Emerging designer Iris Karejoa (@bratan.bro), a recent graduate from Aalto University's Fashion program in Finland, is capturing attention with her unconventional approach to design. Rather than pursuing the traditional designer's mandate to invent something entirely new, Karejoa chose to step back and embrace what already exists. Her MA graduate collection highlights a compelling thesis: the impossibility of creating something truly new without assembling previous concepts and references.
Karejoa's work explores what happens to the meanings and interpretations of visual signs when they are endlessly reproduced, repeated, and recontextualized. She re-appropriates and curates pre-existing fashion items and imagery, reprocessing them through techniques like sublimation printing, embroidery, and engraving. For Karejoa, fashion serves as a medium of exploration rather than mere product creation. Her pieces combine transparent materials with graphic elements, incorporating even everyday shopping bags into the fashion narrative, blurring the boundaries between consumption and reuse.
By emphasizing the societal role of design, Karejoa finds purpose in her work that extends beyond aesthetics. Her approach resonates with the fashion industry's ongoing discourse on sustainability and circular economy. Instead of succumbing to the pressure of constant novelty, she rediscovers value in what already exists and reinterprets it within contemporary contexts. As an Aalto Fashion graduate, Karejoa's experimental methodology represents a new direction in Nordic design education, one that questions the very foundations of creative authorship in fashion.
Karejoa's work explores what happens to the meanings and interpretations of visual signs when they are endlessly reproduced, repeated, and recontextualized. She re-appropriates and curates pre-existing fashion items and imagery, reprocessing them through techniques like sublimation printing, embroidery, and engraving. For Karejoa, fashion serves as a medium of exploration rather than mere product creation. Her pieces combine transparent materials with graphic elements, incorporating even everyday shopping bags into the fashion narrative, blurring the boundaries between consumption and reuse.
By emphasizing the societal role of design, Karejoa finds purpose in her work that extends beyond aesthetics. Her approach resonates with the fashion industry's ongoing discourse on sustainability and circular economy. Instead of succumbing to the pressure of constant novelty, she rediscovers value in what already exists and reinterprets it within contemporary contexts. As an Aalto Fashion graduate, Karejoa's experimental methodology represents a new direction in Nordic design education, one that questions the very foundations of creative authorship in fashion.
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