Fashion in Finland in a Nutshell
Design has been a part of the Finnish identity for a long time now. The Finns are proud of their design, notably when it’s acknowledged internationally. Time and place usually impose on design, but fashion is very ephemeral as a design branch. Its value is pegged by the fashion experts and by the people who buy it.
Fashion in Finland has always been identified with pure and clear forms and postmodernism. While the description seems categorical, it is by no means distinct only to Finnish design. They are global fads and a quintessential feature of Scandinavian design
But there are some aspects that can be seemingly originally Finnish, though. Nature influences Finnish couturiers a lot. It is, however, more evident in classic fashion than in current fashion. This can be pinned on the international shift for more conceptual and abstract inspirations. Present-day fashion view references which are too blunt crude and drab.
Another leading hallmark of Finnish fashion design is individuality. Finnish couturiers come up with fashion lines suited for consumers with a strong sense of style, not for the common people. It is a very restrictive practice that limits the market significantly. In summary, fashion in Finland is more about artistry and style rather than boosting revenues. The upside is that the Finnish fashion industry is more compelling and diverse compared to some of their competitors.
Finnish fashion also subscribes to globally appreciated values like morality and renewability. In essence, the garment should be able to withstand the test of time. Moreover, Finnish designers set their sights on giving their seamstresses a secure and equitable working environment. They will not outsource jobs in a country with a record of exploitative business practices.
There are conflicting views and opinions on the present state of the Finnish fashion business. There are pundits who criticize it as frozen and exclusionary while others think otherwise. Whatever the truth may be, the Finnish fashion industry is faring very well. Exporting can be very risky considering that the clothes are bound to ideas, brands and time. A single item can only last about half a year, and only caters to a specific audience because of its premium price and unconventional design.
Like other business enterprises, the fashion industry is dependent on the law of supply and demand. When a consumer needs something, he or she undergoes a process of decision-making before coming up with an answer whether to purchase or not the product. All human beings need clothes.
The problem staring Finnish fashion companies is that the local market cannot sustain all of them but expanding internationally requires a lot of work and money. Getting into foreign markets is hard and more so for fashion companies whose products are susceptible to fluctuations and time of manufacture.
Source: Marimekko brand