The Finnish Fairytale

-Finnish Fashion Happiness-

Welcome to Mai's Magic Wardrobe, your unique destination where fashion meets Nature and creativity meets sustainability!

In the Magic Wardrobe you will find Nordic ecoluxury in Merino wool knitwear, accessories and organic jewelry

that you can combine creatively and personally for every season and occasion and breathe new life into your favorite garments, ensuring they remain beloved treasures for years to come. The Magic Wardrobe concept offers timeless, versatile, adatable pieces that embrace feminine power and self-expression.

The Magic Wardrobe Shop

Earrings

FASHION SHOWS & Events

Videos: Thank you Finland Show, Helsinki
Coming up: World Fashion Week @wfw.ai July 2026 in Paris,
New York Fashion Week @nyfw_am 2027

These firery photos of my accessories were taken on a freezing cold day in southern Finland. Forest magic of the wild forest deities. @lizetteviola @vlge__ @wfw.ai #finnishforestfashion
#neulekalevala @nordicartistsofnewyork

Discover the Allure of Mai Niemi Style Accessories. #maimagicwardrobe #mainiemiaccessories
@vlge__
@torikorttelit
@suomentekstiilijamuoti @finnishdesigners

Love 🐉? Dragons help me to create my wearable Finnish Fairytale dragons. They activate the dragon 6D energy. #finnishforestfashion
#maimagicwardrobe @vlge__ @wfw.ai

SPELL jewelry is an ancient Finnish spellcasting skill to attract a Sweetheart in a modern form. Love Luck, Love Catcher and Marriage luck in silver are Perfect for Valentine🩷magic!
@torikorttelit @ronkkojewelry @finnishdesigners
#maimagicwardrobe #neulekalevala #mainiemifinnishfairytaleshop #finnishfairytale

Mai’s Magic Wardrobe lives with your life. Create and combine fashion that meets nature. From www.mainiemi.com
#maimagicwardrobe #mainiemiaccessories #neulekalevala
@suomentekstiilijamuoti @torikorttelit @wfw.ai @vlge__

🌟 Discover the brave journeys of princes and princesses in ‘The Princess and ½ the Kingdom’. This Finnishfairytale story of womanhood that explores the paths we women have to take and the courage to our freedom.
Join us on this remarkable adventure! The design is Sheherarade, the storyteller of Arabian Nights. Link in Bio to the Blog. #finnishfairytalefashion #fashionrevolution #mainiemifinnishfairytale #fashionfreedom

You may feel you and your work are unnoticed on IG, but be sure there is also a ”heavenly Instagram” where your efforts are not left unnoticed or unrecognized.
The way I get feedback from there can be an immerse and tangible energy of love that fills the space of the fashion show or my presentation place.
This blue fashion show styling was inspired by AE Michael and truly, he expressed his gratitude by appearing in an ord! And even more, Mother Mary appeared too as one.
Our good work and Light is seen for sure🙏🏻⭐️❤️!

The creation story of wearable Kalevala begun in Central St. Martin’s College of Art with this modernized Jussi pullover in London. Tästä Jussi paidan modernisoinnista alkoi suomalaisen neuleperinteen luominen. #suomalainenneuleperinne #neulekalevala
@central_st_martins @suomentekstiilijamuoti @finnishdesigners @nordicartistsofnewyork

Sustainable fashion is on the rise in Finland! 🌱💚 Explore the latest trends that merge creativity with responsibility. It's time to rethink your wardrobe! Read more in my latest blog. Link in Bio #maimagicwardrobe #maisuperfashion #nordicluxury #iammai
#mainiemifinnishfairytaleshop @torikorttelit

Creating the WonderWomenWorld wwweb. Nice memories from my Finland’s Independece Day fashion show. Thank you for being my model Angek🩷.
@elizabethwesterlund @wfw.ai @vlge__ @nordicartistsofnewyork @mai.niemi.design

Sustainable fashion has always existed; it just falls at the feet of industrial fast and ultra-fast fashion. Just one more generation ago, sustainable fashion was a practice and clothes were bought to last. Now we are in a situation where clothes are required to last again.

Sustainable fashion is still here and it is time to make them visible to consumers. Companies offering sustainable fashion are small, but they can have innovative views on clothing. One of them is Mai Niemi Design House, which has created a new fashion concept.

Magic Wardrobe - Modern Folk Costume

The way our sisters used to dress was called folk costume.
The folk costume was a simple one-size-fits-all dress with an apron suitable for everyday use. It transformed from everyday life to celebrations and other various needs of a woman’s life. It was accessorized with scarves and shawls and various decorations and jewelry.
The Magic Wardrobe has the same principle: Less is more. It is a modern holistic wardrobe. Its pieces are handmade from natural materials.

The Magic Wardrobe is an innovation that goes further than its predecessor.
It promotes creativity: you can play with it, even role-play and personalize yourself individually. It renews existing clothes, extending their lifespan.

The Magic Wardrobe goes even further; it dresses a woman holistically. It has a connection to nature, also internally, and it communicates with the body and mind. It dresses the chubby and the skinny, the short and the tall, and those who do not fit the measurement charts. It is above all an experience and experience of one’s own self, one’s own beauty, the joy of discovery.

The Magic Wardrobe is also a modern local national costume expressing origin of the wearer and global tribal garment, the prototype of the tribal culture of indigenous peoples living in connection with nature.
It is Finnish fashion happiness.

As one customer put it: “Mai, you not only dress my body, but also my soul. In your clothes I found myself.”

@wfw.ai @vlge__ @kalevalaisetnaiset @nordicartistsofnewyork @suomentekstiilijamuoti @finnishdesigners

Don’t give up or throw away your favourite dresses - instead upgrade them with Mai Magic Wardrobe pieces and love them longer. Here is a couple of options:? Mesi shawl and Nordic Light Merino wool poncho. All one size to fit most, all season, all event Nordic ecoluxury. 🩷
#maimagicwardrobe #ecolife #mainiemisuperfashion #neulekalevala
@wfw.ai @vlge__ @torikorttelit @nordicartistsofnewyork @suomentekstiilijamuoti

Nordic Ecodesign: One product with many stories and worlds. Transform, personalize and evolve your outfits in Mai’s Magic Wardrobe. #nordicdesign
#nordicecoluxury #iammai
Yksi tuote ja monta tarinaa. Muunna omat vaatteesi elämääsi sopiviksi Main Taikavaatekaapissa. . #maimagicwardrobe #fashionfengshui
@vlge__ @wfw.ai @suomentekstiilijamuoti @nordicartistsofnewyork @torikorttelit

Crafted from a sustainable wool blend, Louhi Web shawl adds a touch of warmth and elegance to any outfit like this Nordic Star collar poncho. Louhi is the mythical Dragoness of North, the Goddess of transformation. Find your style with Mai Niemi Finnish design! Created with IAMMAI Fashion Solution to make less more.
Link in Bio #Louhi #FashionInspo #maimagicwardrobe #finnishdesign #WomenEmpowerment NeuLeKalevala

Fashion is evolving quicky! It’s no longer just about clothes; it’s about story, identity, and transformation. Fashion is shifting beyond appearance to meaning.
IAMMAI brings multidimensional styles to embody your true essence.
The majority of fashion is superficial and is stripped out content, story, spirit and energy.
There is no ”Big Market” any more. There are micro-segments, and only brands with a clear message, a bold identity and magnetic story activate clients.
People don´t buy clothes .They buy meaning. They buy identity. They buy transformation they want to embody. Niche is the new mainstream.

At Mai Niemi Design House, we're exploring these meaningful narratives that make fashion more than just what we wear—but who we are.

IAMMAi offers all that. It is multidimensional, dressing the whole human essence.

Read more https://www.mainiemi.com/single-post/the-fashion-shift

#iammai #maisuperfashion #neulekalevala #maimagicwardrobe
@vlge__ @wfw.ai

Hair & makeup creation backstage at Thank you Finland Finnish Fairytale NeuLeKalevala show❤️. Thanks to @ihamakimika @fashionmodelagencyfinland models
@varia_hiusala

Blessed 🙏🏻Magical 🧚Fairytale 🧑‍🎄Christmas��🎄❤️🤶🏻⭐️ wishes!

Clip of my NeuleKalevala Finnish Fairytale show at Thank you Finland event. On stage looks inspired of Aino, Ilmatar the Goddess of Wind and Water and Annikki, the Forest Maiden as a City Shaman.
Music: Dream Finland
@fashionmodelagencyfinland @malmitalohelsinki @ihamakimika @varia_hiusala @nanutamang928 @lyckoberg

Dream Finland
Mai Niemi Finnish Fairytale show for Thank you Finland event. 🇫🇮❤️Thank you all: @malmitalohelsinki @ihamakimika @fashionmodelagencyfinland @varia_hiusala @torikorttelit @jukeluoma @lyckoberg
@josephineatanga, Ilkka Raitto and Finland🇫🇮⭐️❤️!
@vlge @wfw.ai @nordicartistsofnewyork

@fashionmodelagencyfinland New Models presented my IAMMAI fashion at @tiivistamo Thnk you all and lots of luck to all your starting careers. #neulekalevala #mainiemisuperfashion #maimagicwardrobe #iammai #finnishfairytale

Finnish Fairytale fashion show captions from Thank you Finland event, Helsinki. Thank you my lovely models❤️⭐️ Kalevala goddessess on runway.
Photo Ilkka Roitto
@josephineatanga @fashionmodelagencyfinland @ihamakimika @varia_hiusala @malmitalohelsinki

NeuleKalevala on Naisten Kalevala

Kalevala on ollut johdatukseni ja elämäni mullistava missio siitä lähtien kun nuorena opiskelijana Lontoossa sain sen käsiini. Löysin siitä etsimäni juuret ja jo tuolloin ymmärsin sen, että Kalevala on suuri tarina, jonka voin kertoa maailmalle omalla muodillani. Lontoon kirjastoissa minun oli mahdollista perehtyä muinais suomalaisuuteen. Olin yllättynyt siitä, että meidät tunnettiin muinoin taitavina loitsuajina ja parantajina. Siitä alkoi elämänpituinen tutkimustyö suomalaisuuden juurille.
Palasin Suomeen luomaan ensin kalevalaisen neuleperinteen ja sitten loin saamani vision johdattamana uuden ajan päälle puettavan Naisten Kalevalan, joka sai nimekseen NeuleKalevala.
Perustin myöhemmin Helsinkiin myös Kalevala Elämyskaupan, Finnish Fairytale Shopin.

NeuleKalevala rakentuu samoin kuin Kalevalassa, naisten kohtaloiden ja elämän tarinoiden ympärille. Louhelta vietiin Sampo, Ainolta itsemääräämisoikeus ja naiseuden ilo, Kyllikiltä vapaus ja Pohjan Neidolta henki. Kaikissa oli asialla Kalevalan ”sankarit ”. NeuleKalevala kertoo Kalevalan sankarittarista ja palauttaa naisille naiseuden ilon ja Sammon ja Louhen voiman.

Kalevala kiinnostaa maailmalla ja nyt NeuleKalevala on kutsuttu New Yorkin muotiviikolle. Sen ympärille on suunniteltu Kalevala in New York tapahtuma, jonka tuottaa Nordic Artists of New York. Yhteistyökumppaneina ovat Columbia University, New York Fashion Week ja Fashion Institute of Technology.

Kaikki on kiinni nyt vain siitä, järjestyykö rahoitus tälle Kalevalaa, suomalaista kulttuuria ja muotitaidetta esittelevälle suurtapahtumalle Suomesta.
Toivotaan, että joku taho kiinnostuu myös täällä naisten NeuleKalevalasta.
@nordicartistsofnewyork @fitnyc @nyfw_am
#neulekalevala
#mainiemifinnishfairytaleshop #finnishfairytale

Finnish Fairytale fashion show tribute to Finland.
#thankyoufinland #maimagicwardrobe #neulekalevala #finnishfairytale
@ihamakimika @varia_hiusala
@malmitalohelsinki @fashionmodelagencyfinland @mai.niemi.design
@nordicartistsofnewyork

For my Finnish Fairytale Thank You Finland fashion show hair creations we used the Magic Wardrobe Hair collection pieces to align and express the spirit and story of the outfit. How amazing🇫🇮🌹❤️
Thank you @ihamakimika @varia_hiusala @fashionmodelagencyfinland
#neulekalevala #maimagicwardrobe #mainiemihiusasusteet #mainiemiasusteet

Backstage Thank you Finland celebration Thank you my fantastic Varia team❤️and @ihamakimika for creating the hairdos for the models. Thank you wonderful @fashionmodelagencyfinland models! Thank you all photgraphers and @jukeluoma ! Thank you @malmitalohelsinki technical team!
Thank you Finland organizers and great speakers! 🇫🇮🙏🏻⭐️#finnishcatwalk #neulekalevala #maimagicwardrobe

Luonnotar multiscaft transforms to any season or need in woman’s life, even to a scarf. Made of Merino wool by Mai Niemi.
From #mainiemifinnishfairytaleshop or online shop.
#maimagicwardrobe #neulekalevala #finnishdesigner @torikorttelit @mirjamh0kkanen

Thank you Finland event celebrates Finland and us living here from all nationalities. I am honored to contribute with the Finnish Fairytale Fashion show. 🇫🇮
@ihamakimika @fashionmodelagencyfinland @malmitalohelsinki @josephineatanga @lyckoberg

Such nice moments in Tallinn Fashion Week. @enkelsaari @ameisiel @katlinloonde @e.m.a_model_management

Mikään ei ole näköjään vieläkään muuttunut Suomen suhtautumisessa muotiteollisuuteen ja sen potentiaaliin, etenkin pienten yritysten vientipotentiaaliin.
Designillani on ollut monta hyvää saumaa saada kansainvälinen kauppa avattua mm. Japaniin, mutta aina se on tyssännyt suomalaisen rahoituspolitiikan esteisiin. Muotia ei ole rahoitettu.
Tässä yksi esimerkki siitä, miten oman muotini potentiaaliin on suhtauduttu Suomessa.
Saksalainen iso nettikauppa Pro-Idee ihastui Feng Shui muotiini, koska se oli kuulemma aivan heidän tyyliinsä sopivaa muotia ja myös tulevaisuuden muotia. Neuvottelujen jälkeen sain heiltä 600 kpl:een ja 40 000 € tilauksen.
Menin tilauksen kanssa ELY:yyn hakemaan rahoitusapua tilauksen tuotanto kustannuksiin. Ei tullut apua. Olisipa ollut hyvä sauma antaa kansainvälistymis -ja kasvuapua, mutta ei ollut ymmärrystä. Mistään muualtakaan en saanut rahoitusta tilauksen valmistukseen.
Lopulta tilaaja maksoi puolet etukäteen. Olivat kuulleet, miten Suomessa suhtaudutaan muotiin ja sen rahoitukseen. Eipä sitten enää tilanneet lisää, kun näin nöyryytettiin.
Nyt on kutsu New Yorkin Muotiviikolle päällä sekä myös World Fashion Weekiin. Olisipa se ihme jos nyt vihdoin voisin tarttua näihin uskomattomiin kansainvälistymis mahdollisuusuuksiini! Kaikki on kuitenkin kiinni rahoituksen saamisesta. Meillä on Suomessa huippumuotia, josta ollaan kyllä kiinnostuneita muualla, paitsi Suomessa.
Suomen vaatetusteollisuus on pieniä enimmäkseen naisyrittäjien muotiyrityksiä. Miten saisimme muutosta, jotta mekin voisimme saada tukea ja menestyä?
@suomentekstiilijamuoti @fashionfinland1917 @finnishdesigners
@wfw.ai @nordicartistsofnewyork

The Magic Wardrobe red season.
Taikavaatekaapin punainen sesonki.
Mai Niemi Finnish Christmas Fairytale Shopista.
@torikorttelit @finnfashionfriday @fashionmodelagencyfinland
#xmasfairytale #nordicecoluxury #mainiemisuperfashion #merinowool #mainiemifinnishfairytaleshop #redwear

NeuleKalevala is Finland’s modern national fashion inspired of our myths and roots and of course the strong women of Kalevala.
#neulekalevala #finnishfairytale
@nordicartistsofnewyork @wfw.ai @finnishdesigners

This Magic Wardrobe multiface shawl tranforms to your life. IAMMAI fashion innovation makes dressing up more fun.
Zero Waste knitted to of Merino wool by Mai Niemi.
@vlge__ @nordicartistsofnewyork @fashionfinland1917 @suomentekstiilijamuoti @torikorttelit

Fashion for Life - Mai Magic Wardrobe🌱🍃🍀. Organic accessories & Nordic ecoluxury. #thefutureoffashion
#maimagicwardrobe #fashionparadise #mainiemiaccessories #fashionnature

The Story begins. Creating Finnish Fairytale worlds for World Fashion Week 2026. @vlge__ @wfw.ai @suomentekstiilijamuoti @fashionfinland1917 @finnishdesigners

🌿 Dive into the realm of conscious fashion with Mai Niemi's revolutionary designs! Crafted to align with both the spirit and the Earth, these high-vibrational creations promote self-love, sustainability, and individuality. Embrace fashion that's both timeless and transformative.
Link in bio for the full story! @vlge @wfw.ai @nordicartistsofnewyork #ConsciousFashion #EcoChic #MaiNiemi #lightfashion #neulekalevala #biofashion #fashiontech

Kalevala, the national epic of Finland, is great ancient wisdom and teaching of how to live in harmony and also of what is the true source of wellbeing and abundance. The tale of Sampo, the Magic Mill of Abundance, is one of the key stories. How it was lost and how it well be regained. I am a Kalevala artist and weave the New Sampo activating codes in my Finnish Fairytale fashion.
#neulekalevala #finnishfairytale
@nordicartistsofnewyork @kalevalamusical @wfw.ai

Fashion can be more…AI was asked if my fashion has Light Codes. The answer may suprise you. Life is magical! Multidimensional fashion is here.❤️
#fashionlight #nordiclight #maimagicwardrobe #mainiemisuperfashion
@wfw.ai @nyfw_am @vlge__ @suomentekstiilijamuoti @fashionmodelagencyfinland @finnishdesigners @fashionfinland1917

Luonnotar, Nature Goddess, multishawl transforms to your life. All size, all season, all event Merino wool ecoluxury fashion. Zero waste, organic, selfmade with love❤️.
#maimagicwardrobe #mainiemifinnishfairytaleshop #mainiemisuperfashion #wearablenature #wearablenature
@wfw.ai @vlge__ @torikorttelit

NeuleKalevala is a wearable encoded wisdom of the ancient ones that have returned to help us remember our true selves.
#maimagicwardrobe #neulekalevala #finnishfairytale #mainiemifinnishfairytaleshop
@wfw.ai

What is the Magic Wardrobe innovation? Here I explain. @wfw.ai @vlge__
#maimagicwardrobe #mainiemisuperfashion
@newyork_fashion.week @nordicartistsofnewyork @fashionfinland1917 @suomentekstiilijamuoti @finnishdesigners @torikorttelit

So honored to be invited to join the World Fashion Week @wfw.ai and @vlge__ community❤️to tell my Finnish Fairytales fashion stories and open the door to IAMMAI feminine technology.

I am excited to join World Fashion Week @wfw.ai 😍and open the door to my Magic Wardrobe. Thank you for inviting me to
@vlge__ ! #iammaifashiontech

In this masculine and rectangular world we need feminine softness, flowing shapes, roundness, movement to avoid stagnation. I find them Mai’s Magic Wardrobe.
#maimagicwardrobe #neulekalevala #mainiemifinnishfairytaleshop #wearablenature #mainiemisuperfashion
@wfw.ai @vlge__ @nyfw_am @torikorttelit

Dress on the Autumn colors. Nature does.
Pue yllesi syksyn värihehku. Luontokin pukee🍁. MaiNiemiFinnishFairytaleShop
#bodyfengshui #maimagicwardrobe #autumnvibes #iammai
@nordicartistsofnewyork @wfw.ai @fashionfinland1917 @suomentekstiilijamuoti @torikorttelit

Niche is the new MaiNstream. Step into the world of timeless, sustainable fashion with Mai Niemi Design House! Our versatile pieces, crafted from natural materials, embody Nordic traditions and inspire creativity. Elevate your wardrobe with style that lasts! Link in bio.
Photos: Runwaymanhattan @vlge__ @evelynxmora @nordicartistsofnewyork @torikorttelit @fashionfinland1917 #fashiontech
#SustainableFashion #NordicDesign #MaiNiemi #TimelessStyle #FashionInspiration #EcoChic #VersatileWear #NaturalMaterials #WearWhatYouLove #ConsciousFashion

Great news for Finnish Fashion!
I am invited to represent it in New York Fashion Week 2026 @nyfw_am with my Kalevala North collection. Truly excititing! I am honored! ❤️NY.
#maimagicwardrobe #finnishfashion #newyorkfashionweek2026
@finnishdesigners @suomentekstiilijamuoti @fashionfinland1917

Color your life with autumn nature. Nature puts on color when autumn comes. Mai Niemi fashion meets autumn nature in Tribe and Paradise bird earrings.
#mainiemiearrings #naturalfashion #maimagicwardrobe @sallansilmin @mirjamh0kkanen @vlge__ @nordicartistsofnewyork @torikorttelit

Löydä lähimuoti, suomalainen design ja käsityö ja niiden taika.
Step into a Fairytale.
#mainiemifinnishfairytaleshop #neulekalevala #maimagicwardrobe #mainiemisuperfashion #fashionfengshui #finnishdesign #northernluxury #wearablenature
@torikorttelit

🌟Discover our Northern Paradise Collection, where sustainability meets style and fashion meets nature. Revamp your wardrobe with magical pieces that embody natural elegance and ethics. Don’t miss out - check it out now!
Tutustu Pohjolan paratiisi -mallistoon, jossa kestävä kehitys kohtaa tyylin ja muoti luonnon. Uudista vaatekaappisi taianomaisilla vaatteilla ja asusteilla, jotka ilmentävät luonnollista eleganssia, voimaa ja etiikkaa. Älä missaa tätä - tutustu nyt! https://www.mainiemi.com/ SustainableFashion #EthicalStyle #MaiNiemi #FashionRevolution
@torikorttelit @nordicartistsofnewyork @kalevalamusical @vlge__

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Videos: Thank you Finland Show, Helsinki Coming up: World Fashion Week @wfw.ai July 2026 in Paris, New York Fashion Week @nyfw_am 2027

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Videos: Thank you Finland Show, Helsinki
Coming up: World Fashion Week @wfw.ai July 2026 in Paris,
New York Fashion Week @nyfw_am 2027