Marimekko’s new creative director makes her debut at CopenhagenFashionWeek
Rebekka Bay certainly has an impressive résumé for someone who says she “never really wanted to work in fashion.” In 2006, after doing trend forecasting for several years, this Dane was tapped by H&M to create Cos. The success of that launch led to many other international creative directorships, including with The Gap and Uniqlo.
I have always admired Marimekko prints the same way as I [do] furniture, architecture, and art. For me, Marimekko was always about creating great art that was applied to a canvas—and the canvas just happened to be a dress. I love all the components of Marimekko, this idea that a dress is something you can run in, [that a] dress will have pockets, and [be] versatile, and for every day: It’s my entire belief system in fashion.
I think one of the biggest changes I have made to Marimekko internally is that I’m really sort of imposing this idea that to be truly sustainable we need to think sustainably even before we design. It cannot be an afterthought. It’s not just in the material; it’s how we think about silhouettes and fits and materials and prints. And maybe that [goes] back to my belief system that there is something like creating great design of great quality for the many.
You will see for the summer collection that we’re working with black-on-black coloration, for example, or changing the background, or the canvas color, to be less white, and having a bit of a pinkish or peachy tone; I think it’s so interesting. I’m very much from a color-forecast background, so, of course, I’m changing the colors. There’s still green and red and yellow, but just by tweaking the levels or the gray tone….
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