4 talented new designers present Pre Helsinki House collection ss17
The Pre Helsinki House presentation in Paris showcases the SS2017 collections by four talented Finnish fashion designers and brands; Hanne Jurmu, Juslin Maunula, Lepokorpi, and Aamu Salo. The presentation is an immersive hybrid between fashion show, installation and performance art, with the designers taking over the various rooms and living spaces of the haussmannien apartment in Paris. Each of the designers present their collection in an individual setting, under a common theme. The presentation in Paris is a thematic continuum of the concept introduced in Helsinki during the annual Pre Helsinki Week in May 2016. The concept explores the phenomenon of house squatting, with the unexpected settings coming together under one roof. Pre Helsinki presentations aim to highlight the artistic strength of Finnish fashion. The brands and designers represented are a carefully curated assemblage; the avant-garde of Finnish fashion design. “Finnish fashion has a unique spirit and the level of design is highly ambitious. Finnish designers have started to gain significance in the fashion industry over the last years, many of them succeeding in competitions like Festival Hyères. For this we can particularly thank the outstanding education that Aalto University’s fashion program offers. Pre Helsinki is continuing on this path; wrapping Finnish fashion design into a phenomenon that is gaining traction internationally”, says Satu Maaranen, Co-Founder and Creative Director of Pre Helsinki. The Pre Helsinki House Presentation is supported by the Finnish Cultural Foundation and Ambassade de Finlande Paris.