ANNA’S TURN: Anna Teurnell, the new creative director of Marimekko, made a quick trip to New York last week from Helsinki to meet with the North American team and showed the first glimpses of her work for the Finnish brand. While her complete input won’t be ready until spring 2016, Teurnell highlighted a few pieces that she edited for fall 2015, several with updated silhouettes and classics from the vast print archive.
“We want to gallop, but we have to calm down a little bit,” said the Swedish-born designer, who most recently helped Hennes & Mauritz AB launch its new brand & Other Stories, where she was head of design. She joined Marimekko in August.
This story first appeared in the November 26, 2014 issue of WWD. Subscribe Today.
At the Finnish design house, she has two priorities. First, to make the product “look super, especially in ready-to-wear,” and second, “to make the shopping experience even more inspiring.” Marimekko, which has more than 140 stores globally, has seven in the U.S. One of her favorite parts of the job so far is being able to dig into the Marimekko archives “of fantastic prints and colors.” The mix is 50 percent apparel and 50 percent home. The plan is to showcase each of them more distinctly in the stores. “It’s a brand that should add joy to everyday life,” she said.