Estonian Design in Motion: A Gallery from New York
On March 11, 2025, the Estonian Design House brought a groundbreaking fashion performance to New York City at The Canvas 3.0 gallery in the World Trade Center. This immersive show featured the creations of 15 Estonian designers, presented in a dynamic performance by genuine New Yorkers, showcasing a fresh perspective on sustainable fashion.
Directed by Reet Aus PhD and Eva-Karlotta Tatar, the performance blended fashion, photography, and music into a seamless experience. New York-based fashion photographer Mauricio Zelaya captured the event as part of an overarching concept, while Estonian alternative music artist Kitty Florentine provided the soundtrack, filling the space with ethereal vocals and deep bass. DJ Tiburón completed the sonic atmosphere with an electrifying set.
The event was more than just a runway show; it was an innovative blend of a live photoshoot and a fashion performance, reinforcing the message that sustainable fashion can be both diverse and highly creative.
According to Seen Today journalist Dave Pinter: "Upmade in Estonia was one of the standout satellite exhibitions of NYCxDesign 2024. It featured products and fashion created from upcycled or recycled materials. Many of the same fashion designers participated in Estonian Design in Motion."
He also highlighted the impact of Reet Aus’s work, noting that her signature arrow collection made from textile leftovers not only embraces circularity and zero waste but also possesses a strong identity and distinct design details.
"In New York, signs of fatigue from mass production are clearly visible, and people are discovering the principles of circular design for themselves, with sustainability capturing their interest. Europe and Estonia are certainly at the forefront in this area, and Estonian designers offer an exciting and, according to Americans, high-quality alternative to mass production," noted Reet Aus.
The show concluded with a pop-up shop featuring designs from all participating brands, followed by a networking session where designers, industry professionals, and fashion enthusiasts had the opportunity to connect.
Photos by Mauricio Zelaya
