GLOBAL YOUNG TALENT 2020: ESSI PEUHKURI | YKK-ACCESSORISES AWARD WINNER

Essi Peuhkuri aims to make the fashion industry a green place, one eco-friendly bag at a time. Looking at emotional durable design as she explores the the relationship between consumer and product, looking it as a long-lasting companionship. The efforts for the accessories designer haven’t gone unnoticed, previously winning the esteemed YKK-Accessories Award, to now, being featured in the October issue of Harper’s Bazaar UK as part of our Global Young Talent. Discover the sustainable world of Essi’s accessories below!

1. What made sustainability and durability such an important part of your pieces?

My MA in Disruptive Design at Plymouth College of Art truly opened my eyes to the darker side of the fashion industry. As a designer, I want to offer new ways of thinking about fashion, what it means to us and how it's being produced, discarded/recycled. Where does the value lie in fashion - is it in the brand rather than in the labour/craftsmanship and the materials of which an item is made of? I believe that by viewing fashion products as trusted companions rather than a momentary reflection of our identity in a very specific space in time, we can learn to appreciate, care for and cherish them on a deeper level.

"As a designer, I want to offer new ways of thinking about fashion, what it means to us and how it's being produced, discarded/recycled."

2. Do you believe sustainable products are easily accessible to every day consumers?

I believe that the amount of sustainable alternatives on offer for consumers has increased a lot over the past years, however, many of the products are still quite expensive for everyday consumers to purchase in comparison to their high-street alternatives. It is a difficult dilemma for sure which will require a change in values and attitudes from consumers in order for them to be willing to select a more expensive yet a more sustainable/ethical product. I do believe though that the world is heading in that direction and that people are looking to be more responsible as consumers and brands are required to share information more transparently.

3. Do you believe that sustainability will always be a part of your brand?

I believe it will be. I enjoy the creative problem solving that comes with doing things differently; it challenges me to do better, to think outside the box. I believe that a time will come when every fashion brand will need to consider their efforts in becoming more sustainable. For me personally, knowing that I am on the right track, forward thinking and responsible in what I put out offers me the most satisfaction as a designer.

"I enjoy the creative problem solving that comes with doing things differently; it challenges me to do better, to think outside the box."

4. How will you take your findings from this collection to influence your future products?

This collection, as well as my entire MA in Disruptive Design has set me up with a direction I know I want to follow in the future. The warm welcome which my collection has had so far has been extremely encouraging and I want to keep developing sustainable products and discovering ways of making sustainable fashion more accessible to everyday consumers, and aid in shifting the attitudes of the public towards sustainable fashion and why it is worth favouring responsible and transparent brands. I´ve discovered the power of emotionally durable design and believe that my findings in that area will influence my work in the future as well.

5. How will you take your findings from this collection to influence your future products?

This collection, as well as my entire MA in Disruptive Design has set me up with a direction I know I want to follow in the future. The warm welcome which my collection has had so far has been extremely encouraging and I want to keep developing sustainable products and discovering ways of making sustainable fashion more accessible to everyday consumers, and aid in shifting the attitudes of the public towards sustainable fashion and why it is worth favouring responsible and transparent brands. I’ve discovered the power of emotionally durable design and believe that my findings in that area will influence my work in the future as well.

"The warm welcome which my collection has had so far has been extremely encouraging and I want to keep developing sustainable products and discovering ways of making sustainable fashion more accessible to everyday consumers, and aid in shifting the attitudes of the public towards sustainable fashion and why it is worth favouring responsible and transparent brands."

Discover Essi Peuhkuri's full collection

Words by Lupe Baeyens