Fashion in Finland in a Nutshell
Finland has always been known through the years for its inclination toward design. The Finns are proud of their design, notably when it’s acknowledged internationally. Design is normally adapted to time and place, but fashion as a branch of design is very fleeting. Its value is determined by fashion arbiters and the consumers who opt for 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 worldwide trends and an essential aspect of Scandinavian style.
But there are some aspects that can be seemingly originally Finnish, though. Finnish couturiers are often inspired by nature. It is usually more noticeable in the works of older designers than from emerging ones. This can probably be attributed to the global trend for more conceptual and abstract inspirations. Present-day fashion view references which are too blunt crude and drab.
Individualism is another differentiating trait of Finnish fashion design. Finnish designers look to create specific fashion for stylish individuals and not for the hoi polloi. 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.
Internationally appreciated ethics like integrity and sustainability are also important premises of Finnish fashion. It believes that a garment should withstand the test of time. Furthermore, Finnish designers want their sewers to work in a safe and fair working environment. Their overseas factory cannot be situated in a country infamous for exploitative business practices.
Impressions on the current state of the Finnish fashion industry varies depending on who was asked. There are some who think it is stagnant and discriminatory while others are much more optimistic. 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 current design can only last for six months in the shelf and is geared towards a limited market because of its higher markup and bold style.
Like any other trade, the fashion business is based on the law of supply and demand. A needy consumer will go through the process of coming up with a decision before actually buying a product or not. All human beings need clothes.
The dilemma facing Finnish fashion brands is that the local market is not big enough to support all of them but going global entails a lot of effort and capital. Getting into foreign markets is hard and more so for fashion companies whose products are susceptible to fluctuations and time of manufacture.
Source: Finnish fashion shops