Have You Heard of Sauna Fashion? A Steaming Hot Clothing Collection Made of Finnish Forests is Challenging the Textile Industry

Concrete solutions don’t usually grow on trees. But when they do, they grow in Finnish forests. Kuura Saunawear collection demonstrates that fashion doesn’t have to be unecological, showing that change for the better is possible
Sauna has been one of the biggest wellness trends of the year, and the Finnish steam room has become familiar around the world. Finns usually bathe naked, but what do you wear on the way from the sauna to an icy lake? And what about when you’re cooling off afterwards? This uniquely Finnish problem was solved by a Finnish forest industry company Metsä Group – while

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Have You Heard of Sauna Fashion? A Steaming Hot Clothing Collection Made of Finnish Forests is Challenging the Textile Industry

Concrete solutions don’t usually grow on trees. But when they do, they grow in Finnish forests. Kuura Saunawear collection demonstrates that fashion doesn’t have to be unecological, showing that change for the better is possible
Sauna has been one of the biggest wellness trends of the year, and the Finnish steam room has become familiar around the world. Finns usually bathe naked, but what do you wear on the way from the sauna to an icy lake? And what about when you’re cooling off afterwards? This uniquely Finnish problem was solved by a Finnish forest industry company Metsä Group – while

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‘Heavy Makeup’ Helps Break Stereotypes with Metal Makeup Tutorials

Finnish people are metalheads. Now this passion has taken a new form as this spring’s makeup tutorials are served as metal music with K-Citymarket’s Heavy Makeup songs. Featuring four fierce female vocalists, the Heavy Makeup campaign wants to combat stereotypical portrayals in makeup marketing.
For decades, advertising has promoted stereotypical portrayals of women. Even in Finland, a country that tops global rankings in gender equality. Because of this, K-Citymarket, the biggest supermarket chain in Finland, launched Heavy Makeup, a new type of beauty portfolio centered around women’s

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Fashion Meets Art in Helsinki – Emerging Finnish Designers Take Center Stage at Fashion in Helsinki 2025

[image] Fashion in Helsinki (http://www.fashioninhelsinki.com), the preeminent platform for emerging talent in Finnish fashion, returns this May with a program highlighting the conceptual vigor of Finnish designers. 
This year’s edition of Fashion in Helsinki (FiH) is dedicated to the boundary-pushing practices of Finnish designers. Taking place from May 21-24, FiH brings together young designers, established brands, and art & design institutions throughout the city to explore the blurry edges between fashion and art. Showcasing talent through runway shows, exhibitions, showrooms, the

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