Match Made In Hel: The Runway Show

Being a blogger comes with lots of perks. One of the best being the invites to some very exciting events. Press parties, champagne receptions and restaurant openings are always unforgettable evenings but every now and then I get an invitation that sounds almost too good to be true.

Finnair invited me to Match Made In Hel – the world’s first fashion show on a runway! I visited Helsinki for three days in the run up to the event and had the most amazing time exploring the city. You can see my full photo diary from Finland here

Helsinki Airport is a key hub for Asia-Europe travel as every day thousands of people transfer through the airport on their journey between these destinations. Finnair had the fabulous idea of bringing these different cultures together so that fashion designers from both the West and East could meet for the most unique runway show. The show was an unforgettable fashion moment and I was so thrilled to be involved. You can watch this video to see how the airport runway was turned into a catwalk.

The event was attended by hundreds of influencers. Magazine editors, bloggers and fashion industry experts from both Asia and Europe gathered together at Helsinki Airport enjoy the show of a lifetime. I was seated next to my friend, and fellow fashion blogger, Wendy of Thank Fifi who took these fabulous photographs of me. 

The show featured designers from China, Korea, Japan, Sweden, Denmark, Finland and the UK. When Match Made In Hel announced that Bora Aksu would be the UK representative I was delighted. I’ve been following his designs at London Fashion Week for a few seasons now and I’m always excited to see what he creates next.

On the runway Bora Aksu didn’t disappoint. The floaty fabrics, feminine silhouettes and fabulous colours were like something out of a fairytale. I love how dreamy the delicate details are and am determined to get my hands on a dress one day! As his models started strutting down the runway I couldn’t help but smile. It was a real pinch me moment in my blogging career to be seated at an event of such epic proportions! 

Without a doubt my favourite thing about the Match Made In Hel experience was meeting so many wonderful people. Having the opportunity to spend three days with creative people from all over Europe was something I will never forget. When we were sipping champagne at the afterparty I had conversations with guests from New York, London, Berlin, Poland, Edinburgh and Warsaw. There aren’t many parties where you can say that!

Choosing an outfit for a event attended solely by fashionistas was pretty tricky. Every guest was fabulously dressed so the outfits seen in the front row almost rivaled those on the runway. In the run up to my trip I started using Everday is Black Friday which monitors my favourite fashion retailers and notices any price drop on their website so I could find some bargains – but shhh don’t tell anyone about my little shopping secret hehe. I found this gorgeous lace co-ord set and styled it with some rose gold sunglasses & a tan pair of heeled brogues for a chic city-escape look. 

Match Made In Hel was an unforgettable experience and it was wonderful to see so many people from the fashion world come together on the runway. Thank you Finnair for the fabulous experience and I can’t wait to visit Finland again soon.


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