What is fashion week actually for? Is the old system tired & old-fashioned? Has it lost its purpose and reason for being? If so, what sorts events do we want to see take over? Do we need sustainable fashion weeks?
Meet Evelyn Mora, the 26-year-old photographer-turned-event-producer behind Helsinki Fashion Week. In its current incarnation, the event happened for the second time in July 2018, taking sustainability as its focus.
Evelyn's mission? To reinvent “traditional concepts of fashion week venues and the ways they present collections to buyers and press” while simultaneously “questioning the way we consume.” Evelyn says her vision is all about “circularity, sustainability and beauty” but it’s also about getting rid of what’s gone before. She’s a change agent who likes to shake things up. She wants fashion weeks to be super-inclusive, zero-waste, diverse, open to anyone who's interested, showcasing only ethically produced and environmentally-aware collections; in short, totally different to how they used to be.