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CPHFW AW21 – Marimekko: Always Looking Forward
In a playful, photoshoot atmosphere, Marimekko presented their AW21 collection and celebrated 70 years as a brand even more digitally than one could have thought. 2021 has started off with a bang for Marimekko. In keeping with the ongoing need for sustainability, Marimekko released its 2025 sustainability targets to help curb its environmental impact. Due to their ongoing support for putting our planet first and finding new ways to become more sustainable, Marimekko was awarded second place in the Zalando Sustainability Awards. 2021 also marks the beginning of a new era for Marimekko with the appointment of Rebekka Bay as Creative Director, whose first collection for the brand will debut in Spring 2022.
With a plain white backdrop, models posed as though they were on set for a photoshoot. But the real twist is that the patterns that we saw were projected into solid white garments. An interesting twist, but one that was able to give us the idea of how the garments will look. To further celebrate 70 years as a company in a subtle way, we were presented with seven archetype dresses and ten prints. This new way of presenting the collection was different, interesting, and pushed them further into the digital age.
Marimekko stayed true to their signature on minimalistic silhouettes with bright and bold patterns. The biggest change I saw was the use of a few of their classic prints, but with different colour combinations. Dresses are the forefront as always, keeping to their namesake Marimekko meaning ‘Mari’s dress’ in Finnish. The poppy print, which is arguably their most famous, was front and centre in this collection, but this time featured in forest green and soft coral. The print came back again later on in white, black, light grey, and a hint of hot orange.
2021 has already been a big year for Marimekko. With a new creative direction and new goals, we’re looking forward to seeing what they do next!