September 6, 2014, 13:00
GLORIA is standing tall among of a few Finnish high fashion
magazines under Sanoma Media Group. With the continuous growing readers and
selling, in 2014 Helsinki Design Week, Gloria presents a nearly 1 hour cat-walk
show on 6th of September, together with over 30 Nordic brands, such as Filippa
K, Frenn, Joutsen, Kalevala, Marimekko and Marita Huurinainen, to celebrate the
10th Anniversary Helsinki Design Week.
A magazine can land a fame to the high fashion show/award,
in UK there is ELLE, in Finland, Gloria is proving its stage in Ruoholahti. By
the authorisation of Marita, I am very lucky to join the event as photographer.
The show begins at 13:00. Unlike 2013 show was held under the white tent near
Kiasma Museum, 2014 fashion location is much hidden on the 4th floor of
Porkkalankatu business building. The receptionists lead the goers to the rows,
and each empty seat awaits with a glossy big black Gloria Fashion Show freebie
bag, welcomes the comers to feel warm and excited to anticipate the next step.
Gloria Editor-in-Chief gives the opening speech to greet every front/back rower, and the show starts. One of the largest retail group in Finland, Stockmann, whose self-brand collection is always colourful; Gant and Frenn handsome and cute male models always catch my eyes; Marimekko’s prints are as playful as always; Filippa K portraints sleek and clean-cut nordic lines; Marita Huurinainen releases it’s very first A/W women’s wear, using ethical fur and leather to lead the fashion and the future. What surprises me the most, is that my favourite dairy cream/sherbet Magnum also displays the icy white chiffon dress and leopard prints evening gown. Using the glittering litters as glorious opening attention, Magnum surely treat audiences a sweet and delicious experience at the show.
Photography: Mindy Yuan
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