The concept of the project is a new and modern take on power dressing at the workplace. Dress for Success represents career oriented women’s new attitudes towards fashion and workwear. Instead of trying to strike a balance between femininity and masculinity, I chose to focus on femininity and convey a message that women do not need masculine attributes to feel empowered. Women can show femininity and their passion towards fashion at work without losing her authority.
Styling/Art Direction Marika Korkeila
Photographs Kanerva Mantila
MUA Emma Räsänen
Model Christel (Paparazzi Model Management)
The fashion industry is a fast-paced, increasingly complex world of creativity, design, business, and technology that many people find alluring but at the same time very distressing to keep up with. Designers are facing the pressure to produce more within shorter period of time to correspond the demand of ever speeding consumption.
From consumer perspective, constantly changing fashion trends are setting pressure to spend more. There is an overwhelming amount of brands in this world who are offering us different kind of solutions how to look good and be ‘the perfect version of you’. Hidden and visible advertisements everywhere where we go. Perfect lives presented on the different social media channels. Material consumption is higher than ever before.
I believe that people are at the point where they want to say ‘stop’ to this roller coaster ride of the fashion industry. With this editorial I want to take focus back to simplicity and timeless beauty. Focusing on shapes, structures and natural beauty. The editorial showcases that there’s no need to run after ever-changing demands from the media.
Concept, Graphic Design and Styling: Marika Korkeila
Assistant Celebrity Stylist
Assistant Celebrity Stylist for Stella Arion on Schön magazine shoot with Singer Natalie Imbruglia. Photographed by Simon Emmet.
Photography Simon Emmet
ELLE Style Pages
"How to steal the style" pages for ELLE Finland magazine.
Style and texts Marika Korkeila
Florist and gardener
“Florist and gardener” is a commercial collaboration project with a work uniform brand Dennys Brands that demonstrates use of aprons in a beautiful flower shop and garden. The campaign is shot at Jessie & John flower shop in Notting Hill and at the Chelsea Gardener in Chelsea. The locations are purposely chosen to emphasise the British heritage of the brand.
Flowers convey an association of a caring company image. Flowers and plants have an important role in our lives. They are often used as a metaphor for love or new beginnings. Lives of flowers and plants in a garden or flower shop are under human responsibility; without taking care, the flowers would not survive.
Art direction/styling Marika Korkeila
Photographs Maresa Smith
MUA Sibley Berty
Models Nathana and Theo (Body Models)
Celebrity Assistant Stylist
Assistant Stylist for Fashion Stylist Stella Arion on Natalie Imbruglia's music video shoot Instant Crush and Schön magazine shoot