Laura Juslin graduated from the Aalto University School of Art, Design and Architecture in 2012, and has become recognized for clean, simple designs that harmonize both shape and cut. She uses carefully tuned colors often in the form of blocking, and structural and innovative materials. After presenting her awarded MA collection she was offered the position as Head Designer for a new Finnish label Siloa & Mook. Here, she answers our questions.
How did growing up in Finland influence your aesthetic? Marimekko has a significant role in the history of Finnish design. Practically everyone grew up with Marimekko pajamas, towels and bed sheets. My childhood Finland was still quite isolated from international fashion, which has given us room to use our imagination.
Do you think there is there a distinct Finnish aesthetic? Traditionally, Nordic design has been seen as minimalist. Finnish fashion has become more experimental and brave still bearing in mind its heritage.
What’s your favorite thing about being based in Finland? Finland is so far away from fashion capitals that you are able to perceive fashion from an outsider’s perspective. We have four strong seasons that differ dramatically from one another. Also the difference in the amount of light between summer and winter is quite significant. These differences are inspiring.
Do you have a favorite Finnish designer? All the designers in Pre-Helsinki are super talented and intriguing in their own distinctive way. We really appreciate each other’s work and everyone supports one another to go further
Meet Finland’s Rising Fashion Stars
“Finland is not a land of high glamour. My clothes are usually based on functional garments like workwear and military uniforms.”
“We live between Russia and Sweden. I can see influences coming from both Slavic and western cultures, which makes it quite different from what you see elsewhere.”
“I grew up surrounded by Marimekko curtains and table wear, using Fiskars scissors and drinking from Iittala glasses. In away you could not help it how you got influenced by the iconic Finnish design from the golden ages.”
“Of course we are influenced by things beyond our borders too, but there is without a doubt a certain Finnish aesthetic which mixes with Karelian roughness and both cultures are strongly influenced by nature. “
“Finland is evident in everything I do, but not necessarily very noticeably. It’s sort of a national feeling of a pacifist.”
“Samuji aims to create functional, sustainable design—items that serve a purpose and yet carry a story.”
“Finland is so far away from fashion capitals that you are able to perceive fashion from an outsider’s perspective.”
R/H “Finnish people are naturally good at individualism because of our lone wolf kind of mentality.”
Hair and make-up by Emilie Tuuminen. Model: Stephanie Cook at Brand Model Management.
Photos by Chris Vidal Tenomaa, styled by Maija Sallinen. Hair and make-up by Emilie Tuuminen. Model: Stephanie Cook at Brand Model Management.