Some weeks ago, Anna Ruohonen, finnish fashion designer, presented her Autumun-Winter 2013 Fashion Collection in a very curious way. The show was set inside the Forsblom Gallery in Helsinki surrounded by Peter Frie and Johanna Ehrnrooth art exhibition covered of vivid and colourful paintings. Anna gave us a warm welcoming and Ludovic Kerfendal, the artistic director of the fashion show, explained to us how the evening experience was going to be. As an audience our mission was to be calm, drinking a french white wine and enjoy the art exhibition…When, suddenly, music started and we had to stop cause models were performing through the whole gallery showing us in a very natural, casual and kind way Anna’s designs. I liked it a lot, I felt that I was taking part in the show, interacting with them. And this creates accessible designs.
Anna Ruohonen concept is to design high quality products with a strong idea of design stand up to the time. In her opinion, when an object or design is beautiful, this is everlasting. Anna Ruohonen creates beauty for everyday life. She supports the idea of having a lovely designs forever. Her way of fashion is based in Slow Fashion “you are not looking for fashion, yes to special designs”.
Her personal mission is to provide an ecological and ethical concept. Ruohonen’s idea is to invest in quality and timeless design. The basic concept is an order-based production. This means that the products are manufactured only when ordered.
Last April, Anna has opened a small fashion house “La petite Maison de Couture”. It is located in the 14th arrondissement on Boulevard Raspali just a stone’s throw away from La Rotonde, La Coupole, and the historical places of creativity. Finnish architect Pekka Littow has designed the house specifically for the needs of Anna Ruohonen. The house will have a retail shop-showroom, design studio and production atelier.
Have a look to her SS2013 collection. …MA MAISON