Helsinki Airport and Finnair have launched a collaborative campaign called “Match Made in HEL” designed to highlight both the airport and the airline by showcasing leading names in contemporary fashion.
On May 24, Helsinki Airport’s Runway 2 will be repurposed as a runway for a special fashion event. Designers from China, Korea, Japan, the United Kingdom, Sweden, Denmark and Finland will present their collections in a show that celebrates international creativity and cultural exchange. The roster of participating designers will be revealed in the weeks leading up to the event on the campaign’s official website.
“Fashion and air travel have long influenced one another: airplanes and airports help set the pace for global trends, transporting ideas, inspiration and people between continents,” said Johanna Jäkälä, vice president, brand, marketing and loyalty, Finnair. “This fashion show is a way to celebrate the connections between Europe and Asia and to highlight the work of some of the most exciting designers from both regions.”
The Match Made in HEL initiative positions the airport as more than a transit hub: it becomes a stage where creativity, commerce and culture intersect. By hosting a runway show directly on an airport runway, the campaign emphasizes the role of travel in shaping and spreading fashion, while also offering a unique backdrop that reinforces Helsinki Airport’s identity and Finnair’s role as a connector between Europe and Asia.
Organizers expect the show to draw attention from media, industry professionals and travelers alike, underlining how collaborative events can amplify brand visibility and foster fresh partnerships. The participating designers represent a broad range of aesthetics and perspectives, reflecting both established and emerging trends across several countries. Presenting this variety on a single runway aims to underscore the shared influences and dialogues that drive the global fashion scene.
Beyond the spectacle, the event serves practical promotional goals: it reinforces Helsinki Airport’s position as a creative, modern transport hub and highlights Finnair’s strategic flight connections between European and Asian markets. The campaign also provides participating designers with increased exposure to international audiences and potential new markets.
“We see fashion as a powerful way to connect people and cultures,” Jäkälä added. “By bringing designers from Europe and Asia together on our runway, we hope to inspire new collaborations and show how travel and style continue to shape one another.”
Final details about the show, including the confirmed lineup of designers and the full schedule, will be published on the Match Made in HEL website prior to the May 24 event. The collaboration is intended to be both a memorable live experience and a statement of how airports and airlines can participate directly in cultural and creative conversations.