The Joyous World of Marimekko

May 16, 2023

Few brands have garnered a global cult following like the Finnish design house Marimekko has. It’s the “Marimekko phenomenon” says creative director Rebekka Bay. On Marimekko day, the day that also marks the transition from winter to summer for the Finnish people, Marimekko fans and customers from all over fly to Helsinki to celebrate this joyous day. One customer from Japan travelled afar to attend this day and wore a custom kimono in the iconic Marimekko Unikko print — a poppy print that was designed in 1964 by Maija Isola. While others wore head-to-toe Marimekko outfits, it could be argued that the number of prints observed on the streets of Helsinki that day was not dissimilar to any other day.

Words by Nancy Xu
Photography courtesy of Marimekko and Julian Grönberg

Staged in Esplanade Park, just across from the flag ship store in the center of Helsinki, four fashion shows took place throughout the day so that everyone could have a chance to attend. The open-air runway showcased the Spring/Summer 2023 collection that is in stores now (you could literally go across the street and purchase the looks), democratizing the phrase ‘straight off the runway,’ often only possible for celebrities or the ultra-rich.

This year, models included members of the Marimekko community who were chosen through an open casting, reflecting an authentic energy that remained high on stage throughout the day. Finnish singer and producer Malla provided a live soundtrack with her melancholic voice blending perfectly into the synth-pop melody and electro beats that set the tone.

“We like to do what everyone is not doing,” says CEO Tiina Alahuhta-Kasko, "we have been hosting Marimekko days in Esplanade Park for 31 years, it was first introduced by Kristi Paakkanen our CEO at that time. The fashion show itself was inspired by Marimekko’s founder Armi Ratia, who decided to do it in 1992 as a response to the exclusive runway shows that were happening in places like Paris and New York."

Since its founding in 1951, Marimekko has managed to connect with its community by way of a simple message, to bring joy into people’s lives through the art of printmaking. Similar to the power of Marie Kondo’s question: “Does it spark joy?” it is a timeless and universal message — one that especially resonates with the Finns, a true feeling that is felt on this day that marks the end of a dark winter and the beginning of a sunshine-filled summer.

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