Mai Niemi

Finnish sustainable Fashion in Osaka World Expo

Mai Niemi in Osaka World Expo fashion show.Finland Day at Expo 2025 OsakaFinland is present at Expo 2025 Osaka in the joint Nordic Pavilion, Nordic Circle, to strengthen ties with Japan and Japanese companies. On the 12th of June, the Finnish textile and fashion industry takes over the stage as part of Finland’s National Day celebrations at the Expo. The theme of the day is ”Happiness Day of Finland”, offering visitors of all ages and backgrounds the opportunity to experience the elements of Finnish happiness and explore the innovative ways how the Finnish textile and fashion companies solve the industry’s global challenges.Expo 2025 Osaka will be held from April 13 to October 13, 2025, under the theme “Designing Future Society for Our Lives”. The event is expected to attract around 28 million visitors. The Nordic Pavilion—jointly hosted by Finland, Denmark, Iceland, Norway, and Sweden—will welcome an estimated 1.7 million guests during the Expo. Finland Day will be celebrated at the pavilion on June 12.“In addition to being fun and entertaining, Finland Day is also about showcasing new solutions and innovations that help solve today’s global challenges. During Finland Day we will highlight Finnish innovations in fashion and textiles both during the day and in the evening party,” says Finland’s Commissioner General Nita Pilkama from Business Finland.During the day, the programme includes a panel discussion “Sustainable Lifestyle – the Nordic Way”, hosted by Finnish Textile & Fashion in collaboration with leading companies in sustainable innovation. In the evening, guests will enjoy “Party like a Finn – Rock & Fashion”, a vibrant celebration featuring a fashion show with Finnish brands.18.00-19.30 Evening party: ”Party Like a Finn – Rock & Fashion”Finnish lifestyle and sustainable textiles take the stage along with artist performances in the “Party Like a Finn – Rock & Fashion” event in the evening. Spot ASK Scandinavia x Spinnova / Gauhar Helsinki / Halti x Spinnova/ Lapuan Kankurit / Luhta Sportswear Company / Mai Niemi / Mifuko / Myssyfarmi / Pispala Clothing / Pure Waste Textiles / Sofia Ilmonen / VIBAe / VIMMA / VirQ on the runway!Music performers include Tuuletar, who is known for vocal performance with fierce energy, beatbox rhythms and other worldly harmonies, and Käärijä, best known for winning the audience vote by a wide margin in the 2023 Eurovision Song Contest.https://www.stjm.fi/uutiset/finland-day-at-expo-2025-osaka/

2010

Sustainable design concept

IAMMAI Holistic Design Concept​Revolutionizing Fashion with Organic Superfashion​Finnish fashion designer Mai Niemi introduces a revolutionary approach to style through her multidimensional IAMMAI concept. This innovative vision transcends conventional fashion by challenging the norms of mass production and offering organic clothing that tells meaningful stories, making it easy for individuals to connect with their outfits on a deeper level.​A Fusion of Art and Well-Being​Mai Niemi’s designs skillfully blend elements of art, fashion, Feng Shui, and global and local myths, alongside themes of fantasy, well-being, and a strong connection to nature. By drawing inspiration from local culture, her creations resonate with people around the world, inspiring a broader appreciation for individuality and expression.​Core Principles:​Comprehensive and Inclusive Design:IAMMAI fashion embodies a seamless, holistic approach that embraces the body and mind, while celebrating feminine forms. The designs are ageless and seasonless, allowing individuals of all sizes, ages, and backgrounds to engage with fashion authentically.​Versatile and Adaptive Clothing:Each garment can be styled and accessorized in multiple ways, empowering wearers to express themselves and explore their creativity. The versatility of the clothing also lends itself to imaginative role play, making every piece a canvas for self-expression.​One Size Fits Most:Designed as one size fits all for most body types, IAMMAI clothing offers comfort and freedom of movement. The garments are intended to flow with the body, enhancing the natural beauty of diverse shapes and sizes.​Emphasis on Soft Values:Mai Niemi’s creations prioritize soft values that promote physical comfort and emotional well-being. The fabrics caress the skin and encourage a sense of ease, embodying a luxurious sensibility that feels as good as it looks.​Living, Dynamic Fashion:IAMMAI garments are not just clothing; they are alive, embodying a vibrant spirit that enhances the wearer’s divine femininity. The designs encourage a sense of motion and fluidity, allowing one to feel empowered and confident.​Join the IAMMAI Journey:Discover a new realm of fashion that celebrates authenticity, creativity, and connection with nature. With IAMMAI, embrace a wardrobe that nourishes the body and soul while redefining your personal style narrative. From fashion to Quantum IAMMAI Superfashion Fashion changemaker​As a fashion designer I have been able to be the changemaker. For new courageous views that support fashion diversity, there is an order. I have created one size fashion to fit most sizes and fashion that makes women feel and see and love themselves beautiful as they are.This is all based on my own experience as I have also searched the way out of the box. IAMMAI SuperfashionFinnish fashion designer Mai Niemi (B.A. Hons and ESOF fengshui fashion consultant) has taken new and revolutionary approach into fashion with the comprehensive and multi-dimensional IAMMAI concept. It acts as a water divider that challenges the uniforming and dualistic fashion by providing unity and commonality as human clothing and stories that naturally can be identified.In her designs Mai Niemi combines art, fashion, feng shui, global and local myths, fairy world fantasy, well-being, nature connection and role play. Her local fashion has a global story inspiring people all over the world. Future Memory -Quantum fashionMai Niemi combines ancient as well as contemporary science and biophysics, promoting the well-being of the body, mind and spirit, taking the ethno-futuristic step into the future, to a time when we utilize simple and organic know-how for the overall well being of the individual and the environment in clothing design and manufacturing. IAMMAI formulasMai Niemi has cast out norm patterns and standard measurements in her design and instead uses universal geometric shapes, from which our bodies and all matter originally is formed and communicates with.This provides coherence between the garment and the body. Blueprints of the garment patterns follow these initial forms on atomic levels. Clothes are one size that can fit most people. They are mobile, alive and body-caring and divinely feminine.These garments do not only dress physical essence, but also our emotional and spiritual essence in a holistic way.​As a designer I have studied pattern making, of course, but somehow I felt it difficult to learn. When I heard of one of the experts working on the measurement standards that 75 % of women do not fit them anyhow, I understood why.  It is material and time consuming to make garments for all sizes when it is possible to just have one. So I invented these garments that are one size to fit most. I started to use patterns for my clothing that are unlike I or any have seen before: geometrical shapes, stars, oktahedrons, crystalline sturctures, spirals, flower of life ect. Later I realized their meaning and function which is to resonate with body consciousness and activate cell DNA memory, promote well being,  creativity and Self love among other things.  This is the story:  In the turn of the century I received the so called “faint signal” of the future potential of a new kind of clothing. In this case the signal was not so faint, but very loud, so that would not miss it and would accept the task.The initiating words were “Open Sesame”, start the work!”“In a few years time there will be a demand for new kinds of clothing which is considered well being promoting fashion. This is due to the altering perception of the body as divine and sacred. There will be change in the consumption patterns as more and more of the consumers become conscious. People will choose differently and no longer wish to eat what they ate before and wear the garments they wore before. This is because that become aware of the energies and the frequencies of the clothes and are looking for something to wear that would match the new higher frequencies of their new spiritual physicality and existence. “So in this website you see the results of work of a decade in developing the IAMMAI Code with the guidance of the divine “fashion angels”. IAMMAI fashion therapy: from Cinderella to a Superwoman!IAMMAI is not only high vibrational fashion but also fashion therapy that activates body awareness and communication with a new powerful womanhood. IAMMAI Fashion Therapy is also a Mai´s Magic Wardrobe service.Mai Niemi fashion brand is Mai Niemi Finnish Fairytale. It is a tool to help you live your fairytale life and transform from Cinderella to a Superwoman.​ Mai Niemi Finnish Fairytale and IAMMAI brands are Nordic fashion light with the vision of the new sustainable world of fashion. They are freedom and well being for women to discover their true beauty and value as they are. They are local sustainable fashion of global oneness, playfulness and fantasy, future memory and Kalevala in a modern way. Tribal jewelry and fairy inspired fashion for modern goddesses. Wearable etno-futuristic art for creative expression. All garments and accessories are one size, all season, all event multipurpose multilevel modern fashion with global and local roots.​Sustainability​Sustainability is our core value. When nature is happy, we humans are happy and well too. Everything we make is handmade in Finland. Responsibility and transparency is very important to us. That’s why we have gathered here the most important things about our production.Our ”factory”/showroom is located in a small town near Helsinki called Kauniainen.​ ManufacturerManufacturer of clothes is Mai Niemi. She does all the clothes and accessories by hand. You can be sure that all the products are top quality as they are not made with machine but with hand and are being under watching eye all the time.​Zero Waste techniqueAll of the knitted ponchos and dresses are made by using zero wastetechnique. That means they are knitted straight to form and not cutted from fabrics. This technique ensures that all the material is used and no spare waste is produced.Zero waste technique doesn’t just save materials but also saves the world.  MaterialsMaterials we use are carefully selected natural materials. We aim to use wool, cotton and linen as much as possible and try to avoid plastics and synthetic fibers. All of the knitted clothes and accessories are fully made from natural materials. ​Our yarns are bought from different sources. Most of them are coming from Finland, England and Germany. Sometimes we use local yarn stores and handicraft stores to buy small amounts of yarns to create unique products or prototypes. ​If you have anything you want to know about our production, feel free to contact us and we are glad to tell more. 

https://www.mainiemi.com/single-post/is-iammai-superfashion-the-next-big-trend-in-sustainable-style

Sustainable superfashion holistic wardrobe

Welcome to Mai’s Magic Wardrobe: Where Fashion Meets Transformation​Mai’s Magic Wardrobe is an extraordinary space where magic unfolds on every level. It serves as a hub for creativity and renewal, breathing new life into your wardrobe and ensuring that your beloved garments can be cherished for years to come.​Sustainable and Timeless:​This magical wardrobe recycles and updates itself, extending the life of old clothes so they don’t end up in landfills. It embraces the concept of ”one size fits all,” comfortably dressing individuals of all body types, ages, and occasions, making it suitable for every season.​​A Canvas for Creativity: Mai’s Magic Wardrobe promotes individuality, allowing you to personalize your style and express yourself freely. Whether it’s through mixing and matching pieces or indulging in role-play, the possibilities for creativity are endless.​Holistic Transformation:​This wardrobe nurtures more than just your physical appearance; it addresses body, mind, and soul, promoting a profound sense of inner and outer harmony. It’s a transformative experience that tells a story and gives birth to new narratives.​Boosting Confidence:​By enhancing your connection with your body, Mai’s Magic Wardrobe increases self-confidence and celebrates the joy of femininity. Say goodbye to the days of feeling like a Cinderella; this wardrobe empowers you to embrace your true self.​The Memory of the Future:​With a design grounded in sacred geometry and Feng Shui principles, each piece in this wardrobe resonates with nature and our intrinsic selves. It embodies the essence of nature, bridging worlds through fashion.​​Love Your Favorites Longer:​Rather than discarding your favorite garments, you can restyle and recycle them with Mai’s Magic Wardrobe accessories, allowing you to love them even longer​As the creator, I, Mai Niemi, am enchanted by the ability to connect worlds through fashion, inviting you to join me on this journey of self-discovery and expression. Embrace the magic and let your wardrobe transform the way you see yourself and the world around you!​Bringing More Magic to Your Daily Life​At the heart of the Magic Wardrobe is the mission to infuse our daily lives with clothing that brings joy, cheer, and functionality—all while maintaining an element of magic. I, Mai Niemi, am enchanted by the ability to bridge worlds through my designs, channeling the invisible realm into tangible creations. This journey makes my life an ongoing adventure, filled with wonder and inspiration.​Fashion Freedom​The essence of Mai’s Magic Wardrobe lies in the ”Superfashion” concept, a response to the fast-paced fashion industry. My fashion line is thoughtfully crafted to empower wearers to express their creativity. With the freedom to mix and match designs with various accessories, you can personalize your style while contributing to a sustainable solution against the growing problem of fashion waste.​As a Nordic and Finnish lifestyle brand, Mai Niemi celebrates a deep connection to nature. I seamlessly integrate fashion, art, Feng Shui, mythology, and fantasy into modern designs that enhance everyday life.The timeless, one-size-fits-all products are suitable for every season, all ages, and various sizes. Each accessory functions like a hologram, energizing your entire being.​”My mission is to design energetically pure clothing that makes you feel at home and fosters a sense of well-being,” says Mai. Embrace the magic and let your wardrobe elevate your daily experience!​Mai Magic Wardrobe Collections​Explore the enchanting collections of Mai Magic Wardrobe, which include:Hair CharmsAccessoriesEarringsJewelryDressesKnitsPonchosHeadgearFairytale Wedding Collection​The Advantages of Mai Magic Wardrobe​Enhancing Creativity:​Discover Your Creative Self: Mai Magic Wardrobe empowers you to tap into your creativity and express yourself.Mix and Match: Experiment with different accessories and garments to create new looks.Innovative Dressing: Redefine how you wear your clothing and bring a fresh perspective to your outfits. Inclusivity Features:Unisex: Designed for every gender.Uniage: Suitable for all ages.Unisize: Fits almost every body type.Uniwear: Appropriate for every event and season.Unitribe: Celebrates all generations.Uniplay: Encourages role-play and imaginative dressing.       Physical Advantages:One size fits all ages, occasions, events, and seasons.Timeless designs that are multipurpose and practical.Renew and recycle older clothes with ease.Mobile and travel-friendly options.Simple to combine, making outfit creation effortless.Ideal for role-play and creative expression.Fosters connection and unity among people.​Spiritual Advantages:Boosts creativity and self-love.Serves as a pathway to inner consciousness.Activates DNA and promotes renewal and rejuvenation.Empowers you to embrace your femininity.Offers healing and balances the mind, body, and spirit.   ​                                   The Original Problem Story​Do you find yourself with a wardrobe full of clothes yet nothing feels right to wear? Or walking into a shop only to find nothing that suits your size, color preferences, style, or lifestyle? You’re not alone. Mai’s Magic Wardrobe offers a sustainable solution to these common frustrations, providing versatile, body-friendly outfits, knitwear, and accessories that can be mixed and matched for personal expression. Our collection allows you to discover your authentic self while refreshing and renewing your existing garments.​Mai Niemi’s wearable art is lovingly and ethically crafted in Finland, ensuring a focus on sustainability.​Ecology and Sustainability​This ecological fashion approach maximizes what you already own by offering versatile, multi-faceted, body-friendly basics and accessories. Instead of discarding your favorite garments, extend their life through restyling and recycling with Mai Magic Wardrobe accessories.​Feedback and Community​Today, countless women around the globe are enjoying their own Magic Wardrobes. One such example is Michelle Karen, an astrologer from the USA who travels extensively. She utilizes Mai’s Magic Wardrobe to organize her clothing practically, with multiple wardrobes in different countries. You can watch her showcase her Mai Niemi Helsinki wardrobe here.​We aim to enhance the fashion world by:​Empowering women through uplifting, joyful, and colorful fashion.Merging fashion and Feng Shui into a harmonious blend of well-being.Ethically producing fashion from natural materials.​With Mai’s Magic Wardrobe, dressing becomes a joyful experience.

NeuleKalevala is modern folk costume and national fashion heritage collection

NeuleKalevala is The Finnish Knitwear heritage                  Wearable Kalevala with inwoven stories of Kalevala. Welcome to Neule Kalevala, a journey of rediscovery inspired by the timeless wisdom of the Kalevala. This Finnish Fairytale weaves together our heritage and contemporary spirit, guiding us toward spiritual well-being in a world of abundance. As we honor the return of the Goddesses, the Great Magi, the magic of the Northern Lights, invite you to embrace the essence of Finnish lifestyle.​”In a ball I bound them tightly  and arranged them in a bundle. In a storehouse loft I palced it, in a little box of copper. In the song my song was resting, long remained in darkness hidden.” Are Kalevala´s opening words. ​The journey began by my time in London and a desire to rediscover the essence of our Finnish heritage. This small country, often overlooked, holds a rich tapestry of history and wisdom that deserves to be remembered. Through these creations, I invite you to connect with the profound memories of who we are, embracing the beauty and strength of our roots. Join me in celebrating our culture and heritage as we weave together the threads our past.​How does the Kalevala speak through art and artists in this time?​The Kalevala stands as a cherished treasure for Finland and a remarkable contribution to the world. Over time, it has fostered a deep sense of nationalism, playing a pivotal role in our journey toward independence. In today’s world, its significance remains, reminding us of our identity and the importance of unity in our collective pursuit of a brighter future.​The spirit of the Kalevala continues to resonate, sharing its timeless wisdom through art and artists alike. Discovering this treasure while studying in London ignited a passion within me, urging me to return to Finland and embark on a journey to create a national fashion inspired by the Kalevala. This endeavor has transformed into so much more than I ever imagined, blending tradition with contemporary creativity to celebrate our rich heritage. Join me as we explore this vibrant fusion of culture and artistry.​​The Wearable Fashion Kalevala  embodies the timeless wisdom of the Kalevala, guiding us towards spiritual well-being and a flourishing future. This knitwear collection serves as a proud symbol of our national heritage, fostering a sense of identity and self-esteem among Finns. Explore the enchanting representations of the Finnish Kalevala Goddesses, as they inspire a connection to our roots and celebrate the beauty of our culture. Embrace the spirit of the Kalevala with every piece, and wear a story that resonates through generations.​​NeuleKalevala is a captivating story collection that celebrates modern folk costumes, national costumes, and ancient attire, all crafted by the talented fashion and Kalevala artist, Mai Niemi. Each piece in this collection is a tribute to Finland’s rich cultural heritage and has received the prestigious approval of the Finnish National Museum. Immerse yourself in the artistry and history woven into every garment, and let NeuleKalevala inspire your appreciation for traditional Finnish fashion.​Finnish Knitwear heritage​After England, I recognized a gap in our own heritage, when compared to the rich traditions of the Norwegians, Icelanders, and Irish. Inspired by this observation, I set out to create a unique line of Finnish knitwear that embodies our culture and craftsmanship. Join me on this journey to celebrate and revive Finnish knitting!​The spark for my journey began with a study in London that explored the Kalevala and its profound impact on Finnish art and design. Reading the English version opened my eyes to the richness of our culture and the wisdom embedded in the Kalevala. Encouraged by my teachers to infuse our designs with cultural essence, I transformed the Jussi pullover into a modern masterpiece for my final show at Central St. Martin’s College of Art. In that moment in London, I felt the spirit of Väinämöinen, the renowned rune singer of the Kalevala, swimming into my consciousness, forever changing my creative path.​​​ Creating The Wearable Kalevala​The Kalevala lives on in the eternal memory of our bodies, passed down through song from generation to generation. My own connection to this rich tradition was ignited in 1989, during my pregnancy with my son Max. This led me to explore the Viking era, inspiring the creation of the Viking series. Further explorations into Lapland and shamanistic roots gave rise to the Arctica series, ultimately bringing me back to the depths of history with the Kalevala, beginning with Ilmarinen, the master smith of the New Sampo, the Magic Mill of Wealth and abundance. Then on May 2nd, 1999, a transformative journey shifted as my Kalevala design spirit companions revealed that the Finnish knitwear tradition was ready to evolve. That turned out to be seamless, one-size-fits-all knitwear, accessories and later jewelry to embody a sustainable fashion ethos for the modern age.The Magic Wardrobe, a concept of sustainable fashion for the new age, was born.​Neule Kalevala embraces the present moment, constantly evolving to reflect the dynamic journey of our culture and the consciousness of humanity. This embodiment of change invites us to explore the richness of our shared experiences, celebrating the beauty of transformation and growth. Join us as we navigate this ever-changing landscape together, fostering a deeper connection to ourselves and each other.​Neule Kalevala is a modern national folk costumes​In Neule Kalevala,the modern national folk costumes meet personal expression. Our unique outfits and accessories can be effortlessly combined to reflect your individual style and cultural heritage. Just as women in the past adapted their single set of clothes with jewelry and accessories for various life stages, our collection embodies the spirit of versatility—more with less. Experience the timeless elegance of Neule Kalevala, a wardrobe that celebrates the beauty of femininity through every age and s

2024

LOITSU korut ovat moderneja lemmenloitsuja ja myös kalevalaisia vaurausloitsuja korujen muodossa.Valmistus materiaalit ovat puu ja hopea.

LOITSU,enemmän kuin koru​Esivanhempamme käyttivät erilaisia lemmentaikoja ja loitsuja mielitietyn manifestoimiseen.Nykymaailmassa tämä loitsimistaito on edelleen tarpeellinen.Mai Niemi elvyttää tämän ikivanhan loitsimisperinteen modernilla tavalla, jonka voi pukea ylle.​LOITSU korut ovat moderneja lemmenloitsuja ja myös kalevalaisia vaurausloitsuja korujen muodossa.​SAMPO ONNI on rikkauden ja yltäkylläisyyden taikamylly, joka rakkaudella käytettynä saa aikaan kasvua ja onnea.AVIO ONNI aktivoi harmonisen suhteen ja tasapainottaa maskuliiniset ja feminiiniset energiat. LEMMENLOUKKU on voimakas rakkausloitsu, joka nostaa ja houkuttelee luokseen rakkautta ja aktivoi parisuhteen.LEMPI ONNI aktivoi rakkautta, tuo onnea lemmenleikkeihin ja auttaa elämään sydämestä käsin.Magic jewelrySPELLSPELL, more than a piece of jewelry  Our ancestors used various charms and spells to manifest a lover, bride or groom. In today’s world, this skill of casting spells is once again necessary. ​ Mai Niemi revives these ancient traditions of magic in a modern way. ​ LOITSU jewelry are modern wearable love spells and also prosperity spells in the form of jewelry.  SAMPO WEALTH LUCK is a magic mill of wealth and abundance, which when used with love brings about growth and happiness. MARRIAGE LUCK activates a harmonious relationship and balances masculine and feminine energies. LOVE CATCHER is a powerful love spell that raises and attracts love and activates a relationship.LOVE LUCK activates love, brings happiness to love games and helps to live from the heart.​​​​

https://www.mainiemi.com/jewelry-1

2024

Mai Niemi muoti gaala juhlisti Mai Niemen uraa ja Mai Niemi Finnish Fairytale Shopin 10 vuotisjuhlaa.

https://www.youtube.com/watch?v=xvIx0uC1D7k

https://designdistrict.fi/fi/kampanjat/mai-niemi-at-helsinki-fashion-week-2019-collection-show/

2023

Helsinki Fashion week Suomenlinna

https://www.youtube.com/watch?v=pmLuK9HQeJU&t=20s

2024

Tallinn Fashion Week 2024

Tallinn Fashion Week kutsui Mai Niemen ensimmäisenä suomalaisena designerina muotiviikolle. Muotiviikolla Mai Niemi lanseerasi uuden Pohjola malliston.

https://www.youtube.com/watch?v=3rGsxZ7o58M

Luentoni FIT, New York

Luentoni aiheena mm. NeuleKalevala, IAMMAI design konsepti, kestävän muodin merkitys ja tulevaisuus ja se, miten sovellan feng Shuita suunnitteluuni. Organisoija ja kutsuja Fashion Institute of Techonolgy.

Kalevala muotikuvaelma

Kalevala Muotikuvaelma tilaustyö Retretin Art Up festivaaliin, jossa vietetään Pohjolan häitä. Häävieraat ovat suoraan Kalevalasta.

2025

Finland Day muotinäytös

Osallistuminen kestävän suomalaisen muodin näytökseen Osakan World Expossa.