A look into what makes Vain special
Vain, spring 2025 ready-to-wear
Photo: Fredrik Andersson Andersson / Courtesy of Vain
Vain has a short but strong trackrecord
In November 2021, during the height of the pandemic, Helsinki’s Vain made headlines with a runway show featuring upcycled McDonald’s uniforms, presented in a local franchise. This buzz-worthy moment was a bold introduction to the brand’s playful yet thoughtful approach to fashion. Co-founded by Jimi Anselmi Vain and CEO Roope Reinola, Vain has since proven it’s here to stay, following impressive shows at Pitti Uomo, Copenhagen Fashion Week, and a New York debut for Spring 2025.
The New York show was especially significant for Jimi, who once caught Playboi Carti’s attention with customized sneakers called “Loved 1s.” This was a full-circle moment as Carti later wore Vain in a Billboard editorial just days before the show.
Where it all started
Vain’s story is rooted in small-town Finland, where Jimi and Roope grew up amid a mix of local isolation and global aspirations, symbolized by the golden arches of a lone McDonald’s. Today, the brand operates out of Helsinki, spreading a message of love that feels almost subversive in the traditionally reserved Finnish culture. Vain’s heart logo—a clever nod to the arches—embodies this ethos, aiming to bring love into everyday life.
Whats coming next
For Spring 2025, Vain’s designs blend romance and grit, inspired by figures like Atlanta trap artist Young Thug, who challenged fashion norms with his mix of men’s and women’s clothing. The collection features anatomical heart buttons, heart surgery prints, and references to goth rocker Ville Valo, alongside inventive silhouettes like leather biker jackets paired with kilts and versatile jeans with adjustable waistlines.
Vain’s distinctive, niche approach sets it apart in the fashion world. The brand connects deeply with its audience—young, creative, and globally minded—through a shared love of music and pop culture, especially rap. Sustainability is also a key pillar; upcycling is central to Vain’s process, using locally sourced materials like Finnish wool.
The future for Vain
While Vain occasionally takes to the runway, its true power lies in resonating with real, everyday street style. Jimi sees the brand as a reflection of his world—a mix of Finnish melancholy and personal passions, reaching like-minded individuals from Helsinki to South Korea. With plans to introduce digital passports for their garments, Vain continues to innovate, blending the local with the global in a way that feels both fresh and authentic.
Something about Vain resembles the similar aesthetic seen on Drain Gang's Bladee and others; avant garde mixed with recycled second hand pieces, that flows well together. A mix and match of high quality and low budget garments. There is a similar tone in the fashion of Vain compared to the music and visual aesthetic DG has been known for. It's just a prediction but we might see a collab coming from these two different but similar worlds. Finland and Sweden are neighbours after all.
