The Consul General of Finland hosted two emerging Finnish designers, VAIN and vitunleija, this New York Fashion Week.
In tandem with the Finnish Textile & Fashion Association, the presentation provides a stunning snapshot of the many unique design styles prevalent in the Finnish fashion industry.
VAIN is an interdisciplinary fashion label, founded by artist and creative director Jimi Vain, and CEO Roope Reinola, which has formed a cult-like community through various viral projects in its short span of existence.
VAIN’s Spring/Summer 2025 Collection challenges the conventional perception of love, from pink heart balloons and chocolate, presenting it in all its beauty and harshness providing an alternative aesthetic for love. Love doesn’t look the same for everyone and shouldn’t be earned; it should be ever-present.
With this season, VAIN continues to expand its “VAIN Upcycled” product line. “VAIN Upcycled” incorporates a wide range of deadstock materials from luxury maisons, and is crafted 100% from post-consumer textile waste. VAIN has established a partnership with Lounais-Suomen Jätehuolto Oy (LSJH), where LSJH functions as a material bank for VAIN’s upcycling production line.
vitunleija®
vitunleija® was founded by Bakari Diarra in 2018. Since its establishment, vitunleija® has been defining what it means to be a streetwear brand in the era of social media. In just over six years, the brand has become an icon in the Finnish fashion industry, merging into the music scene as well. In 2024 vitunleija® won “Most Engaging Social Media” at the first ever Finnish Fashion Awards.
The vitunleija® ’lo Capsule Collection pays homage to the brand’s deep roots in streetwear and hip-hop culture. It reimagines items like the traditional polo shirt, transforming them from their origins with a more conservative audience to a key piece in contemporary youth culture, influenced by figures like Chief Keef.
The Capsule Collection consists of classic items such as polo shirts, dad caps, t-shirts, and tracksuits, drawing inspiration from the outfits of their favorite artists from the early 2010s, and the sound, look, and vibe of the era. The collection includes a reimagined version of the iconic Polo Ralph Lauren logo, where instead of featuring the traditional polo-playing character that symbolizes old money, the logo now depicts a character inspired by the style and aesthetics of Chicago drill rappers.
##
Learn More
With love,
FWO
