Fashion Kalevala Saga

In the beginning there is the Spell

Art of living by honoring roots


Feng Shui is a natural part of the indigenous cultures all over the world. Self-esteem arises from strong roots, knowing who you are and where you come from.

The Kalevala is the Finnish national epic and a fengshui guide to nature. Its creator is the Mother of Wind and Water, Ilmatar. Fengshui means WindWater. The Kalevala is the root of the Fengshui of northern shamanism, which over time passed east by run singing and was documented there when riting was invented. Finnish Fairytale is a dressing card that allows us to express our identity.

The timeless Kalevala archetype energies find their ways through the arts to the modern people who seek their roots and own way to express who they are with their clothing.


Kalevala speaks through the arts and the symbolic language used by the subconscious, dream and spiritual levels for communication. Originally it was sung. Finnish fashion designer Mai Niemi has tapped into this wisdom and inwoven the healing stories and harmony of Kalevala into The Finnish Fairytale.


Kalevala is the source of inspiration and ancient wisdom


The ancient wisdom of the holy book of the Finns, The Kalevala epic, has inspired many a great philosopher such as Rudolf Steiner or artists like Sibelius or Tolkien, who created The Lord of the Rings and its goblin language inspired by Kalevala.


Kalevala has been translated into over 50 languages. Finnish fashion designer Mai Niemi has created The Fashion Kalevala, the Finnish Fairytale fashion epic, that sings the runes of the new era in the language of fashion.


Väinämöinen´s prophesy


Kalevala, the holy book of the Finns with its unique ancient wisdom, is a mythological epic of the developement of the human consciousness throughout the times. In it Väinämöinen, the Finnish national deva, predicts: ”You will yearn for my return when you have no sun nor moon to give you light and joy of living.”


The Finnish mythology is a feminine epic, where th supreme Creator is a Feminine Deity, Ilmatar. She is the Goddess of Air, the Mother of Wind and Water. Väinämöinen is her son. Fengshui means WindWater. Kalevala can be explored also from fengshui perspective.

The archetype energies of Kalevala are channeled through the Finnish art.

The Kalevala women lead us to a new feminine era.


The Future memory


Fashion artist Mai Niemi works with the Kalevala energy to tell the story of the return of Väinämöinen, one of the the Great Magicians, and the recontruction of the Sampo, the Magic Mill of Abundance, spiritual wealth and joy.


The Knitwear Kalevala is the future memory. It has the encodings that awaken us to remember our true origin, to be who we truly are, to open our hearts to create a new well-being.

The Knitwear Kalevala is a tale of harmony, a mythical roleplay, through which we can express and find ourselves, our true value and the joy of life.


Mai Niemi fashion is designed to heal our relationship with our body, the nature and the Earth herself.

Finnish Fairytale is the Fashion Kalevala


Finnish Fairytale brand inspired by Kalevala is designed to give self-confidence and sovereignity so that we can create with our hearts by connecting the Sampo magic Source of Wealth and Abundance.


The multilevel Mai Niemi fashion opens the door to this dormant knowlegde and skill, so that we remember who we are. The Finnish Fairytale is not only a garment collection, but an ethical philosophy applicable into design and clothing by which we can increase harmony and wellbeing of the body.





Fashion Kalevala Poem

by Mai Niemi


The time brought the new form,

water found a fresh flowing

to the people of the wind,

to the ladies of the lakes

to dress the folk of the forests,

To adorn the fairies of the nature.


Lively and feminine, to function anywhere,

on any form of goddess or queen,

and wellbeing of the beloved body.

What a magic garment:

loosens off the box,

frees to the flowing,

gives Goddess´s power

to the women of of Kalevala,

to the daughters of Gaia.


So knitted, so crocheted, wove in the arts

worked in fengshui harmony

and the ancient wisdom,

to one size gathered the large and the small,

the tall and the tiny.


Knitted now is Kalevala,

woven the great tale,

Changed the old patterns,

opened the tightened knots

To begin the new day,

to start the new morning,

so that the the roots and the myths

of the Grail and great nation

would not be forgotten

nor the skill of Sampo forging.