Fashion trend expert, Tony Bannister, introduces the stand-out label from this week’s Copenhagen fashion week, Samuji. Tony shares which looks we should keep our eyes peeled for and what makes Samuji the statement label of the season to watch.
By Tony Bannister, Fashion Trend Expert
I wanted to share with you a winter collection for F/W 12 that caught my eye and premiered at Copenhagen Fashion Week. The new label is Samuji from designer Samu-Jussi Koski.
Based in the old Vallila district in Helsinki, Finland, Samuji is about simple functionality, a love of necessary things, kindness and quality. I applaud the craftsmanship, which reflected an era when craftsmanship was valued and everything had a purpose. It has a sustainable design ethic and showed pieces designed to last beyond the season.
The fabrics and materials shown included alpaca, reindeer suede and raw silk. And it was not surprising to see a strong sense of Finnish folklore and national romantic sensibility. I particularly appreciated the black apron dress, white wide sleeve blouses and big coats inspired by old black and white photographs of Karelian women. For the evening there is a selection of innocently glamorous cocktail dresses and a few statement pieces.
Look out for crisp white shirts, smart tailoring, wash-and-wear silk tops, stripe jersey tunics and straightforward leather.
Samuji is definitely a design house I will watch.
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