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 worth is not only ascertained by fashion professionals, but also by the people who patronize it.
Pure and clear postmodern style has always been the trademark of fashion in Finland. 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.
Some characteristics can be very much distinctively Finnish, though Nature influences Finnish couturiers a lot. It is, however, more evident in classic fashion than in current fashion. This can probably be attributed to the global trend for more conceptual and abstract inspirations. Direct references are considered crass and boring by contemporary fashion.
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 prohibitive practice that substantially narrows the target market. In the end, fashion in Finland is more oriented towards design and aesthetics rather than maximizing bottom lines. The good thing is that Finnish fashion is more intriguing and varied than that of their rivals.
Universally appreciated ideals like ethics and sustainability are also relevant principles in Finnish fashion. 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. Their overseas factory cannot be situated in a country infamous for 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. Export can be very tricky as the clothes are so bound to inspiration, 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.
The law of supply and demand applies to the fashion industry just like any business. 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 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. Penetrating foreign markets is always difficult and the fashion companies’ products that are susceptible to fluctuations and time of manufacture make it even harder.
Source: Finnish online shops