Fashion Friend Sami Sykkö’s picks for 2026
Fashion Friend Sami Sykkö’s picks for 2026
Fashion Friend of the I love me fair, fashion journalist and Professor of Practice Sami Sykkö, has once again curated the most fascinating fashion phenomena of the year in the following categories: Finn of the Year, Visionary of the Year, Must-Have of the Year and Surprise of the Year. I love me brings together the most exciting brands and latest trends in beauty, fashion, wellbeing and health at the Helsinki Expo and Convention Centre on 16–18 October 2026.
Finn of the Year
Minna Parikka
Minna Parikka’s shoe brand has truly gone from strength to strength. Parikka has the vision, skill and determination to keep evolving her collections year after year. When an idea or innovation does not work immediately, she refines it until it becomes a truly irresistible creation. And irresistible is exactly what Parikka’s shoes are: whether featuring lollipop heels or signature bunny ear details.
The world needs humour and optimism, and Parikka’s designs bring both into the lives of those who wear them, one step at a time. Minna Parikka launched her first collection 20 years ago. We congratulate this trailblazer of shoe fashion.
Visionary of the Year
Vimma
For a small Finnish fashion company, success does not come easily in the age of fast fashion. It takes courage, perseverance and vision, along with an unwavering determination to stay afloat while staying one step ahead of trends. And Vimma has all these qualities in abundance.
The brand’s colourful designs and empowering garments make it easy to stand out from the crowd, bringing joy both to those who wear them and to the people around them. Vimma’s vision is also reflected in its commitment to local production: from the very beginning, its products have been manufactured close to home.
Must-Have of the Year
GLOSS by lauraeveliina
In Heinola, Finland, handcrafted jewellery is created to help its wearers truly blossom. GLOSS by lauraeveliina is the brand of Laura Koljonen, whose creations sparkles and add beauty to the Finnish jewellery and accessories scene.
GLOSS pieces have already graced the covers of numerous Finnish magazines, and it is easy to see why: they are true jewellery delights.
Surprise of the Year
Kultajousi and Helena Ahti-Hallberg
It seems that designing jewellery has gone as smoothly as a dance! Kultajousi, Finland’s largest retail chain for fashion jewellery and watches, has launched an unexpected partnership collection this autumn. The surprise collaboration was created with dance teacher and Dancing with the Stars Finland judge Helena Ahti-Hallberg.
The collection reflects Ahti-Hallberg’s signature sense of femininity, while its shapes capture the movement, elegance and sparkle of competitive ballroom dancing - almost like a soft waltz.
