FW25
ALTERED FACES
At the core of VAIN lies a profound exploration of love – its diversity, contradictions, and raw power. Love is not merely a series of lighthearted moments; it is a force both beautiful and brutal, complex and challenging. With this collection, we’re redefining the aesthetics of love, offering an alternative perspective on how it can be seen.
Love isn’t always about grand gestures or perfect moments. It can be a quiet glance, an act of reconciliation, or a longing that aches. Love transforms; it has the power to give everything and also to take it away. It is a presence both comforting and consuming – omnipresent yet often hard to recognize.
The heart, one of the world’s most iconic symbols, does not always signify joy or perfection. It can also embody vulnerability, loss, and the glimmer of hope amid hardship. Observing the world around us, we began to see hearts everywhere: a stain trailing across a drain cover, a crack in the pavement, or a shadow cast by a garbage bag. Like these hearts, love is rarely linear or perfect; it is messy, incomplete, yet profoundly meaningful.
VAIN’s FW25 collection represents a quiet revolution of hearts. The heart serves as both a symbol and a statement. More than an emblem of beauty, it stands for sincerity and intention. Each heart we incorporate into a piece of clothing carries a message of authenticity, reflecting the complex nature of love. The collection explores the darker side of love, blending heart motifs with a palette of black, gray, and metallics. Leather, denim, and soft knits create bold contrasts, while designs inspired by scars and fractured hearts add edge. Upcycled end-of-life textiles and VAIN’s signature icon, the <3 symbol, reflect the contrasts and complexities of everyday life – a recurring theme in VAIN.
The collection features items from the “VAIN Upcycled” product line, which has continued to expand into new product categories, all made in Helsinki by our tailors. The Ready-to-Wear garments in FW25 incorporate a wide range of deadstock materials from luxury maisons.
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