Voglia renews and introduces its first guest designer
This spring, Voglia presents its first guest designer small collection, created by Elina Onkinen, who studied at Central Saint Martins University in London and has previously worked for Samuji . Onkinen's Everyday Items collection is based on the archetypes of workwear and denim.
“My design process always starts with background research; now I delved into the history of denim and workwear,” says Onkinen.
Two dresses and an overshirt from the collection are already on sale; they are made in Voglia's own factories in Estonia. The coronavirus pandemic has affected the availability of materials and slowed down the procurement, so the rest of the Everyday Items products will reach consumers during the summer. However, these pieces, which are made in Turkey, can be seen in Voglia's online store.
"In introducing the Everyday Items collection, we have also introduced new storytelling methods and, for example, created a video about Elina's work that opens the design process. The aim is to communicate about our company's operations in video format in the future as well," says Voglia's CEO Katriina Virtanen.
“My design process always starts with background research; now I delved into the history of denim and workwear,” says Onkinen.
Two dresses and an overshirt from the collection are already on sale; they are made in Voglia's own factories in Estonia. The coronavirus pandemic has affected the availability of materials and slowed down the procurement, so the rest of the Everyday Items products will reach consumers during the summer. However, these pieces, which are made in Turkey, can be seen in Voglia's online store.
"In introducing the Everyday Items collection, we have also introduced new storytelling methods and, for example, created a video about Elina's work that opens the design process. The aim is to communicate about our company's operations in video format in the future as well," says Voglia's CEO Katriina Virtanen.
Voglia's generational change last year made Virtanen, who had previously been involved in the company's marketing, the CEO, and he quickly began to shape the fashion house's strategy. The collection designed by Onkinen is the first taste of what's to come. The permanent design team was updated in the fall by hiring two new freelance designers, whose debut collection will be released at the end of the summer.
The new collection combines classicism with softness, sustainable materials and interesting silhouettes. Designers Paula Polkumaa and Salla-Maaria Syvänen continue Voglia's tradition by designing high-quality and interesting clothes for different body types. The AW20 collection aims to reach more people than before, in addition to Voglia's established customer base, who are unfamiliar with the brand.
The new collection combines classicism with softness, sustainable materials and interesting silhouettes. Designers Paula Polkumaa and Salla-Maaria Syvänen continue Voglia's tradition by designing high-quality and interesting clothes for different body types. The AW20 collection aims to reach more people than before, in addition to Voglia's established customer base, who are unfamiliar with the brand.
The goal of Voglia's brand renewal is to develop collections and services that are of greater interest to modern consumers of different ages and that meet their wishes and requirements visually and functionally as well as ecologically and ethically.
“Our aim with our updated look and strategy is not only to attract new domestic customers but also to target international markets,” says CEO Virtanen.
Voglia is a Finnish fashion brand and family company founded in 1983, whose products are responsible, high-quality and timeless. The brand has ten stores in its home country and a total of 42 employees. Voglia's clothing is designed in Finland and 81% manufactured in the company's own factories in Estonia, which employ 25 local professionals.
“Our aim with our updated look and strategy is not only to attract new domestic customers but also to target international markets,” says CEO Virtanen.
Voglia is a Finnish fashion brand and family company founded in 1983, whose products are responsible, high-quality and timeless. The brand has ten stores in its home country and a total of 42 employees. Voglia's clothing is designed in Finland and 81% manufactured in the company's own factories in Estonia, which employ 25 local professionals.
More information:
Katriina Virtanen — CEO — katriina.virtanen@voglia.fi
Katriina Virtanen — CEO — katriina.virtanen@voglia.fi