Rokulipäivät Fashion Show

Growing up in my hometown, my old dance association would occasionally hold fashion shows in collaboration with some of the local stores. At first the fashion shows were their own separate event, but at some point we started holding the shows at our hometown’s summer fair, Rokulipäivät. I had a hard time at school at the time of the first fashion shows and it meant a lot to me, when I was asked to be a mannequin for it. It gave some self-confidence to a school bullied girl who was suffering from panic attacks and anxiety. I think we did our own hair and makeup for the first fashion shows, but with more experience we gained more partners for the shows. Since they were a dance association’s fashion shows, we included dance performances to them. It gave the models some time to change outfits. I honestly don’t remember how many of the shows I participated in, but the last one was in 2013 – the year I graduated from high school and moved away from my hometown.

Rokulipäivät 2012 - photo by Antti Nenonen & Paavo Pajala
Rokulipäivät 2012 – Photo by Antti Nenonen & Paavo Pajala

Participating in the fashion shows gave me an idea of what it takes to hold a fashion show before I started to study fashion business. Figuring out all the different elements of a show and making their combination work. Though the fashion shows held in our little home town weren’t anything special. The audiences for our shows mostly consisted of the relatives and friends of the people participating in the show. I think that was one of the factors that resulted in us holding the fashion shows at Rokulipäivät; making it more of a commercial event for our partners. After the looks were displayed, the audience could immediately go buy them.

My old dance association apparently hasn’t held a fashion show in Rokulipäivät for a while. This year one of my best friends Ella Puoliväli decided to take up the torch and held her own fashion show. Unlike the previous fashion shows, she was displaying her own designs. The show wasn’t anything extravagant. She asked friends and acquaintances to model for her, we did our hair and makeup at her fathers firm, changed our clothes at the fire station located next to the stage and went to the stage without holding a dress rehearsal. Ella was so nervous that she forgot the route she was supposed to walk. It wasn’t anything fancy, but it was special to us and we had a great time. Though to be honest, we were all just glad once it was over. I’m sure a lot of you can relate to the relief once a big project is done.

The clothes she was displaying consisted of two collections: Millianna and Suomi 100-vuotta. Millianna was her final project from her studies as a clothing artisan. The collection is army inspired as she completed military service after graduating from high school. You can read more about the Milianna collection here. The Suomi 100-vuotta collection on the other hand is inspired by Finland’s 100th year anniversary. The clothes are especially inspired by our region’s national costume. She even used some authentic pieces like helavyö, as accessories. All Ella’s clothes are made-to-order. While creating both Milianna and Suomi 100-vuotta collections, she first sought out the models and then created the clothes according to their measurements. Unfortunately we couldn’t use all the original models for the Milianna collection in this fashion show, so they didn’t fit as well on the secondary models.

Rokulipäivät 2017 – Ella and the models

I wish we had more time to prepare for the fashion show. Originally I had planned to do a project related to the organizing of the show, but I simply didn’t have the time for it. I was too busy with my thesis and another fashion show that was approaching a deadline. Ella too has been working on multiple projects over the summer. Because of this she was preparing the clothes for the fashion show until the last night before the show. One worry was whether or not everyone would have clothes to put on for the show. As a precaution, Ella invited our friend Mirka to her house for the week before the fashion show. It wasn’t for stress relief or anything like that. Mirka is also a clothing artisan and her task was pretty much to work until they both dropped. I unfortunately didn’t have the skills to help out in that regard. Instead I was there as moral support, working on another fashions show’s looks while they were working on the clothes.

After the fashion show was over, we went to a near by estate to take pictures of the Suomi 100-vuotta looks. When Ella created the Millianna collection, she held a photoshoot for it so there was no need to photograph them. This was however the first time the Suomi 100-vuotta looks were displayed. Ella unfortunately didn’t have the time to create all the designs she has for the collection. But in my opinion it was better not to rush with the designs too much. She’ll have time to create the clothes in good quality for her next fashion show, which she’ll have in Turku in the fall with her old class mates Outi Matilainen & Meri Peltonen. In case you’re in Turku 25th of August 2017, you can find out more information about the event and sign up for it here.

Please do check out Ella’s page if you’re interested to get detailed information about the designs. She’ll be writing about the Suomi 100-vuotta looks in the future. The post about Milianna is already up and you can read it here.



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

Trend forecasting


Trend forecasting is an are of fashion business that in my opinion isn’t appreciate as much as it should be, in Finland. Through trend forecasting services, businesses can find the strategic window for their business endeavors. Fashion is a business driven by change and knowing where that change is headed is a key element of surviving in the business.

Trend forecasters don’t decide what will be the trends for a season. They analyze the current zeigeist, how it’s going to develop in the future and how it will be translated into trends. Consumers feel inclined to buy apparel that somehow connects with the zeitgeist (Blumer 1969). This is the basis of trend formation. Trend is determined by what the majority of population buys and wears.

In modern day, trends can be formed by three different theories: trickle-down, trickle-up and trickle-across. Trickle-up is the oldest one of the theories. In trickle-up, trends are first adopted by the high social classes and spread there through the different social classes, until it reaches the low social class. In trickle-up, the trends are first introduced by the low social classes and start to spread from there to other social classes. In trickle-across, the trend is simultaneously introduced to and adapted by all social classes. The affects of trickle-across can be seen in mass-marketing; products are manufactured and marketed for different social groups simultaneously.


Before the birth of ready-to-wear industry, trends spread by trickle-down theory. This was the time when fashion houses dictated the trends of the season. But the birth of ready-to-wear industry created more factors into fashion business. Up until the 70s, trends mainly spread by trickle-down, which made trend forecasting easier. Nowadays trends can arise from anywhere. This has created more challenges for trend forecasting.

As trends can arise from anywhere, observing the major fashion houses newest collections isn’t enough to determine the trends of the future seasons. Besides, whether a fashion house’s collection succeeds is determined by how well it fits the zeitgeist. This was why Dior’s New Look was so successful in the 50’s. Dior’s New Look fit the needs of women to feel feminine again; the fashion had been regulated due to shortage and the appropriateness of war time.

In order to make accurate trend forecasts, one needs to understand the zeitgeist. Which is difficult as the trend forecaster needs to objectively analyze the spirit of their own time. Understanding the dominating events, social groups, ideals, attitudes and technology help the forecasters understand the zeitgeist (Brannon 2012). Comparing these factors to past zetgeists can help understand how the fashion will develop in the future. Trend forecasts spend their time collecting information about the developments in politics, fashion industry, technology, economy and other fields, analyzing the deeper meanings behind those developments and translating them into forecasts about future trends.

The forecasts are divided into long term and short term forecasts. Long term forecasts are aimed at seasons over 2 years away. Businesses use these forecasts for decisions regarding re-positioning, re-branding, extending product lines and planning new stores. Short term forecasts are are aimed at seasons under 2 years away and are used for inventory management, marketing, product development and product positioning. As the seasons draw closer, the long term forecasts become more distinctive with the additional data and transform into short term forecasts.

Trends aren’t just limited to fashion business. The zeitgeist affects the buying behavior of consumers across all categories. Through the help of trend forecasters businesses can expect the changes in the market and react accordingly.


Blumer, H. 1969. Fshion: from class differentiation to collective selection. International encycloperdia of the social sciences. 341-345. New York: Macmillian

Brannon, E. 2012. Fashion forecasting. 3rd edition. New York: Fairchild Books

Window display for Maru Second Hand & Outlet


As a part of Visual Marketing course in JAMK, we had to design and create a window display for a store. It didn’t matter what kind of products the store sold, but as I am in the fashion class I wanted our store to be a fashion store. This week we created our window display. For the project, we decided to go with Maru Second Hand & Outlet.

Maru is run by three of my seniors in JAMK. Neea Takala, Iiris Nokka and Janita Mikkola study in JAMK’s Team Academy. They took over Maru as a project related to their studies. As the name suggests, Maru sells both second hand and outlet products. They give a second chance for clothes with a story. You can read more about Maru in their website (finnish).

A window display’s role is to give passing by consumers an idea of a store and lure them in for more. It’s a tool of visual marketing. There by, a window display needs to match the image of a store. A window display that gives a misleading image of a store may lure people in, but will also have them making a U-turn at the door.

In order to create a window display that embodied Maru as a store, we researched them online, visited the store and interviewed Neea Takala. Through the interview, we got a deeper understanding of what kind of an image Maru wants to convey of themselves and how they create their window displays. Through analyzing the information given to us, the trends of the season and Maru’s display of the time, we created our concept for our display. This weekend will be mother’s day in Finland, so we decided to have mother’s day as our theme.

Trends behind the design – Pause (pictures from WGSN)
Trends behind the design – Edgelands (pictures form WGSN)

Maru has used decorations made out of newspaper in their display. We wanted to continue on with that theme. As our theme was mother’s day, we decided to create roses out of newspaper and book pages. It embodies the image of Maru: we’re giving a second chance for newspapers and disregarded books, as decorations. They’ll be appreciated again in the hands of a new owner. This also fits the trend forecasts of WGSN for the current and up coming seasons.

We kept in mind the spirit of re-using and giving a new purpose in our decorations. We bought glass vases from a flea market, got shoe boxes and covered them in paper pages and dried some branches to create decorations.

We chose the products for the window display based on our theme, current trends and Maru as a store. In our interview, Miss Takala mentioned that they would like to emphasize that they have both outlet and second hand items. They want to give an image of a high class second hand store. They also wanted to advertise the fact that they have items for both women and men. As Maru’s products change constantly, we went to choose the products for the display the day before the installation.


Maru has different types of mannequins available. In order to create a visually dynamic display, we decided to go with mannequins of similar style. This limited the amount of mannequins in the display to 2 female ones. We also tried to add a male mannequin to the display as Maru had expressed the fact that they wanted to advertise their male selection. However, we couldn’t balance the said mannequin to the display. Instead we styled it according to our theme and placed it at the entrance.

As a detail in the display, we added a mother’s day card and gifts on a table. This also created a funcional display setting for the YO ZEN jewellery that Maru has in their selection. We also displayed some of YO ZEN earrings on a mannequin. These choices were based on Maru’s wishes to advertise the said brand.

Maru’s display – Before
Maru’s display – After
Maru’s display – details
Maru’s display – details

All in all, I enjoyed creating the display. If I had the chance, I would’ve improved the lighting to make it pop out more. I also would’ve loved to include the male mannequin to the display. The addition of the male mannequin would’ve created a whole different setting and answered to our clients wishes better.

Trip to Tokyo – Harajuku

Japan has always been on my bucket list. This year I finally had the chance to visit the country with two of my friends. It wasn’t an ideal time for me to take a trip, but I decided to go regardless. I’m not sure when I’ll get the next opportunity to visit the country. I did all my April deadliness before hand in order to go. I like to think the trip as my summer vacation; I’ll be busy with both school and work throughout the summer.

We spend the entire 2 weeks in Tokyo. It might seem like more than enough time to explore one city, but we only got to see a portion of Tokyo. We rented an apartment from Minato-ku, which we later on learned to be one of the fanciest areas of Tokyo. Not something a person on student budget wants to hear, but regardless we were very pleased with the place.


For the first few days we went according to a plan in order to see some of the places on our list, but after that we started meeting up with the locals. Due to this we got to see some places we would’ve never found on our own. It also made ordering food and interacting with other locals a lot easier. Japanese are taught English since elementary school, but they generally don’t know the language regardless as they don’t need it in their everyday lives.

My number one spot to visit was Harajuku. Harajuku is one of the fashion districts of Tokyo. There people go dressed in their street styles as opposed to the suit culture that is domain in most of Tokyo. A lot of photographers and scouts also go to Harajuku to shoot these looks and in a search for models. I had been planning what to wear to Harajuku for a while, as I do whenever I’m excited about something.


The streets are surrounded by fashion stores of different quality. Takeshita street is one of the main spots in Harajuku. It is mainly lined with mid-priced clothing stores, eateries, cafes and boutiques. Most of the businesses are aimed towards young people. From all the places we went to in Harajuku, the Takeshita street was the most crowded. We got to test out purikura machines for the first time at Takeshita street.


Omotesando is another one of the big fashion streets in Harajuku. Unlike Takeshita street, it’s not just for pedestrians. The walk paths and traffic are separated by a line of trees. The street runs straight for about a kilometer and it was interesting to see the large mass of people constantly walking on the street. While we were walking on the street, a hair stylist looking for models stopped us, because he wanted me to act as a hair model for him. It would’ve been an interesting experience, but sadly our schedules didn’t match up.

Another street to see in Harajuku is the Cat street. The street is located right by the Omotesando street. It’s lined with high quality street fashion stores. Unfortunately most of the stores don’t suit my budget at this time in my life. As much as I’d love to buy designer clothes, I’d rather eat.

I feel like our trip was very fashion centered. Both of the friends I was traveling with have graduated as clothing artisans last year, so we’re all in fashion business. We also ended up meeting up and talking with a lot of people from the business. One of my favorite nights was when we met up with a model and went to his friend’s fashion store in the Cat street to hang out.



SS17 Bomber jacket

One of the trend items for this season is the bomber jacket. Especially in the shade of dusty green, pink or peach. While shopping, I noticed that pretty much every retail store in Jyväskylä carries a version of the jacket in their selection. Customers can go through different stores looking for a jacket with the design, material and details that fit their needs – and price range.

bobmer SS17
SS17 Bomber jacket – from left upper row to right bottom: H&M, VILA, Gina Tricot, BikBok & Cubus

Originally, the bomber jacket was designed as work wear for aviators. The jackets were designed as warm and functional outerwear the aviators could comfortably wear in the cockpit. The bomber jacket’s design evolved as new needs were discovered and new, man-made materials were developed. Consideration of water resistance, battle situations and functionality created new elements to be considered in the designs. The first bomber jackets used leather and wool as they were seen strong and warm materials, but through the years the designs became lighter.

Kuvahaun tulos haulle A2 bomber jacket
1920’s bomber jacket – photo from Gentleman’s Gazette

During the 50’s the designs especially started to change. Up until then the bomber jackets were strictly military wear, but during the 50’s consumers started to adapt them in their everyday life. Because of this, designs that suited consumer needs were developed. Since consumers weren’t engaging in air battles, the designs adapted for consumers didn’t have to be as functional as the designs meant for military use. This allowed for a wider selection of materials to be used.

From 60’s to 80’s the bomber jacket became a trend item for the first time. It was especially adapted by the punk movement an the skin heads. Ironically, they used it in their rebellious looks – a jacket that was originally designed for the military. The bomber jacket also became a symbol of rebellion in the Asian fashion scene. Because of this the symbol of rebellion is attached to the bomber jacket.

Kuvahaun tulos haulle punk movement
Punk movement – photo from Flickr

The current trend designs are more feminine. For the last few seasons, trend forecasts have featured the elements of gender boundaries fading, appreciation of the past, recycling, and meaningful designs. In order for consumers to make a purchase decision the elements and meanings behind a product are emphasized. Products need to “do good”.

The use of faded colours in the current designs is a reference to the trend of recycling. The use of faded colours in designs can be seen widely in current retail selections. Especially faded green and pink. This can be referenced to Pantone’s Colour of the Year for last year and this year. Though, Pantone doesn’t dictate what colours are trendy for a season; they analyze and forecast what colours represent the zeitgeist. Same with trend forecasts. Last year, for the first time, Pantone’s Colour of the Year consisted of two colours – as a representation of the fading gender boundaries.

The mixture of the historically masculine bomber jacket and traditionally feminine colours gives a reference to the fading gender boundaries in today’s society. The resurface of a design that has a strong historical background also gives reference to the “meaningful designs” trend forecast. Consumers attach meanings and ideas to the design. Because of the bomber jackets history with the military and the punk movement, meanings of both rebellion and conformity can be attached to it.

Note: this is my analysis of the SS17 bomber jacket trend. I’m not a product developer nor a trend forecaster. So, see this as an outsider’s view. Let me know your thoughts in the comments.

Fashion leaders

Fashion leader is a term greatly associated with the forming of trends. Fashion leader is an individual whose fashion choices and opinions about trends affect the public’s fashion choices and opinions. When an individual sees a clothing item on a person whose opinions they value, they feel more inclined to buy the item for themselves. Of course, a fashion leader has a broader reach than your sister or a friend.

A great example of a fashion leader is Queen Victoria. When she married Prince Albert of Saxe-Coburg and Gotha in 1840, she chose to wear a white wedding dress. This was unusual at the time. Most wedding dresses were pale blue, as it complimented the admired, pale skin. After the public saw her in a white wedding gown, the demand for white wedding dresses sky rocketed. The modern day white wedding dress culture of the western world is credited to Queen Victoria, though she wasn’t the first one to wear a white wedding dress.

Queen Victoria’s wedding dress. She set the fashion for white bridal gowns, which has continued to this day.:
Queen Victoria’s wedding dress – photo from Pinterest


Queen Victoria isn’t the only royal fashion leader. Royalty has an image of class and sophistication making it easy for them to become something yearned by others. Princess Diana was very influential in the 80’s up until her death. She was considered youthful, modern and classy with her outfits. Another good example of a modern day royal fashion leader is the Duchess of Cambridge. The duchess and princess Diana are often compared to each other.

Political figures

The Kennedys and the Obamas both represent political figures that have become fashion leaders. Hats were an essential in men’s wear up until JFK chose not to wear one to his inauguration, and Jackie’s pillbox hats were iconic. The Obamas have been actively involved in social media making them seem friendly and approachable modern day political figures. Michelle’s outfit choices are frequently praised by the media.


The Parisian designers used to dictate fashion, as everything was made to order. Dressmakers would go to Paris to see the newest designs of the season. The Parisian designers would sell sample pieces to these dressmakers at a higher price, as they knew that the designs were bought to be copied.

As the ready to buy clothes started emerging, the influence of the designers started to fade. These days, trends can start from anywhere. No one decides what is trendy or what is going to be the “it”-product of the season. The looks and designs that are adapted by the consumers become trends. But marketers try to determine what designs and looks will have demand through colour and trend forecasts.

The designers remain fashion leaders even if their role isn’t as impactful as it used to be. They create looks for the consumers to judge. If the designer manages to capture the zeitgeist in their designs, it can become an instant hit. Good examples of these are Coco Channel’s little black dress and the New Look by Christian Dior.

Christian Dior's New Look, 1947 #happybirthdaydior:
The New Look by Christian Dior – photo from Pinterest


Before 1980’s models were just mannequins wearing a dress. But Nowadays the models themselves have become sought after fashion leaders. They create an image for themselves that brands use to enforce their own brand image. Naomi Campbell and Linda Evangelista were one of the first supermodels, paving the way for the modern-day celebrity status of models. Good examples of current models as fashion leaders are Gigi Hadid and Kendall Jenner.

Gigi Hadid and Kendall Jenner street style - out and about shopping in plain shirts and high waisted jeans!:
Gigi Hadid & Kendall Jenner – photo from Pinterest

Actors & Actresses

Actors and actresses have had an influence on fashion since the movie industry began. The sculptured platinum blond hair of the 1930’s was made popular by actresses like Jean Harlow; the hair was sculptured and dyed that way so that the cameras of the time could capture it clearly in the moving pictures. The Sabrina neckline was made popular by Audrey Hepburn. She wore a dress designed by Givenchy in the movie Sabrina with the mentioned neckline.

The little black dress by Hubert de Givenchy that Audrey Hepburn wore in "Sabrina," with Humphrey and William Holden:
Audrey Hepburn in Sabrina – photo from Pinterest


Celebrities in general have a great influence on other people’s opinions about trends. Actresses were the first celebrities to achieve a fashion leader status, but as the entertainment and marketing businesses grew, the variety of different kinds of celebrities expanded. Musicians, singers, tv-stars, hosts and celebrity figures have their audiences that they appeal to. The emergence of social media has created new kinds of celebrities: social media stars.


Fashion isn’t something that everyone is interested in. These individuals dress in what they feel comfortable in regardless of the situation. But figures who don’t care about fashion can still become fashion leaders. They create a large audience for themselves through their efforts and are considered to have attributes to seek after. These individuals include developers, engineers, writers and company owners. Mark Zuckerberg, the co-founder of Facebook is an example of no-fashion fashion leader.

Moving back to Alajärvi

Yesterday, I moved back to my parents. It’s normal for students to move away from their parents after high school because of studies in Finland. I’ve been living on my own for four years while spending the summers at my hometown. But this time around, I gave up my apartment. For the past few days, I’ve been dealing with the hassle of packing and unpacking everything.

I didn’t get to live in my apartment in Jyväskylä for too long. The first two years of living on my own I spend in Oulu and last semester I spent in Toronto. It feels like I just moved in and I already moved back. My parents must hate me for constantly moving around and having them help me out. Luckily, I sold all my furniture before the move. So the process of moving everything from my apartment to the car took only 15 minutes.

My room in Jyväskylä

I will complete all my courses with lectures, this spring. So, I won’t have to live in Jyväskylä anymore for my studies. Though that doesn’t mean I’m done with school. I still have to do projects, thesis and internship on top of finishing the courses I’m currently taking. I love living on my own, but I decided to sacrifice my privacy for the lessened expenses as soon as possible. Money is the one thing limiting me on my plans to go international. Now, I’m facing the challenges of living with my family while studying.

Entering Alajärvi

Alajärvi is a small town with the population of 10 000 people. The rush hour consists of four tractors at an intersection at the same time. I’m not sure how broad the town library’s selection on fashion business related books is. As a precaution, I borrowed a bunch of books from JAMK’s library.

My parents’ house isn’t exactly a quiet one. There’s always one or two of my siblings coming to the house on some business. After everyone gets back home from work, it’s impossible to get anything done. My parents will want me to run errands for them, my little sister will start to complain how untidy the house is and my niece will demand that I play with her.

My room in Alajärvi


For the last month of living in Jyväskylä, I’ve had a good daily rhythm. I went to school at 8am every day even though I didn’t have contact lessons. My biggest motivation in getting up every morning was the fact that if I didn’t, I wouldn’t get a parking spot. I went to a quiet spot at the library and worked on whatever I had scheduled for myself for that day. There I stayed until at least 4pm every day. Though I’ve had so many 6-8pm days, that last week I felt bad about going home at 4pm. It was “too early”…

I’ve made a schedule for myself up until August stating all the things I need to get done every day and week. If I slip up, I won’t graduate in time. The  loss of my study environment isn’t exactly helping me. I feel sad about losing my spot at JAMK’s library. I don’t think I’ll be able to study at home as efficiently and Alajärvi doesn’t really have cafes where I could study at. So, next week I’ll have to go on the search for my new study spot.