The first collection of fashion designer Hanna Sarén for Seppälä will arrive in stores not earlier than in the early autumn, but the collection had its première on 8 May 2008. The collection was shown to the media and a handful of fashion professionals at an underground parking hall in the centre of Helsinki.

The collection was guaranteed Hanna Sarén design with a commercial twist. It surprised with its large number of pieces, which bring bold shades of violet, brown and olive oil, enlivened with terracotta and bright orange, to the autumn.

Hanna Sarén combined light-weight silks and chiffons to light knits and soft wools in the collection. Playing with secretary look, the collection also includes shoes and bags – big and colourful, briefcase-style bags made of patent leather might well become fashion favourites of the autumn.

Long series enable reasonable prices

Even though the design of the new collection is guaranteed Hanna Sarén, a question about the quality of the materials easily sneaks into one’s mind. Hanna Sarén and Terhi Okkonen, the CEO of Seppälä, still assure that the collection combines design skills but also knowledge of Seppälä’s procurement channels.

“We have searched and found the best materials, techniques and manufacturers for the products” says Hanna Sarén. “I have visited every manufacturer and met the people.”

”This co-operation opened astonishing prospects. I had a chance to implement ideas that would otherwise have become sky-high expensive. Working with silk, lightweight knits and lace embroideries, for example, were possible to carry out through Seppälä’s channels” Sarén praises.

Seppälä by Hanna Sarén will arrive in Seppälä stores in September 2008. Shop-in-shops of Seppälä by Hanna Sarén will be built in thirty Seppälä stores in Finland, Russia and the Baltic Countries.

Kuvat Kristina Lampila, www. kristina.fi