The ‘Vain’ brand of the duo Jimi Vain and Roope Reinola presents its autumn-winter 2023 collection at Pitti Uomo in Florence: the gothic aesthetic of the garments recalls the gloomy Nordic countryside where the two grew up. The Finnish brand will present the autumn-winter 2023 collection tomorrow evening at Palazzo Pucci, that for the occasion will host a party where musicians from northern Europe will perform. The audience is transported to a provincial Finland, in the early 2000s, when the Internet and social networks were still in their incubation phase, a time when music, cinema, video games and older brothers were a strong source of inspiration and information. Fascinated by music genres and rap, metal and new metal subcultures, Jimi Vain created a gothic and elegant collection in which dark colours and metallic materials reproduce the dark atmosphere of the Finnish countryside. The brand is only a few years old, but has already become a viral phenomenon in Finland, thanks to a project with McDonald’s that has made over 200 million views on Tiktok. The idea was to reinvent the uniforms and make them a contemporary, fashionable piece of clothing: a collaboration that has won over many international media outlets such as CNN, the Financial times and Hypebeast.
