The Finnish Fashion Awards celebrated the country’s fashion industry on May 23, 2025, in Helsinki. The event highlighted a mix of established brands and new designers, all recognized for their focus on sustainability, creativity, and meaningful design.

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Organized by Juni Communication, the awards honored achievements in six categories: New Talent, Scaling, Branding, Retail, Beauty, and Fashion Photography. Three additional special awards were given in collaboration with Helsinki Partners, LAB Institute of Design and Fine Arts, and the Kaute Foundation. Miia Koski, CEO of Juni Communication, emphasized the importance of showcasing Finnish fashion’s strengths, from sustainability to innovation.

Marimekko won the Scaling Award, supported by Zalando, for its successful international growth. Fabio Baum from Zalando praised the brand’s ability to reach global markets while staying true to its roots. Zalando sees Finland as a key market full of creative potential and aims to help more Finnish brands expand in Europe.

Tuuli-Tytti Koivula received the New Talent Award, backed by Stockmann. A graduate of Aalto University, Koivula has worked with major fashion houses and is known for her distinctive prints. Tia Rantanen from Stockmann explained that supporting young designers aligns with the company’s values, favoring lasting design over temporary trends.

VAIN, a Helsinki-based brand gaining attention in Europe and Asia, won the Branding Award. The Beauty Award went to makeup artist Miika Kemppainen, recognized for his work in fashion and with Finnish Eurovision artist Erika Vikman.

Kaartinen & Kuusela, a vintage store, took home the Retail Award for promoting sustainable shopping, particularly among men. Photographer Jens Zitting, known for his strong visual storytelling, won the Fashion Photography Award.

Three special awards recognized unique contributions. Lilja The Label received the Fashion For Happiness Award for its community-driven swimwear. Mifuko was honored with the Sustainability Action Award for combining eco-friendly production with international business success. The Hyvon Award for Innovation in Textiles went to Structural Colour Studio for its work in sustainable fabric technology.

The international jury included Krzysztof J. Lukasik (Bottega Veneta), Heikki Salonen (MM6), Kieran Long (Amos Rex), Leena Karppinen (Helsinki Partners), Sofie Fuchs (Sinebrychoff), Pirjo Kääriäinen (Aalto University), Aino Frilander (Helsingin Sanomat), Fabio Baum (Zalando), Tia Rantanen (Stockmann), Tytti-Lotta Ojala (LAB Institute), Miia Koski (Juni Communication), and Jani Niipola (journalist).