Tuomas Merikoski used the same inspiration for his spring collection as he did for his resort offering: the endless sunlight and all-night partying of midsummer in his native Finland.
Still in its infancy — Aalto launched last fall — the contemporary label has the cerebral Scandinavian street look shared by many of its Nordic brethren. Predictably, there were clogs, droopy fits, quizzically elongated Peter Pan collars, deconstruction and a biker jacket, all of which amounted to an improbable kind of antiseductive cool. If the collection wasn’t distinct — or deserving of a runway show — there were pieces to call out. A biker jacket/shirt was a nifty tweak on the moto, and oversize mom jeans with a fold detail on the front fit in with the creative denim movement that’s happening.
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Considering Aalto’s first collection has just hit stores this season, it’s unlikely that the logo resonates with the masses, but it’s never too early for a branding exercise: Merikoski set the logo against a flame backdrop — bonfires are big in the Finnish summer — on sweaters with cutout sleeves, giving the label a punchy curiosity factor.