On the 4th of November Miltton showroom presented its’ clients collections for Spring 2010. The press event attracted 130 persons from journalist to bloggers and opinion builders.
The theme of the day was denim and the morning started with “jeans professor” Matti Majava presenting the history of jeans in Finland, starting from the 1950’s and ending in today. Wranglers representative Ilmari Olkinuora continued in the same thread talking about the trends for the Spring 2010. The event ended in a panel discussion where Makia’s designer Jesse Hyvärinen and designer Anssi Tuupainen, who has designed for Joutsen, discussed the inspiration of designing clothes and how high fashion has influenced the street trends and vice versa.
The basement of the Showroom was transformed to Finland’s first jeans museum and on the street level the guest could familiarize themselves with the collections for the Spring 2010, test a therapy carpet and SANTEs ecological costmetics.