Marimekko Corporation, Press Release, May 3, 2022 at 11:00 a.m.
Marimekko will hold its annual outdoor fashion show in its hometown of Helsinki on May 20, 2022, after two years of digital executions. Since 1992, the annual fashion show has traditionally been held in the heart of Helsinki, Esplanade Park. From the start, the fashion show was open to the public and completely free of charge, demonstrating the democratic approach to fashion that Marimekko is known for – the event was originally founded as an alternative to the exclusive fashion shows of the early years. 90. Every year, thousands of people gather at Esplanade Park to enjoy the spectacle of inclusive fashion together. This year, in addition to the outdoor fashion show, Marimekko commissioned various musicians and artists to perform at selected cafes, bars and restaurants across the city to bring joy to unexpected places in their own way. Marimekko’s seasonal theme celebrates the resilience of wildflowers and their ability to cut through anything, even concrete.
“The Esplanade’s inclusive fashion show tradition began thirty years ago when Kirsti Paakkanen, the legendary owner and CEO of Marimekko at the time, had the idea of inviting the general public to enjoy the prints Marimekko’s colorful and together welcome the beginning of the summer season. in the heart of Helsinki. The Esplanade spectacle has since become an integral part of Helsinki’s culture. After a two-year break, here is our love letter to Marimekko’s hometown, Helsinki: making the event happen simultaneously across the city, giving our community more ways to join in the celebration in less crowded places.
The reintroduction of the physical event seems particularly meaningful now and we look forward to meeting our community and welcoming the start of the summer season with everyone,” said Marimekko President and CEO Tiina Alahuhta- Kasko.
The outdoor fashion show will showcase the brand’s Spring/Summer 2022 collection, which is the first summer collection designed under the creative direction of Rebekka Bay. The collection will be available for purchase throughout the day in Marimekko stores and on the website worldwide.
Marimekko Day will take place on Friday, May 20, 2022.
Breakfast: 9:00 a.m. to 11:00 a.m. at Way Bakery. With performance.
1. Show: 12:00 p.m.–12:30 p.m. at Esplanade Park. Performance by Lxandra.
Lunch: 11 a.m.–2 p.m. at Harju 8. With show.
2. Show: 1:00 p.m.–1:30 p.m. in the Esplanade park. Performance by Lxandra.
Late lunch: from 2:00 p.m. to 4:00 p.m. at the Lasipalatsi restaurant. With performance.
3. Show: 4:00 p.m.–4:30 p.m. at Esplanade Park. Performance by Lxandra.
After work: 4:00 p.m. to 6:00 p.m. at Green Hippo Töölö. Performance by DJ.
4. Show: 6:00 p.m.–6:30 p.m. at Esplanade Park. Performance by Lxandra.
After party: from 6:30 p.m. at Jackie’s. Performance by DJ.
The complete list of artists will be published on marimekko.com.
Further information :
Asta Halme, Marimekko Communications
Such. +358 9 7587 233
Marimekko is a Finnish lifestyle design company renowned for its original prints and colors. The company’s product portfolio includes high-quality clothing, bags and accessories as well as home décor items ranging from textiles to tableware. When Marimekko was founded in 1951, its unrivaled printed fabrics gave it a strong and unique identity. In 2021, the company’s net sales amounted to 152 million euros and the brand’s product sales worldwide amounted to 376 million euros. Globally, there are approximately 150 Marimekko stores, and the online store serves customers in 35 countries. The main markets are Northern Europe, the Asia-Pacific region and North America. The Group employs around 410 people. The company’s stock is listed on Nasdaq Helsinki Ltd. www.marimekko.com