This year, Helsinki hosted Match Made in HEL, a truly unique event - a fashion show on a real airport runway. May 2016 saw seven of Europe and Asia's most brilliant designers come together at Helsinki Airport to put on this world-first event. Match Made in HEL was a thorough success exhibiting designers from China, Denmark, Finland, Japan, Korea, Sweden and the UK, and attended by fashion-influencers from all over the world.
"Helsinki Airport is a key hub for Asia-Europe travel, and every day thousands of people transfer through the airport on their journey between these destinations," said Katja Siberg, Vice President, Marketing and Business Development at Finavia, the Finnish airport operator. "The airport, located along the shortest route between Asia and Europe, is a constant inspiration for us, and on May 24th fashion designers from both the West and East will meet here for this special runway show."
HEL began in 2014 when Helsinki airport was converted into a giant skate park and this year, the unique collaborative project took on the fashion world. The campaign celebrated the special location of Helsinki as the physical and creative midpoint between Europe and Asia.
Visit Helsinki to experience a truly once off event like this.