Hannes Rüütel draws on childhood memories for fashion collections

Fashion designer Hannes Rüütel says childhood memories inspire his collections, including a goat motif drawn from a toy at his grandparents’ country home. He discussed his work on ERR’s cultural programme OP.

Rüütel said he spent much of his childhood with his grandparents in Oiu, by Lake Võrtsjärv. The goat motif comes from a Soviet-era toy he and his siblings played with during visits. For his EKA graduation collection, he also incorporated elements from the home and memories shared by his five siblings.

Rüütel said he does not want to distinguish between men’s and women’s clothing. What matters, he said, is whether a garment suits a person’s personality, character and body proportions.

He described Estonia’s small market as a challenge, saying local designers cannot sell large quantities in a season. He believes it makes sense to build a brand from one season to the next so that clothes can be combined with new pieces.

Rüütel described Estonian fashion as a blend of Scandinavian and Slavic styles, with designers adding their own distinctive touch.