They called it too much.
Too loud. Too quiet. Too soft. Too intense. Too visible. Too something.
But that’s just what happens when you stop making yourself smaller.
2 Much is a promise I made to myself – to create something that carries my voice, my heritage, and my identity as a designer. Design can be deeply personal, or simply a need to create and express yourself. For me, it’s both. This collection is about finding my own way – and enjoying the freedom to experiment along the path.
The name is both pride and irony. It holds the contradictions of everyday life and celebration, vulnerability and power. It is for anyone who has ever been told they were “too much” for someone else – but never for themselves.
Some garments in this collection are made from industrial surplus fabrics – like Lemppari-sourced wool and elastic trims – while others use new materials where they best serve the design. Each choice is part of an exploration: how to create responsibly without losing the joy of creating.
Core collection, 2JUTUL, Jutta Virtanen 10.5.2025
Fear speaks through the body.
This collection looks at the fears women carry — and the fear women provoke.
It brings back the echoes of “hysteria” and asks what it means to be seen, and feared, as a woman.
This collection was created for the 2025 Fashcene fashion show, where the theme was fear — and this is my interpretation of it.
Looks:
Like a Girl – Used to belittle, reclaimed as power. The urge to control is nothing but the fear of losing power.
Believe Me Now? – Hear me now. What I fear most is not the violence itself, but that my truth will never be enough — not in life, not in death.
Twisted – Violence — the fear woven into living as a woman. The threat that twists every step, whether it happens or not.
2 Much 2.0 – Ambitious. Loud. Emotional. Demanding. Take your space.
Might Get Pregnant – A silent cloud around every woman for thirty years of her working life. Silence does not erase its weight.
Saint Pussy – Pyhä Pillu.
20 September 2025, Ruissalon Telakka, Turku.
