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One of the dozens hairdressers curling the hair of a woman at the I Love Me fair at the Helsinki Expo and Convention centre on Friday October 16 2015. Picture: Tony Öhberg for Finland Today

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Thousands of women are descending at the Helsinki fair centre hoping for a spark of inspiration at the I Love Me fair this weekend. The event promises to offer attendees ideas pertaining to beauty, fashion, health, jewellery and natural health. In the beauty exhibition, the Kardashian aesthetic was looming large with products promising plumper lips, lusher lashes, tanned skin, glossy nails and thicker hair via extensions.

On a more genuine front, much of the fashion portion veered away from achieving the Hollywood look and focused on feeling Finnish.
Pietarsaari brand Noolan is refreshing in its approach to fashion. Designer Marja Rak uses only European sourced wool to create pieces that will work with the wearer to brave the upcoming winter. Think deliciously thick sweaters, capes and coats that will send old man winter running. Not only are Rak’s designs climate appropriate, but they come in a wide range of sizes that max out at a generous 5x.

Even the Moomins made an appearance, this time bedazzled in a sequin dress by label Ivana Helsinki. The cartooned frock is priced at 50 per cent off, so if one is so inclined to flaunt their love of Moomins, it is time to snap it up before it sells out.

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Colourful dresses by Ivana Helsinki. Picture: Tony Öhberg for Finland Today

Design district darling Coruya has a well curated booth featuring designs made of materials not typically associated with jewellery. Cardboard, rope, rubber and paper took centre stage in innovative designs that would take a basic outfit and throw it into the stratosphere of unique chic. Leather jewellery brand Via Minnet has their new reindeer hide earrings proudly displayed for all to see. The baubles are hand cut into feather shapes and are lightweight as they are pretty. They are available in metallic shades of silver, gold and the ever trendy rose gold.

Apart from the home-grown gems, much of the sales floor focused on liquidating last year’s merchandise at substantial savings. Local shoe store Zio had authentic Uggs on for 50 per cent off, while other booths had vegan leather biker boots for a scandalous deal at 38 euros.

Overall, the I Love Me fair was an interesting mix of the imaginative and novel alongside vendors selling the over the top American beauty concept that is ever present in global culture at the moment. Choose wisely and remember to love yourself at the I Love Me fair.

I Love Me – be important to yourself! is held at Messukeskus Helsinki October 16-18. The fair includes health, beauty, fashion, jewel & watch and natural healing events. The fair is open on Sat 10-19 and Sun 10-18.

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Krista Siegfrids, the Finnish singer, posing at a private event for the participants of the Eyeglass Model of the Year competition. Picture: Tony Öhberg for Finland Today

 

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Miila Kallonen from Dr. Hauschka giving a treatment of natural healing. Picture: Tony Öhberg for Finland Today

 

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A competitor focusing in the national championships of eyelash techniques. Picture: Tony Öhberg for Finland Today