Throughout the brands herstory Minna has done all the designing and nearly all the photography styling herself. This film was the only one that created disapproval and it happened to be made by a male director.

‘My aim is always to create playfulness around the brand.’

‘It is important that women choose how to see themselves.’

‘I like to play with the identity of the brand.’

‘Fashion is the everyday form of entertainment.’

Video: Miika Lommi, Styling: Minna Parikka