New York, NY – November 5, 2024 – The Fashion Diplomacy initiative, launched at The Canvas, marked a watershed moment in the intersection of fashion, diplomacy, and sustainability. This pioneering project, supported by the First Ladies of Estonia, Poland, Guatemala, Czechia, and Lithuania, showcases the extraordinary potential of creativity to mend cultural rifts and cultivate global partnerships. By joining forces with the Estonian Design House and other visionary brands, The Canvas is at the forefront of sustainable fashion, paving the way for a more interconnected and harmonious world.
To celebrate the launch, First Lady of Estonia Sirje Karis, First Lady of Poland Agata Kornhauser-Duda, First Lady of Guatemala Lucrecia Eugenia Peinado Villanueva, First Lady of Czechia Eva Pavlová, and First Lady of Lithuania Diana Nausėdiene, were in attendance to back the initiative on September 24th, which took place during the United Nations General Assembly.
“This partnership between The Canvas and the Republic of Estonia has moved swiftly and that fact is a testament to the need for new channels of diplomacy,” said Devin Gilmartin, chief executive officer of The Canvas. “The Canvas will continue to seek cooperation with governments at the highest levels to promote their respective creative communities and bring them to the world’s most important market.”
Photo Credit: Flaminia Fanale
Through this partnership, Estonia's modern design ethos steps onto the international stage, with 15 of its designers showcasing their collections at The Canvas’ World Trade Center flagship store. A few designers in the selection include, Sandra Luks with upcycled denim ready-to-wear, Iris Janvier with high end women’s ready-to-wear, Eva Karlotta-Tatar with upcycled leather bags and accessories, and Reet Aus with an industrialized approach to upcycling for both menswear and womenswear.
The First Lady of Estonia, Sirje Karis, sees Estonia’s creative community as a key aspect of the state’s function. “Our fashion design is an integral part of our soft power. And sometimes soft power matters more than hard power. This is particularly so for small states.”
Marilin Tammsaar, project coordinator between Estonia and The Canvas, and wife of the Estonian Ambassador to the United Nations, said: “The shared language of style creativity has the potential to facilitate collaboration, serve as a springboard for innovative partnerships, and promote mutual respect among diverse groups.”
Adding to that, Marco Maldonado, general manager of Westfield World Trade Center notes; “Westfield World Trade Center is a celebration of global creativity. The visit of a delegation of First Ladies to The Canvas flagship store is a testament to the power of entrepreneurship and design as a means of diplomacy, and we are thrilled to be the host of such a gathering at The Shops at the Oculus.”
The Fashion Diplomacy initiative, launched by The Canvas, seeks to bridge the gap between creativity and international relations through direct engagement with the creative classes of countries worldwide. By establishing a direct channel to Ministries of Trade and Culture, the initiative aims to foster collaboration and exchange between diverse cultural communities. Previous partnerships with Colombia’s Procombia Agency, the Turkish Trade Ministry, and Kazakhstan’s National Parks highlight the initiative’s global reach and potential for positive impact.
Moreover, Estonia, with its progressive digital landscape and strong commitment to sustainability, was the ideal partner to launch this innovative project. The Estonian government’s active involvement and the country’s reputation as a leader in entrepreneurship and environmental protection have made it a powerful example for other nations seeking to promote cultural exchange and sustainable development.
“The Canvas team is incredibly proud to collaborate with Estonia,” said Advisor to The Canvas Jason Minyo. “Their wealth of creative talent is matched by their forward-thinking approach, recognizing the profound impact of their design community on culture, society, and commerce. We believe they can inspire other nations to follow their lead.”
As part of the campaign, The Canvas is also producing a documentary about the collaboration, directed and co-produced by Ari Cagan and John Connor Hammond, the renowned New York-based producers known for their viral content on platforms such as TikTok and YouTube. For more information, email The Canvas at info@thecanvas.nyc or marco@thecanvas.nyc.
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About The Canvas: The Canvas is a New York-based platform for emerging brands, providing physical and digital retail space for brands committed to sustainability and social impact.
About Estonian Design House: The Estonian Design House (EDH) is a hub for Estonian designers, focusing on sustainable and innovative design practices that reflect Estonia's commitment to sustainability and cultural heritage.
About the Collaboration: The Canvas and EDH partnership began to promote sustainable fashion through a series of curated events and pop-ups during New York Fashion Week. Selected designers are showcasing jewelry, accessories, and clothing at The Canvas’ flagship store after a successful pop-up in The Canvas 3.0. The Estonian Design House has brought 10 to 15 designers to participate, including those focused on digital fashion initiatives and experimentation. The collaboration is part of a broader initiative to merge cultural diplomacy with sustainable business practices, showcasing the versatility and modern ethos of Estonian design on the World Trade Center’s international stage and among other global designers represented at The Canvas.