Helsinki´s young creative scene blossoms at the VAIN fashion show and BELOW0 afterparty at Copenhagen Fashion Week in January 2024
Fashion label VAIN, photo: Roope Reinola
Helsinki-based fashion label VAIN and record label BELOW0 have teamed up for a series of special events at Copenhagen Fashion Week in January 2024. The VAIN AW24 runway show and afterparty hosted by VAIN and BELOW0 will present the most sought-after young designers, musicians, and creative minds from Helsinki.
VAIN FW24 Runway Show
RSVP: link.jimivain.com/fw24-rsvp
Sounds of HEL(SINKI) - Presented by BELOW0 & VAIN
RSVP: link.jimivain.com/fw24-afterparty-rsvp
Helsinki has become a global hotspot of both electronic music and fashion. This new era of transformation can largely be attributed to a small but growing scene of young adults working in the fields of music, fashion, media art and design. New types of clubs and events for electronic music are bringing international audiences to Helsinki, and young local fashion designers are gaining recognition through collaborations and international fashion competitions such as Festival de Hyerés and Alpha.
VAIN is an interdisciplinary fashion label founded by artist and creative director Jimi Vain and CEO Roope Reinola. In its short span of existence, VAIN has gained recognition through various impressive projects, such as an upcycling project for McDonald's that went viral, reaching over 200 million people on social media and generating over 800 articles worldwide.
In the realm of music, BELOW0 is a Helsinki-based independent record label founded in 2019 that represents the next chapter in the evolution of pop and electronic music. The label has quickly risen to prominence through projects such as its infamous club night ‘’Club Zero’’, which is known for its nonconformist lineups and eccentric promotional gimmicks. The label’s almost bohemian approach to nightlife-curation has resulted in a cult-like following for Club Zero, with dancers coming from across the world to be part of their dance floor escapades.
Both VAIN and BELOW0 have become global phenomena because they offer their audiences something unique.
“Our goal is to create an experience, and our curatorial approach is an essential part of our events and music,” says Dante Correa, CEO of BELOW0.
“In Helsinki, there isn’t anyone out there trying to put our work into a box. We are free to experiment and have our own approaches. It makes Helsinki definitely a very interesting place to be creative right now as there is space for anything really. There are no molds that we must try to fit in,” Correa adds.
The collaborative efforts of VAIN and BELOW0 will culminate at Copenhagen Fashion Week on Tuesday 30 January 2024. The VAIN AW24 Collection 04 delves into the inherent absurdity of the rat race in the fashion industry.
"As we navigate this relentless cycle of creation, we find ourselves constantly busy, adorned in the same clothes, despite being creators of fashion. The concept explores the paradox of months-long, intensive work culminating in a fleeting 15-minute runway show, only to swiftly transition to the next endeavour and keep running. I’ve always wanted to do my own thing – to be independent and resist the endless rat race. Ironically, I ended up creating my own,” says Jimi Vain, Creative Director at VAIN. “Luckily, Helsinki is a place that offers the counterbalance.”
The new collection features items from VAIN’s upcoming VAIN Upcycled product line and the use of a wide range of deadstock materials.
The Sounds of HEL(SINKI) - Presented by BELOW0 & VAIN afterparty will feature a carefully curated lineup featuring some of the most interesting international musicians from Helsinki, such as Glayden, Shepherd's Call and others. The idea is to bring together the things about Helsinki that have inspired both VAIN’s and BELOW’s work into one event.
“Helsinki is culturally much more interesting than what it is made out to be. We aren’t Scandinavian, but we aren’t exactly Eastern European either. The city is beautiful in a classical Scandinavian sense, but somehow still grimy and rough around the edges. This juxtaposition of energies translates into our work as well and seems to resonate with a worldwide audience because it feels real and authentic,” Jimi Vain adds.
More information & press images:
Martta Louekari
Juni Communication
martta@juni.fi
+358 40 5284818
BELOW0 crew, photo: Jens Zitting
BELOW0
BELOW0 is a Helsinki-based independent record label founded in 2019 that consists of 5 artists representing the next chapter in the evolution of pop and electronic music. In today’s hyperconnected world, influences and styles all melt together, creating unheard interpretations.
By curating their own Club Zero event series, BELOW0 artists have managed to attract a global audience to their movement. After hosting their infamous club night at Flow Festival Helsinki and selling out their first event abroad at the Trauma Bar und Kino, Berlin, BELOW0 has set the base for global expansion in 2024.
In addition to Club Zero, BELOW0 artists have been able to gain a global following thanks to their networking and online presence, which has resulted in several collaborations featuring up-and-coming NYC cult artists CLIP and Miss Madeline, TDJ and several others.
VAIN Roope Reinola and Jimi Vain, photo: Sofia Okkonen
VAIN
VAIN is an interdisciplinary fashion label founded by artist and creative director Jimi Vain and CEO Roope Reinola. In its short span of existence, it has formed a cult-like community through various viral projects.
VAIN and its story are a testament to the very nature of what it means to be creative in the Digital Age. High-quality materials, subtle cultural references and extreme attention to detail are the defining hallmarks of VAIN. Regardless of its contemporary origins, the values behind VAIN are as old and simple as humanity itself. In an ever more technocratic world, it’s sometimes easy to forget that what brings us together as humans is the love we have, and VAIN is all about love.
VAIN's FW23 debut collection '02' was presented at Pitti Uomo 103 in January 2023, followed by its Copenhagen Fashion Week debut for the SS24 season in August 2023.
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