Finnish fashion brand Voglia started a collaboration with Sugar Helsinki
The renewed Voglia aims to expand its customer base and win over consumers interested in responsible fashion. Katriina Virtanen, who took over as CEO of Voglia, founded in 1983, in autumn 2019, is steadily steering the third-generation family business's brand renewal forward. The latest project is a collaboration with PR agency Sugar Helsinki.
Voglia and Sugar are a perfect match, as both companies are driven by responsibility and aim to lead the way in conscious consumption. Both Sugar and Voglia want to question established habits and challenge change. Aesthetics and life can also be enjoyed responsibly.
"Ethics and ecology guide all our operations. Responsibility in production, materials and logistics alone is not enough; products must also be attractive, stylish and comfortable so that people admire them, fall in love with them and use them for as long as possible," says CEO Virtanen with a smile.
“For us, responsibility is an inherent part of the definition of beauty and well-being.”
Voglia's design is soft, timeless and thoughtful. Products made from high-quality materials are long-lasting and last both visually and functionally – even from generation to generation. The entire Voglia collection is designed and planned in Finland. Last year, 72% of production was made at the company's own factories in Estonia, in Viljandi and Võru. In addition to local production, Voglia prefers materials made in Europe.
Voglia's solid experience is particularly evident in the precision of its design and tailoring skills. The brand focuses on fit and designs its clothes with respect and joy for the diversity of bodies.
"We want to combine our expertise developed over decades with modern materials and designs that appeal to customers of all ages. We are fascinated by the encounter between timelessness and topicality," says Paula Polkumaa, the fashion house's chief designer.
In addition, patterns are an important part of modern Voglia. This summer's products are adorned with, among others, the subtle Journey stripe pattern, the abstract Merihelmi, and the rich floral pattern called Hehku. Voglia's prints are created by the brand's own designer Salla-Maaria Syvänen.
The Voglia Summer 2021 collection is inspired by simplicity and a slow lifestyle, luxurious sustainable fabrics and adventures in the countryside and cities. The collection features a rich use of natural materials such as linen and silk. This summer collection is a wonderful combination of versatile products where you can truly feel the softness and dreamy tranquility of Voglia, which is perfectly described by the brand’s new slogan True Nordic Charm.
More information:
Katriina Virtanen, CEO, katriina.virtanen@voglia.fi
Salla-Maaria Syvänen, designer and AD, salla-maaria.syvanen@voglia.fi
Photo: Sanna Lehto (AS YOU ARE Agency)