13 May 2017

AALTO x Moomin collection available at Pre Helsinki

The Finnish designer brand AALTO International presented their Moomin collaboration collection at the Paris Fashion Week in September 2016. AALTO’s latest collection, Uusi Fantasia (roughly, “New Fantasy”), features Tove Jansson’s beautiful drawings from the book Dangerous Journey.


Photo: © Moomin Characters™


Photo: © Moomin Characters™

AALTO’s ss17 collection for strong and sophisticated women with urban but still very elegant twist, is partly presented now at the Pre Helsinki event week bringing together the peak of Finnish fashion talent in shows, pop-up stores and exhibitions.


Photo: © Moomin Characters™

AALTO x Moomin – Pre Helsinki x Artek Pop up shop

AALTO’s Moomin products will be first time available in Finland now when Pre Helsinki continues its cooperation with the iconic Finnish design brand Artek for the second year. Selected pieces from AALTO’s ss17 collection, including some unique pieces, will be available at the Artek flagship store in the center of Helsinki from Saturday, May 13th to Saturday, May 20th. (Location: Artek, Keskuskatu 1 B, 00100 Helsinki.) Pieces from AALTO x Moomin collection is also available at Asuna store in Helsinki.


Photo: © Moomin Characters™


Photo: © Moomin Characters™


Photo: © Moomin Characters™


Photo: © Moomin Characters™


Photo: © Moomin Characters™


Photo: © Moomin Characters™


Photo: © Moomin Characters™

 

AALTO International is a Finnish designer brand, created in Paris by Finnish Tuomas Merikoski. For the first time, AALTO collaborates with the Moomin Characters with its ss17 collection. The brand identity of AALTO is based on Tuomas Merikoski’s Finnish origins and his vision of the real Finnish identity. The Finnish youth culture, contrasts, and taboos are the key factors in his creative process – a bit similar Tove Jansson had with her Moomin books.

Pre Helsinki is the premier organization focusing on the internationalization and export of Finnish fashion. 

Photos: © Moomin Characters™