The theme for the s/s 2012 collection is escapism, the modern individual's need to find alternatives, the need to see the world around you - and yourself - in a different light.

Fashion, as any form of art, can let your mind travel to far-away destinations. At best it can liberate your thinking by making you see options where you thought they didn't exist.

I wanted to express this feeling by shooting the collection in the middle of the Finnish nature, to give the pictures a dream-like and even unreal atmosphere.

The striped fabric is vintage silk, which was a great find as I strive to use as ecological materials as possible. The other materials include for example bamboo viscose and industry residue materials from which the crocheted garments and accessories are made. All the products are water-washable and manufactured in Estonia and Finland.