VAIN

VAIN is a Finnish fashion brand founded by Jimi Vain and Roope Reinola. Known for its iconic heart motif across all fashion collections, VAIN explores different aesthetics of love through fashion, with an emphasis on creativity, quality materials, subtle cultural references and an attention to detail. The brand gained worldwide attention in 2022 by collaborating with McDonald's and upcycling their staff uniforms into high-end fashion.