HeliMG's Shop Announcement

Heli MG is a Finnish luxury fashion brand founded in Ireland in 2008. It represents hand-tufted coats & accessories, woollen faux furs for the women who opt for one-off and functional day-to-day fashion.

The collections are inspired by the busy career ladies in a need of an intelligent, time and cost effective wardrobe. The designer-maker Heli Miikkulainen-Gilbert hailing from Finland also by the Scandinavian Rya Rug textiles which, according to the history books, the Viking soldiers used to wrap around themselves on their sea journeys instead of animal skins as the airy woollen rug was lightweight and kept them warm even when a swollen sea soaked them with salty water.

Over the past 14 years Heli has created different, better fitting variations of this Viking uniform which have been tested by herself, family and friends in different European climates for a decade. It has helped her to develop the quality of the products into perfection, today’s result being a compact collection of convertible coats and functional capes and stoles for the Viking warriors of the 21st century - the working Mums and Ladies with busy international careers, not forgetting the rest of the women who appreciate a clever wardrobe and light travelling.

All products are tufted by using traditional Scandinavian Rya Rug sewing technique with soft 100% lamb’s wool that is specially spun so the threads won’t fray or unravel at the cut. The end result is similar to the tufted textiles made on the loom however lighter, and the sewing technique also allows one to create tufted products of different shapes and dimensions – they are like furs in terms of their performance. The difference is in detail, functionality and environment & animal friendliness.

The woollen tuft doesn’t mind a light drizzle or even a little bit of sleet falling on it and the stains can be removed at home by following the gentle hand wash instructions for wool. However it’s not recommended to use the products in proper rain or soak them through in the water as it may felt the tuft. In case the garment needs proper cleaning the Dry Cleaner’s are happy to help.

The collections consist of classics pieces and only a limited amount of each piece is produced. They are designed to complete the other collections at the retail stores and are sold ideally in 1-2 sizes or colours or as one-off pieces.

Heli’s very first tufted coat and boots were seen at ‘Elsku Helsinki’ and ‘Ur og I’ fashion exhibitions in Iceland in 2000. After that, along the years Heli’s creations have been exhibited at several galleries, international shows and pop-up shops in Finland, Norway, Northern Ireland, The Republic of Ireland and at latest in Japan. She launched her first full fashion collection at Showcase 2013 tradeshow in Dublin, Ireland.

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All designs, texts, artwork & photos copyright 2014 Heli Miikkulainen-Gilbert.