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Juha Vehmaanperä wins Mittelmoda Fashion Award

JULY 20 2018

Juha Vehmaanperä won the main prize at the Mittelmoda fashion competition in Italy.

“The prize means, first of all, appreciation for my work. It was also especially important to see that my non-commercial approach and the hand-craft methods that I used in men’s wear raised  interest,” rejoices Vehmaanperä. In his opinion, Mittelmoda was a good experience to see how international fashion competitions work.

“My collection ponders my own adaptation to the role of man in a heteronormative society. I want to challenge gender roles and to question traditional perceptions of dressing and fashion”, says Vehmaanperä. His visual inspiration has been collage artist Pascal Marlin, whose color he combined with atypical clothing materials.

“The best advice I got was that many people would hate everything I do, but I still have to do it. Fashion has space for irony and humor, but not all people will understand it!”

Mittelmoda Fashion Award is a well-known fashion competition at international level, reserved to fashion designers and fashion design students of Art & Design colleges from all over the world. The winners get a capsule fashion show on Mittelmoda’s catwalk and they are awarded with one of the many prizes available.

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