Mira Isomäki

THE POWER OF STORYTELLING

Mira Isomäki’s work explores the power of storytelling from a commercial perspective in partnership with VAIN Fashion Group. The Cost of Loving introduces a concept aimed at expanding VAIN’s knitwear collection, seamlessly blending with the brand’s storytelling. The knits are produced using novel whole garment knitting technology, alongside more conventional industrial knitting methods. Through the products, Isomäki aims to convey and the brand’s identity. The story is a foundation for the narrative thread, with a supporting film that enhances the design outcome.

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. 

– I believe narratives work as a common language, enhancing design processes and outcomes and building the whole experience. For me, storytelling is a medium for imagination and dreams, allowing the freedom to explore ideas and experiences, whether shared with others or kept more private. It is like a playground for creativity. 

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.

– As VAIN Fashion Group tells the story of love in various forms and provides alternatives to it, I continue to explore its layers. Storytelling gives meaning to the process.