From Fashion Design to Communications Developer

After graduating as a fashion designer, I have accumulated over 20 years of experience in fashion sales in retail, wholesale, e-commerce, and various combinations of these.

I have represented one of the world’s largest clothing brands, a Finnish department store chain, and an SME that manufactures apparel.

In my work, I have had the opportunity to serve large department store and grocery chains, multi-brand and mono-brand customers, micro-enterprises, as well as consumer both live and online.

A turning point in my career came with the growing climate anxiety. Value conflicts ultimately led to a career change as I resigned from my rewarding position in chain management to establish a one-woman micro-enterprise based on the principles of the circular economy.

From Designer to Communications Specialist

Sales quickly drew in a newly graduated fashion designer, and over the years I have accumulated more than 20 years of experience in fashion sales across retail, wholesale, e-commerce, and various combinations of these. I have represented one of the world’s largest fashion brands, a department store chain, and a small clothing manufacturer.

My clients have included major department stores and grocery chains, multi-brand and mono-brand businesses, micro-enterprises, as well as consumers, both online and in person.

A turning point in my career came through delivering sustainability trainings, which deepened my understanding of the industry’s challenges and contradictions. Growing value conflicts ultimately led to a career shift and the founding of a one-woman micro-enterprise built on the principles of the circular economy.

Maj-Lis Viitanen Helsingin Sanomien haastattelussa

Upcycler Helsinki, which I founded in 2020, was Finland's first multi-brand online store for circular fashion and thus a pioneer in introducing the circular economy.


The topic was also featured in an article by Helsingin Sanomat.

Communicating about sustainability was an essential part of my online store operations, which expanded into providing communication services for other companies as well. Years later, when I began a master’s program in sustainability and the circular economy of fashion, sustainability communication had already become my preferred way of contributing to the industry’s sustainable development. In my thesis, I had the opportunity to combine my interest in consumer behavior psychology, communication, and promoting responsible business practices.

From Research to Services

Based on my master’s thesis, I developed a communication approach I call Human Intelligent communication. The method draws on consumer behavior psychology and communication research. Sustainability communication is not just about reporting or informing, but about influencing the consumer at every point of interaction.

Services


You can also connect with me on LinkedIn.