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North American Gen-Z fashion influencer Milan Mathew whose ï»¿mens jeans family comes from Kerala in south India turns to social media to represent her Malayali culture. Mathew says that there is a lack of South Asian, and especially Malayali, representation in the Western fashion industry, and with her more than 800,000 followers on TikTok, her sari videos, she says, play a part in establishing the Malayali rendition. In one of her "How I Drape My Saree" videos, with more than 8 million likes, Mathew wraps her sari over leggings instead of the traditional petticoat.

Kay was also struck by what she perceived to be Marimekko's egalitarian values: "The design way to defeat conspicuous consumption and class snobbery the stick of good design beating the ills of the world."Ratia's ripped jeans interest in the Bauhaus meshed with Finland's established espousal of modernism by several avant-garde architects and designers, notably Finnish architects Alvar Aalto, Eliel Saarinen and his Finnish-American son Eero Saarinen. Bauhaus member László Moholy-Nagy influenced Aalto, who designed the Municipal Library in Viipuri; it jnco jeans was completed in 1935 and helped to cement Finland's reputation for avant-garde design. In the postwar years, Finnish designer and sculptor Tapio Wirkkala was internationally acclaimed.

Resettling in Helsinki, Ratia worked as a copywriter for an ad agency, presaging her flair for publicity. "After the war, young men and women wanted to rebuild Finland," says Borrelli-Persson. "Armi was free-spirited, and rejected notions of class and traditional gender roles." On leaving the military, Viljo bought an oilcloth factory called Printex, which went bankrupt soon after. Armi joined the company boyfriend jeans in 1949 and two years later she and Viljo co-founded textiles firm Marimekko. It was launched with a fashion show at Helsinki's Kalastajatorppa Hotel. Meaning "Mary's dress" in Finnish, the name Marimekko had a universal ring to it.

Forced to pay reparations to Russia, the country was desperately short of resources, and Marimekko's use of low-cost, utilitarian cotton reflected this. In 1953, Ratia hired young designer Vuokko Eskolin-Nurmesniemi, who created the charmingly hand-drawn, pinstripe-like Piccolo print. This found its way onto the Jokapoika shirt the brand's first men's garment, based on Finnish farmers' shirts, but soon co-opted by women and loose-fitting dresses also designed by Eskolin-Nurmesniemi. These offered an appealingly comfortable alternative to the restrictive, wasp-waisted silhouette of the 1950s.

Although Marimekko flourished in circumstances peculiar to Finland, its appeal soon extended far beyond its borders, thanks mainly to links Ratia forged with the US. In 1954, Marimekko participated in the Design in Scandinavia exhibition that toured America and high waisted jeans was represented in the Tenth Milan Triennial. It also took part in the Eleventh Milan Triennial in 1957. In 1958, Marimekko clothing was well-received in Sweden when Artek, the design firm co-founded by Alvar and his first wife, Aino Aalto, exhibited it in a gallery in Stockholm.But a major breakthrough came when Marimekko exhibited at the World's Fair in Brussels in the same year. One of its restaurants was designed by Wirkkala who decorated its walls with Marimekko fabrics by Eskolin-Nurmesniemi. He also chose Marimekko dresses for the waitresses. Dubbed [img]https://www.argo-holidays.com/images/a/high waisted jeans-272llj.jpg[/img] "anti-uniforms", these were also sported by the fair's tour guides.