Ivana Helsiniki s/s 2010

Ivana Helsiniki kick started her show by showing a short-film ending with the description that “it’s a fine line between being free or not”. A Scandinavian looking girl dragging her horse made of white tree on the country side. The whole collection was based on this and the key icon of the collection was actually this horse. Describing itself as an art brand rather than a fashion label, IVANAhelsinki loves defying sartorial conventions. With animal-prints, wool dresses, and eco-friendly production methods, IVANAhelsinki’s womenswear is based on designer Paula Ivana Suhonen’s dark yet girly powers of imagination.

The models took the stage, walking in a slow path, looking bored and slightly bothered. Dragging the heavy horse behind them and with arms stuck in their pockets looked less than free. The collection featured jumpsuits, dresses, skirts and tops. I did like the show but my opinion doesn’t go much further. Nothing ground-breaking and since I’m from the northern Europe my self, I see this style everywhere and all the time. It felt like something was missing in the line. I want to see more designers break out from their home-countries design pattern.