Photo by Musti Group
Tom of Finland, but with cats and dogs
The renowned Tom of Finland illustrations have been given a distinctive spin by the Finnish petcare company Musti Group in honour of Helsinki Pride Week.
The new artwork includes cats and dogs dressed in the well-known sailor and leather clothes, as opposed to the well-known macho characters that served as an inspiration to artists like Freddie Mercury and Village folks.
Three works of art in the Tom of Finland style have been released by the Finnish petcare company Musti Group. The protagonists of this collection, rather than the typical macho figures, are none other than our cherished pets, cats and dogs. To commemorate Helsinki Pride Week (was held from 26 June to 2 July 2023), the three new drawings will be shown in outdoor media spaces throughout the city of Helsinki.
The LGBTQ culture of the latter half of the 20th century was greatly impacted by the Finnish artist Touko Laaksonen, better known by his pseudonym. The Musti Group’s ad honours the iconic figure who helped other LGBTQ+ artists get started and whose works served as an inspiration for artists like Freddie Mercury and Village People. Kajo Rauni, a Finnish artist, created the new illustrations, which are officially authorised by the Tom of Finland Foundation.
«We thought it was vital to obtain an official seal of approval from the Tom of Finland Foundation rather than just taking inspiration from Tom’s artwork». According to Eveliina Rantahalvari, marketing manager for Musti Group, «in this way, our pet versions become a small part of the Tom family and we get to show our support to the legacy of this wonderful artist and the foundation that looks after it».
Although Finland is frequently regarded as a leader in equality, there is still much to be done in terms of LGBTQ+ rights. The rules governing transgender people in Finland were amended earlier this year by the Sanna Marin administration and the Finnish parliament. Transgender people can now legally alter their gender by self-declaring without going through time-consuming medical procedures or psychiatric evaluations.
Making progress on a legislative level requires the influence of numerous LGBTQ+ rights organisation. For many years, Musti Group has been a happy partner of Helsinki Pride.
«While we made the whimsical decision to include pets in Tom of Finland’s universe, the message behind these illustrations is really important. We are dedicated to the principles we share and our cooperation with the Pride movement», says Rantahalvari.
Musti Group’s ad campaign with Tom Of Finland inspired and approved drawings of cats and dogs. Supporting Helsinki Pride Week