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Your very own digital runway

A digital runway open for everyone


Since 1992, Marimekko’s colorful, inclusive and free of charge annual open-air fashion show has gathered thousands of people to salute the beginning of summer at the Esplanade Park in the heart of Helsinki.

This year, the event will be more open than ever as, for the first time, it is fully digital – and the whole world is invited to participate on the runway!

On Friday May 22nd, Marimekko’s global Instagram account will become a global runway showcasing summery looks from our community. Get inspired by bold prints and colors, wear your favorite Marimekko outfit – and film your own fashion show moment in the safety and comfort of your home.


How to participate:

  1. 1. Choose an outfit inspired by Marimekko’s colorful world.

  2. 2. 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 global Instagram account.

  3. 3. Tag @marimekko in the post to be included in our digital runway open for all – and for the chance to win a prize.



Marimekko filter Unikko



A glimpse of our global runway

You are such an inspiration to us – take a look at all these fabulous Instagram fashion show moments from around the world!



Explore the new collection

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