“The true enchantment of fashion lies in timelessness, in an allure that endures.
In my creations, I embrace design beyond the moment, crafted for eternity, endlessly drawn to the essence of self-expression.
This is the world in which I am immersed, where I rediscover myself, time and again.”
- Fashion Designer, Anne-Mari Pahkala -
My Story
Welcome - I’m Anne-Mari
I create from the heart and from passion. I am a Finnish fashion designer creating considered design where aesthetics and emotion meet. On this page, I introduce myself and my journey so far. Welcome to read My Story.
Timelessness is a philosophy I live and breathe, both in life and in my design practice. I design with care, believing in permanence and the profound connection between a design and its muse.
My work has been present at some of life’s most meaningful moments — from the Golden Globe Awards and the Nobel Prize Ceremony to Finland’s Independence Day reception at the Presidential Palace — and exhibited in institutions such as the Ateneum Art Museum in Helsinki.
For me, fashion is never hurried. It is a dialogue between human experience and time — shaped by light and shadow, movement and silence.
Art - Crafting Design that Lasts
Throughout my career, I have been drawn to designs that endure — not only in form and material, but in meaning. I seek to create pieces that withstand time, celebrating permanence, care, and intention. Every choice I make — from silhouette to fabric, from detail to finish — becomes part of a considered story.
I am inspired by harmony, by structures that bear the marks of life, and by materials that carry history and soul. I cherish the traditions of applied arts and crafts, always exploring new ways to bring them into contemporary design.
Over the years, my bespoke creations have accompanied some of life’s most significant moments — from the Golden Globe Awards in Hollywood to the Nobel Prize Ceremony in Sweden, and Finland’s Independence Day Reception at the Presidential Palace. They have also been featured in exhibitions both in Finland and abroad, including at the Ateneum Art Museum in Helsinki.
These experiences have reminded me that fashion is always a reflection of humanity — a dialogue between a unique individual and the world.
Ateneum Art Museum 2025, Photo Angelina Ilmast
Experience and Growth
From 2022 to 2025, I worked as Head of Design at the Finnish design brand Samuji — a chapter that deepened my commitment to sustainability and to designing thoughtful collections with care.
My background also includes formal studies in Fashion Design (BA, 2007) and years working as a Costume Designer in television — experiences that taught me immensely and shaped the designer I am today.
After graduating in 2007, I embarked on an extensive entrepreneurial journey, refining my craft and cultivating a deep, multifaceted expertise through the stewardship of my own design ventures — a journey whose culmination is this very moment.
Anmai – The Vision
In October 2025, I returned fully to my own vision with the launch of Anmai. Anmai was born from a desire for slower, more meaningful fashion. The brand draws inspiration from Japanese aesthetics and my long-standing admiration for Italian craftsmanship — a love that began during my studies in 2006, when I had the opportunity to work in Venice, Italy. These experiences, combined with Japanese influence, come together in a refined, beyond-Nordic minimalist expression.
The Anmai world spans from everyday designs that bring ease and confidence to sculptural, made-to-measure creations for life’s most significant moments.
Each design is crafted in collaboration with skilled artisans in Helsinki-based ateliers. Sculptural designs are like works of art, and I often shape these sculptural elements myself.
Every collection and unique design is made with my muse in mind — your body, your life, your rhythm. I am here for you: to support, to inspire, and to create something you can return to, again and again.
Design as Dialogue
For me, fashion is a way of life, and design is always a dialogue. I want you to feel comfortable reaching out, asking questions, sharing your thoughts, or simply taking your time — Anmai exists for you.
Thank you for being here and for taking a moment to read my story. I hope Anmai feels like a place where you can be inspired, dream, be seen, and feel truly yourself.