I wrote a year ago that the year 2007 would be about discussing about thinness of models, new H&M co-operations and changes in association level of the Finnish fashion field. Now, a year later, designers still don’t want their opinions about models published. The Federation of Finnish Textile and Clothing Industries and the Association of Textile and Footwear Importers and Wholesalers got a new umbrella association, the Textile and Fashion Business TMA. The co-operation of H&M and Finnish fashion flagship bearer Marimekko was one of the most talked about issues at the end of 2007.

Some surprises occurred, too: the biggest of them being IVANAhelsinki’s debut fashion show at Paris Fashion Week and the sale and owner change of Marimekko. I hope there will be many positive surprises ahead of us in 2008, too.

What will we talk about in 2008, then?

1. Finland in France
Journey of Finland and Finnish design and fashion to the French’s hearts started with an impressive department store promotion just before Christmas. The French are again exposed to the Finnish culture in March-April, when 100 % Finlande hits Paris. We are eagerly waiting to see Design Forum Finland’s fashion show with Finnish fashion labels!

2. Interest in Finnish fashion
Every Finn interested in street wear knows CTRL and they also show it by wearing the Finnish street wear label. Marimekko has a big role in rising interest towards Finnish labels among Finnish fashion consumers – does it succeed in renewing its collections and image? Luhta is doing good job with its Luhta Fashion collection, but a bit more edge wouldn’t harm the label at all. IVANAhelsinki’s debut in Paris Fashion Week and the owner change of Marimekko hopefully opened the media’s interest towards fashion.

3. Ethical attitude with mainstream aesthetics
Ethic attitude and preventing climate change hit the consciousness on millions and millions of consumers last year. Normalizing of the way of this thinking will hopefully bring mainstream aesthetics to ethic and ecological fashion – as soon as possible, please.

4. Fashion in social media
Social media also broke through last year. Presenting and evaluating clothes, shoes and accessories in social media became a success among teenagers. Nanso opened a photo gallery for Nanso-wearing people as well. Now it’s time for the elder fashion consumers to get to know services such as Tyylitaivas and Thinglink.org – if it felt strange to leave your own picture, feel free to browse the services for great gift suggestions, for example.

5. Scents
Smoking was banned in Finnish restaurants and bars last spring. Bars started to smell like detergents. Not very tempting, isn’t it? There is a definite demand on new scents. Tuned accessories, individual ring tones and presenting one’s style in the web are old and everyday ways to emphasize one’s personality. This year is about scents. What do you smell like? Or your home? Also brands and stores are taking giant leaps in this issue.

6. Fashion photography as art
Fashion photography is gaining appreciation as an art form. Art Basel Miami Beach gave fashion photography an exhibition of its own: In Fashion ’07. International Centre of Photography in New York designated the year 2009 as the Year of Fashion. Be in the front line and buy your favourite fashion shot from the photographer right now!

7. African influences
The media is showing more and more consideration to what’s happening in Africa below Sahara. They nearly missed the catastrophe of Darfur, but are now paying much more effort to the riots in Kenya, for example. Rising political visibility of Africa will bring African influences to fashion as well. African colours, prints and forms are very welcome – take a look at the collections of South African label Stoned Cherrie or UK-based label Sika, for example.

8. Economical downswing
Will the recession come if people are told so long enough? Economic downswing often appears as an increased need of security in fashion – this could, for example, be seen in reducing numbers of dark-skinned models in fashion shows and shootings. It is now told that more than third of Style.com's series of fashion show photo series out of 101 didn’t have a single dark-skinned model.

Luckily there are plenty of other things in sight than a possible economical downswing. Let’s not stick into that but concentrate on new, interesting fashion news and events, instead. Ok?

Have a great and successful year 2008!