Vejits is a fashion brand that has a natural Nordic & Asian touch. I had the opportunity to sit down with one of the designers, Olli Turunen, and to speak to him about his latest collection that was at Oxford Fashion Studio’s Paris Collections at Paris Fashion Week.
Why have you chosen Oxford Fashion Studio to showcase your amazing designs?
This is now the second time, we were last year in New York and it was a good
experience for us. Now we like to aim more in the European market.
What was the inspiration behind this collection?
Our inspiration was flowers which are blossoming in the garden and
Hermes and David statues. The concept of this collection is chic and
romantic using lace& silk fabric with embroidered details of Roman
Who’s the target audience for this collection?
Our target group is people who are following trends and are willing to
What is your brand ethos?
We know exactly where our clothes come from and how the materials have been made.
What made you into the designer that you are today?
It’s a long path. I would say that we have had the courage to try different
styles and materials. Always researching and keeping our senses open all
What mistakes have you made and what have you learned from them?
Some wrong choices with fabrics and also size & silhouette mistakes has
been done. So I still need to learn more…
What other designers do you aspire to be as successful as?
If you could put your designs on any celebrity, which would you choose and why?
Anna Della Russo – She has a unique style and she is very confident so she could carry all these outfits.
When you are asked, “What is Fashion?” What is the first thing that comes to mind?
Fashion is style and the way you emphasise your personality.
What is your go-to outfit/ What is your signature style?
Comfortable shoes, jeans and a nice pullover, especially in Winter time.
What is the motivation/inspiration behind your Fashion Career?
Creating clothes which will give joy to people.
If you were to start your life over again, would you change anything?
What advice would you give to an up and coming designer?
Have courage, follow your ideas and dreams
What is next for you and your brand?
Trying to sell our SS17 collection to the shops and meet buyers.
Is there anything you would like to say to Oxford Fashion Studio?
It would be great if they can get together designers & buyers in these
It was a pleasure to interview Olli and I hope that Vejits has plenty of success in the future.
Oxford Fashion Week is next in the Oxford Fashion Studio season. Be sure to get your tickets nice and early.