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 22 May 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.”
– Tiina Alahuhta-Kasko, President and CEO of Marimekko.