Marimekko’s annual public open-air fashion show moved to digital, and everyone is invited to model

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 Helsinki. 

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 colorful world
  • 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!