Marimekko’s public, open-air summer fashion show has become
an integral part of the culture of Marimekko’s hometown Helsinki. Since 1992,
the colorful, inclusive and free of charge event has gathered thousands of
people to salute the beginning of summer at the Esplanadi Park in the heart of
This year, the event will reach more people than ever, as
for the first time, Marimekko will organize the event fully digitally – and the
whole world is invited to participate!
On Friday May 22nd 2020, Marimekko’s Instagram account will
become a global runway by showcasing and re-posting summery look submissions
from its community. To participate, people around the world are invited to wear
a Marimekko-inspired outfit and film their own fashion show moment in the
safety and comfort of their homes.
“In these exceptional and uncertain circumstances, we at
Marimekko see our mission to bring joy to the everyday lives of people as more
meaningful than ever. To safeguard the health and safety of our customers and
personnel, we naturally will not be arranging the traditional summer fashion
show in the Esplanadi park this year, but we still want to come together with
our community to find some joy and positivity amidst this unusual time. We are
constantly inspired by our community and are very excited to invite everyone to
participate in this inclusive runway from the safety of their homes,” says
Tiina Alahuhta-Kasko, President and CEO of Marimekko.
Inclusivity at the heart
Since Marimekko was founded in 1951, its positive lifestyle
philosophy has been based on empowering people to be happy as they are. The
Marimekko dress, a symbol of the democratic design approach of the brand,
encourages people to express their personality through their choice of attire.
Furthermore, Marimekko’s Esplanadi annual public fashion
show tradition is a true pioneer of inclusive fashion events and a see now, buy
now way of presenting collections to consumers. Started at a time in the early
1990s when most fashion events happened in exclusive closed settings, Marimekko
decided to bring its colorful splendor right in the middle of the city, for
everyone to see and enjoy. In addition, Marimekko offered all showcased looks
immediately for purchase for the most enthusiastic shoppers.
A live performance by Finnish superstar Vesala
Marimekko’s Esplanadi fashion show is also known for its
musical performances. This year will be no different, as one of the leading
singer-songwriters in Finland, Vesala, will step on a digital stage and perform
live on Marimekko’s Instagram at 17:00 EEST.
How to participate:
- Choose an outfit inspired by Marimekko’s
- Post a runway strut or picture on your own
Instagram account. The look can be accessorized with our brand new Unikko face
filter, downloadable on Marimekko’s Instagram account.
- Tag @marimekko in the post to be included in the
world’s most inclusive runway!