Fashion designer Mai Niemi unveils her new autumn/winter knitwear collection alongside a revolutionary concept: the ‘Magic Wardrobe’ (Taikavaatekaappi). Inspired by the Finnish autumn foliage (*ruska*) and folk traditions, the collection offers an antidote to fast fashion by integrating natural elements and versatility into sustainable dressing.

Fewer garments, more possibilities

Developed by Mai Niemi, the ‘Magic Wardrobe’ is a sustainable fashion concept where a single garment is not limited to just one way of being worn. It is a versatile, timeless solution that integrates new merino wool pieces—knitted according to ‘zero waste’ principles—into the wearer’s existing wardrobe. “Instead of fast fashion, we want to build a long-term relationship with our clothes. The ‘Magic Wardrobe’ is not just a collection of products, but a new way of thinking about dressing: fewer garments, more possibilities,” explains Mai Niemi.

A modern folk costume and a ‘wearable forest’

The collection draws inspiration from traditional Finnsih Folkcostume dresses—garments that were inherently multifunctional and long-lasting. Mai Niemi’s brand, ‘Finnish Fairytale,’ brings this tradition into the present day with a touch of fantasy. At the heart of the concept lies a "wearable forest," which strengthens the wearer’s connection to nature, even within an urban environment.

"Mai, you dress not only my body but also my soul. In your clothes, I found myself," is how one customer sums up the experience.

Inclusive and responsible design from Finland All knitwear is produced in Finland based on the IAMMAI innovation.

The design philosophy is rooted in body positivity and inclusivity: the garments are crafted to suit diverse body types and wearers of all ages. The "Magic Wardrobe" encourages wearers to become the creators of their own style and to extend the lifespan of their cherished garments through versatile styling and transformation.

Mai Niemi’s Autumn/Winter 26/27 collection in a nutshell: Innovation: The "Magic Wardrobe" and the IAMMAI design tool. Materials: Merino wool knitted in Finland; zero-waste production. Theme: Finnish autumn foliage (*ruska*), mythology, and modern folk costume. Values: Circular economy, inclusivity, and "Superfashion"—the antithesis of fast fashion.

For further information and media inquiries: Mai Niemi, Fashion Artist (B.A. Hons.) Tel: +358 44 595 7476 Email: mai@mainiemi.com

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