the Amos Anderson Museum and the Päivälehti Museum.
This young Fashion Week – impeccably led by its multi-talented director Evelyn Mora and her amazing Team – is growing rapidly and definitely proving to be one of the runway events to watch in Europe, paving the way for a nordic style that is conquering greater heights.
Mirkka Metsola, a local brand founded in 2009, has impressed with her minimalist designs with a twist, carved into high quality ecological leather and intriguing graphic patterns. R-Collection, another Helsinki based brand, has presented classic and typically nordic clean cut clothes made of natural and sustainable materials.
Ting Gong, a Chinese designer based in Amsterdam who graduated last year at the Gerrit Rietveld Academie, has given once again proof of her talent, with clothing resulting from a mix of technology, contemporary art and the endless power of her own creative spirit.
Aito Studios, a very popular brand founded in Helsinki just two years ago, has displayed minimalist and clean cut designs that recall Helsinki’s street culture, blended with philosophical accents and referrals to personal experiences of its founder Eetu. Statements embroidered in the back of the outfits sharply hinted at edgy topics, with the models turning around and standing, to make sure everybody could read them.
F.A.S. – a Swedish brand founded by Firas Alsaffer in 2013 – has presented a really cool unisex collection realized with sustainable materials.
Nina Tanskanen and Richard Schuman – known as Szutan and coming from the Central Saint Martins in London – have presented a beautifully crafted collection, displayed on a idyllic setting made of works of art belonging to the Amos Anderson Museum.
Kata Szegedi is one of the most talented emerging Hungarian designers, who has won the Top Young Fashion Designer award at the Budapest Fashion Awards in 2009 and the Best Fashion Designer Award of Glamour Women in 2014. She runs her independent label in Budapest and has showed designs meant at celebrating modern cosmopolitan women who are not afraid to dare and believe in themselves.
MEM – the brand by finnish designer Paula Malleus – has showed a strongly innovative and modern collection, made exclusively out of post consumer waste, which makes her the very first designer in the world to ever show a collection fully made of textile waste.
EllaFashion has showcased through selected outfits the concept behind this remarkably innovative electronic pricing solution developed in close cooperaton with retailers and aimed at empowering them. By using the services of EllaFashion Solution, retailers are able to save money and overall costs through tools that support them and help them grow their sales, profits and margins. All this by promoting the concept of e-paper technology, which allows to create light-weight price labels that can be easily attached to almost anything.
We are already very excited about next year’s edition and look forward to witnessing the evolution of Evelyn Mora’s artistic vision.
Bravo to her and everyone behind this inspiring Fashion Week.