BACKSTAGE: MY BUNNY VALENTINE

Our SS18 lilac lace collection is out now!


 

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Inspired by Kriss´s trip to Tokyo last Spring, where she saw the most outstanding cherry blossoms, the lilac colour is fresh and feminine.


 

Here´s the first look at the collection that´s now available on our website.


 

We also take you behind the scenes of the fun day of shooting.


 

If you´re in Tallinn visit Estonia´s main department store Tallinna Kaubamaja, where you´ll find “My Bunny Valentine” pop-up until the 15th February. Just in time for those Valentines gifts for yourself or your loved one.


 

Visual Diary: Paris

I spent last weekend in rainy Paris. We were part of a showroom in the fashionable Le Marais neighbourhood showing the next Autumn/Winter 2018 collection to buyers from all over the world.

Doing big trade shows is usually very tiring and we don´t get to see daylight at all. But this time was more relaxed and I managed to even walk around Paris looking for inspiration. Here are some of the pictures I took during the trip. Enjoy!


 

HOW WE DID IT: TALLINN SHOWROOM

Our Tallinn showroom has been open a bit more than a month. With a Late Night Shopping Evening happening tonight, we thought it´s a great time to show you how it all started.


 

When I first saw the space, it reminded me of a school gym – a vast space of 200m2. The first thing we put in place was the shelving system. When they ended up looking like ladders, the concept became clear – sports meets luxe. In many ways it matches perfectly our collections´ design aesthetic. The basketball hoop was of course a natural next step.


 

All of this wouldn´t have happened (wouldn´t be happening as the showroom is far from ready…) without interior designer extraordinaire – Katrin Emmus. I´ve worked with Katrin on many projects before (including my wedding) but this was my first ever retail space.


 

Our team work is flawless. Sometimes it feels like we read each others´ minds. When I have a crazy idea, she is the one who works out how to achieve it and makes it look glamorous (like the Macramé technique used for our basketball net). And it also works vice versa. The pink floor strip is one of the ideas that Katrin came up with and it defined the whole space. You don´t need much more when you have a floor like that!


 

Here are some of the behind the scenes pictures of how it all came together. Thank you Katrin for being so amazing! #krisssooniksquad

BACKSTAGE: THE REBEL HEART

Independent, sexy, tough – the character of the new “Rebel Heart” Christmas campaign is stronger than ever before. She is a dark soul, full of mischief.


 

The star of the “Rebel Heart” campaign is Brigitta. From South Africa to France, Brigitta has graced the pages of top fashion magazines like Grazia and Elle. And now we all know why! She is magical. The camera lens loves her. She has an ethereal beauty about her that left the entire Kriss Soonik squad in awe. To be able to work with her was a great honour.


 

I was convinced that the character must have massive dark hair. I mean – BIG hair. In real life Brigitta is sweet and feminine. And not to mention blonde. So how do you create the look of the character she needs to play? It sure wasn´t an easy task as most hair dressers freaked out when I showed the reference picture. But not Merili. She created the perfect look with such ease that made me immediately forget the whole journey.

With Gerda adding the black heart on the cheek, the right look was born.


Take a look at the full campaign here. The Rebel Heart range is now available in our webshop.


How I became a photographer for a day

This week we opened a pop-up at Isetan Shinjuku in Tokyo. We are honoured to also have an art frame installed with our latest collection “Rebel Heart”.

To celebrate the launch of the pop-up we hosted a live photoshoot. And I became the photographer.

My experience taking photos is not vast. I usually take them with my phone in a hurry. But this time I took my proper camera and put all the knowledge that I have gathered from the fantastic photographers I´ve worked with over the years. And I must admit, I sure had fun! Especially as we managed to find an Estonian model Anett in Tokyo for the shoot.

If you´re in Tokyo, go check out the pop-up before the 14th November!


 

What inspired the Caturday shoot?

Our AW17 campaign “The Perfect Caturday” is fully out now. But how exactly did the shoot come about?

The Perfect Caturday is all about having a lazy day home alone. You can sleep late, read a book in the bath, get some take away pizza. You take time to get ready for a party that you end up never going to. Being at home is just such a bliss.

Here we share some behind the scenes images from the day and a moodboard that prepared us for the busy day.


 

Check out the full shoot here

Behind the Design: Kristel Turtleneck

Turtleneck Suspender Top

We launched the first Summer collection in 2009 with our Kristel Suspender Tank Top being one of the stars. Women immediately fell in love with its feminine shape and the comfortable jersey fabric. I was certainly one of the fans of the design. Being from Estonia I had to also create something to survive the freezing Nordic Winter in the same classy style. This is how the Kristel Turtleneck Suspender Top was born.


 

Kristel Suspender Top

Named after our first photographer and my dear friend Kristel Raesaar, the top is as versatile as her creative mind (she came up with the term “loungerie” for us, so you get what I mean). The top can be worn hidden as a layering piece or you can rock it with pairs of jeans and let the suspenders show. Moreover it’s reversible, meaning you can have the cutout in the front or at the back.


 

Turtleneck Suspender Top

Made in Estonia from the softest viscose jersey sourced from our long-time suppliers in Italy, I never wanted to compromise on the fabric. It had to be the softest and most durable option we could find. I wanted women who wear the top to feel confident, comfortable and sexy. With so many ways how to wear it, I think it really ticks all the boxes.


 

Manufacturing

I have always seen it as an more fashionable alternative to a classic black turtleneck.
It truly is a staple piece with a twist!


 

Suspenders

3 days in Paris

It was the fourth time showing our collections at the number 1 lingerie trade show in the world – Salon International de la Lingerie. For the AW17 season we were chosen to show in the brand new area – Uncover. The space was light and airy, had a very relaxed vibe, a great soundtrack, and a glass of champagne in the evenings sure made the three days very enjoyable. Trade shows can be hard but the organisers Matthieu and Daniela treated us really well.

Meanwhile on the other side of freezing cold Paris, the iconic department store Galeries Lafayette opened a Valentine’s pop-up featuring a hand-picked selection from our collection. If that wasn’t fantastic enough news, when we visited the store, we found the mannequin wearing our Susan Glitter Gown! The pop-up will stay open until the 15th February, so if you’re in town, go check it out.


 

 

Japan Christmas Campaign

On my trip to Tokyo in October we shot the first ever Christmas campaign especially for Japan. What made it extra fun for me was that the entire team was Japanese. The talented photographer Sayo Nagase, stylist Nina Utashiro who also happens to work as the fashion editor of I-D Japan magazine, Sachiko Omori the hair wizard of Tokyo, and our beautiful model Yuka Mizuhara who amongst others has graced the cover of Nylon Japan. Here´s the final result! Plus a few exclusive behind the scenes shots from the day.

Enjoy!

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TFW Behind the Scenes

Last week the Tallinn Fashion Week catwalk become a party scene for our gorgeous lingerie-clad girls. The show was the biggest we´ve ever organised. It took months to prepare all the 40 outfits, get the concept and models together.

But what went on behind the scenes hours before the show? Here´s a little sneak peek into all the pre-show excitement.

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Photo credit: Sigrid Kuusk