Reykjavik Fashion Festival 2014 has presented eight Icelandic brands: Farmers Market, Ziska, magnea, ELLA, REY, Sigga Maija, Cintamani, JÖR.

Reykjavik fashion festival that was over this Sunday was as unexpected as Icelandic weather: on its cat walk we could see globally recognized brands – Cintamani, Farmers Market alternated with established locally recognized companies and very ambitious start ups. 

General impression from the show is that Iceland being a Nordic country stays within a Northern trend of comfortable, very practical and very contemporary   clothing.

The Festival gathered the admiring audience including   global celebrities – world’s first democratically elected female head of state (President) Vigdís Finnbogadóttir.   The Fashion Festival owner Jon Olafsson, founder of Icelandic Glacial stayed the whole day in spite of his very busy schedule.  Among attendees also one could spot faces of Acne’s co-owner Michael Schiller and Google’s Chief Creative Officer Robert Wong.

Sigga Maija brand show was visited by Steinunn Sigurd, of STEiNUNN – an Icelandic well-established female designer.  In her early days Steinunn worked with global brands like Calvin Klein, Gucci and LaPerla, launching afterwards her own brand of 14 years now.

Whole Reykjavik was anxiously waiting for JÖR show, which being the last in the schedule gathered overflowing audience.  The collection and its energetic podium presentation was done in colorful version of gothic style.  The “goths” on stage were in white, red, black gold colors and half of them were blond, while remaining true to “goths”  make-up and hair styles.  All of these along with the music were well staged and resembled a break through to brighter colors and acceptance of new and innovative into a well-established style.

Icelandic design scene is very diverse and vibrant, what does strike you right away is that their fashion industry has turned Iceland’s unpredictable and harsh climate into a commodity needed to every Icelander and globally to everyone who lives and travels into temperatures below +5C , in countries with rainy and windy weather as well as  outdoors winter sports enthusiasts.

Cintamany with their wide assortment of outdoor styles presented a variety of options ranging from stylish and sexy rain clothing to dual functions outfits for office and outdoors.   Cintamany has presented a huge and very vibrant assortment of color and color mixes that can turn any winter into a long awaited festivity.

With a minimal number of commodities to trade and use Icelanders are concentrating on developing their creative capital by turning their difficult climate into their advantage in fashion.   Internationally famous global brands like  66 ° North,  Cintamani , ZO-ON and a number of other Icelandic outdoors brands have been dressing Iceland and the world for years. 

While another Icelandic brand Nikita successfully continues its global expansion.

Farmers Market young but already internationally acknowledged brand did reinterpretation of British and American country styles extremely skillfully weaved into Icelandic Heritage style of today in collection for men, women and children. Their slow, but very emotionally touching podium walk has created a flare of country living, steadily displaying each of the traditional Icelandic earthy colors in its own beauty and gently introducing the most feared and admired color – the color of lava – orange red.  Farmers Market consistently displays in every collection a fine use of another Icelandic commodity – sheep wool.

Farmers Market at RRF 2014