Vain Spring/Summer 2024

Copenhagen Fashion Week – Vain, the interdisciplinary fashion label founded by Creative Director Jimi Vain and CEO Roope Reinola, has taken the fashion world by storm with its newest collection unveiled at Copenhagen Fashion Week. With its short span of existence, Vain has already gathered a cult-like following, and it’s not hard to understand why.

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Vain’s story is a testament to the very nature of what it means to be creative in the digital age. In a world dominated by technology, Vain brings back the human touch and redefines what it means to create fashion. The brand’s attention to detail and subtle cultural references are the hallmarks of their designs, allowing them to weave together timeless pieces with contemporary influences. By embracing the values of love and sustainability, Vain connects us back to our roots and the essence of our humanity.

When it comes to sustainability, Vain is at the forefront, approaching it from three crucial perspectives: social, ecological, and economic responsibility. The brand recognizes the importance of each aspect and strives to integrate them seamlessly. Vain is working towards sustainability by breaking away from traditional fashion industry models and embracing alternative approaches such as direct-to-consumer (DTC) and made-to-order production methods. By 2026, Vain aims for over 80% of sales to come from their online store, with more than 50% being made-to-order, effectively minimizing excess inventory.

Vain’s design philosophy revolves around the longevity of their product’s lifecycle. Each item is thoughtfully crafted to withstand the test of time and embody versatility. The brand incorporates design thinking into every aspect of their creations, reimagining the purpose and functionality of each piece. Furthermore, Vain is making substantial strides in incorporating recycled materials and practising upcycling in their manufacturing process. Their commitment to managing the entire lifecycle of a product, from repurposing to reselling and renting services, showcases their dedication to a circular economy.

One notable collaboration that exemplifies Vain’s commitment to sustainable fashion is their partnership with McDonald’s. In November 2022, the brand upcycled McDonald’s old workwear to create an entire collection. This unique collaboration not only showcases Vain’s innovative approach to fashion but also emphasizes the importance of repurposing and reducing waste in the industry.

Throughout its journey, Vain is determined to make a positive impact through its actions and collaborations. By embracing a love-centric approach to fashion, the brand sets itself apart in an industry that often prioritizes trends and excess. Vain reminds us that fashion can be intrinsically linked to sustainability and social consciousness, proving that style and substance can coexist harmoniously.

As we eagerly anticipate Vain’s Spring/Summer 2024 collection, we can be certain that it will reflect the brand’s unwavering commitment to creativity and sustainability. Vain continues to pave the way for a new era of fashion, one that celebrates craftsmanship, embraces the power of digital innovation, and above all, spreads love through its designs.