Paradigm Shifters is a series of interviews with a select group of women and men from eclectic walks of life. It will highlight unspoken, real-life insights on how they have been able to turn weakness into strength. A naked soul point of view of how their breakdowns were really a preparation for breakthroughs. They are your quintessential paradigm shifters; internal shifts converted into genuine change.
Everything I have ever done has been focused on this underlying theme of shifting the paradigm because, "What we think determines what we feel and what we feel determines what we do." Hence, why Empowered by You takes lingerie, which has traditionally been seen merely as a tool of seduction and redirected that energy as a tool of empowerment.
I hope from these stories you will look at your own situations, struggles and accomplishments through a different lens. At the very least you will be more equipped with real life tools to change your own paradigm. At the end of the day, we are our own Alchemist turning the silver we were born with into the gold we are destined to become.
Anna Teurnell - Creative Director, Marimekko
Do you see any particularly restricting or uncomfortable clothing in today's culture? If so, what designs do you create that you believe to be a foil to those trends?
One restricting tendency I see at the moment, actually globally, is of trends themselves. I believe that one can be more personal. Instead of following trends, like yourself and your own style. Marimekko encourages dictating how you dress and hopes to supply the strong, independent woman with the materials to create an outfit she likes, not just what is on trend. Personal style is really important. When Marimekko was founded, corsets were the trend and Marimekko really juxtaposed with that confining trend. It was a powerful difference: creating liberated clothing for strong women. We still focus on designing for the everyday life and creating timeless designs. Our message of comfort and freedom is a long lasting one.
As Creative Director your job is to evolve the brand. Yet so much of Marimekko's appeal is its history. How do you balance this call for change and evolution while staying true to Marimekko's roots?
Actually, finding this balance is very rewarding. I am able to lean on the prints, colors and clothes of Marimekko's past. It's nice, even powerful, to have something to lean on, which I genuinely appreciate. I use a lot of old prints and ideas found in the archive from a very, very long time ago. In terms of change we definitely try to surprise our customers. We try to work with new styling, presenting articles that are captivating and surprising through different colors and cuts. For example: bubblegum pink shoes! Marimekko is about creating the unexpected - clothing that's different from everything else you see out there in the world. I love the surprise mixed with the classic Marimekko nature of the garments. One of my favorite ways to make Marimekko new, relevant, and modern lies in the presentation of the collection. Our collections are highly inspirational. Marimekko really has pieces for every modern woman. Yes, the colors are bold and captivating but the cut creates a modern and sophisticated feel, which really allows you to wear the outgoing colors. Some pieces are really unique, made for that bold dresser, and some pieces are more toned down, for the more casual moments.
When did you know that fashion was your passion and what you wanted to pursue in life?
I have always been creative: I always liked to do things with my hands and I love creating ideas. Growing up, when I couldn't have certain things, I would make them. I for example made high-heeled shoes of planks, fabric and ribbon. I had this sensation to create with my hands. I previously worked at an organic food restaurant. I eventually moved up to visual manager but over the years I began to understand that, even beyond creating things with my hands, I was entranced, and inspired, by how women chose to dress themselves and the connectivity associated with clothing and personality. Every time we do a collection I become so inspired. It begins with an idea and we're able to cultivate something truly unique and beautiful from that idea.
How do you see Marimekko change and empower women?
I see Marimekko empower myself and you and everyday women! I am really passionate about how we can continue to empower women by providing them with unique clothing that allows them to be their best selves. I hope that as we grow so does that emotional connection with our clothing and the feeling of empowerment.
Marimekko has had several collaborations! Your most recent one with Target has lots of people excited. What do you look for in a company when you decide to collaborate?
Target was a good match for the brand! It was wonderful to be able to work with a big, affordable brand and offer a different consumer group the opportunity to use Marimekko. Collaborating is something I cherish. It is truly enriching to work with other people and create something that would not have existed if we had not collaborated.
Breakdown to breakthrough moment?
It became so clear to me that all the passion I have in what I do comes from a certain breakdown in my life. I can recall being little and craving those shoes and those garments and being unable to have them. When I grew up I realized that I can do things and make things that no one else can. That has become the foundation of my creativity. I love my job and the feeling that I can do it myself.
What would you like your legacy to be?
Well, Marimekko is one of a few brands that has such strong characters and visibility. There are plenty of extremely strong women working here. In some years when we look back I hope I'm one of the strong women contributing to designs that lift people's life, not in a way that makes their life more complicated but rather more fun and more charming. I want to create clothing that is still modern but will change your life very much. I hope I am seen as a powerful woman with a powerful view.
If your Life were a book what would be the title for 2015? 2016?
Oh wow, I'm not sure but I know that I would want a book that would make people feel inspired to make the most of their life and to have the energy to do things.
If I were to be a book it would be about the life of a designer. It's such a spastic life though! You don't have to be a winner in everything you do and take on. It's about trying new things. Learning along the way. They're never going to let me write this book!