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Stores Mo-Sa 10-21,
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Pharmacy Mo-Sa 9-21,
Su 9-19

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Renovated Viru Centre’s grand FASHION PARTY: see photos of a dazzling fashion spectacle.

Viru Centre celebrated the completion of its largest interior renovation in its 20-year history with the Ringmäng Party, featuring a bold and memorable fashion show in the center’s atrium that brought together the brightest names from the fashion and music world and provided unforgettable entertainment for guests.

In the atrium of Viru Centre, which has been completely renovated and adorned with green columns, several top figures from the Estonian fashion world, musicians, and renowned models took the stage. The fashion show, curated from the center’s premium clothing selection, captured the attention of the fashion audience. It was created by esteemed stylists like Julia Volosko, Liisa-Chrislin Saleh and Aivar Antonio Lätt. The exceptionally stunning accessories were crafted by Claudia Lepik, Carol Ott, Jürgen Sinnep, Mari Masso, Tauri Västrik, Kärt Hammer, Kirke Talu and Metashika.

Kristel Sooaru, the marketing and communications manager of Viru Centre, expressed her satisfaction with the dynamic fashion show: “With this fashion show, we wanted to demonstrate that the versatility of our renovated center’s collections knows no bounds. We encouraged stylists to create high-quality timeless ensembles while also showcasing how to adorn oneself in a highly extravagant manner for a club or theater evening, incorporating the creations of local young designers alongside more striking branded products. We greeted the audience with impeccably tasteful outfit solutions that progressively surprised viewers as the show unfolded. The escalating creativity of Kitty Florentine’s performance and Sander Mölder’s arrangements added an extra dimension to the show. For us, it was important that the stylized ensembles were spoken by distinctive models. Unlike the long-standing practice in the fashion world of imposing a uniform look on models, we wanted the unique characteristics of the individuals to shine.”

Viru Centre also played the fashion game “Ringmäng” (Estonian, round-game). This time, well-known stylists walked on stage alongside models and singers. A total of 40 models, including stylists and fashion designers like Liisi Eesmaa and Karolin Kuusik, fashion enthusiast Zenja Fokin, fashion blogger Aljona Eesmaa, and singers Inga Tislar, Sissi Nylia Benita, Anett, Rahel, and Anna Pärnoja, graced the fashion runway. The spectacle showcased the latest fashion trends.

Julia Volosko: “My styling is based on personal taste. I don’t rely heavily on trends because I don’t believe in them. Style is more important. I love a minimalist, clean style – garments must have interesting structures reminiscent of Maison Margiela. Accessories are not necessary when the clothes themselves are accessories.”

Aivar Antonio Lätt: “My styling can be categorized into two directions – elegant but quirky. Elegance is a changing phenomenon over time, and we understand it differently. I wanted to bend the concept of elegance through time. If experimenting with a pink shirt was considered unconventional for men 15-20 years ago, today an elegant man can be dressed entirely in pink. It’s normal for men’s fashion to evolve with time and not be set in stone. For example, 200 years ago, men wore stockings. Entrenched dogmas need to change. Men should look at their attire with a more open-minded perspective.”

Liisa-Chrislin Saleh: “I drew inspiration from various directions. For example, eccentric glamour à la Schiaparelli. I combined creations by prominent Estonian accessory and jewelry designers, beautifully integrating them with the Viru Centre collection. I also incorporated current street fashion trends. Influences from major global brands like Balenciaga, Rick Owens, and Diesel’s head designer Glenn Martens guided my choices.

As a stylist, I’m captivated by layering, sharp contrasts, and androgyny. I play with fabrics, layering them, combining them, and using them in slightly different ways than their original purpose. Additionally, I advocate for a contemporary gender-neutral attitude. There’s no need to differentiate between men’s and women’s clothing – everyone can wear what makes them feel good, regardless of how they identify themselves.”

The models’ make-up was made by makeup artist Maris Rätte and his team in collaboration with Lancôme. Make yourID, in collaboration with Wella, created unique hairstyles that enhanced the models’ appearance and showcased their individuality.

The musical performance featured arranger and producer Sander Mölder, along with Collegium Musicale and rising alternative music star Kitty Florentine, whose music served as the foundation for the entire fashion show. The collaboration created a perfect atmosphere. Kitty Florentine performed on a rotating stage and was part of the fashion show. In collaboration with stylist Liisa-Chrislin Saleh, Kitty wore both the flowing, airy creations of EKA student Jürgen Sinnep and a constructed ensemble featuring a Diesel dress and Pinko designs during her performances. The look was modified and looked differed from how clothes appear in everyday life.

Photo credits: Jelena Rudi and Kalev Lilleorg.