The importance of colors in Utua's design – Bold and joyful choices

I've sometimes wondered why colors evoke such strong emotions in people. There are favorite colors and there are aversions. Some dress and decorate in a flashy way, while others stick to a simple black and white or nude line.

For me, all colors are equal. I don't love something excessively, nor do I hate it. I'm a graphic designer and I'm used to finding colors and shades that match and don't match each other in my work. I do notice the wild choices, as well as the wonderful combinations.

I know a lot of people, especially creative professionals, who dress exclusively in black or black and white. It's incredibly easy and immediately gives a certain impression of a person. We know what Kirsti Paakkanen or Steven Jobs looked like, for example. Top of their field, no doubt about it!

But then there are those for whom color is a necessity. Those who can't imagine a life in black and white. Gudrun Sjödén, Kiti Kokkonen, Marco Bjurström and of course, Utua's founder and chief designer Piia Vähäsalo.

Empowerment and self-expression through colors

The deepest soul of Utua bags has been found in colors since 2014. Piia's love for bold and cheerful colors and authentic materials is easy to sense in our product selection.

Self-expression and empowerment through colors have played an important role in her own life, so Utua's colorful collection was born from the desire to offer the same opportunity to others.

Creative design and colorful styling – how Utua is shaping the fashion world

I'm sure Piia's handiwork will be seen even more on the street scene in the future. She doesn't design fashion, but clarity and practicality. When these timeless principles are combined with a wild color palette, the combination is something that is striking and delightful.

This is what happened to me when I was able to immerse myself in the world of Utua. Long live the colors, now and always!

-Merja-

The author has had a color analysis done. The result: “a contrasting imperial winter.” Doesn’t that sound amazing?