Foto: Latvian fashion brand Anna Led.
“I am filled with joy and pride that our project, into which we pour all our energy and soul, is celebrating its anniversary. Starting in 2004 with shows in a small space that used to be the showroom of the Riga Fashion House, Riga Fashion Week events have always been held in the most interesting locations — the Small Guild building, the Riga Stock Exchange, later at Rīgas Mākslas telpa, the legendary hall of the Latvija hotel, under the roof of the Podium shopping complex, and finally, in today’s modern cultural venue Hanzas Perons. Among the most unusual venues were the Motor Museum, the food court of the Central Market Gastro Tirgus, the repair and mechanical shop of the REZ factory, and even the waiting hall of Riga International Airport. Over the years, we have held 670 shows, where designers from Italy, France, Spain, Ukraine, Uzbekistan, Poland, Portugal, Belgium, Germany, North Macedonia, Sweden, Finland, Denmark, Norway, and of course, Latvia, Lithuania, and Estonia, presented their runway collections. It’s hard to believe so much has been accomplished,” says Elena Strahova, President of the Baltic Fashion Federation.
For twenty years, Riga Fashion Week has been preserving and promoting Latvia’s cultural heritage through fashion — supporting traditions and presenting them to the modern world, demonstrating that cultural heritage can be stylish, relevant, and in demand. Each season, the Fashion Week program is enriched with new names — local debutants and international brands. The country’s main runway not only serves as a launchpad for young talents into the global fashion world but also attracts international industry experts — journalists, buyers, and influencers, contributing to Riga’s image as a fashion capital and strengthening intercultural connections. Many Latvian brands have made a name for themselves on the international stage thanks to their participation in RFW. Nearly two thousand publications in foreign media alone, many of which are top European fashion outlets: Vogue Italia, Schön! Magazine, Elle, TextilWirtschaft, J’N’C Magazine, the European portal FashionUnited, Cosmopolitan Italia, Marie Claire, Fashion Channel, and the global news channel Euronews, among many others.
“My clothing brand debuted during the very first Fashion Week, and in just a few weeks, the latest collection will be presented at the 39th RFW. Over all these years, not only have I grown professionally, but Riga Fashion Week has also become more extensive and international. A fashion show, for me, is also an opportunity for self-reflection and improving my outlook on the world. I am happy that every year, thanks to RFW, I get to understand myself better,” comments Natalija Jansone, designer of the brand Natalija Jansone.
“Riga Fashion Week is the main fashion event in Latvia. When we participated in the first one with stockings, we needed to create an outfit so that the models wouldn’t walk the runway naked. This led to us starting to make bodysuits, which remain the core product of the Amoralle brand to this day. The RFW team has always supported all of our creative ideas — carpets, roses, feathers, etc. In their work, we’ve always felt a sense of support,” says Inese Ozola, founder of the brand Amoralle.
“My collections are a riot of bright colors and intricate hand-embroidery. Initially, I wasn’t sure if the Latvian audience was my target market, as there was a preconceived notion that local preferences leaned towards calm, natural tones. However, after my first participation in RFW, the number of clients from the Baltic countries sharply increased. As it turned out, Europeans are eager to choose a color palette that even surprised me. I design my collections in a way that the clothes are wearable and represent a fusion of East and West,” shares Zuhra Inat, founder of the brand Moel Bosh.
One of the leading themes over the past few seasons has been conscious consumption and sustainable development. A key example of these efforts is the collaboration with Stockmann Riga department store, where a series of seminars with international industry experts was organized to discuss current issues and innovative solutions in sustainable fashion, including zero-waste production. Through such seminars and discussions, RFW not only provides a platform for designers to stay informed about implementing new eco-friendly practices in their work but also educates local consumers about the importance and benefits of sustainable fashion.
Keeping up with the times, the organizers of Fashion Week are now focusing on another trending direction — technology and artificial intelligence. For the past few seasons, the image of the Baltic’s main fashion event has been created using neural networks. During the global pandemic, when it was impossible to hold in-person shows for foreign designers, RFW became the first in the Baltics to organize an interactive VR show featuring collections from students of the Ukrainian digital fashion school Pushka School, which made a strong impression on the event’s guests.
The organizers note that the use of digital technologies allows them to push the boundaries of creativity, explore new horizons in the fashion world, and even get a glimpse into the future. Speaking of the future, they plan to attract even more international experts, designers, and media representatives, with the goal of promoting not only the fashion industry and local designers but also raising Latvia’s profile on the international stage and strengthening cultural connections.
This objective is already being successfully realized. Among the visitors of Riga Fashion Week are high-profile guests, including the Prime Minister of Latvia, members of the Latvian Parliament and Riga City Council, ambassadors from countries such as the U.S., Italy, Japan, Norway, and Canada, a record number of influencers, as well as stars from the world of music, theater, and television, underscoring the national significance of the event. This is crucial support and recognition for designers and the fashion industry as a whole.
Riga Fashion Week will take place from October 28 to 31, bringing together talented newcomers and renowned fashion masters on one runway.
Marianna on romantik, kes usaldab intuitsiooni rohkem kui reegleid ning leiab ilu nii naerukortsudes kui ka ootamatutes tehnilistes vigades. Saame tuttavaks loojaga, kes ei karda “flow-seisundis” stuudio inventari otsa komistada ega otsida tähendust ka kõige argisematest hetkedest. Autentsuse huvides avaldame intervjuu inglise keeles.
Name: Marianna Gunja or Mara
Age: 39, but 25 in heart
Location: Tallinn
Preferred camera: Canon 6d and Fujifilm XT3, but anything that shoots really
Instagram: @noxdies
Marianna, what first pulled you into photography?
You know, it was not always so easy for me to start a conversation and approach people. I was getting anxious and overthinking about what I was going to say and it was pretty scary, so at one point I realised that photography could be a way for me to come closer to a person and give us a topic to engage in. Actually, Susan Sontag wrote about this in one of her essays. When I first read it, I had this “omg, that’s me” moment. And secondly, I wanted to tell stories and build my small worlds.
You mentioned Susan Sontag’s essays helped you see photography as a way to bridge the gap between you and other people. Now that you’re experienced, do you still feel like the camera is a “shield” that helps you connect, or has it become something else entirely?
Not anymore. I realized a while ago that I needed to find a new meaning for it. The original reasoning – that the camera is a tool that gives me permission to get closer to people – is no longer the main thing. Instead, the desire to create a world is something I’ve always had. I want to dive deeper now and take on more of a creative director role.
What is it about fashion and beauty photography that excites you the most?
The collaborative moment is definitely my favourite one. Everyone is giving a part of their craft and their soul and then everything is coming together as a visual story. It’s the best feeling in the world!
How do you usually get into the right mindset before a big shoot?
I wish I could say that I do morning yoga and cold showers because it would be healthier, but actually I just walk to one of my favourite cafes to grab a cappuccino if I have time and then I put on my headphones and put some music on while I’m on my way to the shoot location. What exactly can depend a little on the mood on the shoot and on my energy levels this day, but my choices can vary from Imagine Dragons to Massive Attack or Moderat or even Noëp. Sometimes when I have a lot of random thoughts I actually start my morning by going through the mood boards for the shoot, which helps me get organised and think of some new ideas on how I can approach certain moments during the shoot.
What’s something people would be surprised to learn about what happens behind the scenes?
I guess, people don’t realise that some things might not work out as planned even though there was so much planning and prep involved. Sometimes, models feel unsure about their outfits and feel reserved while posing in them, or the outfit just doesn’t work because of their body type. Sometimes the photo equipment starts misbehaving suddenly, while everything was perfectly working a moment ago… And the only (best) thing you can do is not to be frustrated about it, keep positive for yourself and for your team and adapt. The original plan goes out the window and intuition and trust in team work take over and the most memorable moments are born.
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Also, during the shoot I can go in such a deep “flow state” that I do not see anything else beyond my subject and beauty I aim to capture. So I can be completely oblivious about my surroundings, stumble a lot physically and bump into studio equipment, walls and other objects near me. It happens a lot, so I just joke about it with my team.
Studio or shooting on location?
That’s a good question. I think it might be a seasonal thing. As we are living in a colder climate, weather is a bit unpredictable at times and some locations are hard to get, photo studios are more reliable, for sure. Yet, in the spring time I yearn for a change. So, maybe a mix?
What has been your most memorable or favourite project so far?
My favourite project is always the next one. But there have been a couple of really cool and memorable shoots all over the years. Like the first time I shot for Karmen Pedaru’s brand, it was a whole day shoot and we had a big team and a lot of things to shoot, but the energy was just so good! Secondly, last autumn’s shoot with Hannes Rüütel was something I enjoyed a lot and the story he had in mind for it was quite unexpected. And if I would pick an oldie but goodie, I would pick my first jewellery shoot ever for Hyrv, where we had two models portraying a mom and a daughter. There was just something so sincere and simply beautiful about it.
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Which do you lean towards more – fashion or beauty?
I like the playfulness in fashion, but if we are talking about meanings behind every image, fashion can be more complex and the language of beauty is more universal. I am also a dreamer and a romantic at heart, so I am always looking for beauty everywhere, even in mundane situations.
Is there a person, face, or type of character you’ve been dreaming of capturing?
I have been involved a lot in shooting model tests for some of Estonian modelling agencies for the last couple of years. I am pretty grateful for that time, because I learned a lot about the industry outside our country, but at the same time I think it left me yearning for something different. I think more mature characters, with smile wrinkles in the corner of their eyes and a bit of devilish mischief can be my type of therapy at the moment.
And to finish – what’s a phrase you often use to sign off your emails?
There are two versions. To the people I want to connect with and make something beautiful together, it’s “Hope to hear from you soon”. Because I truly do! And to the people who know me, it would be “Best wishes” or “Love, M”.
„Riia moenädalal seni kõige mahukama kollektsiooni esitlemine oli võimas kogemus ning pinget ja ootamatusi ühes positiivse energiaga jagus hommikutundidest õhtuni välja,” jagas Hannes Rüütel Portailile värskeid emotsioone. „Senine publiku tagasiside kinnitab, et suutsime stilist Kristin Liiase ja animaator Sander Joonega anda edasi tervikliku emotsiooni kevadisest kergusest, mängulisusest ja magusast suveootusest.”
14.–18. aprillini toimunud Riga Fashion Weekil jõudis lavale 26 Hannes Rüüteli loodud komplekti – seni tema mahukaim moenädalal esitletud tervik. Kollektsioon sidus brändile omase tugevama, tumedama ja vormikindlama poole kergema ning suvisema meeleoluga: jäigemad materjalid ja selged lõiked kohtusid romantilisemate detailide, kirsimotiivide, lipsukeste ja peente satsidega. Just selle pehmema liini kaudu astus lavale ka brändi esimene ametlik naistekollektsioon, ehkki HANNES RÜÜTELi looming on ka varem kandnud selget unisex-hoiakut. Nagu disaineri varasemate suuremate ülesastumiste puhul, aitas kollektsiooni lavakeelt vormida stilist Kristin Liias, kelle käekiri toetas terviku omapära ja tunnetust.
Vaata galeriist backstage-fotosid viimastest hetkedest enne, kui HANNES RÜÜTELi uus kollektsioon Riga Fashion Weeki lavale jõudis!
Loe ka Hannese intervjuud, mille ta Portailile vahetult enne Riia moenädalat andis, siit!
