Meet Maija Mero, the hottest name in Finnish fashion.
You think you’ve mastered the ruffle trend? These designs takes the hype to a whole new level.
Last May I saw a long (and impressive) list of Finnish Aalto University graduates present their collections in Helsinki. This is a line up that keeps knocking itself out of the ball park, spreading its international reach with every collection they present. The school that did not yet exist when I decided to spread my wings and move to London to study fashion design and marketing in 2010 has grown into a world renowned school, scoring the third place in a BoF ranking of the top fashion schools worldwide. Impressive to say the least, I am so proud of our growing Finnish fashion industry (fist bump emoji!!) and today I am continuing to do my part of the promotion.
Amongst the sea of talent emerging from Aalto University, this year has been good for graduate Maija Mero, who was titled ‘Newcomer of the year’ by Finnish Elle as well as claimed third place at the sough after Designer’s Nest competition in Copenhagen. On the top of that, she’s since managed to secure a place in the finale at H&M Design Awards that we’ll witness on the 16th this month. Besides Maija, Emilia Kuurila is the other Finn in H&M’s finale, I’ll be there to root for the girls to go all the way!
But onto the clothes, I’m as well completely swoon by the romantic execution of Maija’s designs. Her play of proportion and the rich maximal approach speaks in volume (all puns intended), oozing a almost a old school vibe à la Victor and Rolf. ‘Why overthink things, when you can focus on the fun’ is what the designer said to Elle, so to honour those words, that’s what we did. We got to shoot at the beautiful Finlandia Hall in Helsinki, where the carpet did not only match the drapes, but the silk creations too.
Photography: Andre Pozusis
Location: Finlandia Hall