Martta Louekari: Beyond Visibility, Towards Meaning

An exclusive conversation with Martta Louekari for IRK Magazine. This interview explores insights and trends in fashion PR, offering a unique perspective on the industry.

I have known Martta Louekari for almost four years. In that time, I have learned something valuable from the way she leads: you can be a leader without making others feel small. In fact, in the industry, fashion PR is often defined by hierarchy and competition; Martta stands out for her warmth, generosity and unwavering professionalism.

As one of the most welcoming hosts of Fashion in Helsinki, she combines industry expertise, genuine hospitality and an instinct for connecting people. Whether in Helsinki, Copenhagen, Paris or Florence, she has always been someone I can rely on. To me, she is a trusted contact, a thoughtful connector and a respected presence in the international fashion community. Her colleagues regularly recognise her expertise and influence. Yet what I value just as much is how she makes people feel along the way.

A New Chapter in Fashion PR

Through Juni Communication & Production and Fashion in Helsinki, Martta and her team have championed Finnish talent and supported emerging designers. They have also brought Nordic fashion into wider international conversations. However, their work goes beyond visibility. It builds the relationships, platforms and cultural context that help creative talent find its place in the global industry.

Now, as Fashion in Helsinki approaches its 10th anniversary in 2027, Martta begins a new chapter. She has launched Martta Louekari PR, an independent agency built around creative freedom, strategic communication and meaningful collaboration.

Today, fashion is increasingly driven by algorithms, fast media cycles and the pursuit of visibility. In contrast, her approach offers a compelling alternative, grounded in cultural intelligence, human relationships and a clear sense of purpose.

In this exclusive conversation for IRK Magazine, I speak with Martta about the thinking behind her new agency and the evolving role of fashion PR. We also discuss the international positioning of Finnish and Nordic brands. Above all, we talk about why the future of fashion depends not simply on being seen, but on having something meaningful to say.

Why Martta Louekari Launched Her Fashion PR Agency

Rylé Tuvierra for IRK Magazine: You have set up your own agency at a pivotal moment for fashion and communications. What prompted this decision, and what kind of freedom were you seeking?

Martta Louekari: I wanted freedom. I wanted to work with people from different backgrounds and disciplines, and see where this era would take me: what needs to be done and what is possible. Above all, I wanted to build a small company that can move quickly and lets me create projects I genuinely believe in.

Rylé: You have described an emerging era shaped by joy, empathy and collective movements. What gap do you see in communications today, and how can these values make fashion and design more meaningful?

Martta: I think, and hope, that a new era is coming. In it, joy, empathy and different kinds of movements will shape the way we see the world. For example, look at Chanel’s fashion shows or political movements in Brazil. When there is love and joy in what you do, people want to be part of it.

I work across fashion, art, design and architecture, often with Finnish companies. There are so many positive, interesting perspectives emerging in these fields, and they deserve to be shared.

Fashion in Helsinki and Finland’s Next Generation of Designers

Rylé: Your work with Fashion in Helsinki and Juni Communication & Production has helped shape the local creative scene. How will these platforms inform your next chapter, and what potential do you see in Finland’s emerging designers?

Martta: I will continue working with both. Fashion in Helsinki will be run through Juni, and the community around it is truly amazing. Still, there is so much to do. Finland’s young designers and emerging brands are exceptional, and a great deal is bubbling beneath the surface right now.

Rylé: In a crowded communications industry, visibility alone rarely sets anyone apart. So what combination of expertise, relationships and strategy will distinguish your agency?

Martta: I think it is the combination of three things. First, deep knowledge of the fashion and design industries. Second, a strong international and local network. Third, a highly personal, strategic approach to communications. In other words, it is about building a network alongside visibility, understanding the power of values and culture, and recognising the importance of curation and good taste.

How Martta Louekari Chooses Her Clients

Rylé: Your portfolio spans established names such as Kalevala Jewelry, Artek, Vitra, Finnish Design Shop, Interior Studio Fyra and Anttinen Oiva Architects. What makes a brand the right fit, and how do you balance commercial goals with creative conviction?

Martta: What interests me most is the values behind a brand and the quality of its design. There might be something entirely new to discover, an extraordinary history worth revisiting, or perhaps both.

People are equally important, too. When clients understand what I can do and what we could achieve together, and when they genuinely enjoy their work, it becomes the perfect fit.

What Effective Fashion PR Really Means

Rylé: If media coverage and digital metrics are only part of the picture, how do you define effective PR? What should brands expect beyond immediate visibility?

Martta: There is so much more to PR than visibility. First, it is about building a network of like-minded people, brands and companies. It is also about understanding what a company should and could do. Finally, it means creating a bigger story that brings together earned media, social media, clients and the wider network to achieve something meaningful.

Rylé: International relationships are essential to fashion PR, yet they can’t simply be built from a contact list. How do you cultivate lasting relationships with editors, journalists and decision-makers across markets?

Martta: I host many press trips and attend a lot of industry events. In addition, other journalists recommend media contacts to me, which is incredibly valuable.

I also believe it is important to treat people equally, regardless of their position or background. The fashion scene can be highly competitive, with so much talk about who is who. Honestly, I do not really care about that hierarchy. Instead, I want everyone to feel relaxed and welcome.

Fashion PR: Taking Finnish and Nordic Brands Global

Rylé: What do brands most often misunderstand about international expansion, especially the link between media exposure, market positioning and commercial results?

Martta: One common misconception is that a single global strategy will work everywhere. In reality, different markets have different media cultures, aesthetic preferences, business priorities and ways of building relationships.

Another is assuming that international exposure automatically creates commercial success. For instance, being featured in a publication or having a large social media following does not necessarily lead to retail opportunities.

Brands can also expect results too quickly. After all, international recognition often develops gradually. It may take years of consistent communication and strategic positioning before a brand becomes established among influential media and industry figures.

Rylé: Nordic design is internationally recognised, but its familiar codes can also become limiting. What must Finnish and Nordic brands do to move beyond minimalism and sustainability and stay relevant in the global fashion capitals?

Martta: I think they need to move beyond the appeal of Nordic minimalism or sustainability. Instead, they should establish a distinctive creative identity that resonates internationally while staying authentic to their origins.

Rylé: That requires international ambition without cultural dilution. So when you introduce a brand to an unfamiliar market, how do you adapt its communications while protecting what makes it distinctive?

Martta: When I organise events or seek press coverage abroad, I always work with local experts. For example, I would never assume that I know how media, buyers or consumers operate in a market such as Japan.

At the same time, brands benefit from my experience, industry knowledge and network. In short, it is about combining local expertise with an international perspective, rather than assuming one approach fits every market.

AI, Growth and Success on Her Own Terms

Rylé: As AI becomes part of everyday communications, what can technology genuinely contribute to fashion PR, and where does human expertise remain indispensable?

Martta: AI is a tool, not a writer. Some brands might think at first that they can use AI to produce press releases, for example. However, AI-generated text can be quite easy to recognise.

I do not think that approach will work in the long term. Eventually, brands may realise they need to return to PR professionals. Besides, AI does not have the personal relationships and networks that PR professionals build over time.

Rylé: You plan to expand your international work while keeping the agency deliberately small. In an industry that often equates growth with scale, how do you define success?

Martta: I would definitely like to travel more and work on more international projects. However, I want to keep the agency small, so I can keep choosing my clients as I do now.

I do not see the point of growing simply for the sake of growth. Rather, I want to do meaningful things and remain free.

Rylé: Looking beyond the agency, what change would you most like to see in fashion, and what role do you hope to play for the next generation?

Martta: I want creativity and high-quality design to come back to the forefront. Fashion should be something that makes you hold your breath and think, “This is amazing.”

That is why I am particularly interested in how young designers and emerging brands will shape the future of fashion.

Martta Louekari: Beyond Visibility

For Martta Louekari, the future of fashion PR is not about being everywhere, growing at any cost or confusing exposure with influence. Instead, it is about knowing what deserves to be communicated and understanding the cultural context a brand lives in. Above all, it is about building the relationships that let creative work resonate beyond its immediate audience.

Launching Martta Louekari PR reflects a broader philosophy. For her, independence is not simply the freedom to run a business. Rather, it is the ability to choose the work, people and ideas worth investing in.

Meanwhile, as Fashion in Helsinki nears its tenth anniversary in 2027, Finland’s fashion community has a chance to look ahead and honour the people who built its foundations. In Louekari’s view, that future belongs to designers willing to challenge expectations and brands with something meaningful to contribute. It also belongs to the relationships that give creative ambition room to grow.

In a landscape increasingly optimised for speed and scale, her ambition remains deliberate. She wants to work internationally without losing her personal approach and to champion design without compromising its integrity. Ultimately, she wants to make space for fashion that inspires a genuine response.

Because in the end, the most meaningful fashion PR strategies do more than make a brand visible. They give people a reason to care.

For more perspectives on the industry, explore IRK’s fashion coverage.