Marimekko is celebrating the beginning of the summer season with its 27th annual fashion show in Helsinki's Esplanade Park.

Marimekko's first fashion show took place at the Kalastajatorppa restaurant in Helsinki on May 20, 1951.  At the time, Finland had almost no fashion industry to speak of. Armi Ratia, Marimekko's founder, decided to put on a fashion show as a marketing tactic to promote the vibrant fabrics being produced by her husband's fabric printing company, Printex. The collection consisted of 24 outfits designed by fashion designer Riitta Immonen in cotton, rayon, and linen. The fashion show was a huge success when every garment sold on the spot. Five days later, Marimekko became a registered company.