VAIN

VAIN is an interdisciplinary design project by the Helsinki based artist Jimi Vain. What started as a one-man design project back in 2019 has since evolved into a prominent independent fashion label. VAIN and it’s story is a testament to the very nature of what it means to be creative in the Digital Age. Selected high quality materials, subtle cultural references and extreme attention to detail are the defining hallmarks of VAIN. Regardless of its contemporary origins, the values and sentiments behind VAIN are as old and simple as humanity itself. In an evermore technocratic world it’s sometimes easy to forget that what brings us together as humans is the love we have, and VAIN is all about love.

Edited by Pau Kraus in conversation with Jimi Vain and Roope Reinola