Pre Helsinki is a new Finnish fashion festival that is currently taking place (22nd-25th May) in the country’s capital city. Organized by Finnish designers along with professionals, the festival hosts international fashion insiders from notable journalists to several foreign buyers.
The aim of the event is to create a connection between young Finnish designers and worldwide fashion leaders; by fashion shows, talks, seminars, parties and presentations, the new brands have the opportunity to be introduced to a wider panorama and to discuss, together with the guests, about trends and different points of view. Realization of the idea of creating a new interchange platform between Finland and the rest of the world has been possible also thanks to Finland Foreign Affair Ministry and Aalto University School of Arts, Design and Architecture special cooperation.
Along with established designers like Marimekko, Laitinen and Heikki Salonen, also younger talents such as Ensæmble, Saara Lepokorpi and Sasu Kauppi are showing their newest collections, and the newcomer Siloa & Mook is doing a debut in the industry by presenting its first collection. Lately, Finnish fashion is becoming more and more internationally recognized, which is a new phenomenon for a country formally known for its architecture and product design. That’s one of the main reasons why the nation thinks local fashion industry needs to be supported, and experiments new types of events. Talking with Development and Business Relations officer Martta Louekari, she says: “Pre Helsinki is neither a traditional sales event, nor a fashion week. The focus of Pre Helsinki is on promoting the internationalization and networking of Finnish designers and fashion brands in a relaxed, yet professional, atmosphere.”
