Instead, the emphasis is on highlighting the designers' creativity and the process behind their creations, while having fun along the way – case in point: Irving Latimer's alter-ego Anna Conda hosted a drag bingo night for international guests on Thursday night. “Fashion weeks can be quite serious – I can't imagine this being on the official schedule anywhere else,” explains Latimer, whose brand Latimer expresses masculinity through clothing. “But it's a very fun and fun experience.” [the drag performance] It also relates directly to where I come from, the origins of the brand and our approach to gender.”
Sustainability is also a key priority for the young Helsinki brand, with Vain using deadstock to create its goth-inspired designs. “It's always been a big part of our DNA,” explains co-founder Jimi Vain. “I started sewing by buying fabrics in thrift stores to create my own silhouettes.” Meanwhile, Sofia Ilmonen, winner of the Hyères Sustainability Award in 2021, partnered with Finnish company Spinnova, which produces textiles from sustainably sourced wood pulp and waste, to create modular designs that feature buttoned-up and easily alterable panels. “The whole idea when I started was how to extend the life of a garment,” says the designer.
There's a focus on promoting artisanal craftsmanship as well as the environmental impact of producing the clothes. For example, Ekross knitwear is made in Finland, but customers will be able to buy DIY kits to knit the brand's autumn/winter 2024 designs later this year. “We produce as locally as possible,” he explains, adding: “I've learned a lot about the knitting community. They're very supportive and willing to try new things.”