In the world of fashion, Finnish costume designer Onerva Luoma is challenging the status quo with her innovative and anti-capitalist project, “Lead Me out of here (even if I Do not Know if such a Place Exists).” This travelling fashion show aims to reframe our perception of clothing, shifting it from a mere consumer product to a meaningful, wearable piece of art.
Concept and Inspiration
Luoma’s journey began during Finland’s COVID lockdowns, which shut down theaters and halted her costume design work. She started painting on old clothes as a creative outlet, sharing the results on Instagram. Despite interest from potential buyers, Luoma felt uneasy about selling her creations. The idea of a traditional gallery didn’t fit either, as it didn’t allow for the interactive, wearable nature of her pieces. This led to the innovative concept of exhibiting her work in libraries, spaces that align perfectly with her anti-consumerist ethos.
The Library as a Venue
Libraries, according to Luoma, are unique in Finland because they are public spaces where no one is required to purchase anything. This setting aligns with the project’s goals, allowing anyone with a free library card to borrow a piece from her collection. The response has been overwhelmingly positive, attracting people of all ages and backgrounds. This democratization of art and fashion underscores the project’s message: clothing can be more than a commodity; it can be a shared experience.
Environmental and Anti-Capitalist Themes
Luoma’s work is deeply influenced by environmental concerns. The project’s name reflects a desire to find a way out of our current environmental crisis, acknowledging the dystopian reality of climate change. She believes that addressing the climate crisis requires more than just green innovations; it demands a radical shift in our thinking. Her artwork aims to start this conversation, emphasizing the need for a profound change in our relationship with clothing and consumption.
Current and Future Exhibitions
“Lead Me out of here” is currently on display at Helsinki’s Rikhardinkatu Library until the end of July 2024. It will then move to the Vuosaari Library in August before traveling to Porvoo in the autumn. While the tour is currently within Finland, Luoma hopes to take her artwork international, continuing the journey and expanding the conversation about clothing and sustainability.
Conclusion
Onerva Luoma’s travelling fashion show is a bold and thought-provoking project that challenges our conventional views on clothing. By using libraries as venues and focusing on environmental themes, she creates a powerful narrative about the need for change in our consumption habits. This unique approach not only democratizes fashion but also invites a broader audience to engage in meaningful dialogue about sustainability and anti-capitalism in the age of climate catastrophe.
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