NORDIC AWAKE Showroom successfully launched in Paris
One-of-a-kind showroom brings Nordic aesthetics and sustainability together
Launched at the Finnish Institute at the Paris Fashion Week, NORDIC AWAKE Showroom is the first of its kind. It is a concept showroom that promotes sustainable fashion with contemporary Nordic aesthetics. The selection of high quality brands is tailored for concept store portfolios, meaning that the range is as broad as Ready-to-Wear fashion (womenswear, menswear and unisex), Accessories and Beauty Products.
NORDIC AWAKE was created in Helsinki by three Finnish clothing and accessory brands Lovia, Uneins, Ritual Helsinki and a Latvian knitwear brand Baiba Ripa. The common principle of the four brands is that there is no compromising between elegant design and sustainability.
- Sustainability is slowly but surely growing and needs more awareness in the traditional fashion markets, hence it is a great opportunity for brands like us to join forces and make a lasting impact on the fashion industry. We believe in sharing and supporting likeminded other brands in order to build a strong community with a joined vision, says Linda Förstner, the designer behind Uneins.
"NORDIC AWAKE bears
a huge potential to stand out
from the crowd."
Paris was selected for the launch of NORDIC AWAKE due to its central position not only in the European markets but also due to its popularity among Asian buyers. With a strong local network and one of the oldest fashion traditions in the world, Paris is an attractive hub for fashion professionals gathering there during fashion week.
This was just a beginning. After successfully establishing first contacts in Paris, NORDIC AWAKE will be present also at coming Paris Fashion Week SS17. Further, NORDIC AWAKE has a mission to build up a community of sustainable Nordic brands with similar aesthetics and become a showroom brand known worldwide.
- Bringing several brands together, NORDIC AWAKE bears a huge potential to stand out from the crowd. It is definitely easier to gain interest of buyers and the industry in general that way, the designer of Lovia, Outi Korpilaakso, says.
- The fashion industry is build too much on competitive thinking and short-term goals as well as elbow-mentality - I have heard the frustration about this from many other designers, so we would like to make a change also within the industry mindset, Linda Förstner adds.
NORDIC AWAKE: Press pictures from Paris (by Graziella Louhio)
BRANDS: Click the pictures below, you will be lead to a picture folder.
1 Lovia (accessories) 2 Uneins (ready-to-wear) 3 Baiba Ripa (knitwear) 4 Ritual Helsinki (jewelry). Uneins Core collection here.
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We are UNEINS. Un-One with the mainstream, against the mundane, in rejection of the mediocre or half-hearted. We exist to create fashion with purpose, without expiration date, created when there is reason to do so, unbound by seasons and trends. Supporting the craft of manufacturers and artisans, who quietly revolutionise the fashion industry around the world.
For us, being elegant goes beyond surface. It’s activism through sustainable Nordicmaterials, local manufacturing & open communications wrapped in durable, elegant designs. To lead you deeper into the essence of Lovia, we have created a DNA for every Lovia product in our webstore. The DNA reveals the production methods and location, materials and makers behind a product.
Ritual designs and handcrafts fine jewellery. Our process is dedicated to the respect of raw materials, architectural shapes, northern ambience, and nature. All the pieces are produced in small series, or made as one-offs. The designs are our filtered result of the daily engagement with the visual world that surrounds us.
Timeless lines, calming colors and freedom of mix and match are the key words for Baiba Ripa. Made with the simplicity and know-how of Northern Europe, BR knits stand for the holy trinity of defined research, experimental forms and traditional patterns. No seasons, no rules, no fixed schemas. Only a myriad of ways how to feel elegant and comfortable in one’s skin enveloped in sophisticated sculptural clothing.