There are many exciting brands participating in this year’s first Copenhagen Fashion Week next week. One of them is Finnish VAIN, founded by artist and creative director Jimi Vain and photographer and CEO Roope Reinola.
Photographer and CEO Roope Reinola and artist and creative director Jimi Vain are the brains behind VAIN.
In their short existence, they have, largely through exciting collabs, become a cult-like design community where several of their projects have gone viral, such as the recent collaboration with McDonald’s to recycle their old work uniforms into a fashion collection, which reached over 200 million people on social media and led to over 800 articles worldwide.
In 2023, VAIN’s FW23 debut collection ’02’ was presented at Pitti Uomo in Florence, followed by its debut at Copenhagen Fashion Week.
“In an increasingly technocratic world, it’s sometimes easy to forget that what unites us humans is love, and VAIN is all about love,” reads the website, and the keywords are art, love, technology, rock and a dose of Finnish melancholy and madness. Styletalk will return with a more detailed presentation of the Finnish fashion brand after the Copenhagen show.
From VAINs show at CPHFW 2023.
Among the international fashion weeks, Paris, Milan, New York and London are the big four. This is followed by a large number of national fashion weeks around the world, as well as specific weeks for haute couture and men’s wear. The Danish fashion week is not the biggest or best known, but has managed to build a reputation as the biggest of all fashion weeks on sustainability.
“Sustainability is at the core of our vision of Copenhagen Fashion Week as a forward-thinking representation of Nordic talent to the global community” says Cecilie Thorsmark, CEO Copenhagen Fashion Week. In order to fulfill the vision of becoming a leading fashion week, the organizers introduced a sustainability action plan in 2020. It set out very specific requirements for those who want to show their clothes on the Danish catwalk, which came into full effect in 2023. Focus areas are strategy, design, most environmentally friendly material choices, working conditions, consumer engagement and entertainment, and all in all, participating brands had to meet 17 minimum requirements, according to the action plan on the Copenhagen Fashion Week website. If a brand does not meet any of these requirements by January 2023, they will not be allowed to participate in Copenhagen Fashion Week, regardless of their overall sustainability score, according to the document. In addition, proof that brands meet these requirements will be provided through official documentation.
The focus is not only on materials and production, but also about international human rights. All companies must incorporate diversity and equality in its personnel policy, and not compulsorily outsource unsold goods. In addition, they must be able to offer a solution for reusing sample products or digitizing sample production. The aim is to bring about significant changes in the industry, both in terms of inspiring and encouraging the industry to increase its sustainability efforts.
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