Marimekko - Knitwear Collection Update

MY ROLE
→ To do a wide visual research and presentation on what the renewed Marimekko knitwear category could look like.
→ To fully design products and product family, choose colors for each yarn and give instructions on knits to production development team.
→ To follow and lead the production develo

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pment of each product of the knitwear category.

STARTING POINT
The Marimekko knitwear category was lagging behind in style, quality, brand image and selling numbers compared to the company’s other product categories but also to other brands’ knitwear categories. I was asked to renew it.

INSIGHT
My core idea was to bring in Marimekko’s print and color thinking to the knitwear category and to develop a line of high quality, heavy weight knits with iconic Marimekko prints and delicious colors.

RESULTS
The new knits reached and exceeded all selling targets. The new knitwear products were featured in PR-shots and editorials for the first time in decades. I designed the knitwear collections for four seasons and my knitwear designs are still being re-produced for upcoming seasons.

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