Spring look


These days I try to maintain a functional wardrobe, so I rarely buy new clothes. I do this, so that it’ll be easier for me to travel. Its also beneficial for the environment and my wallet. In order to maintain my wardrobe size, I’ve made a rule that every clothing item I buy needs to suit my needs perfectly. Because of this I’ve also stopped shopping online; I can’t know whether I’m completely satisfied with a product without trying it on. I also try to shop for specific needs instead of going shopping for fun. But that doesn’t mean that I’m only buying according to a specific list I’ve made. Discovering new designs and figuring out how to implement them in my looks is part of the fun of fashion.

But there still exists a list of clothing items I’ve been wanting for a longer time. I’ve been looking for a nice tulle skirt for about 2 years now and I’ve finally found one. I did give up at one point and bought a faulty design from a sales bin when I first started looking for a tulle skirt. Tulle skirts tend to have a bulky waist bands, which I find unappealing. This SS season Vila has included a tulle skirt in faded pink and champagne in their selection with the kind of waist band I was looking for. Anyone who knows me also know that most of my wardrobe consists of champagne, cream and faded pink colored designs. Besides all the black and grey. The material also feels appealing.

I’m also a fan of crop tops and lace. Instead of tucking a top under a skirt and worrying about it rolling up and showing from underneath, it’s much more comfortable to pair a waist high skirt with a crop top. Though my lace era has already mostly passed, as has the trend. But one lace crop top still remains in my wardrobe. I’m surprised that the material hasn’t gone bad by now, as it is from H&M.

When it comes to accessories, I rarely use any earrings or bracelets. I think I’m just bad at buying them. I’ve had my ears pierced since seventh grade, but I only use earrings for special occasions. I think I find earrings and bracelets a tad bit annoying. They’re too solid as an accessory. If I buy any, I usually buy very fancy ones which are easily tied to specific etiquette and are hard to combine to my everyday looks. Instead I usually go for necklaces. Lately I’ve also started to experiment with necklaces, using them as body chains and on my waist. That’s what I did for this look as well. I combined a hair pin and a pearl necklace to use on my waist. It gives more versatile uses for them and has opened doors for new kinds of looks for me.


To me, it is important that I feel comfortable in my looks. Feeling good in the clothes you wear and being pleased with the over all look is an important part of my personal fashion. I’m not a model, who wears looks for others. I wear my looks for myself and that gives me the liberty to wear what I want. Though it’s a bit funny to make that statement with an innocent look like this.

Spring look
My ootd for my brother’s graduation Skirt: VILA, Crop top: H&M


I figured I’d give it a try to talk more about my personal fashion here in the mids of all the serious fashion business talk. ‘Cos in the end fashion is a part of both my career and my personal life. Let me know what you think!

Minkälaista trenditietoa sinä kaipaat yritystoimintasi tueksi?

Opinnäytetyönäni osallistun Modinin trendioppaan kehittämiseen. Opinnäytetyön kautta pyrimme yhdessä Muotikaupanliiton kanssa takaamaan, että trendioppaan sisältö vastaa Suomen muotialan ammattilaisten tarpeita nyt ja tulevaisuudessa.

Osallistumalla oheiseen kyselyyn autat kehittämään Modinin trendiopasta ja olet mukana palkinnon arvonnassa. Palkintona Muotikaupan liitto arpoo kyselyyn osallistuneiden kesken liput liiton Muotikaupan tulevaisuus -seminaariin sekä kirjapaketin. Voit myös vastata kyselyyn anonyymisti, mikäli et halua osallistua palkinnon arvontaan.

Pääset kyselyyn oheisesta linkistä:


Kuvahaun tulos haulle modin lehti

Kuvahaun tulos haulle modin lehti










Ps. I’m sorry that this is in Finnish. It’s a questionnaire aimed at Finnish fashion professionals

Fashion Piracy Paradox

Piracy and copying are something that have always been present in fashion. Piracy is the act of making or selling a look-alike product or service bearing a fake trademark. In copying however, other designers copy the original designer’s looks, modify them, and sell them under their own brand name. In order for a designer to copy another designer’s look and sell it under their own brand name, there needs to be enough differences between the designs as not to have any copyright issues. The digital age has made copying easier; due to high quality photos and the communication network provided by the internet, a design can be copied and released to the market within a day of it being revealed by its creator. This makes competition tougher for high quality fashion designers; as they reveal their selections before the selling season, fast fashion retailers can copy them and distribute them to the market long before the original design. This not only steals the clients of the original designer but also tarnishes the image of originality the design had.


When it comes to piracy of luxury products you can often use the word brand piracy. The term brand piracy can be used when a product is made to copy another, well-known brand. The goal of brand piracy is to make the consumer mistake the pirated product for a brand product and so gain some of the brand product’s market share. Piracy is a diverse industry. It consists of full scale factories as well as backstreet sweatshops. In order to make their pirated products as authentic as possible, counterfeiters can even bribe employees of companies with valuable brands. That way they can get manufacturing molds or master discs of the originals.

Depending on the level of the pirated product it can either be sold at the same price as the original or it can make use of the original product’s marketing by looking like it. In the latter, when a consumer sees a cheap knock off of a brand product the images associated with the brand product can be associated with the knock off as well. Thus creating a positive image for the knock-off. Identifying between the original and pirated products can be hard. Consumers might be under the impression that the product they just bought for the price of a brand products is of high quality, when it is only a knock off. Because of this, the bad quality and experiences associated with the use of the knock-off will be associated with the original brand. Buying knock off products can also be harmful for the consumers. The chemicals used and the conditions the products were made in can make the products extremely harmful.

Piracy in fashion industry is often referred to as fashion’s piracy paradox. Piracy and copying can be harmful for the designers who spend tons of time to create something unique, just to have it sold as a cheaper knock off within the same day it’s revealed. However, without copying trends would never be set. Trends are a driving force in fashion industry creating revenue. For a trend to be born, the majority of consumers need to adopt it. The adaptation process begins with the innovators and early adapters. They are the daring people who seek to be unique and the observers of emerging trends. They form 15% of the population and are referred to as fashion leaders (read more here). When observing from the trickle-down theory’s point of view, they are the ones adopting new designs from high-end fashion designers and retailers. If the new look is found appealing, other retailers start to make their knock-offs of it. They are produced with cheaper materials, lower quality and lower cost. They are produced to fit the demands of fashion followers; the 85% of the population consisting of early majority, late majority and laggards.

The peak is the point when the largest amount of the population have adopted the design. After the peak, the fashion leaders start to move on to new looks as the design has lost it’s uniqueness. This is the start of the obsolescence of the design. It’s slowly becoming old news and the population is moving on to other designs. At this point the look is seen in the selections of cheap retail stores. While the fashion leaders are moving on to new designs, they are starting out new cycles in fashion continuing the essential move in fashion business.

Innovation lc
Diffusion of innovation curve – Rogers, E.

Through piracy and copying consumers get more accustomed to the design. The copied looks created for different market segments make it easier for the consumers as a whole to adopt a design. The adaptation of the copied looks drives more sales for the original looks as well; the design becoming a trend creates more demand for it in the original design’s consumer segment. Fashion leaders and followers aren’t divided by consumer segments. Meaning that more consumers in the original designers consumer segment are ready to adapt the design as it has more visibility and adopters. They’ll be looking for designs in the quality level of the original design.

More about trends: Trend forecasting SS17 Bomber jacket