What is fashion week actually for? Is the old system tired and old-fashioned? Has it lost its purpose and reason for being? If so, what sorts events do we want to see take over? Do we need sustainable fashion weeks? Meet Evelyn Mora, the millennial change maker behind Helsinki Fashion Week. 

Evelyn is on a mission to reinvent “traditional concepts of fashion week venues and the ways they present collections to buyers and press” while simultaneously “questioning the way we consume.”

She says her vision is for “circularity, sustainability and beauty” but it's also about getting rid of what's gone before. Evelyn is a change agent who likes to shake things up. 

She wants fashion weeks to be super-inclusive, zero-waste, diverse, open to anyone who's interested, showcasing ONLY ethically produced and environmentally-aware collections; in short, totally different to how they used to be. 

What do you think about all this? Please get in touch with Clare on Instagram and Twitter @mrspress to let us know.

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