The MEI KAWA winter 2017 is a special festive collection featuring elegant pieces with a quirky twist. The campaign photos evoke the atmosphere of a surreal Christmas party in a Finnish cultural center – the scenes are filled with winter melancholy and festive lights ever-present in the early darkening days. The campaign draws a lot from the Finnish filmmaker, Aki Kaurismäki’s movies where tough looking guys meet peroxide blonde femme fatale heroines in a suburban environment. The luminous materials are paired with pale details: the strange combinations purposefully lessen the glamour.