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A Bird’s-eye View of Fashion in Finland

For more than a century already, design has been very important to the Finns. Finland takes pride in its design, especially when it is recognized outside the country. Time and place usually impose on design, but fashion is very ephemeral as a design branch. Its worth is not only ascertained by fashion professionals, but also by the people who patronize it.

Pure and clear postmodern designs predominate fashion in Finland. While the attributes seem definitive, they are by no means specific only to Finnish design. They are worldwide trends and an essential aspect of Scandinavian style.

Some elements can be actually uniquely Finnish, though. Finnish couturiers are often inspired by nature. It is, however, more evident in classic fashion than in current fashion. 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.

Individualism is another differentiating trait of Finnish fashion design. Finnish designers look to create specific fashion for stylish individuals and not for the hoi polloi. It is a very restrictive practice that limits the market significantly. In the end, fashion in Finland is more oriented towards design and aesthetics rather than maximizing bottom lines. The positive thing is that the fashion industry in Finland is more fascinating and varied than some of the rival fashion industries.

Universally appreciated ideals like ethics and sustainability are also relevant principles in Finnish fashion. At its core is the understanding that the garment will be able to withstand time. Additionally, Finnish designers aspire to provide their seamstresses a safe and equitable working environment. Their overseas factory cannot be situated in a country infamous for exploitative business practices.

Viewpoints and notions vary on the present state of the Finnish fashion business. Some consider the industry dormant and marginalized but others think it is better than that. No matter the perspective, fashion in Finland is doing fairly well. Exporting can be very risky considering that the clothes are bound to ideas, brands and time. A single item can only last about half a year, and only caters to a specific audience because of its premium price and unconventional design.

Like any other trade, the fashion business is based on the law of supply and demand. A consumer in need of something will undergo a decision-making process before eventually buying the product or not. Clothes are a basic need for everyone.

The dilemma facing Finnish fashion brands is that the local market is not big enough to support all of them but going global entails a lot of effort 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.

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