VAIN’s FW26 collection marks a significant return to the brand’s cultural roots, delving into the theme of love as an inherited force defined by blood, identity, and the spirit of resistance. Following the successful launch of SS25 at New York Fashion Week in September 2024, and subsequent showings of FW25 and SS26 at Paris Fashion Week, VAIN continues to push the boundaries of contemporary fashion.
At the heart of VAIN lies a profound examination of love, intricate, multifaceted, and often challenging. The collection seeks to redefine how love is perceived, moving beyond fleeting moments to explore its raw power and complex nature.
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Photos by @roopereinola
Drawing inspiration from the häjy spirit of Southern Ostrobothnia, characterised by an untamed energy rooted in historical narratives of defiance and resistance, VAIN reflects strength, survival, and the pride of those who refuse erasure. The collection finds expression in traditional elements like the cut of a Jussi hoodie, the sturdy silhouette of lapikkaat, and the ornate clasp of a Hela belt. This embodiment of identity resonates deeply, acknowledging that heritage is rarely straightforward but is instead layered and potent.
VAIN’s FW26 collection boldly reclaims heritage, using traditional Ostrobothnian symbols as both protective armour and a statement against cultural homogenization. Each garment becomes a declaration of authenticity, merging the distinct visual vernacular of contemporary street style with the craftsmanship of Finnish traditions. By incorporating elements of national costumes and weaving them into the diverse fabric of global street fashion, the collection presents a contemporary lens on heritage.
Commitment to sustainability is evident, with upcycled fabrics grounding the collection in resourcefulness — a core value reflecting Finnish craft traditions. This narrative of blood, heritage, and defiance travels from the Finnish landscape to urban streets, upholding the powerful essence of identity that remains unwavering.
VAIN also expands its “VAIN Upcycled” product line with FW26, continuing its innovative approach to addressing textile waste. Notable for its collaboration with McDonald’s, turning old work uniforms into the “VAIN x McDonald’s Upcycled Workwear Collection,” VAIN has gained substantial attention globally, reaching over 200 million through social media and featured in more than 800 prominent publications such as the New York Times and CNN.
The “VAIN Upcycled” range is crafted entirely from post-consumer textile waste, supported by a partnership with Lounais-Suomen Jätehuolto Oy (LSJH) as a material bank. As VAIN explores new methods to repurpose textile waste, it minimises reliance on virgin materials while ensuring all products are produced in Helsinki by freelance tailors. The expanding lineup includes a diverse array of denim styles, driving the conversation on sustainable fashion forward.
Through this collection, VAIN reminds us that love, in all its imperfections and unpredictability, is an extraordinary and enduring force that continues to shape our existence.
