Marimekko For Athletic Pursuits

The Finnish brand, beloved by women of a certain age, is going sporty, with Adidas joining the game

At each launch of the Marimekko X Uniqlo collaboration, now into their fifth season since 2018, women who have reached a particular station in life and age group make sure they are the first few to cop the cheerful tops and dresses. The collab’s success with this sizeable company of women allow it to be an ongoing project that suits the Japanese brand’s LifeWear positioning or what is described as “practical sense of beauty”. As Uniqlo is well embraced by all women, regardless of age and size, it is unsurprising that Marimekko’s tented shapes, in particular, are adopted and have quickly become the go-to silhouette for those seeking clothes that are forgiving. As one fashion stylist told us recently, “the Marimekko woman is not the Ines des la Fressange woman.”

Marimekko is probably well aware that it needs to break away from the sticky cliché that its designs appeal mostly to those who want loose, bright, graphic-strong clothes that detract attention from the body—unchallenging garments that make the wearer look youthful, too. Sportswear is an inevitable category to go into, even if Marimekko has never traipsed into the path of performance wear (not counting T-shirts) before this. Into the field came serial brand collaborator Adidas. And it’s timely too, considering that track tops and bottoms are presently the fashion choices of many women IRL. That Adidas has had success with pop-centric collabs—such as Beyoncé and Niki Minaj—likely prompted Marimekko to adopt the sports brand’s tried and tested formula.

The Finnish label, which turns 70 this year, calls the collaboration “the art of print and performance”. Indeed, print is synonymous with Marimekko—they can easily draw from an archive of reportedly more than 3,500 graphic motifs. But rather than employ those that have made their collaboration with Uniqlo so rewarding, such as their famous poppy flower (known by the Finnish name Unniko) or the jumble of blooms Siirtolapuutarha, they have opted far more graphic patterns, such as the repeated dots of Räsymatto and the vintage waves of Laine. Perhaps flowers do not hint at performance. The clothes are clearly pitched at the athleisure customer than an actual track-and-fielder. There’s a hip-hop, Missy Elliott-worthy vibe, too. In fact, it could even entice the gorpcore enthusiast if we go by the location of the shoot for the advertising: a hillside or a hiking trail.

The campaign images could also be one of the most inclusive among the collaborations of Adidas. The photographs all feature models of colour—there is not a single Caucasian (is that still inclusive?). The clothes seemed to be for women only, but in their publicity images made available to the media, there is one male model in a cycling top. These days, it is, of course, hard to tell who a brand’s intended audience really is. The clothes could be unisex or that the women’s items could also be pitched or “recommended” to guys. If so, Marimekko X Adidas is really a collaboration alert to the requirements that make today’s fashion brands really tuned in.

Marimekko X Adidas is available online in mid-June at Photos: Marimekko/Adidas

Two Of A Kind: Doing Dots

One Singaporean designer is going the Finnish way


Sabrina Goh vs MarimekkoLeft: Sabrina Goh. Photo: Sabrina Goh/Instagram. Right: Marimekko X Uniqlo. Photo: Uniqlo

Marimekko is not only known for their oversized abstract flowers (particularly the house bloom, the Unikko poppy), they are loved for their oversized, irregular-edge polka dots, arranged in a neat grit—a sort of chessboard with circles. In their collaboration with Uniqlo, one of the most popular dresses, we were learned, is an A-line, cotton/linen blend dress (top right), based on one of the house’s popular prints Kivet, first conceived by the Finnish textile designer Maija Isola in 1959 for Marimekko. So popular is Kivet the repeated circles that the print now appears on other garments such as ponchos, accessories such as umbrella, as well as home furnishings such as blankets and cushions.

Concurrent to the availability of this Marimekko X Uniqlo dress is one possible sibling—a 100% cotton version (top left) by Sabrina Goh’s label Elohim. The kinship is further augmented by the black and white colour scheme, and overall shape of the dress—loose-fitted, with light gathers in the centre, just below the bust. Ms Goh’s version has shorter sleeves (almost capped) and sports a slit on the right side. Although it is, similarly, V-necked, it is additionally mandarin-collared. It is shorter, too, skimming just below the new, while the Marimekko X Uniqlo dress is of maxi length. The print also looks similar, but each piece of the pattern is, in fact, a three-sided polygon that suggests pebbles. This also recalls the inspiration behind Ms Isola’s design, which, according to Marimekko, “likely originate(s) from the large, rough-edged stones cleared from the site of the artist’s studio home”.

The Elohim dress is called ‘Genesis’ (Ms Goh has a weakness for biblical references. Elohim is frequently used in the Hebrew bible to refer to god), and the naming seems to hint at creation, origin, and beginning. Or, corresponding to creativity, original, and first? Whichever description you’re inclined to accord the dress, it is unlikely that both came hand-in-hand from the garden of (design) Eden.

Elohimby Sabrina Goh ‘Genesis’ polka-dot dress, SGD249.90, is available online at Sabrina Goh e-shop. Marimekko X Uniqlo linen-blend V-neck dress, SGD59.90, is available online at Uniqlo’s website

(2019) Winter Style 1: The Graphic Sweater-Knit Dress

A knit dress not only travels well, it lends a touch of elegance in what would otherwise be too casual a travel wardrobe


Uniqlo X Marimekko dress

Packing a dress for a winter holiday is not a thing many women consider wise for the luggage. A store buyer told us that a dress is not preferred when it comes to those that can shield against big drops in temperature: “A dress worn here daily won’t be useful when temperatures go below ten. One that can be worn in Seoul, for example, at this time of the year won’t be suitable here.”

But a dress is always a stylish (not to mention, feminine) addition to any practical winter wardrobe. The one-piece that we are drawn to this season is this almost maxi-length wool sweater-dress from the Uniqlo X Marimekko collaboration. You’ll agree that the simplicity of silhouette will ensure that you could wear it for many more winter holidays to come.

Admittedly, we’re not really a fan of this particular collab. Marimekko’s prints and shapes tend to attract women of a certain age and carriage (as seen in the horde that flocked to Uniqlo’s flagship this morning). Sure, we do think fashion should be inclusive—it’s good that Uniqlo caters to a certain demographic, but certain associations sometimes diminishes the sartorial appeal (or edge) of a brand, no matter how creatively the designs are executed.

Yet, we’re still drawn to some of Marimekko’s item if the visuals used aren’t so self-consciously cheery. Such as this fine-gauge merino wool-blend sweater-dress that would carry you from day to night if that transition is important to you. It scores big with the thick, windy black line that meanders down the body as an S-shape or an F1 track, depending on how you see things.

The dress is cut to swing away from the bust. With the fully-fashioned, slightly wide crew neck, it means you can layer it over a shirt, for example. (Layering is key, Uniqlo will tell you.) Over that, a slightly oversized puffer jacket, we think, will look just swell.

Uniqlo X Marimekko merino-blend long-sleeved dress, SGD79, is available from today at Uniqlo, Orchard Central. Photo: Uniqlo

Prints Talking

Marimekko flagship store

The brightly-hued Marimekko lookbook for Autumn/Winter 2015

In the song ‘Special Shades’ from the album White Orchid by indie band French Films, the lads sing of “brighter grace”, “lemony haze”, “flowery space”, and the need for summertime. It sounds like an ideal soundtrack to a Marimekko television commercial. The song’s music video is equally trippy: back-lit, rose-tinted, and tie-dye-kaleidoscope-screened, with singer/guitarist Johannes Leppänen wearing a gaily-printed shirt. If names can sometimes be misleading, then French Films is. The quintet is not French, and its music is not particularly cinematic. Brimming with The Beach Boys’ sun-lit jollity and spiked with jangly guitars, their sound is more akin to those coming out of Manchester than their native Helsinki, yet, like Marimekko, French Films is from Finland. Similarly, Marimekko, new to Singapore, has many shoppers stumped: does a brand name that sounds Japanese and offers prints that could have come from the Polynesian islands really hail from a Nordic country?

We’re not implying a misnomer here. Far from it, Marimekko is as Finnish as, well, cloudberry, or Lapland. But it does aesthetically appear to be at odds with a country known for its dark winters, when daylight is seen for no more than 6 hours a day. Marimekko’s prints, patterns, and colours are so cheerful, they suggest a genesis bathed in sunshine, the way Ken Done’s are evocative of sunny Sydney. Its first Singapore store in Capitol Piazza—surprisingly not as showy as the floral prints—welcomes so much natural light that you’d think they’re compensating for the lack of it in native Helsinki. But, perhaps, that’s the beauty of the 240 square-metre space: it’s airy, it’s bright, and it’s cheery. You can’t approach it with a black face.

Marimekko storeThe Marimekko flagship store with its distinctive Unikko print, here rendered in blue

On a Sunday afternoon, four days after the official opening last week, shoppers have come to see the Marimekko flowers. Huge, unapologetic, and splashy, these blooms are the brand’s mascots, in particularly the Unikko—a flattened poppy that looks to be inspired by the papaver rhoeas than the papaver somniferum (from which, gasp, opium is derived) as seen in its vivid red petals, punctuated by a black dot at its base. The Unikko beckons like a smiley, and has, since 1964, gone quite viral, appearing in other colours and on surfaces other than textile.

Marimekko’s affinity for flowers is akin to the love some of us have for the other ‘blooms’ on the far side of our terrestrial ground: those brilliant buds we see in Orion and Cassiopeia. While Marimekko’s floral prints have come to characterise the brand, it is interesting to note that its founder Armi Ratia had not, in the beginning, felt for flowers. As the story Marimekko is happy to tell goes, Ms Ratia and her husband bought a textile company. To revitalise the yard goods business, she decided to create prints for her fabrics, but first with clear instructions that no floral designs were to be considered. As with many successful creative endeavours, however, a clash was in the horizon. It came as a defiant woman, Maija Isola, one of Marimekko’s freelance design contributors. She put out explosions of outsized flowers—the Unikko, one among a few. No one could say for sure why Ms Isola would go against the wishes of her paymaster, but many, who would later progressively turn Marimekko into a global business, were glad she did.

Marimekko AW 2015The autumn/winter 2015 preview at the Marimekko flagship store

At the start, however, the company did not quite know what to do with the prints (to date, reportedly 3,500 are in their archives). With no background in garment manufacture, Ms Ratia engaged a friend to turn the fabrics into uncomplicated shifts so that the prints could do the talking. Company enthusiasm informs us that, “the clothes were sold almost right off the models’ backs”. This is not quite hyperbolic since this was during the post-World War II years. Colours were understandably welcome after the drab patina of military conflict. The turning point for Marimekko came in 1957, when they were invited to show at La Rinascente in Milan, possibly Italy’s most up-scale department store that’s more than a century old, now owned by the Central Group of Thailand. And who should be the one extending the invitation? The then visual merchandising manager, Giorgio Armani.

Last year the Unikko turned 50, making the print just a year older than our nation. Some flowers in fashion, such as roses, considered a classic, simply bloom forever. The camellia—favoured by the house of Chanel—seems to be heading the same way. The poppy’s longevity, on the other hand, isn’t quite certain, and five decades may not an icon make. To improve its visibility, the Unniko has gone multimedia; appearing on cups, plates, trays, shower curtains; the insides of subway cars; on the fuselage of airplanes (Finnair, of course!); and on the envelopes of hot air balloons. Poppies do not have the romantic connotations of roses; many of us associate them with Anzac Day, or paper “remembrance poppies”, worn to commemorate those who died in war. Compounded by the poppy’s connection to narcotics and opiates, the flower may not be auspicious enough to have long-wearing appeal. Still, the reverse could hold: if the poppy has a less-dreamy standing, it may be cool enough for hipsters to transplant it from Pohjoisesplanadi to Coachella!

TasaraitaThe Tasaraita striped T-shirt, seen here against other Marimekko patterns, is one of the best-selling items at the store

Flowers, however, aren’t all there is to Marimekko. Stripes, too, have become an integral part of their collections. In fact, the Tasaraita—evenly-spaced parallel lines in contrasting colours—is one of their most popular patterns. If proof of Marimekko’s cool is requisite of its fashion standing, a visit to the agreeably outré Dover Street Market in Ginza, Tokyo, will bring one to the “special” Pitkahiha T-shirts: long and three-quarter sleeved ringer styles with contrast-colour striped pocket that are in sync with the Japanese aesthetic. In fact, it is in Tokyo that many Singaporeans who know of the brand first encountered Tasaraita and Unniko and her kindred prints. As one retail marketing consultant said of the Marimekko flagship store in Omotesandō, “It is a breath of fresh air in the part of an area that’s dominated by often chaotic Harajuku!”

While Marimekko is considered a “lifestyle” store, fashion and accessories takes centre-stage at its debut standalone in Singapore, occupying more than half of the space. Still faithful to the original silhouette of simple forms, best exemplified by the shift, the women’s wear embodies a simplicity that borders on the bare. Sure, with bold—some say loud—prints that speak with such alacrity, extra seams, insets, and appliqués et al seem superfluous. The prints communicate without distractions. Yet, the sum of dress form and fabric patterns requires something that would lift the clothes from repetitive plainness. To some, they may be cute, but to others, they lack a little playfulness that so many women, even in middle age, enjoy and appreciate. Whimsy and a definite silhouette could be brought neatly together without affecting what Marimekko calls “strong emotions”. The prints could be paired with other prints in a happy collision or they could be deconstructed. Imagine the Unikko in the same spirit as Lucas Simões’s Unportrait! To quote Richard Dawkins (who was remarking on the natural world, rather than fashion), “when we unweave a rainbow, it will not be less wonderful”.

HomewareHome ware: Marimekko’s Unniko print (foreground) works perfectly well with other patterns in their seasonal collections

Marimekko’s extroverted print designs are clearly alluring to many women, but more than a few find the sizes of the clothes large and some of their “classic” tented shapes unflattering. A PR consultant at the opening of the store said, “Even the XS is still too big for me.” Could this be due to their Euro-centric approach to design and sizing? Northern Europeans, particularly those of Nordic and Alpine stock, are known to be heavyset, and Marimekko’s avoidance of dresses skimming the body perhaps bears this out. Yet, the brand is going places, in particular the Asia-Pacific region, which accounts for one-fifth of its sales last year. If indeed Asian women are its target audience, Marimekko may have to look into the playbook of a brand from its neighbour, Sweden’s ubiquitous H&M. Sure, both are not like the other, but H&M has captured the hearts (and wallets) of the Asian shopper not just with trendy and crazily affordable clothes, but with sizes that clearly suit the Asian body and appeal to their body self-image.

Fashionable clothes may be borderless, but body types, in reality, are region-specific. There’s no negating the smaller Asian frame, or that women here do not like their clothes roomy. If Marimekko’s clothes at one glance—sack-silhouette with visibly large arm-holes—give the impression they’re for the auntie population, the younger set, cable of elevating the brand’s image, may stay away from them. Savvy marketers know the power and the peril of association. To appear young, a brand has to look young.

The Marimekko flagship store is Capitol Piazza, 13 Stamford Road, L2-17/18. Photos: Jim Sim