SS24 Copenhagen Fashion Week Vain Backstage thestreetland 10

Vain is an interdisciplinary fashion label, founded by Creative Director Jimi Vain and CEO Roope Reinola, that has in its short span of existence gathered a cult-like following.


Vain and its story is a testament to the very nature of what it means to be creative in the digital age. Subtle cultural references and extreme attention to detail are the defining hallmarks of Vain. Regardless of its contemporary origins, the values behind Vain are as old and simple as humanity itself. In an evermore technocratic world, it’s easy to forget that what brings us together as humans is the love we have, and Vain is all about love.

Vain has been making a name for itself through viral projects, such as a recent collaboration with McDonald's upcycling their old work uniforms into a fashion collection, which reached over 200 million people on social media and garnered over 300 articles written worldwide. Vain's FW23 debut collection 'NU-RMO' was presented at Pitti Uomo 103 in January 2023.

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