- Andrea Byrne
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Finnish design label Marimekko has announced it will present its
pre-spring 2021 collection digitally at Copenhagen Fashion Week (CFW) on 12
August 2020.
The digital presentation will be set up in Marimekko’s in-house printing
factory in Helsinki, where over a million metres of fabric is used in its
lifestyle collections. The colourful presentation will kick off Marimekko’s
70th anniversary year, and the focus will be on the brand’s iconic
printmaking.
The pre-spring collection, named Art of Printmaking, will put a
spotlight on the designer’s rich and varied legacy by bringing together
some of the most notable prints with forward-looking new designs. CFW will
also feature a selection of vintage pieces from the past as a show of
respect for Marimekko’s commitment to “truly timeless and long-lasting
design”.
CFW announced in June that its upcoming event,
taking place 9 – 12 August, would be a new hybrid format, consisting of
both physical and digital shows.
“This digital presentation at Copenhagen Fashion Week offers the perfect
opportunity to launch Marimekko’s 70th anniversary year celebrations
together with our community. Marimekko’s core values have always been
founded on inclusivity, creativity and timelessness, all of which are
beautifully highlighted in this new hybrid, more open format of Copenhagen
Fashion Week,” said Tiina Alahuhta-Kasko, President and CEO of Marimekko in
a statement.
“In these unprecedented times, it is important to find new ways to
inspire consumers as well as industry professionals, and we are happy to
take part in one of the forerunning international fashion events in the
world. We believe that fashion should be for everyone, so we would like to
warmly invite our community to have a peek at our first ready-to-wear
collection of 2021, and to discover the heart and soul of Marimekko – our
Helsinki printing factory.
“Marimekko’s mission is to empower people to be happy as they are and
bring joy through our bold prints and colors, and this truly feels like the
perfect event to do so.”
Photo credit: Marimekko, Facebook
