Cleaning entrepreneur Auri Kananen's outfit for the upcoming President's Independence Day gala is raising questions about product placement.
The social media cleaning enthusiast will wear earrings shaped like US cleaning product company Scrub Daddy's sponges, as well as a purse constructed from Finnish firm Sini's cleaning cloths. Her bracelet also features smiling Scrub Daddy charms.
Sini and Scrub Daddy both sponsor Kananen, whose Instagram account has more than five million followers, exceeding that of former "rock star" Prime Minister Sanna Marin.
This is not the first time, however, that guests at the annual gala will use the event as an opportunity to showcase specific brands.
While etiquette expert Mirva Saukkola praised the passion reflected in people's fashion choices, she said promoting specific companies was a no-no.
Other advertising faux pas over the years have included evening gowns constructed from Nespresso capsules and Magnum ice cream wrappers, Saukkola noted.
Sometimes attendees use their attire to make political statements. For instance, at last year's Independence Day ball, a gown was adorned with the names of hostages held by Hamas.
Responding to the criticism, Kananen said she doesn't see her jewellery and purse as walking advertisements.
"I'm bringing my love for cleaning to the palace," she explained.
The President's office does not have a specific policy on advertising at the reception, which is always one of the most-watched events of the year.
Those receiving an invite to the hottest ticket in town are informed that the dress code is formal, meaning a long evening dress, national costume, white tie and tails, dark suit or dress uniform, according to the president's office.
Kananen's billowing pink dress is also a commercial collaboration. While she is paying for the material, Turku-based dressmaker Saara Kuusjärvi is providing her work free of charge.
"When I received the invitation, I posted about it on Instagram. A dressmaker asked if I'd like to collaborate. My only wish was that the dress would be pink and striking. Other than that, I was open to anything," Kananen said.
Six years ago, former First Lady Jenni Haukio's gala gown was crafted from birch tree fibres, highlighting the eco-conscious theme of the Independence Day ball that year.
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