Mira Isomäki

The inspiration for Mira Isomäki’s MA thesis stems from the omnipresence of narratives. We are, by nature, attracted to stories. They can help us connect, communicate, and make sense of the world around us. In our fast-paced, technology-driven world, discussing the power of storytelling is crucial as staying connected becomes increasingly important. This approach to fashion focuses on people, considering their emotional and inner needs. Since storytelling has been with us since the dawn of humanity, it continues to evolve as a tool in the creative field. Combining theoretical perspectives with practical applications in collaboration with VAIN Fashion Group, Isomäki aims to examine how a narrative-driven approach enhances knitwear design and shapes the brand identity. The knitwear products created by Mira Isomäki for VAIN highlight the role of storytelling as a foundational tool for crafting cohesive brand narratives and products. Through this process, she can challenge her design direction in collaboration with others, seamlessly blending perspectives with the partnering company’s story. In the case study, Isomäki develops her substory proposal that guides the design process, introducing a new technique for the brand: whole garment knitting with Shima Seiki alongside ADF. Working with knits offers diverse expressive options, from the choice of materials and structures to how they feel, look, and are utilised.