Lena Rewell has always been first and foremost a textile artist. The luxurious mohair blankets have been the core of the company since the beginning. Lena’s fascination with wool then evolved to stoles, scarves, upholstery and dress fabrics and ultimately fashion items. Lena Rewell also put her signature on home textiles and print fabrics.
Lena took pride in using natural materials handmade in Finland where the textile industry flourished in the 1960s. She started by choosing the material and designing the fabrics. The yarns were then dyed according to her wishes, woven by hand into blankets and beautiful wool fabrics to fit the purpose. Seamstresses in her own atelier turned fabrics into fashion items designed by Lena.
With her impeccable sense of style the color combinations were confident, often in a mixture of high-contrast tones. The cut and handmade details like crocheted buttons and leather edging were always meticulously perfected.
During the 1960s the ladylike elegance from the previous decade was shifting to more casual, fun and youthful designs: shorter skirts, boxy shapes and flowing dresses. The whole concept of fashion was young and fast fashion unthinkable.
Lena’s energy, passion and determination took her to Paris to show her mohair wool products to the iconic fashion houses. The enthusiastic response led to blanket and fabric deliveries to Christian Dior and Lanvin from the mid-1960s, followed by Hermès and Ralph Lauren. (basketweave fabric designed for Dior)
Boosted by the success in Paris Lena presented her first fashion collection in 1965. The collection featured feminine skirt-suits, scarves, full-length hostess dresses and evening dresses with fringe details. In true Lena style, the dramatic colors and simple cuts highlighted the exquisite handwoven wool fabric.
Lena’s second “after-ski” collection was unveiled in 1966. It was a blend of style, functionality and glamour combining sporty elements with high fashion. Triangle scarves, skirts and long dresses made of warm wool to wrap yourself into after a day in the slopes - and suitable for premieres as well.
The weaves were thinner and the fabrics more pliable, like the boucle fabric with slight stripes. The second collection also featured new ideas: silk tops and linings that suited perfectly the colors of the handwoven fabrics. The trademark fringes were there, as well as the attention to detail.
Lena Rewell has always believed that functionality should go hand in hand with luxury. Her designs are versatile, many of the dresses are two-piece and can be combined in various ways. She was pioneering the concept of sustainable slow fashion.
The collections were presented to press and customers in fashion shows. Lena also had several shops in Helsinki, where she served customers and designed the colors, materials and styles that were most flattering.
In the end of the 1960s Lena designed patterns for cotton home decoration textiles. The fabrics were turned to colorful dresses for bigger audience sold all over Finland.
The 1968 export collection introduced lighter wool boucle material as well as jacquard fabric combined with warm and fluffy mohair lining and new colorful and stylish techniques.
Lena continued designing and selling handmade fashion through the 1990s, mainly using the lighter boucle wool. As throughout her career, most of the production was exported.
