Trending: Catwalks and sceneries for modern marketing purposes

Story by Jonna Palmu

In the past decades, the ‘latest’ fashion trends were compiled by catwalks and fashion magazines. Nowadays, it is more and more the influencers on social media and the streetwear culture that show and dictate what’s cool and fresh in fashion. For this reason, we set up a project to showcase our scene and runway skills in conjunction with influencer marketing. Together with the fabulous Miss Finland Viivi Altonen we lit up the sky in the frozen forest of Finland for one night.

Viivi entered the winter stage designed by Tomexpo in the dress designed for the Miss Universe 2020 competition. The setting is in line with the ideology behind this unique design costume. The national costume represents the phenomenal development Finland has undergone in the last century. From a rural society to a global leader in many fields.

A country with magical Northern Lights, breathtaking nature as a source of inspiration and strength. Dazzling spirit and perseverance that have led to global leadership in areas such as technology, social equality, welfare, education, architecture, innovation and, last but not least, happiness. The harsh natural conditions with temperature fluctuations from +30°C to -40°C (90°F to -40°F) throughout the year contributed to the Finnish natural character called SISU – which gives the people of Finland resilience, courage and energy to endure even when physical and psychological limits are exceeded.

The preparations of this dress took about 8 months. The parametric code for the animated LED was written from scratch and the components were assembled and tailored specifically for this project. The presentation of the national costume contains three parts. First, a dress inspired by Finland’s traditions appears, representing the rural roots when Finns lived mainly from agriculture, forests and water. The second layer reveals a modern dress that represents the rapid changes in society. Finnish nature is expressed through LED-animation woven into the dress, inspired by the Northern Lights. Finally, the dress is meant to tell what Finland has been able to achieve with SISU.

Viivi Aaltonen and Tomexpo designed stucture

Viivi entered the winter stage designed by Tomexpo in the dress designed for the Miss Universe 2020 competition. The setting is in line with the ideology behind this unique design costume. The national costume represents the phenomenal development Finland has undergone in the last century. From a rural society to a global leader in many fields.

A country with magical Northern Lights, breathtaking nature as a source of inspiration and strength. Dazzling spirit and perseverance that have led to global leadership in areas such as technology, social equality, welfare, education, architecture, innovation and, last but not least, happiness. The harsh natural conditions with temperature fluctuations from +30°C to -40°C (90°F to -40°F) throughout the year contributed to the Finnish natural character called SISU – which gives the people of Finland resilience, courage and energy to endure even when physical and psychological limits are exceeded.

The preparations of this dress took about 8 months. The parametric code for the animated LED was written from scratch and the components were assembled and tailored specifically for this project. The presentation of the national costume contains three parts. First, a dress inspired by Finland’s traditions appears, representing the rural roots when Finns lived mainly from agriculture, forests and water. The second layer reveals a modern dress that represents the rapid changes in society. Finnish nature is expressed through LED-animation woven into the dress, inspired by the Northern Lights. Finally, the dress is meant to tell what Finland has been able to achieve with SISU.

Tomexpo X Viivi Altonen

Viivi started modelling at the age of 14. At the age of 18, she participated in her first international beauty contest in South Korea and was placed 4th. In 2016, Viivi moved to India where she was working as a model and actress. The second international beauty contest she participated in was in Poland in 2019, where she won the title of ‘Most Photogenic’. It was also the first time Finland was recognized in this competition. In 2020, Viivi applied for the Miss Finland beauty pageant, which she won. Since then, she has worked as a full-time entrepreneur for social media, magazines, events, and television. She also has a modelling contract in Finland, Switzerland, and Slovakia.

With her international experience from different catwalks around the world, we wanted to ask Viivi what she thinks is important and fascinating when talking about the stage experience from the performer’s perspective. “I enjoy the fact that every moment on stage is different. I get energy when I’m on stage. It is exciting every time, but that’s what I like! As a speaker, I feel like I’ve been successful if I’ve inspired even one person with my speech or keynote.”

When asked what aspects and goals to consider when planning and staging outdoor and indoor shows, the former Miss Finland emphasised the importance of a well-functioning stage and the feeling for a model or performer to walk on it. The whole event or fashion show can be ruined if the catwalk or stage is too hard to walk on, slippery or shaky. When the grounds are covered, the model can simply enjoy the performance.

Over the years, Tomexpo has created inspiring brand experiences for various fashion brands such as Fendi, Seiko, Citizen and Marimekko, just to name a few. With this unique project in the dark forest of wintry Finland, we wanted to showcase the company’s skills in designing and implementing different sceneries. Whether indoors or outdoors, on a runway or in a studio setting, we rock all environments. Sustainable, bold, and memorable spaces – the way you want them to be.

Thank you Viivi Altonen for accepting the challenge. We will surely create something cool together in the future, too!

Contact us to get a plan or quote for your photo shoots, shows or events:

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Jonna Palmu

Commercial and Marketing Director
MSc International Management (2020)
BBA Marketing & Communications (2009)
Member of the Executive Board