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

The open-air fashion show will showcase the brand’s spring/summer 2022 collection, which is the first summer collection designed under the creative direction of Rebekka Bay. The collection will be available to purchase throughout the day in Marimekko stores and website globally, the company said in a media release.

Since 1992, the annual fashion show has traditionally been held in the heart of Helsinki, the 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 started thirty years ago when Kirsti Paakkanen, the legendary owner and CEO of Marimekko of the time, came up with the idea to invite the general public to enjoy Marimekko's colorful prints and salute the beginning of the summer season together in the heart of Helsinki, “ said president and CEO of Marimekko, Tiina Alahuhta-Kasko.

In 2021, the company's net sales were €152 million and brand sales of the products worldwide amounted to €376 million. Globally, there are roughly 150 Marimekko stores, and online store serves customers in 35 countries.

Fibre2Fashion News Desk (HO)