Celebrating Marimekko Day in Helsinki
text by Ulrika Lindqvist
Marimekko is more than a Finnish fashion and lifestyle brand. It is a way of life. At the company’s headquarters and textile printing factory, porridge has been served to employees every morning since the company’s founding in 1951, a tradition that reflects the sense of community at the heart of the brand. We travelled to Helsinki to celebrate Marimekko Day on 22 May, and the city’s embrace of the occasion was unmistakable. The iconic Unikko flower appeared everywhere, adorning jeans, shirts and even tablecloths at cafés along the harbour, turning the city itself into a celebration of Marimekko’s unmistakable visual identity.
photography Jere Viinikainen
The annual Marimekko Day fashion shows took over Esplanade Park in the heart of Helsinki, where the Summer 2026 collection was unveiled across three runway presentations. Set to a live soundtrack by Ruusut, the event was hosted by Marimekko CEO Tiina Alahuhta-Kasko, Chief Marketing Officer Sanna-Kaisa Niikko and journalist Maria Veitola. Crowds gathered throughout the day, many dressed in Marimekko, dancing to the music and embracing the festive atmosphere. Even the rain during the second show became part of the experience, as colourful Marimekko umbrellas opened across the audience.
The Summer 2026 collection brings together playful proportions, expressive prints and bold colour combinations. New and familiar floral motifs are paired with dynamic stripes, while Marimekko’s signature silhouettes are reimagined with a fresh perspective. Among the new floral prints are Kukasta kukkaan and Lemmitty, both designed by Erja Hirvi in 2024. The patterns extended beyond the runway as well. After the shows, guests enjoyed ice cream from the “Marimekko with Ape Gelato” carts, decorated in the vibrant Kukasta kukkaan print.
“We have celebrated Marimekko Day since 1992, and it is an important tradition for us. For the Marimekko community, this day marks the beginning of summer, and it is a joy to celebrate it together with wonderful performers and our community. I hope everyone attending enjoys the atmosphere, on site, in our stores, and across our social media channels,” says Marimekko’s Chief Marketing Officer, Sanna-Kaisa Niikko.
Marimekko Day is more than a fashion event. It is a reflection of the optimism, creativity and sense of togetherness that have defined the brand for decades. In Helsinki, that spirit extends far beyond the runway, becoming part of the city’s streets, its people and the beginning of summer itself.
photography Ville Vappula
