COVID19 challenged traditional fashion week events. Finnish Sustainable fashion expert Paula Malleus creates the FUTURE by participating in the first digital Helsinki Fashion week event ever.
After a creative break, Paula Malleus will participate in Helsinki Fashion Week with her MEM brand on July 27-August 1, 2020 for the third time. Long-line fashion designer and master of sustainable fashion creates its sixth collection named FUTURE in collaboration with Finnish Pure Waste Textiles and takes the collection's thinking a step further, as Helsinki Fashion week also makes history by being the first in the world to create a completely digital event!
The designer and creator behind MEM has been known for her long line of work on upcycle for more than a decade. Through MEM, Malleus has challenged herself to create, research, and develop new approaches and production methods for more systematic uses of various surplus textiles. However Malleus' favorite child, postconsumer waste, will give way to new winds this year, and MEM is now targeting new spheres through digital reality with the support of Helsinki Fashion Week.
- The digital process is the future, I feel that being part of HFW raises and teaches me both as a designer and as a creator overall - this was one of the most pleasant and inspiring surprises for Covid spring for me. - Malleus says.
This year, with the Covid-virus, many events were canceled, but Helsinki fashion week reshaped and created its skin to digital form. Malleus has participated in the HFW event under the sign of MEM in 2017 and 2018. This year, she originally had no plans to join the event. However, the creation of the new collection had reflected in MEM’s backbone from the previous year, and when creativity is unleashed, surprising things happen. It was not until May that Malleus was selected as one of 15 designers who are creating their collections around the world.
- I had been spinning the FUTURE collection idea for over a year and acquired Pure Waste's off-white material. One night ago in May, I stayed to “carve” it into the study - one of the two outfits was three pieces in front of it, and then it left. - Malleus
MEM by Paula Malleus F U T U R E collection 3D video from Helsinki Fashion week. Original design: Paula Malleus (MEM) Digital clothing: SCOTOMALAB Directed: NDA PARIS Produced: SOLDANTS Music: OKKO NUOTIO