Evelyn Moradzadeh
What inspired Helsinki Fashion Week?
Launching Helsinki Fashion Week (HFW) three years ago was an obvious step for the Finnish fashion industry. The country needed a platform on which to showcase both local and international talent in the fashion and art industries. Encouraging sustainable fashion is also a big focus for HFW. We want to show the world that with new technologies, superior materials, better production methods and elevated ethics, the fashion industry can be eco-friendly.
What are the key characteristics of Nordic design?
In the north, we like comfort, simplicity and practicality. We live in cold countries, so we use warm fabrics and dress to suit the weather. More than any other region, our inspiration comes from nature. We have a bit of a ’60s touch: roundness, playfulness and prints.
What were your favourite parts of last year’s HFW?
It would definitely be the boat trip to our venue, Unesco World Heritage Island, Suomenlinna! It was our first summer event, and the days were unbelievably beautiful. During the shows, you could hear the birds singing, like a natural background music. It was really magical.
What makes HFW different from others?
Our easiest brag is our setting – have you seen Helsinki in the summer? There is no place like Finland in July, with the nature freed from the snow and the midnight sun… Really, you couldn’t think of a more perfect location for a fashion show.
What can fashion lovers look forward to at this year’s event?
We have a lot of exciting things coming up. First of all, our selection of designers is going to be absolutely amazing! We are also putting sustainability at the centre of our event. All of our designers’ lines must be 100% ethically made in order for them to participate. We are also going to have thrilling collaborations this year with companies developing new technologies to be applied to the fashion industry.
Can you share the setting for HFW 2017?
Unfortunately, we can’t unveil the location yet. But we will say that it is going to be in the centre of Helsinki. We won’t be taking the boat this time, but we will be travelling – maybe with virtual glasses or time machines! This year, our theme is centred around the future, new possibilities and innovations.
What is your definition of glamour?
For me, glamour has nothing to do with showing off or wearing expensive brands. Glamour is about the feelings you communicate. I like thinking of glamour as the perfect coherence between who you are and how you appear. There’s this very specific glow you have when you succeed. It can’t be faked. This is glamour happening.
Keep an eye on our Instagram page for our Helsinki Fashion Week takeover! Stay up-to-date with what’s happening in the fashion world by visiting our Fashion Insider section.
