with a line-up of 18 local and regional designers, three stunning locations and interest from around the globe, Helsinki Fashion Week is making its mark as one of the most promising three-year-olds on the planet. And the fact that its founder, Evelyn Mora, spends a large portion of her time in SA makes for a very special bond.
But the true X-factor in all of it is a sincere commitment to the environment. “We’re aiming for 100% sustainability,” says Evelyn. And from the branded brown-paper bags to the clothes on the ramp, the recycled seat allocations to the wild berries served at a press event, Helsinki Fashion Week is both fashion-loving and passionate about our planet.
True to Nordic spirit, the majority of the clothes shown featured simple cuts and minimalistic styling. Natural hair, glowing skin and understated makeup were the order of the day. And if there was one vibe on the catwalk and on the streets, it was buy better, buy less and make things last.
“I saw a need for an open platform that connected business, tech and creativity.” – Evelyn Mora