Excitement filled the air and curious onlookers peered into The Canvas’ Westfield World Trade Center flagship store, which was buzzing with Secret Service agents, as the fashion platform for emerging brands dedicated to sustainability and ethical practices, prepared to welcome its most high-powered and influential guests to date.
At exactly 2 o’clock in the afternoon on September 24th, the First Lady of Estonia, Sirje Karis, arrived and was welcomed by Marilin Tammsaar and Devin Gilmartin, the retail platform’s Chief Executive Officer. Soon after, 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, walked through the store’s large glass doors.Their supportive presence for the inauguration of The Canvas’ innovative Fashion Diplomacy initiative, which showcases the collaboration with The Republic of Estonia and the Estonian Design House, was the epitome of diplomatic solidarity. To add to that, 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.
Photo credit: Flaminia Fanale
Photo credit: Flaminia Fanale
Photo credit: Flaminia Fanale
“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 The Canvas CEO Devin Gilmartin. “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.”
Marilin Tammsaar, Project Coordinator between Estonia and The Canvas, and wife of the Ambassador to the United Nations, agreed. “Having a background in the business world while also having observed diplomatic practices closely through my husband’s experiences, I have come to recognize the numerous missed opportunities that exist at the intersection of these two fields. Fashion possesses the remarkable ability to transcend cultural and societal barriers, fostering connections among individuals. When leveraged effectively, it can serve as a conduit for dialogue and understanding, bridging divides that often exist in both business and diplomatic spheres. 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.”
Seeking to bridge cultural gaps and foster connections, The Canvas has initiated Fashion Diplomacy to engage with the diverse creative groups across the globe through direct communication channels with their respective Ministries of Trade and Culture. Previously, The Canvas has partnered with Colombia’s Procombia Agency, the Turkish Trade Ministry, as well as Kazakhstan's National Parks. Now, they're teaming up with Estonia because of its progressive and tech-friendly initiatives, working closely with the government of Estonia and its diplomats.
As a matter of fact, Estonia’s digital innovation program, support of entrepreneurship, and commitment to the environment, has made it an inspiration for all of Europe and progressive governments around the globe, especially since they are one out of seven countries in the world with the highest air quality.
Through this partnership, Estonia's modern design ethos steps onto the international stage, with 15 of its designers arriving at The Canvas’ World Trade Center flagship store. Standout designers in the collection are Sandra Luks with upcycled ready-to-wear denim outfits, Iris Janvier with high-end women’s clothing, Eva Karlotta-Tatar with upcycled leather handbags and accessories, and Reet Aus with an industrialized approach to upcycling for both menswear and womenswear.
Photo credit: Flaminia Fanale
Sirje Karis, First Lady of Estonia, 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.”
Marco Maldonado, general manager of Westfield World Trade Center, echoed a similar sentiment: “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.”
Photo credit: Flaminia Fanale
As part of the campaign, The Canvas is producing a documentary that highlights the collaboration which will be directed and co-produced by acclaimed New York-based producers, Ari Cagan and John Connor Hammond, known for their viral content on platforms like TikTok and YouTube.
Furthermore, the launch of the Fashion Diplomacy initiative at The Canvas marked a historic convergence of fashion, diplomacy, and sustainability. This groundbreaking project, supported by the First Ladies of Estonia, Poland, Guatemala, Czechia, and Lithuania, highlights the power of creativity to bridge cultural divides and foster global cooperation. By partnering with the Estonian Design House and other innovative brands, The Canvas is leading the way in sustainable fashion and promoting a more interconnected world. As the documentary unfolds, the world will witness the transformative impact of this unique collaboration on both the fashion industry and international relations. For more information, contact The Canvas at info@thecanvas.nyc or marco@thecanvas.nyc.
