Finnish fashion brand Ivana Helsinki, known for its Scandinavian-style dresses with boho-twist, reacts to the changes in the fashion world. Being founded 18 years ago with a totally different approach to fashion and a belief in boutiques, the brand now has come to the conclusion that in times of social media and fast fashion, one needs to fulfill new consumer needs and therefore, move on from habitual fashion seasonality and stationary trading.
Starting end of August 2016, Ivana Helsinki will offer three new products each week that premiere every Tuesday morning at 9am in their online shop. The “New Ivana Helsinki” selection will not only include dresses, but also locally grown food and organic drink products, handmade rugs, men’s knitwear, unique handbags, collaborations with different artists, children’s wear, glitter pillows and much more.
Still, Ivana Helsinki puts emphasize on its brand heritage and sticks to its identity, not depending on seasonal trends and keeping the Scandi-boho vibe.