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Anniversary of fashion artist Mai Niemi: 35 years of the Knitted Kalevala.

The fashion artist celebrates the 35th anniversary of NeuleKalevala and publishes of her new collection at the Tallinn Fashion Week fashion show in October 2024.

Fashion artist Mai Niemi is currently celebrating her anniversary: created by the artist the national collection NeuleKalevala turns 35 and as the equivalent of fast fashion working fashion concept Magic Wardrobe 25 years.

Niemi's new collection Pohjola will be released in October at the Tallinn Fashion Week event.

The upcoming show will work as the artist's international opening.

Knitted Kalevala

NeuleKalevala is a modern design created by Mai Niemi and approved by the Finnish National Museum Museum as folk costume, national costume and ancient costume collection that brings Kalevala to this time in fashion language.

The Kalevala lives in the eternal memory of our bodies, where it has been recorded by singing from generation to generation to another. The collection, like our national epic, is our national origin expression, and its task is to raise national identity and self-esteem.

"After returning to London's Central St. Martin's College of Arts - to Finland, I noticed that we lacked our own Finnish and the Kaleva knitting tradition. Norwegians, Icelanders and Irish people had its own, but for us it was limited to the Jussi shirt. I decided to create our own knitting tradition, or rather it decided to create itself through me.

I got the initial impetus for the knitting tradition after doing a thesis in England

about the Kalevala and its influence on Finnish art and design.

I read the Kalevala in English, and to my surprise the content opened up. I was truly enchaned. I realized how rich our culture is and how deep it is the wisdom of the Kalevala".

- Mai Niemi

Counter force for Fast fashion era

Mai Niemi's fashion art combines naturalness and well-being. When Niemi completed her studies at the European School of Feng Shui, she realized that Feng Shui and Kalevala have a common northern origin and roots. Niemi applies their wide-ranging clean energy also for fashion art.

Niemi's collections are made by hand from natural materials. The clothes manufactured in Finland, are also knitted directly into their shape, so textile waste or emissions caused by transport cannot be created.

"My mission is to design energetically clean clothes that get you

to feel at home and where you feel good. My collections are for one size planned, and they free the customer from size restrictions, emphasizing the best aspects of femininity," adds Niemi.

Clothes and accessories from the collections can be creatively combined with those already found at home. They work as a personal touch in everyday life as well as a spectacular ensemble in festive situations.

Niemi's fashion philosophy is well established as the term "Mai´s Magic Wardrobe", which Niemi has lectured on, among other places,

in The United States.

Mai Niemi's collection Pohjola will be released at the Tallinn Fashion Week eventon Tuesday 22.10. at The Creative Hub (Põhja pst 27a, 10415 Tallinn).

The collection works as the fashion artist's international opening.