KIIA MARIA JÄRVINEN

hjemma (Norwegian) ⏤ home (definite pl.)
jemma (Finnish) ⏤ hidden, concealed

In my MA collection I’m exploring a potential future scenario of personal and professional time blend in the context of tomorrow's private living space.

The design challenge of this project is to discuss both the creative privilege and the social struggle an individual is facing in everyday clothing decisions when the professional life is taking its place in a speculative future home office; how might the comfortable and guilty-pleasure-type-of but socially awkward outfit decisions made in the intimacy of one’s home be concealed when the formal career life enters the exclusive sphere through advancing technologies, to nurture a sense of personal privacy? Does the lack of external human gaze encourage an individual to employ the intimate living property as a laboratory for inventive style experimentations, to display oneself in a more true and authentic manner?

Privacy is a relevant topic due to the blurring lines between work and leisure time in our technology-driven society, as well as authenticity, which as a form of rhetorics keeps dominating contemporary aesthetics from style and beauty ideals to the self-presentations exposed on different channels of interactive media. The concern is whether such representations of ’authenticity’ actually enhance our personal and social well-being in a long run.

„What's your guilty pleasure?„

Photography ⏤ Angela Blumen‥ @angelablumen
Make Up & Hair ⏤ Nadja Striib Sveegaard‥ @nadjastriibmua
Model ⏤ Lotta-Liina Lavanti‥ @lottaliinalove