Who’s behind Finland’s fashion scene?

Who’s behind Finland’s fashion scene?

Meet the style connector putting Helsinki on the fashion map.

Lifestyle

When Finnish fashion makes waves, you can rest assured that Martta Louekari is somewhere behind the scenes. As founder of Juni, a PR agency specialising in design, Louekari is on a mission to put Helsinki on the map as an alternative fashion capital.

“The level of creativity in Finnish fashion is amazing, but you have to be loud to get noticed. I help to build networks and win Finnish brands the visibility and respect they deserve internationally,” says Louekari.

Raised by architects in an “Aalto-saturated” home, Louekari studied fine art photography in Glasgow but soon discovered that her real talent lies elsewhere. “I’m better at selling other people than myself,” she says, with a modest smile.

This coming December 2018 will see the unveiling of Louekari’s “dream project,” the opening of a one-stop Finnish fashion hub at Galleria Esplanad. “I’m very excited. Great things are happening for our brands right now,” she enthuses.

Text Silja Kudel
Photo Liisa Valonen

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