EMMA will be presenting fashion design as part of its exhibition programme for the first time. For Fashion’s Sake displays the interface between fashion and art and consists of works by thirteen young Nordic fashion designers who are working on the forefront of fashion and either have already reached or are on the cusp of an international breakthrough. The exhibition has been curated by EMMAs Chief Curator Reetta Kalajo.
The exhibition’s Nordic designers are all connected by their strong relationship with a wild and archaic nature. Forests, water, the weather, darkness and light are recurrent themes and sources of inspiration in the language of Nordic fashion. The roots of the designers run deep with their simple and forceful visual language telling tales of nomads, mystic peoples or forces of nature.
Iceland: Maria Jonsdottir (Staka), Anita Hirlekar
Sweden: Minna Palmqvist, Simon Ekrelius
Finland: Hanne Jurmu & Anton Vartiainen, Maria Suomalainen, Satu Maaranen, Emilia Tikka, Irene Kostas (ONAR), and the fashion art work evolving during the exhibition Justus K
Denmark: Maikel Tawadros, Tilde Bay Kristoffersen
From EMMAs point of view what is interesting in fashion is its line of demarcation with art: Many of the designers are stimulated by art and often, just like in art, the initial sketches for garments look for inspiration from a new kind of thinking, a breaking through or modes of visual narrative. Indeed this exhibition presents designers whose production contains radical features that expand the boundaries of fashion towards art. However, this exhibition is not an art exhibition, but rather an exhibition of pioneering design where display, presentation and interaction play a significant role.
Presenting the most current fashion provokes thoughts about the relationship of fashion and the ethical and ecologic questions of design. Designers who view the world as visionaries use ecological and ethical sustainability as the moral foundation of their work. The garment tells a story or takes a stance.
The exhibition is in Studio Suuronen on WeeGee Exhibition Centre’s first floor which is an open space and free of charge.
The exhibition has received support from several sources from within the industry, such as Nordic design and fashion centres, related universities – the most notable being the Department of Design at Aalto University – and various fashion agents.
The visual world of the exhibition has been created by fashion illustrator Laura Laine who has had a spectacular international breakthrough and has worked for - among others - Elle, Vogue, The Guardian, The New York Times and numerous fashion brands.