The MEI KAWA winter 2017 is a special festive collection featuring elegant pieces with a quirky twist. The campaign photos evoke the atmosphere of a surreal Christmas party in a Finnish cultural center – the scenes are filled with winter melancholy and festive lights ever-present in the early darkening days. The campaign draws a lot from the Finnish filmmaker, Aki Kaurismäki’s movies where tough looking guys meet peroxide blonde femme fatale heroines in a suburban environment.

The luminous materials are paired with pale details: the strange combinations purposefully lessen the glamour. The loose fit garments and the soft materials are the result of the brand’s design ethos based on comfort and practicality however spectacular festive dresses and sensual, tight pieces can also be found in the collection.