You can now refer your friends and win prizes for doing it! Find out how by visiting your personal dashboard 🎉

Y’all, I sure am excited about this issue. Introducing Patterns of the Past. A monthly rendition where I send you deep dives on historic figures who have made dramatic impacts in fashion and art. All based on pattern making.

And with this issue, you’ll learn about Maija Isola. A Finnish designer that you’ve probably never heard of. I’m here to tell you… you’ve seen her shit everywhere. You just don’t realize it.

Want to see more of stuff like this? Let me know. Give this newsletter a like at the top of the issue (or shoot me a response) if that’s the case. Help nudge me.

contents:

1. brand of the week

2. the story of Maija Isola, the Pattern Queen

3. threads

4. what’s in my closet

5. upcoming product drops

interested in advertising? click here

This installment of Soirée is free for everyone. I send this email every Friday. If you were forwarded this email and would like to receive it every Friday morning you can join the hundreds of other fashion enthusiasts by hitting the button below.

🧺 brand of the week: Perte D’ego

Perte D'ego is a sustainable brand focusing on designing and creating unique and meaningful pieces. Each and every piece of garment is hand-made in New Delhi, India using the best fabrics from around the world and by the most experienced craftsmen. 

Go to Perto D'ego

🌺 Maija Isola (1927-2001)

When Jackie Kennedy stepped into public, JFK by her side, during the presidential campaign in 1960... the world would stop and stare. Dawning a dress made famous by a Finnish Design House, Marimekko, little was known that the design would pioneer the textile industry into a Pop era.  An attack on conservative floral designs was born. Thanks to the famous designer behind the dress, Maija Isola.

Mostly associated with Marimekko, Maija Isola became a household name when Ben Thompson, founder of Design Research (D/R), crossed her work at the World Fair in Brussels in 1958. Nothing like it had been seen in America. And it became a hit.

Isola is a star. One you’ve probably never heard of. And with unique floral and nature designs that had never been seen for the times, there’s fine reason why she’s exhibited in famous museums like Milan Triennale, Victoria and Albert Museum, Design Museum Copenhagen, and the Minneapolis Institute of Arts. 

I think it’s safe to say that we can call her the Pattern Queen (heard it here first).

where it started

Born in Riihimäki Finland, Isola was the youngest of 3 daughters. Her father, Mauno Isola, was a farmer but also known for writing the famous Finnish Christmas Coral. What a fam.

Her life would dramatically change as the Second World War ended. Her father would pass, she’d become pregnant and marry commercial artist Geroge Leander in 1945. After getting her barrings, she would be inspired by an Oslo trip in 1948, visiting the Van Gogh exhibition. Coming across Edvard Munch's paintings at the exhibit created a burning fire that led to her first famous print, Amfora (Amphora).

She later studied at the Central School of Industrial Arts in Helsinki. Graduating in 1949, she joined a newly founded textile company, Printex. It was her official start. Through a partnership with Marimekko, she would eventually work directly with them, becoming the principal designer of the firm.

influence

Isola was a free spirit. She traveled widely around the world, absorbing cultural influences that enriched her work. Like many Scandinavian designers, there was an affinity for nature and folk art. She embodied the photogram process, using real plants to create her patterns. 

Between 1957-1963, she created her first series of works on a single them, Luonto (Nature). It contained 30 designs based on plants pressed by her daughter, Kristina. In another series, Ornamentti (Ornament) based on Slavic art, also contained 30 designs displaying a strong graphic style; crips outlines, flat patterning, and overscale repeats. With her bold sense of color and being in tune with the dynamic spirit of Pop art, a GOAT was born.

the birth of Unikko (Poppy)

While at Marimekko, founder Armi Ratia and Isola had an interesting relationship. Some described it as “unusual creative power with vitality and inventiveness rather than harmonious understanding.” To say they clashed hard was an understatement.

Before Unikko was created in 1964, Isola didn’t dabble with floral designs. To her, it was a bore and not suited for her efforts. But Ratia was adamant about creating floral patterns… so she said “fuck it,” and defied Ratia. Which pushed her to create her most famous pattern.

The asymmetric design, clash of colors, and use of graphical contrast made Unikko an instant success. It embodied the design confidence in the 60s. And is still one of the most popular prints for the home market.

keeping the train rolling

From 1965-1967 she began working within the theme of sun and sea. Creating designs like Albatrossi (Albatross), Meduusa (Jellyfish), and Osteri (Oyster). Her rise in the early 60s made these designs extremely popular and are still widely produced.

Then in 1970, a love affair with Egyptian scholar Ahmed Al-Haggagi would cause a style shift. Al-Haggagi encouraged her to work within Arab patterns. Because of this influence, she created wonderful work. It included famous prints like Kungatar, Naamio, Sadunkertoja, Tumma, and Välly.

In 1974, she designed her Primavera pattern. It accentuated stylized Marigold flowers. You probably see it all the time on tablecloths, plates, and other home market items.

leaving a legacy

Towards the end of her career, between 1980-1987, she worked closest with her daughter, Kristina, who at the time became a lead chief designer at Marimekko herself. Kristina was super talented. Like mamma like daughta. She opened a door to unique colorways based on her mother’s prints. And 50 still remain in production today.

Today, at Marimekko, Isola’s pattern books remain a staple in their design process. Her handwritten exercise books contain precise detail of her pattern repeats and are used as a production guide for their products.

Over her 40 year career, she created over 500 prints. And her prints have seen a recent revival with a renewed and fresh interest in decorative design. She later retired from the textile industry and design to focus on painting. A fitting ending to a pretty sweet career.

✂️ threads

Here’s where Americans are moving to and from. READ MORE HERE

WTF? USPS and Nike officially have a collab. Yes, this is real. READ MORE HERE

Explore “The Ultimate AI Masterpiece,” by BMW. A unique exploration of art and technology. READ MORE HERE

YouTube is holding its own virtual beauty festival, the first-ever of its kind. READ MORE HERE

👖 what’s in my closet: KITH 101 tee

Classic KITH tee, perfect for lounging, throwing on for brunch, sippin’ champagne, looking at the stars, going to the beach….

Get the tee

💧 upcoming product drops

Brooklyn Machine Works x BBC ICECREAM Capsule [NOW]

Stüssy Spring/Summer 2021 Collection [NOW]

Le Labo Encens 9 Candle [NOW]

Verdy x HUMAN MADE Capsule Collection [NOW]

Supreme Spring/Summer 2021 Week 11 Drop [NOW]

PLEASURES x Albino & Preto “Sick Mind, Healthy Body” Collection [NOW]

Cactus Plant Flea Market x CDG Tee Release [NOW]

Palace Skateboards Summer 2021 Week 1 [NOW]

See you next Friday,

Shaan

You can now refer your friends and win prizes for doing it! Find out how by visiting your personal dashboard 🎉

You are receiving Soirée because you signed up for the free newsletter. Feel free to unsubscribe if you aren’t finding this valuable.

You can follow/connect with us on Twitter, Linkedin, and Instagram

Every email will get better with your feedback, so please provide it!

I DO NOT receive commissions should you purchase from the links above

interested in advertising? click here

sources:

Aav, Marianne (2003). Marimekko: Fabrics, Fashion, Architecture. Yale University Press.

Wilhide, Elizabeth (2018). The Complete Pattern Directory: 1500 Designs from All Ages and Cultures.

Jackson, Lesley (2007). Twentieth Century Pattern Design. Princeton Architectural Press.