In recent months, Medanta's marketing has gained new momentum. The change is due to Medanta's new marketing coordinator, Salla Ceder, who started in her position in early 2025.
Salla is responsible for Medanta's marketing and online store development. From the start, she brought a clear vision. Her goal is to bring Medanta’s story and the importance of professional fashion closer to its real users, the professionals who wear the clothes. To achieve this, she focuses on video, storytelling and, above all, bold execution.
“I became interested in Medanta during the recruitment process. The task was to design a Valentine's Day campaign for Medanta, and even then, I saw the enormous potential of the Medanta brand. From the beginning, Medanta has done things with confidence and its own unique style, standing out from the rest. I hope I can help bring these qualities forward even more clearly,” Salla says.
The change from fashion to work fashion.
Salla brings nearly ten years of experience in the fashion industry. She has worked in various roles across sales, marketing, and e-commerce. The transition from consumer fashion to work fashion has been an exciting one for her.
"A lot of things are in common. We’re still talking about clothes, materials, and the user experience. But the key difference lies in what the garment needs to deliver. A workwear is not just clothing; it has to meet the demands of the job and support wellbeing at work.”
Salla also has hands-on experience with workwear, having worked in the restaurant and retail sectors in her early career.
“I clearly remember what it’s like to wear poorly fitting work clothes – low-rise trousers, a care label that scratched my neck, and a shirt that shrank into a crop top after the first wash. Rarely did anyone ask how the workwear actually performed on the job. These experiences gave me a real understanding of what workwear should offer: comfort, durability, practicality, and a sense of feeling good.”
Meaningfulness as a motivator
For Salla, meaning is an important part of work. This is clearly visible at Medanta. When workwear supports a professional's work, it enable them to focus on helping and meeting others.
“It’s inspiring to be involved in work that truly impacts people’s everyday lives. Medanta is not just about clothes, it’s about people who do invaluable work for our society. For me, marketing’s job is to help them find solutions that support their work. I put on Medanta clothes myself every morning, so I know how they should feel.”
New thinking in work fashion
From the beginning, Medanta has talked about work fashion, not just workwear. According to Salla, this thinking is becoming even stronger:
“We want to bring inspiration from fashion to workwear, which is why Medanta has declared itself the world's first work fashion house. Our goal is to show that everyday work doesn't have to be colourless and boring. I believe that workwear can be both technical and stylish. We have the opportunity to change the perception of what professional fashion can look and feel like.”
