Old is the New "New"

Fashion industry will never be the same. The pandemic radically changed everything: the way people shop, behave and think. Global brands stare into the abyss of the impending recession, many of them (such as Gucci, Armani, etc.) declare a new approach to creating collections, producing their goods and even announce entire fresh brand philosophies, focused on sustainability, ecology-conscious production, moderation, recycling and reuse of old materials and items. That’s crucial not only for the survival of businesses with decades-long histories, but also to serve the changing demands of the general public and fashion addicts.

What will the revitalized fashion industry look like? This project is our speculation on the possible options based on the Finnish fashion culture traditions, deep-rooted in love to mother-nature and huge respect for giving new lives to old items.

With this project we are telling 8 stories of contemporary Finnish-fashion addicts. It's sort of a guide of today's Finnish fashion scene. We spent months observing how Finns dress, shop and recycle their clothes. We talked to influential people in the local fashion industry and researched how the sustainable values are flourishing in the production process of garments.

Each story has its own unique flavor and represents a particular subculture, but all of them are connected by similar views and values. The stories are our fantasies and interpretations of how certain elements of fashion scene in Finland look like and how they shape the society.

With these project we want to express hope that in every disruptive event there's always a silver lining. Often less turns out to be more and in order to create something new, you don't have to throw away the old stuff, but find new unexpected ways to make it shine.