40 years of Andiata
To mark its 40th anniversary, we take a moment to reflect on Tarja Rantanen’s thoughts: where it all began, what has remained most important over the decades, and what she hopes Andiata will continue to mean to women in the years to come.
Where it all began
What was your original idea when you founded Andiata?
“I founded Andiata in 1986, driven by great enthusiasm and self-confidence. That same enthusiasm has remained throughout all these changing years. I wanted to bring my own ideas and visions to life and there simply weren’t enough opportunities to do that while working for someone else.
I had, and still have, a strong belief in my own abilities. I believed in Andiata’s success from the very beginning, so I did not hesitate to take the risk of starting my own company, even though I was only 25 years old.”
What were the early years of Andiata like?
“I approached buyers with my own small collection. At the time, Finland had more clothing stores than it does today, including Pukeva, Simola, Naisen Maailma and Stockmann. The industry was more active in every respect. We had the Vateva trade fair, where business was conducted and contacts were made. It was at these fairs that we found our first agents in both Norway and Sweden.
The idea has always been to dress the Andiata woman for leisure, work and special occasions alike.”
The essence of timeless style
What still inspires you about fashion?
“Fashion is a slightly misleading word. ‘Fashion changes, style remains.’ Andiata perhaps represents the latter more closely. I am inspired by creating new lines and discovering different fabric textures, materials and colours. The number of possibilities is endless when you begin creating a new collection. There are simply so many options.
At the heart of Andiata lies a clear design philosophy. Inspiration is found in the balance of contrasts: the tranquillity of Finnish nature, Parisian style and the effortless femininity of French women."
What defines Andiata?
“I have often been told that our style is recognisable. Even after 40 years, that makes me very happy. When I look through our catalogues from years ago, I find many outfits that could just as easily appear in today’s collection. That says a lot.
Andiata’s style is built on recognisable silhouettes, considered design and high-quality materials. The brand preserves its identity through its products, and at Andiata, the product always comes first. We strive to make each piece as well as possible and to meet the quality expectations of even the most discerning customer.”
What do you want a customer to feel when she wears Andiata?
“I want her to look at herself proudly in the mirror, embracing her femininity and feeling confident in every situation.
I also want her to feel that the investment she makes will carry her through the seasons. A garment or an outfit does not become outdated with changing trends. It should last from mother to daughter.”
Looking towards the future
What do you hope Andiata will mean to women over the next 40 years?
“In this difficult global situation, I hope that people will understand how important it is to make considered purchasing decisions. It is better to invest in quality and longevity than in individual impulse purchases.
I still have a strong desire and ambition to develop the company and grow the business. We are seeking growth in export markets and through possible Andiata-owned ‘flagship stores’ in selected locations.”
What are you most proud of in Andiata’s journey?
“I have been able to build a company that still exists today, and I am able to employ talented women. Many companies have been founded and fallen during these 40 years.”
For 40 years, Andiata has designed clothes whose significance extends beyond the seasons. Clothes that stand the test of time, move from one generation to the next, and carry both style and story.
Andiata 40 years. Thank you for being part of our journey.
