Tallinn – a little-known fashion capital

Estonians in a successful fashion story, they combine the ingenuity that helped them in Soviet times, Scandinavian minimalism and the rich folklore they draw from their past.

Unfortunately, mass consumerism has also flooded the streets of the capital Tallinn, where stalls with Baltic amber and Russian babushkas abound, and with a bit of research, you will soon realize that Tallinn is the center of the fashion industry, which is not widely known, but that is why it is even more unique, daring and innovative.

Estonian creators
Larger, well-known fashion brands such as Baltman and Ivo Nikkolo, which are part of the Baltika Group, are also represented outside Estonia, and their stores or outlets can be found in most shopping centers. Young, not yet established designers offer their creations to fashion enthusiasts in small boutiques in the center of Tallinn.

In a world of mass hyperproduction, it is difficult to find quality clothes that are made to measure. Family bussines Gowri specialized in the production of classic men's clothing in bold color combinations and from the highest quality materials. If they don't have the classic dress in stock, they make it in three weeks, and the prices are around 550 euros, for the shirt you will have to pay the men 50 euros. Kristina Viirpalu is a designer who has fashion in her genes, as her mother and grandmother had a fashion studio since the 1950s. Her evening clothes, which are mostly unique and use traditional skills and natural materials, especially Estonian textiles, brought her into the sphere of fame. Not only in clothing, Estonian designers successfully compete with world-famous brands in the design of underwear as well. Linette is an underwear brand for everyone who appreciates femininity and comfort, and Bonbon lingerie emphasizes femininity with lingerie that is both sophisticated and provocative.

The creative force behind the brand is Tiiu Roosma, and her desire is to make women happy and boost their confidence with her lingerie. Young Estonian creators, not only of clothes, but also of increasingly established Estonian design, exhibit their ideas in an interesting sales gallery Well Nordic. Scandinavian design is not only Danish, Swedish or Finnish, Estonia has joined its larger and better-known neighbors in style, which means that every connoisseur of modern design must own at least one piece of Estonian fashion or industrial design.

A fashionable flirtation with tradition
Estonian tradition is based on wool and linen, and the colorful and richly decorated national costumes of the inhabitants, especially from the southeastern parts of the country, entered Estonian fashion and design through the main gate after years of hiding and denial in the Soviet Union. On the main shopping street in Tallinn, called Viru, you can buy clothes with typical Estonian motifs, as well as kitchen tablecloths, bedspreads, woolen slippers, brooches inspired by Estonian jewelry, and other useful items at the Etno store.

Designer Liina Viira was born in Sweden, but her parents raised her as a conscious Estonian, and over the years her interest in Estonian culture deepened. After finishing her studies and starting a successful career in Stockholm, she returned to Tallinn in 2006 and a few years later the fashion brand NAiiV was born. Her knitwear finds inspiration in the past, and the foundation of her creative mindset is the mixing of traditional and modern.

Quite a few products can also be found during a walk through the narrow streets of the medieval city center, which, after a thorough renovation after the independence of Estonia, was classified as of UNESCO list of world cultural heritage. Next to part of the preserved city wall at the end of Viru shopping street, Russian women in particular sell wonderful knitted products with typical Scandinavian patterns, which have been very fashionable again in recent years. Wool is thick and heavy, so cardigans, sweaters, hats and gloves are the best protection against low temperatures in northern Europe. Opposite the stands, several shops offer interesting and very affordable canvas products, which are considered to be one of the most popular souvenirs from of Estonia. Medieval alley Katarina Käik is interesting because of the range of Estonian products and its medieval charm.

Soviet fashion
Tallinn was never a typical Soviet city, its inhabitants tried to preserve the image even in the darkest times of communism of a medieval Hanseatic town. In recent years, the old part of the city has been restored to its glory, and a modern capital of the 21st century is being built in its surroundings. But the times of the Soviet Union are part of history, and for some, shopping at the markets, where they supplied themselves for many years, is part of the memory of the past, while for others, it is a necessity even today, as the products in the city are too expensive. Balti Jaama Turg is a market, which is located for Bali Jaam Railway Station, just a few minutes' walk from the old town. It's open Monday through Sunday, 8 a.m. to 4 p.m., and in addition to pork ribs, apples, and cheese, you'll find some surprisingly beautiful pieces of vintage clothing with little effort while browsing the stalls of second-hand clothes, Soviet decorations, and antique tea sets. , which we will easily put to good use. The market is rumored to be closed down in the future, which is another reason to visit this remnant of half-past history in Tallinn.