North­ern lights

In­side HFW

Glamour (South Africa) - - Contents -

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

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