Generations: The Style That Brings Us Together
Community as my shadow: the style that belongs to us
Generations: Where do we really learn what to wear and who to be?
The beauty we inherit
Long before any apps began handing us style tips, we learned the old wisdom of beauty at home, behind the kitchen table. With our grandmothers and them showing us how to tie a perfect headscarf(so it frames the face just so); your mother's small gestures that you took up without noticing; a sister lending you her favourite jumper for a special day (that always came with a sliver of her courage!).
That is how we girls grew into women — not by swallowing lessons from the runway, but from generation to generation. Every trick and secret was passed from mother to daughter, like an heirloom.
This is the style that belongs to us, the style we inherited from our own. The real thing, the real deal — the style of generations.
Who Dictates It Now?
And then.. the world sped up. Open an app with a single touch and you will be presented with Today's version of who to be — the same silhouette, worn the same way, at the same time, by everyone at once. It is easy to disappear into that. To become one lovely image among a billion identical ones.
But we know something in you resists it. You don't want the look everyone is wearing, this week or the next; you want the one that feels like you — and only you. You ask the question: in a world running blindly in one direction, where do you get to be someone?
"A pattern was no ornament, but a language one could read.."
Knitwear as a Song of Love
That someone has always been made, not bought. Long before runways, our grandmothers knit meaning into the clothes of the people around them — a mark for protection, one for belonging, the other a mark for home. Thus, a pattern was never originally an ornament, but rather a kind of language. And yes, every wearer carried a sentence that was theirs alone.
That is the whole of what Kauni has done for thirty years. We are not here to dress you like everyone else. We want to give you back the thing the crowd took - a cardigan that feels like you, and a place to belong while wearing it. So that you, dear wearer, might feel warmth and belonging, and be a little exceptional. And look rather good, too.
Generations - Kauni Design 30th Anniversary Collection
AKA what's old in the new
Our age prays toward the new: new drop, new self, every new season. Generations prays toward you. Towards the woman who'd rather be rare than relevant. For the woman who does not let the algorithm dress her.
Many of this collections' pieces are unisex by design, ensuring classy comfort. These pieces were made to be worn by everyone you love. We're talking motifs you'll reach for today, tomorrow and forty years from now. Just imagine the joy: you buy yourself a nice cardigan, that your daughter secretly slips on to a concert; a pullover you and your brother both wear, that he one day hands to his son, speaking words of love about his beloved sister and their shared memories.
We hope none our knitwear ever has to wait in the wardrobe for an opportunity to be worn. We knit to unite and bond people, and this is why we're even more excited for these new designs: to show you how elegance and heritage looks in a sweater that will last you generations.
For as long as we have the means,
..and Estonia has beauty to inspire us, you will find in our collections only knitwear that bind us to one another. We are bringing the meaning of dressing back home, by keeping our people warm and the tradition of love alive.
All the pictures feature our beloved models working on the Generations shoot set. Keep your eyes and ears open, for there are many gorgeous, both feminine and masculine models with a lot of different outfit potentials waiting for you in this collection!