Project Description

Mai Niemi is a Finnish designer, who is inspired by ancient Finnish culture. Finnish Fairytale fashion is genuine and natural: one size fashion for modern goddesses, city shamans and fairy types. Mai wanted to share her magical ideology behind her design line. I created a playful video with amateur models and actors. Mai felt she was seen and understood and was proud of the video, even though it being quite an unusual fashion video.

Year of production: 2013
Script, camera, styling, editing: Heartwaves Design
Violin: Kira Vuorio
Models: Petra Hirstiö, Lilja Kanerva, Essi Tolonen, Jouni Piekkari
Production: Mai Niemi and Heartwaves Design