FOUNDED in 2009, Finnish brand Samuji carries both fashion and homeware ranges. Its unique visual identity is authored by Samuji’s Creative Director Samu-Jussi Koski. His first womenswear collection unveiled in 2011 have proven Samuji’s and designer’s commitment to the values that guide them on their creative journey – devotion to things beautiful in their simplicity, distinct functionality and kindness.
Samuji does not consciously bow to the must-have flippant trends, preferring to focus on timeless and enduring design, yet each one of their collections prove their unique ability to marry current with ageless. Building on those sentiments, and driven by his fascination by art and architecture which he uses for inspiration, Koski has created a distinctively captivating collection.
Using bold prints, velvet, navy and brown wool and cream corduroy he offers carefully crafted selection of skirts, dresses and overcoats, as well as staple knitwear. Bold colours and proportions guarantee the wearer to stand out of the crowd while flattering the figure – tapered trousers, cropped tops, oversized collars and hugging rollnecks excite and evoke allure.
The brand caters to a pioneering, self assured woman who assuredly affirms her strength and bold sense of style while remaining comfortable with her own sensitivity. In their own words, “You can take the Samuji woman out of artistic, romantic surroundings but you cannot take the romance out of her. It’s there, and no matter how modern she looks, she seems to have an instinctive preference for seasoned items. Things that gain value over time, things that have a story to tell.”
The AW16 collection offers that woman a wide variety of choices – there are easy daytime pieces, such as wide-legged trousers, A-line dresses in all lengths and fitted shirts, as well as daring lame tunic and trousers. Even the simplest looks can be accessorised with voluminous wool hats, mesh hopper bags, statement patent leather ballerinas and ankle boots, all designed to compliment the garments. Samuji also brought back their previous AW hit – an oversized beanie hat – in a range of lush colours.
by Magda Pirowska
The collection will be available on Samuji’s website as well as their store in Helsinki and selected stockists in Europe, Asia and America.Tags: accessories > AW16 > collection > design house > fashion > Finnish > Samu-Jussi Koski > Samuji > timeless > womenswear