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arkki-theme-default" data-vrsproduct="uutiset"><header class="yle__article__header"><div class="sc-eUdMsg cCoHLH"><figure class="sc-kJZLhT jUakMo yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","image":{"@type":"ImageObject","description":"Trendiennustaja Luisa Elvira Traina käyttää ideointiin kangaspaloja, paperia ja lehtileikkeitä. Hän on työskennellyt monille huippumerkeille.","copyrightHolder":"Malin Palm","url":"https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-13800446735e740ebc52","keywords":"muoti,Muotisuunnittelu,Kööpenhamina,design,muotisuunnittelijat"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC kHxUhH"><div class="sc-kjghNR geIrnD"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_2000,w_2000,x_644,y_0/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731585910/39-13800446735e740ebc52 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_2000,w_2000,x_644,y_0/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585910/39-13800446735e740ebc52 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_216/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731585910/39-13800446735e740ebc52 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_216/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585910/39-13800446735e740ebc52 1x"/><img alt="Henkilö tutkii tai järjestelee papereita pöydällä ulkotilassa, kuten puutarhassa tai pihalla. Taustalla on rakennuksia ja vehreää kasvillisuutta." src="https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_216/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585910/39-13800446735e740ebc52" class="sc-kEsJEW bUUeLL"/></picture></div><div class="sc-NOKRk gzBHvx"><button aria-disabled="false" class="sc-ivxoEo sc-kLhKbu eByFLI hhnzet"><span class="sc-dpBQxM kZHGnn yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="sc-gohMHu iawMVy"><span>Trendiennustaja Luisa Elvira Traina käyttää ideointiin kangaspaloja, paperia ja lehtileikkeitä. Hän on työskennellyt monille huippumerkeille.</span><span> Kuva: Malin Palm</span></figcaption></figure></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><div class="sc-cPoruP dsehWX"><div class="sc-ewgYTe dcMeRF"><a href="https://yle.fi/t/18-206583/fi" aria-label="Lisää artikkeleita aiheesta Muoti" class="sc-fIfZzT kEtXGR">Muoti</a><h1 class="sc-fRmVKk fuVopx yle__article__heading yle__article__heading--1">Liian laimeaa huipulle</h1></div></div><p class="sc-dwGkES sc-hSyjfr cXTPgY biNKNs yle__article__paragraph">Pyysimme kööpenhaminalaista trendiennustajaa tutkimaan suomalaisia muotibrändejä ja kysyimme, miksi ne eivät menesty. Moni suomalainen vaatemerkki kamppailee talousvaikeuksissa.</p><div class="sc-gzKHra fOSKYA"><div class="sc-fHgmia itvlcl"><button class="sc-kcYkIz fxJlZY"><span aria-disabled="false" class="sc-ivxoEo sc-ghWlax gJyebn ftyQRK"><span class="sc-khLCKb sc-keTIit iRZfcZ cMPAuC yds-button__icon"><svg width="24" height="24" fill="none" viewBox="0 0 24 24" aria-hidden="true"><path fill="currentColor" fill-rule="evenodd" d="M5.52 2.122a1 1 0 0 1 1.02.037l14 9a1 1 0 0 1 0 1.682l-14 9A1 1 0 0 1 5 21V3a1 1 0 0 1 .52-.878" clip-rule="evenodd"></path></svg></span></span><span class="sc-dpyio fBRxaQ">Kuuntele juttu</span></button><div aria-hidden="true" class="sc-ezhwIN jJDnwy"><div class="sc-eFGuOL frUoVJ"><div data-testid="feature-article-audio-player"></div><p class="sc-cEPdYp lmlMEC">Jutun lukee koneääni.<a href="https://yle.fi/aihe/a/20-10006416" class="sc-fijUiK hVKDJF">Lue lisää.</a></p></div></div></div></div><div class="sc-fhjzBz hhjlGs"><div class="sc-csDTBA iULFOT yle__article__date"><time class="sc-gOvSbZ eTTTwo yle__article__date--published" dateTime="2024-11-24T07:30:40+02:00">7:30</time></div><div class="sc-dnleTR dacjyo"><div class="sc-hnskbp gputZI"><div class="sc-cFJTLy bJAkyY"><span class="sc-fGfRAP kxtvoJ">Toimittaja:</span><span class="sc-cRAlAQ eChsWY">Jenny Matikainen</span></div><div class="sc-cFJTLy bJAkyY"><span class="sc-fGfRAP kxtvoJ">Kuvat ja videot:</span><span class="sc-cRAlAQ eChsWY">Malin Palm</span></div></div></div></div></div></div></header><section class="yle__article__content"><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">KÖÖPENHAMINA</strong> Persoonatonta, laimeaa ja vaikeasti määriteltävää.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Näin asettelee sanansa tanskalainen trendiasiantuntija <strong class="sc-ajmIN grwhYW yle__article__strong">Luisa Elvira Traina</strong> kuvaillessaan suomalaisia vaatemerkkejä.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tänä syksynä Suomi-muodin alho on ollut <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20111888" role="link">laajasti esillä</a>.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Sen sijaan Kööpenhaminasta on tullut yksi muotimaailman pääkaupungeista, joissa luodaan himottua skandinaavista muotia ja haistellaan tulevia trendejä.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM bdzIhl"><div class="sc-ddGHkk nBYcI"><div class="sc-hzyFKJ dWqcrT"><div class="sc-bwuoJK kfuWgf"><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-90ddd396ca41454a931562b512393d37 2x,https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-90ddd396ca41454a931562b512393d37 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-90ddd396ca41454a931562b512393d37 2x,https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-90ddd396ca41454a931562b512393d37 1x"/><img alt="" src="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-90ddd396ca41454a931562b512393d37" class="sc-fSmnkj kalytu"/></picture></div></div></div><div class="sc-bwuoJK hpHLlV"><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-e78b0505e3524256b19ef3ce87950232 2x,https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-e78b0505e3524256b19ef3ce87950232 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-e78b0505e3524256b19ef3ce87950232 2x,https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-e78b0505e3524256b19ef3ce87950232 1x"/><img alt="" src="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-e78b0505e3524256b19ef3ce87950232" class="sc-fSmnkj kTMVHY"/></picture></div></div></div><div class="sc-bwuoJK hpHLlV"><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-f09c19ce6790471a8ff7463a98f74830 2x,https://images.cdn.yle.fi/image/upload/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-f09c19ce6790471a8ff7463a98f74830 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/13-67-f09c19ce6790471a8ff7463a98f74830 2x,https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-f09c19ce6790471a8ff7463a98f74830 1x"/><img alt="" src="https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/13-67-f09c19ce6790471a8ff7463a98f74830" class="sc-fSmnkj kTMVHY"/></picture></div></div></div></div><div class="sc-zlfrG eEybot"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Siksi pyysimme Trainaa tutustumaan muutamiin suomalaisiin vaatemerkkeihin.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Osa niistä on kamppaillut talousvaikeuksissa tai joutunut lopettamaan.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Traina tutki merkkejä verkkosivujen ja Instagramin kautta. Hän analysoi brändien ilmettä ja houkuttelevuutta ja pohti, mistä hän huomauttaisi, jos ne olisivat hänen asiakkaitaan.</p></div></div></div></div></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Trainalle etukäteen annetulla listalla olivat muun muassa Papu Design, R/H, Vimma, ja Samuji. Merkit valittiin, koska ne ovat olleet esillä uutisissa.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Papu Design <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20102380" role="link">hakeutui kesällä</a> yrityssaneeraukseen, R/H lopetti <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20109288" role="link">toimintansa,</a> Vimma <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20021785" role="link">on supistanut</a> valikoimaansa luopumalla lastenvaatteista. Muutama vuosi sitten <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/3-11835911" role="link">konkurssiin ajautunut</a> Samuji sai uuden omistajan, joka on nyt <a class="sc-fLqhfm gejaEs yle__article__link" href="https://www.is.fi/taloussanomat/art-2000010781310.html" role="link">ilmoittanut panevansa malliston tauolle</a>.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Lisäksi Traina poimi itse kiinnostavia suomalaismerkkejä.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tällaisia ongelmakohtia Traina nosti esiin Ylen listaamien suomalaisbrändien ilmeestä:</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><figure class="sc-kJZLhT ersrhc yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","video":{"@type":"VideoObject","name":"Tanskalainen trendiasiantuntija puhuu suomalaisesta muodista","thumbnailUrl":"https://images.cdn.yle.fi/image/upload/c_fill,g_faces,w_1200/q_auto:eco/f_auto/fl_lossy/13-67-232dde59b3f24a159845a7b292be2d37","uploadDate":"2024-11-15T10:31:25+02:00"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC ipJhUx"><div><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"></div></div></div></figure></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Traina opettaa trendien ennakointia kööpenhaminalaisessa vaatealan koulussa ja työskentelee oman yrityksensä kautta eri brändeille.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hän on tehnyt töitä kymmenille alan yrityksille kuten Dolce & Gabbanalle, Versacelle, H&M:lle ja Zalandolle.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">TRAINAN MUKAAN</strong> monilta suomalaisilta merkeiltä puuttuu jotain, mitä hän kutsuu DNA:ksi.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Sillä hän tarkoittaa ilmettä ja olemusta, joka ei näy ainoastaan brändin vaatteissa vaan kaikessa sen toiminnassa: väreissä, logossa, myymälöissä, tapahtumissa, käärepapereissa ja tavassa puhutella asiakkaita.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Kaiken pitää kertoa yhtä vahvaa tarinaa, jossa ihminen janoaa olla mukana, Traina kuvailee. Tuotetta ei pitäisi joutua tyrkyttämään. Iso virhe hänen mielestään on tuoda liikaa esiin, että tarkoitus on myydä jotain.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">– Et saisi ikinä kertoa, että käynnissä on ale, hän sanoo tutkaillessaan suomalaisbrändien Instagram-profiileja.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Se kielii siitä, että tuotteet eivät kiinnosta ihmisiä tarpeeksi, hän selittää.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Trainan mielestä suomalaisbrändit eivät erotu toisistaan.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hän on varoivainen sanoissaan yksittäisten merkkien kohdalla, mutta heittää muutaman esimerkin: Papun printit tuovat liikaa mieleen Marimekon, R/H:n ilme on epäselvä. Vimman luoma mielikuva on Trainan mielestä jo yhtenäisempi.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><blockquote class="sc-bMamjt KQcZW"><svg aria-hidden="true" fill="var(--yds-color-text-default, #131415)" stroke="none" height="32" role="img" viewBox="0 0 31 19" width="32"><path d="M0.996094 18.9644L3.29009 0.982422H15.5741L10.3201 18.9644H0.996094ZM15.4261 18.9644L17.7201 0.982422H30.0041L24.7501 18.9644H15.4261Z"></path></svg><p class="sc-dwGkES sc-kfblco fmZXof hkvqMP">Et saisi ikinä kertoa, että käynnissä on ale.</p></blockquote></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Traina ei missään nimessä halua mollata Suomi-muotia vaan muistuttaa, että säännöt pätevät kaikkialla.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Lukemattomat merkit eri puolilla maailmaa ovat vaikeuksissa, koska kilpailua on hänen mielestään yksikertaisesti liikaa. Vain kirkkaimmin erottuvat pärjäävät.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">NOPEA GALLUP</strong> Kööpenhaminan kaduilla vahvistaa Trainan analyysia: Suomi-muotia ei tunneta.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Kun ihmisiltä kysyy, mistä pohjoismainen muoti tulee, vastaus on yksiselitteinen. Tanskasta ja Ruotsista. Suomesta tiedetään sentään jotain.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM bdzIhl"><div class="sc-ddGHkk nBYcI"><div class="sc-hzyFKJ dWqcrT"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_2000,w_1333,x_709,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731588757/39-13801076735f240aba5c 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_2000,w_1333,x_709,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731588757/39-13801076735f240aba5c 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_126/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731588757/39-13801076735f240aba5c 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_126/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731588757/39-13801076735f240aba5c 1x"/><img alt="Henkilö selailee vaatteita vaateliikkeessä." src="https://images.cdn.yle.fi/image/upload/c_crop,h_1687,w_3000,x_0,y_126/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731588757/39-13801076735f240aba5c" class="sc-fSmnkj kalytu"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_1388,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586466/39-13800546735e97957887 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_1388,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586466/39-13800546735e97957887 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_375/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586466/39-13800546735e97957887 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_375/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586466/39-13800546735e97957887 1x"/><img alt="Kuvassa on henkilö, joka pitää kädessään vaatetta, jonka etiketissä lukee "ANNIKKI KARINEN, Made in Finland". Taustalla näkyy harmaansävyisiä vaatekankaita." src="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_375/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586466/39-13800546735e97957887" class="sc-fSmnkj kTMVHY"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_2482,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731585999/39-13800456735e790c5768 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_2482,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585999/39-13800456735e790c5768 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_417/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731585999/39-13800456735e790c5768 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_417/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585999/39-13800456735e790c5768 1x"/><img alt="Henkilö sneaker-liikkeessä, katselemassa kenkähyllyjä." src="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_417/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731585999/39-13800456735e790c5768" class="sc-fSmnkj kTMVHY"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_1671,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586683/39-13800566735e9d7deb55 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_1671,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586683/39-13800566735e9d7deb55 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_421/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586683/39-13800566735e9d7deb55 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_421/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586683/39-13800566735e9d7deb55 1x"/><img alt="Mies seisoo vaatekaupassa, jossa on takana hyllyillä erilaisia kenkiä ja edessä pino vaatteita sekä lippalakkeja." src="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_421/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586683/39-13800566735e9d7deb55" class="sc-fSmnkj kTMVHY"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_469,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586765/39-13800726735ea8d804f4 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_4000,w_2666,x_469,y_0/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586765/39-13800726735ea8d804f4 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_326/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586765/39-13800726735ea8d804f4 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_326/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586765/39-13800726735ea8d804f4 1x"/><img alt="Kolme henkilöä kuvattuna kadulla. " src="https://images.cdn.yle.fi/image/upload/c_crop,h_3375,w_6000,x_0,y_326/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586765/39-13800726735ea8d804f4" class="sc-fSmnkj kTMVHY"/></picture></div></div><div class="sc-zlfrG eEybot"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Second hand -putiikin omistaja <strong class="sc-ajmIN grwhYW yle__article__strong">Silja Arum</strong> pitää Tanskaa skandimuodin mekkana. Hänen lempimerkkinsä on Samsøe Samsøe.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Suomalaismerkkejä Arum ei tiedä, mutta rekissä on yksi suomalainen vaate: Annikki Karvisen takki.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Karhu, sanoo <strong class="sc-ajmIN grwhYW yle__article__strong">Sune Nilsen</strong>, kun häneltä kysyy, mitä Suomi-muodista tulee mieleen. Hän on töissä vaateliikkeessä.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Nilsenin mielestä Norjassa pukeudutaan tällä hetkellä kiinnostavasti. Suomi on aika kaukana, hän sanoo.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">Signe Ryge</strong> muistaa Marimekon, mutta hänen tyttärensä <strong class="sc-ajmIN grwhYW yle__article__strong">Ida Ryge</strong> ei osaa sanoa suomalaisesta muodista mitään.</p></div></div></div></div></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tanska ja Ruotsi ovat tuottaneet vaatealan menestystarinoita.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">On jättiläisiä kuten H&M Group ja Bestseller, jolla on Vero Modan ja Jack & Jonesin kaltaisia ketjuja.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">On Filippa K:n ja Samsøe Samsøen tyyppisiä keskiluokan suosimia kalliimpia merkkejä. Lisäksi on supertrendikkäitä brändejä kuten Acne Studios ja Ganni, joita himoitaan maailmalla.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM gshtqS"><figure class="sc-kJZLhT ersrhc yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","image":{"@type":"ImageObject","description":"Sara Faradombeh kokeilee Annikki Karvisen suunnittelemaa vintage-takkia. Hänen mielestään takki on hieno.","url":"https://images.cdn.yle.fi/image/upload/ar_1.5001345170836695,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-13800506735e875a7c27","keywords":"muoti,Muotisuunnittelu,Kööpenhamina,design,muotisuunnittelijat,trendit"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC eisJDc"><div class="sc-kjghNR geIrnD"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5001345170836695,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586225/39-13800506735e875a7c27 2x,https://images.cdn.yle.fi/image/upload/ar_1.5001345170836695,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586225/39-13800506735e875a7c27 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/ar_1.5001345170836695,c_fill,g_faces,h_585,w_878/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586225/39-13800506735e875a7c27 2x,https://images.cdn.yle.fi/image/upload/ar_1.5001345170836695,c_fill,g_faces,h_585,w_878/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586225/39-13800506735e875a7c27 1x"/><img alt="Henkilö katselee vaatteita vintage-liikkeessä. Taustalla muita hyllyjä, joissa riippuu erilaisia takkeja ja puseroita." src="https://images.cdn.yle.fi/image/upload/c_crop,h_3136,w_5576,x_0,y_0/ar_1.7777777777777777,c_fill,g_faces,h_493,w_878/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586225/39-13800506735e875a7c27" class="sc-kEsJEW bUUeLL"/></picture></div><div class="sc-NOKRk gzBHvx"><button aria-disabled="false" class="sc-ivxoEo sc-kLhKbu eByFLI hhnzet"><span class="sc-dpBQxM kZHGnn yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="sc-gohMHu infMfp"><span>Sara Faradombeh kokeilee Annikki Karvisen suunnittelemaa vintage-takkia. Hänen mielestään takki on hieno.</span></figcaption></figure></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Vaatealan yrityksillä on erilaisia tavoitteita vaikkapa siitä, kuinka suuria ne haluavat olla tai millaisia määriä vaatteita on tarkoitus myydä ja millä hinnalla. Kaikkia ei siis voi suoraan verrata toisiinsa.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tässä jutussa on kysytty yhtä, visuaalisuuteen nojaavaa näkemystä suomalaismerkkien vetovoimaongelmiin.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tosiasia on, että maailmalle janoavat suomalaisbrändit ovat kerta toisensa jälkeen epäonnistuneet. Samalla tanskalaista ja ruotsalaista muotia <a class="sc-fLqhfm gejaEs yle__article__link" href="https://www.ft.com/content/3d48fbfc-066f-435d-8af6-feb14d54ba9a" role="link">hehkutetaan maailman mediassa</a>.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Mikä sitten on kuuminta skandimuotia juuri nyt?</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Nämä merkit Traina mainitsee:</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM gshtqS"><figure class="sc-kJZLhT ersrhc yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","video":{"@type":"VideoObject","name":"Tanskalainen trendiasiantuntija puhuu menestyneistä merkeistä","thumbnailUrl":"https://images.cdn.yle.fi/image/upload/c_fill,g_faces,w_1200/q_auto:eco/f_auto/fl_lossy/13-67-73fd5b4fd59e4f529784a25871de0413","uploadDate":"2024-11-15T11:32:58+02:00"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC egBikL"><div><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"></div></div></div></figure></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Trainan lisäksi myös sanomalehti New York Times hehkutti hiljattain ruotsalaisbrändi Totemea otsikolla <a class="sc-fLqhfm gejaEs yle__article__link" href="https://www.nytimes.com/2024/09/10/style/toteme-sweden-nyfw.html" role="link">Miksi amerikkalaiset haluavat pukeutua kuin ruotsalaiset?</a></p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Myös tanskaismerkkien <a class="sc-fLqhfm gejaEs yle__article__link" href="https://edition.cnn.com/style/fashion-denmark-export-september-issues/index.html" role="link">menestys on huomattu muuallakin</a> kuin muotijulkaisuissa. <a class="sc-fLqhfm gejaEs yle__article__link" href="https://www.theguardian.com/fashion/article/2024/aug/31/the-rise-of-ganni-the-danish-fashion-label-that-appeals-to-everyone-and-their-mum" role="link">Ganniin pukeutuu </a>muun muassa supertähti <strong class="sc-ajmIN grwhYW yle__article__strong">Taylor Swift</strong>.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">MONEN SUOMALAISBRÄNDIN</strong> keskeinen idea nojaa kestävyyteen. Kunnioitettava arvo ei kuitenkaan tällä hetkellä myy, sanoo Traina.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hänen mielestään koko ajatus kestävästä vaatebrändistä sisältää ristiriidan.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">– Koko ala on jäänyt kiinni valheesta, sillä muoti ei ole koskaan kestävää.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hän muistuttaa, että kaikki muodin ympärillä kuluttaa luonnonvaroja. Vaikka kangas olisi kestävää, se pitää silti tuottaa ja kuljettaa. Kassit ja merkkilaput ovat kertakäyttöisiä, ja niin edelleen.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Lisäksi monet merkit maailmalla ovat myös suoraan sanottuna huijanneet asiakkaitaan viherpesemällä brändiään, Traina sanoo.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><blockquote class="sc-bMamjt KQcZW"><svg aria-hidden="true" fill="var(--yds-color-text-default, #131415)" stroke="none" height="32" role="img" viewBox="0 0 31 19" width="32"><path d="M0.996094 18.9644L3.29009 0.982422H15.5741L10.3201 18.9644H0.996094ZM15.4261 18.9644L17.7201 0.982422H30.0041L24.7501 18.9644H15.4261Z"></path></svg><p class="sc-dwGkES sc-kfblco fmZXof hkvqMP">Mikä tuntuu nyt mukavalta, on tylsää vuoden päästä.</p></blockquote></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hän ei silti ajattele, että muotia ei pitäisi olla, sitä vaan pitäisi olla vähemmän.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">– Kysy itseltäsi, onko brändisi todella niin erilainen. Voitko tarjota jotain uutta? Jos et tiedä tarkasti mitä olet tekemässä, tee jotain muuta.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><figure class="sc-kJZLhT ersrhc yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","image":{"@type":"ImageObject","description":"Luisa Elvira Traina on tehnyt muodin kanssa töitä parikymmentä vuotta Lontoossa, Milanossa ja Kööpenhaminassa.","url":"https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-13800756735eae15689e","keywords":"muoti,Muotisuunnittelu,Kööpenhamina,design,muotisuunnittelijat,trendit"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC fsFlkE"><div class="sc-kjghNR geIrnD"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3839,w_3839,x_973,y_0/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586834/39-13800756735eae15689e 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3839,w_3839,x_973,y_0/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586834/39-13800756735eae15689e 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3839,w_3839,x_973,y_0/ar_1.0,c_fill,g_faces,h_878,w_878/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731586834/39-13800756735eae15689e 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3839,w_3839,x_973,y_0/ar_1.0,c_fill,g_faces,h_878,w_878/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586834/39-13800756735eae15689e 1x"/><img alt="Kuvassa on henkilö, joka istuu ulkona puutarhassa. Taustalla näkyy tiiliseinä, ikkuna ja kasveja. Henkilö on pukeutunut harmaaseen pitkähihaiseen paitaan ja hänellä on kaulakoru. Pöydällä ja tuoleissa on metallikehys." src="https://images.cdn.yle.fi/image/upload/c_crop,h_3239,w_5759,x_0,y_263/ar_1.7777777777777777,c_fill,g_faces,h_493,w_878/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731586834/39-13800756735eae15689e" class="sc-kEsJEW bUUeLL"/></picture></div><div class="sc-NOKRk gzBHvx"><button aria-disabled="false" class="sc-ivxoEo sc-kLhKbu eByFLI hhnzet"><span class="sc-dpBQxM kZHGnn yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="sc-gohMHu infMfp"><span>Luisa Elvira Traina on tehnyt muodin kanssa töitä parikymmentä vuotta Lontoossa, Milanossa ja Kööpenhaminassa.</span></figcaption></figure></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">TRAINA HALUAA</strong> myös kehua Suomea.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hänen mielestään lähes kaikki, mikä liittyy Aalto-yliopistoon, on kiinnostavaa.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Hän nostaa esiin <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20019457" role="link">Vainin</a>, <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/3-11794618" role="link">Rolf Ekrothin</a> ja <a class="sc-fLqhfm gejaEs yle__article__link" href="https://yle.fi/a/74-20090431" role="link">Latimmierin</a>. Kaikki suunnittelijat ovat opiskelleet Aallon vaatesuunnittelulinjalla. Näillä kolmella on Trainan mielestä selkeä oma ilme.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Tällaisiin asioihin Traina kiinnittää huomiota, kun hän katsoo brändin visuaalista ilmettä:</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM gshtqS"><figure class="sc-kJZLhT ersrhc yle__article__figure"><script type="application/ld+json">{"@id":"74-20124599","@context":"https://schema.org","video":{"@type":"VideoObject","name":"Trendiasiantuntija kommentoi suomalaissuunnittelijoita","thumbnailUrl":"https://images.cdn.yle.fi/image/upload/c_fill,g_faces,w_1200/q_auto:eco/f_auto/fl_lossy/13-67-08cef5964d7d4441aa3318834cea8823","uploadDate":"2024-11-15T14:40:08+02:00"}}</script><div class="sc-bKXUjo sc-edsqmr iOTmHC egBikL"><div><div data-testid="video-player" class="sc-hPGoDJ dOLKwI"></div></div></div></figure></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Trainan mukaan kyse ei ole kauneudesta vaan siitä, mikä ei päästä otteestaan.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">– Kiinnitän huomiota sellaiseen, joka tuntuu vähän epämukavalta ja oudolta. Se, mikä tuntuu nyt mukavalta, on tylsää vuoden päästä.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">TRENDIENNUSTAJAN TYÖHÖN</strong> kuuluu heikkojen signaalien tulkinta. Traina pohtii, miten ilmiöt ja tapahtumat vaikuttavat siihen, mistä tulee muotia.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Pyysimme Trainaa kertomaan, mitkä asiat nousevat muodissa esiin tulevina vuosina.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM bdzIhl"><div class="sc-ddGHkk nBYcI"><div class="sc-hzyFKJ dWqcrT"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_2779,w_1852,x_19,y_30/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731584179/39-13800136735e084bdca3 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_2779,w_1852,x_19,y_30/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584179/39-13800136735e084bdca3 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_2000,x_0,y_1223/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731584179/39-13800136735e084bdca3 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_2000,x_0,y_1223/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584179/39-13800136735e084bdca3 1x"/><img alt="Kuvassa on japanilainen kirsikankukinta-aiheinen taidekuva, jossa on Pantone-värikirjoja. Kuvassa on myös kaksi kangasnäytettä, joista toinen on violetti ja toinen ruskea. Taustalla on kävelymatka puiden alla." src="https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_2000,x_0,y_1223/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584179/39-13800136735e084bdca3" class="sc-fSmnkj kalytu"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_2741,w_1827,x_68,y_34/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731583961/39-13800106735dfbc111ef 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_2741,w_1827,x_68,y_34/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731583961/39-13800106735dfbc111ef 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_1999,x_0,y_812/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731583961/39-13800106735dfbc111ef 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_1999,x_0,y_812/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731583961/39-13800106735dfbc111ef 1x"/><img alt="Kuvassa on kangasnäytteitä eri väreissä ja kuvioissa, aseteltuina violetille kukkakuosiselle taustalle.Kuvassa on kangasnäytteitä eri väreissä ja kuvioissa, aseteltuina violetille kukkakuosiselle taustalle." src="https://images.cdn.yle.fi/image/upload/c_crop,h_1125,w_1999,x_0,y_812/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731583961/39-13800106735dfbc111ef" class="sc-fSmnkj kTMVHY"/></picture></div><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_2681,w_1787,x_170,y_166/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731584100/39-13800126735e02ff3ddb 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_2681,w_1787,x_170,y_166/ar_0.6666666666666666,c_fill,g_faces,h_1150,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584100/39-13800126735e02ff3ddb 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_1103,w_1962,x_0,y_687/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1731584100/39-13800126735e02ff3ddb 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_1103,w_1962,x_0,y_687/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584100/39-13800126735e02ff3ddb 1x"/><img alt="Kuvassa on kangasnäytteitä, valokuva puutarhasta ja Pantone-värikortteja kukkakuvioidulla paperilla." src="https://images.cdn.yle.fi/image/upload/c_crop,h_1103,w_1962,x_0,y_687/ar_1.7777777777777777,c_fill,g_faces,h_1012,w_1800/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1731584100/39-13800126735e02ff3ddb" class="sc-fSmnkj kTMVHY"/></picture></div></div><div class="sc-zlfrG eEybot"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Nyt katsotaan taaksepäin ja ammennetaan ideoita perinteistä. Traina mainitsee muun muassa itämaisen lääketieteen.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Jaksamisen ja nukkumisen ongelmista puhutaan paljon. Yövaatteet on nouseva kiinnostuksen kohde.</p></div></div></div><div class="sc-zlfrG cNPefR"><div class="sc-gEtfcr cLSCwv scrollover-content"><div class="sc-iunwHu ccCnjD"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Luonto, vaeltaminen ja ylipäätään ulkoilmassa käveleminen tulevat olemaan edelleen keskeisiä teemoja, hän ennustaa.</p></div></div></div></div></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph"><strong class="sc-ajmIN grwhYW yle__article__strong">TANSKALAISMUODIN MENESTYSTARINA</strong> on itseään ruokkiva kehä, Traina selittää.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Onnistumiset tuovat pöhinää ja pöhinä luo uutta. Tärkein saavutus Kööpenhaminassa on Trainan mukaan muotiviikot, jotka tuovat kaupunkiin alan keskeiset ihmiset ja näkyvyyttä.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Muotijulkaisuissa Kööpenhamina on nostettu viime vuosina neljän tärkeän muotipääkaupungin, New Yorkin, Lontoon, Milanon ja Pariisin rinnalle.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Yksi Trainan tunnistamista trendivirtauksista voi tarjota Suomelle mahdollisuuden.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">– Yhteisölliset spa-kylpylät ja saunat kiinnostavat nyt, samoin talviuinti.</p></div></div><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><p class="sc-dwGkES sc-dRlUCX fmZXof lfWJPA yle__article__paragraph">Pelkkä suomalaisuus tai luonto ei kuitenkaan myy, Traina huomauttaa. Kaikkeen tarvitaan se olennainen käänne, se uusi asia. Muuten jäljelle jää vain sauna tai luonto, ei huippumuotia.</p></div></div></section><footer class="yle__article__footer"><div class="sc-gGJNVN ehaQSL"><div class="sc-dKpdpM fpNjNy"><div class="sc-hbBSlX cLxzwn"><h2 class="sc-klYcpz hWgJbu yle__article__heading yle__article__heading--3">Tekijät</h2><div class="sc-hnskbp jmYEMW"><div class="sc-cFJTLy bJAkyY"><span class="sc-fGfRAP kxtvoJ">Toimittaja:</span><span class="sc-cRAlAQ eChsWY">Jenny Matikainen</span></div><div class="sc-cFJTLy bJAkyY"><span class="sc-fGfRAP kxtvoJ">Kuvat ja videot:</span><span class="sc-cRAlAQ eChsWY">Malin Palm</span></div></div><div class="sc-fEwZuo fgUPLt"></div><h2 class="sc-cNVbSa hbjCtF">Aiheesta enemmän: Paketissa 3 linkkiä</h2><h2 class="sc-klYcpz hWgJbu yle__article__heading yle__article__heading--3" aria-hidden="true">Aiheesta enemmän</h2><div class="yle__article__links" role="list" aria-label="Aiheesta enemmän"><div role="listitem" class="sc-ejlvps gNxfTk"><div class="sc-fKAjen hLDwhu"><div class="sc-cOfyym dNagkl"><div class="sc-evhusA kGwZGd"><div class="sc-bRfDCh hmbSDJ"><a href="https://yle.fi/t/18-204933/fi" aria-label="Lisää artikkeleita aiheesta Talous" class="sc-fIfZzT kEtXGR">Talous</a></div><h3 class="sc-btiQdf dALEaf"><a href="https://yle.fi/a/74-20111888" class="sc-dabxBu lbgOqg">Analyysi: Vastuullisuusbuumi törmäsi todellisuuteen: Kotimaiset vaatebrändit katoavat kartalta</a></h3><time class="sc-dxYlaw jWHvcC">22.9.</time></div></div><div class="sc-heWFoB eORgIb"><div class="sc-eiBUIA kOvQZX"><div class="sc-geoRQH cqQSHG"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3837,w_3837,x_991,y_0/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1726674820/39-135063466eaf1dcd5b17 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3837,w_3837,x_991,y_0/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1726674820/39-135063466eaf1dcd5b17 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcSet="https://images.cdn.yle.fi/image/upload/c_crop,h_3250,w_5779,x_1,y_232/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1726674820/39-135063466eaf1dcd5b17 2x,https://images.cdn.yle.fi/image/upload/c_crop,h_3250,w_5779,x_1,y_232/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1726674820/39-135063466eaf1dcd5b17 1x"/><img alt="PAPU -myymälä suljetään. 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Hän analysoi brändien ilmettä ja houkuttelevuutta ja pohti, mistä hän huomauttaisi, jos ne olisivat hänen asiakkaitaan.","type":"text"}],"type":"scrollover-page","media":{"id":"1-72481121","type":"video","programResponse":{"series":{"title":{"main":{"swe":"Nyhetsvideor","fin":"Uutisvideot"}},"image":{"cover":{"fin":{"type":"Image","id":"13-1-1255967-1719555844984","version":1732380281}},"main":{"fin":{"type":"Image","id":"13-1-1255967-1719555844988","version":1732380281}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-areena"},"startTime":"2024-11-15T15:57:21+02:00","geoRestriction":"None","type":"Publication","id":"4-72481122","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"format":"HD","aspectRatio":"9:16","type":"VideoTrack","duration":"PT7S"},"downloadable":false,"type":"Video","duration":"PT7S","id":"67-f09c19ce6790471a8ff7463a98f74830","available":true}}],"title":{"main":{"fin":"Vierailu muotiasiantuntijan luona"}},"id":"1-72481121","image":{"main":{"fin":{"type":"Image","id":"13-67-f09c19ce6790471a8ff7463a98f74830","version":1731679170}}}}}}],"type":"scrollover-pages"},{"text":"Trainalle etukäteen annetulla listalla olivat muun muassa Papu Design, R\u002FH, Vimma, ja Samuji. Merkit valittiin, koska ne ovat olleet esillä uutisissa.","type":"text"},{"text":"Papu Design [hakeutui kesällä](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20102380) yrityssaneeraukseen, R\u002FH lopetti [toimintansa,](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20109288) Vimma [on supistanut](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20021785) valikoimaansa luopumalla lastenvaatteista. Muutama vuosi sitten [konkurssiin ajautunut](https:\u002F\u002Fyle.fi\u002Fa\u002F3-11835911) Samuji sai uuden omistajan, joka on nyt [ilmoittanut panevansa malliston tauolle](https:\u002F\u002Fwww.is.fi\u002Ftaloussanomat\u002Fart-2000010781310.html).","type":"text"},{"text":"Lisäksi Traina poimi itse kiinnostavia suomalaismerkkejä.","type":"text"},{"text":"Tällaisia ongelmakohtia Traina nosti esiin Ylen listaamien suomalaisbrändien ilmeestä:","type":"text"},{"playbackBehaviour":"autoplay","type":"video","id":"1-72480054","programResponse":{"series":{"title":{"main":{"swe":"Nyhetsvideor","fin":"Uutisvideot"}},"image":{"cover":{"fin":{"type":"Image","id":"13-1-1255967-1719555844984","version":1732380281}},"main":{"fin":{"type":"Image","id":"13-1-1255967-1719555844988","version":1732380281}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-areena"},"startTime":"2024-11-15T10:31:25+02:00","geoRestriction":"None","type":"Publication","id":"4-72480055","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"format":"HD","aspectRatio":"1:1","type":"VideoTrack","duration":"PT27S"},"captionTracks":[{"type":"CaptionTrack","language":"fin","kind":"hardOfHearing"}],"downloadable":false,"type":"Video","duration":"PT27S","id":"67-232dde59b3f24a159845a7b292be2d37","available":true}}],"title":{"main":{"fin":"Tanskalainen trendiasiantuntija puhuu suomalaisesta muodista"}},"id":"1-72480054","image":{"main":{"fin":{"type":"Image","id":"13-67-232dde59b3f24a159845a7b292be2d37","version":1731659766}}}}},{"text":"Traina opettaa trendien ennakointia kööpenhaminalaisessa vaatealan koulussa ja työskentelee oman yrityksensä kautta eri brändeille.","type":"text"},{"text":"Hän on tehnyt töitä kymmenille alan yrityksille kuten Dolce & Gabbanalle, Versacelle, H&M:lle ja Zalandolle.","type":"text"},{"text":"**TRAINAN MUKAAN** monilta suomalaisilta merkeiltä puuttuu jotain, mitä hän kutsuu DNA:ksi.","type":"text"},{"text":"Sillä hän tarkoittaa ilmettä ja olemusta, joka ei näy ainoastaan brändin vaatteissa vaan kaikessa sen toiminnassa: väreissä, logossa, myymälöissä, tapahtumissa, käärepapereissa ja tavassa puhutella asiakkaita.","type":"text"},{"text":"Kaiken pitää kertoa yhtä vahvaa tarinaa, jossa ihminen janoaa olla mukana, Traina kuvailee. Tuotetta ei pitäisi joutua tyrkyttämään. Iso virhe hänen mielestään on tuoda liikaa esiin, että tarkoitus on myydä jotain.","type":"text"},{"text":"– Et saisi ikinä kertoa, että käynnissä on ale, hän sanoo tutkaillessaan suomalaisbrändien Instagram-profiileja.","type":"text"},{"text":"Se kielii siitä, että tuotteet eivät kiinnosta ihmisiä tarpeeksi, hän selittää.","type":"text"},{"text":"Trainan mielestä suomalaisbrändit eivät erotu toisistaan.","type":"text"},{"text":"Hän on varoivainen sanoissaan yksittäisten merkkien kohdalla, mutta heittää muutaman esimerkin: Papun printit tuovat liikaa mieleen Marimekon, R\u002FH:n ilme on epäselvä. Vimman luoma mielikuva on Trainan mielestä jo yhtenäisempi.","type":"text"},{"style":"short","text":"Et saisi ikinä kertoa, että käynnissä on ale.","type":"quote"},{"text":"Traina ei missään nimessä halua mollata Suomi-muotia vaan muistuttaa, että säännöt pätevät kaikkialla.","type":"text"},{"text":"Lukemattomat merkit eri puolilla maailmaa ovat vaikeuksissa, koska kilpailua on hänen mielestään yksikertaisesti liikaa. Vain kirkkaimmin erottuvat pärjäävät.","type":"text"},{"text":"**NOPEA GALLUP** Kööpenhaminan kaduilla vahvistaa Trainan analyysia: Suomi-muotia ei tunneta.","type":"text"},{"text":"Kun ihmisiltä kysyy, mistä pohjoismainen muoti tulee, vastaus on yksiselitteinen. Tanskasta ja Ruotsista. Suomesta tiedetään sentään jotain.","type":"text"},{"pages":[{"content":[{"text":"Second hand -putiikin omistaja **Silja Arum** pitää Tanskaa skandimuodin mekkana. Hänen lempimerkkinsä on Samsøe Samsøe.","type":"text"}],"type":"scrollover-page","media":{"alt":"Henkilö selailee vaatteita vaateliikkeessä.","source":"Malin Palm","aspect":1,"id":"39-13801076735f240aba5c","type":"image","alts":[{"language":"fin","value":"Henkilö selailee vaatteita vaateliikkeessä."}],"blurhash":"LSEMLAm-JRW=~XkXIVWV?btRRPs:","tags":[{"label":[{"language":"fin","value":"muoti"},{"language":"swe","value":"mode"}],"extId":"18-206583"},{"label":[{"language":"eng","value":"Fashion Design and Brands"},{"language":"fin","value":"Muotisuunnittelu"},{"language":"swe","value":"Modedesign"}],"extId":"18-46602"},{"label":[{"language":"eng","value":"Kööpenhamina"},{"language":"fin","value":"Kööpenhamina"},{"language":"swe","value":"Köpenhamn"}],"extId":"18-175226"},{"label":[{"language":"eng","value":"design"},{"language":"fin","value":"design"},{"language":"rus","value":"дизайн"},{"language":"swe","value":"design"}],"extId":"18-214800"},{"label":[{"language":"fin","value":"muotisuunnittelijat"},{"language":"swe","value":"modeskapare"}],"extId":"18-217625"},{"label":[{"language":"fin","value":"trendit"},{"language":"swe","value":"trender"}],"extId":"18-218392"}],"copyright":[{"language":"und","value":"Malin Palm"}],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":126,"width":3000,"height":1687}},{"name":"2:3","aspect":0.67,"coordinates":{"x":709,"y":0,"width":1333,"height":2000}},{"name":"1:1","aspect":1,"coordinates":{"x":578,"y":0,"width":2000,"height":2000}}],"height":2000,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"created":"2024-11-14T14:51:12+02:00","modified":"2024-11-14T14:52:41+02:00","version":"1731588757","width":3000,"recommendedFormat":"jpg"}},{"content":[{"text":"Suomalaismerkkejä Arum ei tiedä, mutta rekissä on yksi suomalainen vaate: Annikki Karvisen takki.","type":"text"}],"type":"scrollover-page","media":{"alt":"Kuvassa on henkilö, joka pitää kädessään vaatetta, jonka etiketissä lukee \"ANNIKKI KARINEN, Made in Finland\". Taustalla näkyy harmaansävyisiä vaatekankaita.","source":"Malin Palm","aspect":1,"id":"39-13800546735e97957887","type":"image","alts":[{"language":"fin","value":"Kuvassa on henkilö, joka pitää kädessään vaatetta, jonka etiketissä lukee \"ANNIKKI KARINEN, Made in Finland\". 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Hän on töissä vaateliikkeessä.","type":"text"}],"type":"scrollover-page","media":{"alt":"Henkilö sneaker-liikkeessä, katselemassa kenkähyllyjä.","source":"Malin Palm","aspect":1,"id":"39-13800456735e790c5768","type":"image","alts":[{"language":"fin","value":"Henkilö sneaker-liikkeessä, katselemassa kenkähyllyjä."}],"blurhash":"LJHea%xVD%00~qNHRk-pRioL%L?H","tags":[{"label":[{"language":"fin","value":"muoti"},{"language":"swe","value":"mode"}],"extId":"18-206583"},{"label":[{"language":"eng","value":"Fashion Design and Brands"},{"language":"fin","value":"Muotisuunnittelu"},{"language":"swe","value":"Modedesign"}],"extId":"18-46602"},{"label":[{"language":"eng","value":"Kööpenhamina"},{"language":"fin","value":"Kööpenhamina"},{"language":"swe","value":"Köpenhamn"}],"extId":"18-175226"},{"label":[{"language":"eng","value":"design"},{"language":"fin","value":"design"},{"language":"rus","value":"дизайн"},{"language":"swe","value":"design"}],"extId":"18-214800"},{"label":[{"language":"fin","value":"muotisuunnittelijat"},{"language":"swe","value":"modeskapare"}],"extId":"18-217625"},{"label":[{"language":"fin","value":"trendit"},{"language":"swe","value":"trender"}],"extId":"18-218392"}],"copyright":[{"language":"und","value":"Malin Palm"}],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":417,"width":6000,"height":3375}},{"name":"2:3","aspect":0.67,"coordinates":{"x":2482,"y":0,"width":2666,"height":4000}},{"name":"1:1","aspect":1,"coordinates":{"x":2000,"y":0,"width":4000,"height":4000}}],"height":4000,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"created":"2024-11-14T14:05:36+02:00","modified":"2024-11-14T14:51:46+02:00","version":"1731585999","width":6000,"recommendedFormat":"jpg"}},{"content":[{"text":"Nilsenin mielestä Norjassa pukeudutaan tällä hetkellä kiinnostavasti. Suomi on aika kaukana, hän sanoo.","type":"text"}],"type":"scrollover-page","media":{"alt":"Mies seisoo vaatekaupassa, jossa on takana hyllyillä erilaisia kenkiä ja edessä pino vaatteita sekä lippalakkeja.","source":"Malin Palm","aspect":1,"id":"39-13800566735e9d7deb55","type":"image","alts":[{"language":"fin","value":"Mies seisoo vaatekaupassa, jossa on takana hyllyillä erilaisia kenkiä ja edessä pino vaatteita sekä lippalakkeja."}],"blurhash":"LLG8s2bcI8X9~WS4IAR+%MWXIURP","tags":[{"label":[{"language":"fin","value":"muoti"},{"language":"swe","value":"mode"}],"extId":"18-206583"},{"label":[{"language":"eng","value":"Fashion Design and Brands"},{"language":"fin","value":"Muotisuunnittelu"},{"language":"swe","value":"Modedesign"}],"extId":"18-46602"},{"label":[{"language":"eng","value":"Kööpenhamina"},{"language":"fin","value":"Kööpenhamina"},{"language":"swe","value":"Köpenhamn"}],"extId":"18-175226"},{"label":[{"language":"eng","value":"design"},{"language":"fin","value":"design"},{"language":"rus","value":"дизайн"},{"language":"swe","value":"design"}],"extId":"18-214800"},{"label":[{"language":"fin","value":"muotisuunnittelijat"},{"language":"swe","value":"modeskapare"}],"extId":"18-217625"},{"label":[{"language":"fin","value":"trendit"},{"language":"swe","value":"trender"}],"extId":"18-218392"}],"copyright":[{"language":"und","value":"Malin Palm"}],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":421,"width":6000,"height":3375}},{"name":"2:3","aspect":0.67,"coordinates":{"x":1671,"y":0,"width":2666,"height":4000}},{"name":"1:1","aspect":1,"coordinates":{"x":1109,"y":0,"width":4000,"height":4000}}],"height":4000,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"created":"2024-11-14T14:15:19+02:00","modified":"2024-11-14T14:18:09+02:00","version":"1731586683","width":6000,"recommendedFormat":"jpg"}},{"content":[{"text":"**Signe Ryge** muistaa Marimekon, mutta hänen tyttärensä **Ida Ryge** ei osaa sanoa suomalaisesta muodista mitään.","type":"text"}],"type":"scrollover-page","media":{"alt":"Kolme henkilöä kuvattuna kadulla. 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Lisäksi on supertrendikkäitä brändejä kuten Acne Studios ja Ganni, joita himoitaan maailmalla.","type":"text"},{"displayStyle":"normal","alt":"Henkilö katselee vaatteita vintage-liikkeessä. Taustalla muita hyllyjä, joissa riippuu erilaisia takkeja ja puseroita.","aspect":1.5001345170836695,"caption":"Sara Faradombeh kokeilee Annikki Karvisen suunnittelemaa vintage-takkia. Hänen mielestään takki on hieno.","id":"39-13800506735e875a7c27","type":"image","alts":[{"language":"fin","value":"Henkilö katselee vaatteita vintage-liikkeessä. 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Kaikkia ei siis voi suoraan verrata toisiinsa.","type":"text"},{"text":"Tässä jutussa on kysytty yhtä, visuaalisuuteen nojaavaa näkemystä suomalaismerkkien vetovoimaongelmiin.","type":"text"},{"text":"Tosiasia on, että maailmalle janoavat suomalaisbrändit ovat kerta toisensa jälkeen epäonnistuneet. Samalla tanskalaista ja ruotsalaista muotia [hehkutetaan maailman mediassa](https:\u002F\u002Fwww.ft.com\u002Fcontent\u002F3d48fbfc-066f-435d-8af6-feb14d54ba9a).","type":"text"},{"text":"Mikä sitten on kuuminta skandimuotia juuri nyt?","type":"text"},{"text":"Nämä merkit Traina mainitsee:","type":"text"},{"playbackBehaviour":"autoplay","type":"video","id":"1-72480150","programResponse":{"series":{"title":{"main":{"swe":"Nyhetsvideor","fin":"Uutisvideot"}},"image":{"cover":{"fin":{"type":"Image","id":"13-1-1255967-1719555844984","version":1732380281}},"main":{"fin":{"type":"Image","id":"13-1-1255967-1719555844988","version":1732380281}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-areena"},"startTime":"2024-11-15T11:32:58+02:00","geoRestriction":"None","type":"Publication","id":"4-72480151","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"format":"HD","aspectRatio":"4:3","type":"VideoTrack","duration":"PT18S"},"captionTracks":[{"type":"CaptionTrack","language":"fin","kind":"hardOfHearing"}],"downloadable":false,"type":"Video","duration":"PT18S","id":"67-73fd5b4fd59e4f529784a25871de0413","available":true}}],"title":{"main":{"fin":"Tanskalainen trendiasiantuntija puhuu menestyneistä merkeistä"}},"id":"1-72480150","image":{"main":{"fin":{"type":"Image","id":"13-67-73fd5b4fd59e4f529784a25871de0413","version":1732182117}}}}},{"text":"Trainan lisäksi myös sanomalehti New York Times hehkutti hiljattain ruotsalaisbrändi Totemea otsikolla [Miksi amerikkalaiset haluavat pukeutua kuin ruotsalaiset?](https:\u002F\u002Fwww.nytimes.com\u002F2024\u002F09\u002F10\u002Fstyle\u002Ftoteme-sweden-nyfw.html)","type":"text"},{"text":"Myös tanskaismerkkien [menestys on huomattu muuallakin](https:\u002F\u002Fedition.cnn.com\u002Fstyle\u002Ffashion-denmark-export-september-issues\u002Findex.html) kuin muotijulkaisuissa. [Ganniin pukeutuu ](https:\u002F\u002Fwww.theguardian.com\u002Ffashion\u002Farticle\u002F2024\u002Faug\u002F31\u002Fthe-rise-of-ganni-the-danish-fashion-label-that-appeals-to-everyone-and-their-mum)muun muassa supertähti **Taylor Swift**.","type":"text"},{"text":"**MONEN SUOMALAISBRÄNDIN** keskeinen idea nojaa kestävyyteen. Kunnioitettava arvo ei kuitenkaan tällä hetkellä myy, sanoo Traina.","type":"text"},{"text":"Hänen mielestään koko ajatus kestävästä vaatebrändistä sisältää ristiriidan.","type":"text"},{"text":"– Koko ala on jäänyt kiinni valheesta, sillä muoti ei ole koskaan kestävää.","type":"text"},{"text":"Hän muistuttaa, että kaikki muodin ympärillä kuluttaa luonnonvaroja. Vaikka kangas olisi kestävää, se pitää silti tuottaa ja kuljettaa. Kassit ja merkkilaput ovat kertakäyttöisiä, ja niin edelleen.","type":"text"},{"text":"Lisäksi monet merkit maailmalla ovat myös suoraan sanottuna huijanneet asiakkaitaan viherpesemällä brändiään, Traina sanoo.","type":"text"},{"style":"short","text":"Mikä tuntuu nyt mukavalta, on tylsää vuoden päästä.","type":"quote"},{"text":"Hän ei silti ajattele, että muotia ei pitäisi olla, sitä vaan pitäisi olla vähemmän.","type":"text"},{"text":"– Kysy itseltäsi, onko brändisi todella niin erilainen. Voitko tarjota jotain uutta? Jos et tiedä tarkasti mitä olet tekemässä, tee jotain muuta.","type":"text"},{"displayStyle":"normal","alt":"Kuvassa on henkilö, joka istuu ulkona puutarhassa. Taustalla näkyy tiiliseinä, ikkuna ja kasveja. Henkilö on pukeutunut harmaaseen pitkähihaiseen paitaan ja hänellä on kaulakoru. Pöydällä ja tuoleissa on metallikehys.","aspect":1,"caption":"Luisa Elvira Traina on tehnyt muodin kanssa töitä parikymmentä vuotta Lontoossa, Milanossa ja Kööpenhaminassa.","id":"39-13800756735eae15689e","type":"image","alts":[{"language":"fin","value":"Kuvassa on henkilö, joka istuu ulkona puutarhassa. Taustalla näkyy tiiliseinä, ikkuna ja kasveja. Henkilö on pukeutunut harmaaseen pitkähihaiseen paitaan ja hänellä on kaulakoru. Pöydällä ja tuoleissa on metallikehys."}],"blurhash":"L8B:d5}=004.m6=]%OS7o#%0-SWF","tags":[{"label":[{"language":"fin","value":"muoti"},{"language":"swe","value":"mode"}],"extId":"18-206583"},{"label":[{"language":"eng","value":"Fashion Design and Brands"},{"language":"fin","value":"Muotisuunnittelu"},{"language":"swe","value":"Modedesign"}],"extId":"18-46602"},{"label":[{"language":"eng","value":"Kööpenhamina"},{"language":"fin","value":"Kööpenhamina"},{"language":"swe","value":"Köpenhamn"}],"extId":"18-175226"},{"label":[{"language":"eng","value":"design"},{"language":"fin","value":"design"},{"language":"rus","value":"дизайн"},{"language":"swe","value":"design"}],"extId":"18-214800"},{"label":[{"language":"fin","value":"muotisuunnittelijat"},{"language":"swe","value":"modeskapare"}],"extId":"18-217625"},{"label":[{"language":"fin","value":"trendit"},{"language":"swe","value":"trender"}],"extId":"18-218392"}],"copyright":[],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":263,"width":5759,"height":3239}},{"name":"2:3","aspect":0.67,"coordinates":{"x":1448,"y":0,"width":2559,"height":3839}},{"name":"1:1","aspect":1,"coordinates":{"x":973,"y":0,"width":3839,"height":3839}}],"height":3840,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"created":"2024-11-14T14:19:45+02:00","modified":"2024-11-21T12:51:54+02:00","version":"1731586834","width":5760,"recommendedFormat":"jpg"},{"text":"**TRAINA HALUAA** myös kehua Suomea.","type":"text"},{"text":"Hänen mielestään lähes kaikki, mikä liittyy Aalto-yliopistoon, on kiinnostavaa.","type":"text"},{"text":"Hän nostaa esiin [Vainin](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20019457), [Rolf Ekrothin](https:\u002F\u002Fyle.fi\u002Fa\u002F3-11794618) ja [Latimmierin](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20090431). Kaikki suunnittelijat ovat opiskelleet Aallon vaatesuunnittelulinjalla. Näillä kolmella on Trainan mielestä selkeä oma ilme.","type":"text"},{"text":"Tällaisiin asioihin Traina kiinnittää huomiota, kun hän katsoo brändin visuaalista ilmettä:","type":"text"},{"playbackBehaviour":"autoplay","type":"video","id":"1-72480707","programResponse":{"series":{"title":{"main":{"swe":"Nyhetsvideor","fin":"Uutisvideot"}},"image":{"cover":{"fin":{"type":"Image","id":"13-1-1255967-1719555844984","version":1732380281}},"main":{"fin":{"type":"Image","id":"13-1-1255967-1719555844988","version":1732380281}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-areena"},"startTime":"2024-11-15T14:40:08+02:00","geoRestriction":"None","type":"Publication","id":"4-72480708","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"format":"HD","aspectRatio":"4:3","type":"VideoTrack","duration":"PT40S"},"captionTracks":[{"type":"CaptionTrack","language":"fin","kind":"hardOfHearing"}],"downloadable":false,"type":"Video","duration":"PT40S","id":"67-08cef5964d7d4441aa3318834cea8823","available":true}}],"title":{"main":{"fin":"Trendiasiantuntija kommentoi suomalaissuunnittelijoita"}},"id":"1-72480707","image":{"main":{"fin":{"type":"Image","id":"13-67-08cef5964d7d4441aa3318834cea8823","version":1731674549}}}}},{"text":"Trainan mukaan kyse ei ole kauneudesta vaan siitä, mikä ei päästä otteestaan.","type":"text"},{"text":"– Kiinnitän huomiota sellaiseen, joka tuntuu vähän epämukavalta ja oudolta. Se, mikä tuntuu nyt mukavalta, on tylsää vuoden päästä.","type":"text"},{"text":"**TRENDIENNUSTAJAN TYÖHÖN** kuuluu heikkojen signaalien tulkinta. Traina pohtii, miten ilmiöt ja tapahtumat vaikuttavat siihen, mistä tulee muotia.","type":"text"},{"text":"Pyysimme Trainaa kertomaan, mitkä asiat nousevat muodissa esiin tulevina vuosina.","type":"text"},{"pages":[{"content":[{"text":"Nyt katsotaan taaksepäin ja ammennetaan ideoita perinteistä. Traina mainitsee muun muassa itämaisen lääketieteen.","type":"text"}],"type":"scrollover-page","media":{"alt":"Kuvassa on japanilainen kirsikankukinta-aiheinen taidekuva, jossa on Pantone-värikirjoja. Kuvassa on myös kaksi kangasnäytettä, joista toinen on violetti ja toinen ruskea. Taustalla on kävelymatka puiden alla.","source":"Malin Palm","aspect":1,"id":"39-13800136735e084bdca3","type":"image","alts":[{"language":"fin","value":"Kuvassa on japanilainen kirsikankukinta-aiheinen taidekuva, jossa on Pantone-värikirjoja. 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