Fashion in Finland in a Nutshell
Design has been a part of the Finnish identity for a long time now. The Finns are proud of their design, notably when it’s acknowledged internationally. Design is usually dictated by time and place, but fashion is perhaps the most short-lived branch in design. Its value is determined by fashion arbiters and the consumers who opt for it.
Pure and clear postmodern style has always been the trademark of fashion in Finland. While the description seems categorical, it is by no means distinct only to Finnish design. They are worldwide trends and an essential aspect of Scandinavian style.
Some elements can be actually uniquely Finnish, though. Nature influences Finnish couturiers a lot. It is usually more noticeable in the works of older designers than from emerging ones. This is probably an offshoot of the worldwide trend for more conceptual and abstract designs. Present-day fashion view references which are too blunt crude and drab.
Another leading hallmark of Finnish fashion design is individuality. Finnish designers tend to fabricate fashion lines tailor-made for stylish individuals, not for the masses. It is a very prohibitive practice that substantially narrows the target market. It can be said that fashion in Finland places more importance to design and artistry rather than increasing profits. The good thing is that Finnish fashion is more intriguing and varied than that of their rivals.
Internationally appreciated ethics like integrity and sustainability are also important premises of Finnish fashion. It believes that a garment should withstand the test of time. Additionally, Finnish designers aspire to provide their seamstresses a safe and equitable working environment. They will not outsource jobs in a country with a record of exploitative business practices.
Viewpoints and notions vary on the present state of the Finnish fashion business. There are some who think it is stagnant and discriminatory while others are much more optimistic. No matter the perspective, fashion in Finland is doing fairly well. Export can be very tricky as the clothes are so bound to inspiration, brands and time. A current design can only last for six months in the shelf and is geared towards a limited market because of its higher markup and bold style.
The law of supply and demand applies to the fashion industry just like any business. A needy consumer will go through the process of coming up with a decision before actually buying a product or not. Everybody needs clothes.
Finnish fashion brands are in a quandary as the local market is not big enough to support all the local brands but going international entails a lot of work and capital. Penetrating foreign markets is always difficult and the fashion companies’ products that are susceptible to fluctuations and time of manufacture make it even harder.