Marimekko: New Folk

The theme for their SS22 collection, NEW FOLK, was in reference to modern folk wear worldwide. The beautiful, modern forms combined with bold prints and the classic Marimekko A-line shape paid homage to the brand's past. office sat down with Rebekka Bay to discuss the new collection. Check out the interview below.

How was this fashion week been for you?

It’s been just over a year since I started transitioning into the role of Creative Director, and we just presented the first Spring/Summer 2022 ready-to-wear collection I’ve worked on at Copenhagen Fashion Week. This collection was particularly special as in addition to the digital film, we have been able to present the collection physically in our new space with studio x that currently acts as an experimental showroom. Later in the fall, it will further become an ever-evolving experience and meeting place for the local community.

When did you first start working in fashion?

My journey into fashion is definitely not a straight line. I studied art history when I first realized that I enjoyed the “creative” subjects more than the academic subjects. I really enjoyed sculpting, drawing, photography... Before applying to design school, I went to tailoring school and while at design school I insisted on specializing in trend forecast.

It was only after many years in trend forecasting and branding that I was approached by H&M. Together with them, we developed what became COS. I worked at COS as Creative Director for 5 years in London before moving back to Copenhagen for a quick stint at Bruuns Bazaar. Then, I was head-hunted to the role of EVP Creative Director for Gap, and relocated to New York with my family. From Gap, I moved to (West Coast-based) Everlane and later Uniqlo in New York where I headed the Global Innovation Center as Creative Director.

I have always found ideas more intriguing than fashion, innovation, and creativity more important than fast-paced trends. I believe that Marimekko holds these same values and that I can continue to enforce Marimekko’s recognition as a lifestyle brand and expression.

How has it been working as Creative Director?

Working as Creative Director for Marimekko has been a wonderful experience. I am humbled to have the opportunity to contribute to develop the appeal of our collections by working with innovative designers and creatives. It is rare that you are awarded the opportunity to ‘handle’ such an extensive heritage, such an important history. It has been especially fulfilling to have the opportunity to work with sustainable materials and innovations, and my team and I hope to address and action sustainable practices at every touch point. I hope to make Marimekko even more globally relevant, to engage new communities and to strengthen our creative vision of timeless design that the brand has become famous for.

What was your inspiration for this collection?

The theme for 2022 is NEW FOLK, which references recurring elements and similarities in folk wear around the globe. In the Spring/Summer 2022 collection, there is a focus on botanical expressions seen in fashion and nature alike. We brought botanical themes to life with abstract prints and motifs inspired by plants, foliage, and flowers.

In the collection, the botanical theme is brought to life through designer Antti Kekki’s abstract prints and motifs inspired by plants, foliage, and flowers. The volumes and details of the season’s silhouettes also reference the natural world with petal-like shapes and textural, uneven surfaces.

In addition to introducing newness, the collection will also see familiar, recently updated Marimekko archetype silhouettes, including the A-line shape the brand has become famous for.

I am increasingly drawn to the idea of finding meaning in repetition – for example in music, the way songs are built on patterns and themes that repeat. It is present in nature too. At Marimekko, we add to the building blocks of the brand each season, everything working together as wardrobe over time and for years to come. It’s about seeing the beauty in perfect imperfections.

What are your plans for the future?

I am committed to Marimekko’s mission to bring joy to the everyday lives of people. Timeless and sustainable design thinking will continue to further reinforce our international competitiveness. During my time with Marimekko, I hope to foster creativity and attract talent, to drive innovation and quality, to further increase sustainable practices and reinforce our position as a joyful, timeless and global lifestyle brand.

Check out more images from the new collection below.

Fashion

Timberland and Veneda Carter Reimagine Classics with Bold Metallics

November 23, 2024

Veneda Carter teams up with Timberland once again, bringing a fresh edge to archival designs in their latest capsule collection. Highlight pieces include towering lace-up boots in electric blue and silver, alongside a sleek reinvention of Timberland’s iconic 6-Inch boot, both crafted with patent leather and recycled materials.

The collection also introduces rugged, versatile outerwear like oversized parkas, utility vests, and a statement boiler suit, all built for layering and durability. Inspired by industrial design and early 2000s fashion, Carter infuses each piece with a contemporary energy that feels both striking and wearable.

The collection is now available and can be found at flagship Timberland stores, online, and select retailers worldwide..

By Enzo Holdt
Photography courtesy of Timberland

Fashion

ECCO.kollektive collaborates with Louis-Gabriel Nouchi

November 21, 2024

ECCO.kollektive has teamed up with Paris-based designer Louis-Gabriel Nouchi for a bold and innovative Spring/Summer 2025 collection. Known for his thoughtful exploration of masculinity and storytelling in fashion, Nouchi brings his unique perspective to this collaboration, blending his modern aesthetic with ECCO’s skill in craftsmanship and material innovation.

The collection features a range of footwear, clothing, and accessories, each designed with attention to detail. The collection uses a mix of black, deep red, and pearl white. Sensual touches, like Nouchi’s signature slits, combine with structured tailoring and flowing shapes, showing how the designer blends bold and refined styles.

We spoke with Louis-Gabriel Nouchi about the collection and his inspiration. From the textures of the human body to his love for stretch leather, Nouchi shared how the collaboration allowed to experiment with new ideas.

By Enzo Holdt
Photography by courtesy of ECCO.kollektive x LGN

The collection debuted at Paris Fashion Week and draws inspiration from the textures of the human body. “The idea came from the textures of skin,” Nouchi explains. “I wanted to create something sensual and fluid, using leather in a way that felt both strong and soft. Leather has this amazing quality—it can feel like armor, but also like a second skin.”

Nouchi worked closely with ECCO to develop designs that showcase the versatility of their materials. High-shine biker nappa leather with a waxy finish appears in tailored separates like a single-breasted blazer, trousers, and long-line shorts. For a more experimental edge, he created a column dress and a pencil skirt using strips of leather embroidered onto stretchy tulle—a design he says was inspired by his younger self. “When I was young, I was obsessed with stretch leather because of designers like Jean-Claude Jitrois. It’s something I wanted to explore and bring into this collection, almost like fulfilling a dream for my past self.”

Footwear is another major highlight, featuring Derby shoes, Helsinki loafers, and the standout Truck Lace loafer with a bold platform. The shoe’s futuristic design draws from Nouchi’s fascination with brutalism and technology. “It might be a bit controversial,” he says, laughing, “but I really like the Tesla Cybertruck. The sharp, angular lines and futuristic look combined with that raw, brutalist vibe—it’s something that resonates with me. The platform on the Truck Lace loafer feels like a nod to that kind of design.”

Another unique detail is the inclusion of removable coins on some of the shoes, adding a playful yet personal touch. “You can take the coins off—it becomes almost like a lucky charm,” Nouchi says. “It’s one of those small details that make the pieces feel more connected to the wearer.”

Louis-Gabriel Nouchi’s signature slit motif, which adds subtle hints of reveal and concealment, runs throughout the collection. “The slit is about teasing the eye,” he explains. “It’s never about revealing too much—it’s about creating tension, a little mystery.” This motif appears on everything from loafers to hems, blending seamlessly with the collection's sensual yet structured aesthetic.

When asked about the versatility of his designs, Nouchi emphasizes their adaptability to different occasions. “You can wear these pieces in super casual situations on the street, looking super chic at night—super sexy,” he says. “From one garment, you can style it in so many ways during the day. For example, the tank top—you can wear it with pants, or without. It’s super hot, super cool, and it works for so many moments.”

For Nouchi, the collaboration with ECCO was as much about innovation as it was about creative freedom. “There are no limits with ECCO,” he says. “As a designer obsessed with materials, having the freedom to push development this far was an amazing opportunity. Fashion, for me, is like a laboratory. It’s about testing ideas and seeing how far we can take them.”

The ECCO.kollektive x Louis-Gabriel Nouchi collection is available now, combining high-quality craftsmanship with bold, modern design that showcases Nouchi’s vision and ECCO’s craftsmanship.