Werbung | Kaunis ilma tänään - Schönes Wetter heute! Die ersten Sonnenstrahlen tauen allmählich unsere winterlichen Gemüter auf und lassen uns von endlosen Sommertagen träumen. Wandern über Wiesen, Sonnenbaden im Sand und lange Abende mit Freunden auf der Dachterrasse sind nur einige Punkte auf der Bucketlist für die warmen Monate. Diese Lebensfreude wurde in der neuen limitierten Kollektion von UNIQLO x Marimekko eingefangen. Mit der Frühjahrs-/Sommerkollektion 2020 wird dem finnischen Sommerleben ein farbenfrohes Statement gesetzt.

Einzigartige Prints und Farben

Der Sommer in Finnland zählt knapp 100 Tage mit Temperaturen zwischen 15 bis 32 Grad Celsius. Da gilt es insbesondere diese Zeit in vollen Zügen zu genießen. Vielleicht sind gerade deswegen die Finnen die einzig wahren Sommerexperten. Fast endlose Sonnentage werden mit Freunden und Familie ausgiebig gefeiert. Ausflüge in die Natur sind obligatorisch, der Blick auf die Uhr strikt untersagt. Entschleunigung das Motto der Stunde! Zusammen mit UNIQLO hat das finnische Designhaus Marimekko erneut eine Kollektion erarbeitet, die mit kräftigen Drucken und Farben eine Ode an das finnische Sommerleben ist und so der LifeWear eine besonders sommerliche Note verleiht. "Unsere drei Jahre enger Zusammenarbeit mit Marimekko haben unser Verständnis und unsere Wertschätzung für das finnische Mode- und Designhaus und seine Druckkunst vertieft. Wir freuen uns, wieder einmal ikonische Marimekko-Muster der legendären Designerinnen Maija Isola und Annika Rimala zu zeigen, dieses Mal mit einer finnischen Version, die das Ende langer Winter und die Freuden der Sommerzeit mit Freunden und Familie feiert.

Wir hoffen, dass die Ergänzung zur regulären LifeWear-Kollektion vielen Menschen Freude bringen wird.“ so Yuki Katsuta, Head of Research & Development bei UNIQLO Co., Ltd. über den neuesten gemeinsamen Modecoup.

Buntes Obst für gute Laune!

Typische Maxikleider mit V-Auschnitt und Hemden mit den unverwechselbaren Marimekko-Mustern sind genauso selbstverständlich in der Kollektion zu finden, wie weit geschnittene Hosen, Röcke und Shorts. Die Kollektion ermöglicht auch Partnerlooks von Müttern und Kindern und bietet in dieser Saison bedruckte T-Shirts und Tuniken. Liebhaber von Accessoires können Hüte, Tragetaschen und Espadrilles für den Sommer erwarten. Zu unseren Favoriten gehören die Kollektionsstücke mit dem Streifenmuster entworfen von Annika Rimala und ganz vorne mit dabei der Tori (Marktplatz)-Druck von Maija Isola, der die Atmosphäre eines pulsierenden Obstmarktes farbenfroh abbildet.

Die gesamte Kollektion findest du HIER.

Q&A

Rebekka Bay (UNIQLO Creative Director)

& Minna Kemell-Kutvonen (Director of Home Products and Prints Design)

This 2020 Spring/Summer collection is the 3rd season for UNIQLO to collaborate with Marimekko (following 2018 Spring/Summer and 2019 Fall/ Winter Collection).
How did this collaboration between the 2 brands begin in the first place?

Rebekka Bay: „UNIQLO creates high-quality clothing that is functional and accessible to everyone, appealing to various lifestyles. We are constantly seeking to partner with designers and companies that share our philosophy on making clothes. We decided to collaborate with Marimekko because its principles are in line with those of our LifeWear concept.“

Can you explain to us the philosophy of “art and printing” of Marimekko?

Minna Kemell-Kutvonen: „Marimekko's art of printmaking combines artistic expression with a warm human touch and craftsmanship. Our printmaking allows for a certain imperfection and spontaneity - we see the perfection in imperfection, and this plays a key role in Marimekko's prints' uniqueness and recognizability. Marimekko's art of printmaking is also characterized by interesting, even surprising color combinations with overlapping colors that emphasize the character of traditional printing methods.“

What is the most distinguishable characteristics between the collaboration collection and your own products?

RB: „Marimekko brings joyful prints and color to UNIQLO’s “made for all” clothing. Moreover, their prints have unique stories based on each designers’ inspirations. Each pattern has different color schemes to create the perfect tones. These add timeless, distinctive designs to UNIQLO’s clothing.“

MKK: „This collaboration combines Marimekko's strong print and color heritage with Uniqlo's timeless, democratic and functional Lifewear in a unique way.“

What is the theme of this season’s collection and how is this season different from the past 2 seasons? Which item would you say is the most symbolic in this 20SS collection? Can you explain the process of creating this collection with UNIQLO?

RB: „It takes inspiration from the “Finnish Summer Living”. After the long cold winter, Finns embrace the precious rays of sunshine and the fresh breeze of early summer on their skin. They enjoy family gatherings outdoors: swimming in the clear blue lake, picking berries and reading books in the tranquility. The collection draws from these traditions and the excitement of having the long summer ahead. We first proposed this theme to Marimekko and we took on from there, having discussion on which prints and silhouettes to use. We wanted to use ‘linen’ as key material to create the summer feel in the collection. In this sense, I feel the most significant style this season would be the V-neck maxi dresses in linen blended fabric.“

The prints used for this season are by Annika Rimala and Maija Isola, the two legendary designers of Marimekko but why were these specific prints selected for 20SS season? Can you tell us about key points of the color selection as well?

MKK: „The Papajo, Laine, Kukka and Raide prints by Annika Rimala and the Kivet and Tori prints by Maija Isola tell stories of summertime joy and capture the essence of Finnish summer living, spending time at summer markets and summer houses by the lake. This is the atmosphere the Finnish people long for and recognize. We wanted to project this theme into this collaboration collection through this particular selection of prints.The color palette of the collection represents the fresh atmosphere of the Finnish summer and the infinite charm of our white nights.“

Which item is your personal favorite from the collection? How would you style it?

RB: „My go to ‘uniform’ has always been a white shirt and it is not secret that I rarely wear pattern, but that said, the linen shirt dress with Annika Rimala’s Papajo pattern is an absolute must have, I will be wearing it oversized and unbelted, with black Birkenstocks for warm weather or easy slip on mules.“

Which item is your personal favorite from the collection? How would you style it for a Finnish summer weekend in the park for instance?

MKK: „I will definitely enjoy the easiness of wearing the black-and-white Kivet maxi dress that combines my two favorite non-colors – and I can imagine spending a relaxed and easy summer weekend in it.“

Can you comment on some of the new styles introduced for this collection?

RB: „Yes, there are many new and functional items perfect for the summer. As mentioned, the maxi-dresses are the new style offered. Either in linen-blend or cotton. Linen allows us to keep cool & freshness in humid weather and we used this material for other items such as women’s shirts and stoles. The pocketable parkas, which is offered in 2 lengths are also introduced from this collection. They are light-weight and perfect for summer outings. The raffia-like accessories which add accent to your style are newly created pieces as well.“

Why do you think Marimekko dresses has been supported by so many fans?

MKK: „The Marimekko dress is like a home; it encourages you to be yourself, express yourself and enjoy everyday moments. Throughout the years we have wanted to empower people through our designs.“

Kids/Baby items has been added from 19FW season and this season offers various Kids/ Baby item as well. What do you think of the Kids/Baby items in this collection?

RB: „The Kids/ Baby items were in fact very popular last season. Perfect as gifts as well. The prints can be linked between mothers and children so they truly bring you joy and empowers you from the heart. I cannot wait to gift every little – and big girl I know the great shorts in every pattern.“

Will this collaboration continue in the next season?

RB: „Three seasons collaborating have deepened mutual understandings and we share the same value on creating clothes. We are hoping that this good relationship continues.“

Dieser Beitrag ist in Zusammenarbeit mit UNQLO entstanden.

Text: Wilkin Schröder | Bilder: Jules Villbrandt