Designs for the independent Nordic woman

Posted: November 2, 2010 in Finnish
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The label is never prominent on clothing created by Finnish designer Liisa Kotilainen .
“I dislike the idea of a piece of clothing being immediately identifiable as a given brand. It shifts the spotlight from the wearer to the designer. I believe the garment should be anonymous and let the woman shine instead,” Liisa explains.
The collections under Liisa’s AINO brand are designed for all kinds of women, not just the tall and pencil-thin model types. Accordingly, most AINO pieces are available in sizes from XS up to XXL. This is a generous and inclusive attitude not common in the cutthroat fashion business.
In Liisa’s way of thinking, clothing is designed to fit the woman and not vice versa; women should not have to alter their bodies to suit their clothes. The designer launched the AINO brand in 1993, becoming the first designer in Europe to introduce a collection of coats and jackets made from dyed felt. AINO’s main markets today are in Finland, Norway and the Netherlands. The label’s flagship store is at Fredrikinkatu 33 in Helsinki.
“I want my designs to cater to the Nordic woman, the independence of her lifestyle and her personal beauty,” Liisa explains.

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