Fashion in Helsinki highlights the new generation of Finnish fashion designers

Fashion in Helsinki is the most significant annual showcase of Finnish fashion. Held each May in Helsinki, the event brings together runway shows, exhibitions, talks, and launches. This year’s edition places a particular focus on emerging designers, new brands, and current phenomena shaping the fashion field.

Taking place from May 26–30, 2026, the week-long programme presents over 50 designers and fashion brands representing the next generation of Finnish fashion.

— Fashion in Helsinki celebrates Finnish fashion and the expertise within the industry. This year, we have placed special emphasis on new brands and young designers, says Miia Koski, CEO of the event.

Designer and Professor of Practice at Aalto University, Ervin Latimer, describes Helsinki’s fashion scene as a rapidly evolving ecosystem where new modes of practice are emerging. According to him, the field encompasses commercially driven brands alongside atelier-based practices, high-level artistic work, and a strong sense of community.

Examples of the above — and internationally acclaimed Finnish conceptual design in particular — are highlighted in the main event of Fashion in Helsinki, the Fashion in Helsinki Presentation. Set in the cultural-historical surroundings of Seurasaari, the presentation features collections by Idaliina Friman, Linda Kokkonen, Sini Saavala, Taneli Ukura, Ellen Rajala, Jim Bergström, Ilari Kokkola, Apollo Da Costa Doria, Enni Lähderinne and Nana Lybeck.

The programme highlights diverse approaches to fashion-making, ranging from made-to-measure atelier practices to conceptual and artistic design. Sini Saavala, for instance, represents individualised atelier production, while Juha Vehmaanperä’s work emphasises an experimental and artistic approach. Audiences will also have the opportunity to take part in workshops exploring craft techniques together with the Fashion Community.

Emerging designers are further showcased in the NÄYTÖS/NÄYTTELY26 event at Aalto University on Thursday, May 28, as well as in the KOE26 show by LAB Institute of Design and the presentation by the new EVOL collective on Saturday, May 30. The internationalisation of designers and the ongoing transformation of the fashion industry will be explored in greater depth at the Talks event, organised in collaboration with A Magazine Curated By, on Friday, May 29.

New brands are creating new business opportunities.

New Finnish brands and designers are often building their businesses through social media and other digital channels, but many emerging labels are now also available in physical retail. Products by Finnish designers and brands can be found, for example, at the Fashion Community store; Helsinki-based Beam carries brands such as Hedvig and Almada Label; and VAIN is now available at Stockmann.

During Fashion in Helsinki week, one-off pieces will also be available at the SS26 SPACE sales gallery at Amos Rex, curated by Minttu Vesala. Events will also take place at VAIN’s store, and Danny Wu’s products will be available at the Danny Wu Café.

— Brands such as VAIN and Almada Label have grown their revenue through strong, clearly defined branding and by building engaged communities around them. A deep cultural understanding of their target audiences, combined with resonant communication, is what drives their success, says Ervin Latimer.

During Fashion in Helsinki week, Mert Otsamo will launch his new ready-to-wear collection, OTSAMO. The new brand combines modern tailoring with carefully selected materials, while maintaining the couture-inspired aesthetic that defines Otsamo’s work.

The programme of Fashion in Helsinki also features events by Sofia Ilmonen, Marimekko, Studio Lamea, the fragrance brand Ablomb, and the eyewear brand Paloceras.

The week culminates in the annual Finnish fashion awards gala, Finnish Fashion Awards.

Week highlights:

22 May | 12:00, 13:30, 16:00 & 18:00
MARIMEKKO DAY FASHION SHOWS

26 May | 17:00–20:00
Fashion Community Helsinki & Juha Vehmaanperä curated fashion evening, followed by a guided tour of the Craft Punk exhibition

26 May | 20:00
KOE3 FASHION SHOW

27 May | 18:00–24:00
Danny Wu Reading Salon, powered by Aperol Journal

27 May | 18:00–19:30
Fashion in Helsinki Presentation, Seurasaari
Featuring: Idaliina Friman, Linda Kokkonen, Sini Saavala, Taneli Ukura, Ellen Rajala, Jim Bergström, Ilari Kokkola, Apollo Da Costa Doria, Enni Lähderinne, Nana Lybeck

28 May | 19:00
Aalto University Fashion Show & NÄYTÖS/NÄYTTELY26

29 May | 13:00–16:30
Aalto Fashion & Textiles / Fashion in Helsinki Talks, hosted by A Magazine Curated By & NÄYTÖS/NÄYTTELY26 Award Ceremony

29 May | 16:00
SS26 SPACE by Minttu Vesala & Generation 2026 exhibition

29–30 May | 16:00–20:00
Aplomb Aperitivo

30 May | 18:00–20:00
Shopping with VAIN

30 May | 20:00
EVOL FASHION SHOW

Throughout the week, the programme also includes Generation 2026 at Amos Rex and Juha Vehmaanperä’s Craft Punk exhibition at the Design Museum Helsinki and Architecture Museum.

Explore the program online

Cover image: Enni Lähderinta’s performance, photo: Aava Eronen. Illustration in the article: Taneli Ukura’s showcase of skill.