We were intrigued to see the Finnish company Marimekko pop up on the New York schedule for the first time, so tootled along. It turned out to be one of the week's most pleasurable collections. Simply cut, comfortable clothes - there were a lot of shift dresses - proved the perfect canvas for this businesses' wonderful catalogue of colourful prints.
Colour blocking, naturalistic designs inspired by seagulls, fruit, shells or flowers and kaleidoscopic abstracts were all highly attractive and shout-out-loud bold. Print's moment in the fashion spotlight might have temporarily passed, but Marimekko should find a clientele who don't care so much about trends but want to stand out next summer. Jacqueline Kennedy was a Marimekko fan way-back-when: the company first came to the fore in America after she bought seven dresses in the 1960's - and a revival seems imminent.
Almost as good as the clothes, was the casting of the models. Ranging from slip-of-a-girl through the ages to Carol Alt, Pat Cleveland, Carmen Dell'Orefice (aged 81), they weren't your usual NYFW suspects.
The company's president, Mika Ihamuotila, explained why: "You know, Marimekko has a philosophy of encouraging people to be who they are and not to hide your identity. So we wanted only to have only models share our values, who have their own identity. Not the arrogant-looking, cold 17 year olds. We wanted people with life experience, whether they are young or old. And people who can smile. I hate fashion shows where you see anorexic girls who don't show their personality - that would not be right for Marimekko."
Cheers to that: and the company's plan to come to London Fashion Week sometime soonish.
Via: New York Fashion Week: Marimekko spring/summer 2013
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