SS26
This season, the collection is rooted in the city that shaped us. Helsinki at night—a city of soft concrete and hard edges, of solitude and unexpected warmth—forms the backdrop for VAIN’s newest collection. In SS26, love is no longer abstract or romanticized. It becomes practical, quiet, and resilient: a force for self-expression, defiance, and survival.
Helsinki
Wera Nowak photographed the campaign in Itä-Pasila, a suburban area of Helsinki known for its brutalist architecture, while the lookbook was shot in the home of Creative Director Jimi Vain. These familiar surroundings provide an honest context for the collection, which also includes the introduction of the Helsinki Hoodie—a piece that pays homage to the brand’s roots.
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Denim, leather, and upcycled materials create a foundation that feels lived-in, worn, and real. Heart motifs appear as scars, stitches, and imprints present but never obvious. Muted tones and industrial influences mirror the city's atmosphere, while every piece carries a sense of purpose.
The Heart as a Daily Act
VAIN continues its mission to bring heart into people’s everyday lives—literally. Every garment in the collection includes at least one heart, serving not only as a design detail but a symbol of our core belief: that the quiet presence of love can leave a mark on the world. It’s a quiet revolution.
A reminder that the smallest gestures—just like the smallest hearts—can carry deep meaning.
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