Press – Illan Isäntä Oy

Let Your Child Dress You Day

The day when children decide what grown-ups wear to work, to the shops and to meetings.

Next: Friday 20 November 2026, Universal Children’s Day
Twice a year: The Friday closest to Universal Children’s Day (20 November) and a Friday in April at least a week before May Day
What happens: A child picks an adult’s outfit, and the adult wears it all day
Hashtags: #annalapsesipukeasinut · #annalapsesipukeasinutpäivä · #letyourchilddressyou
Invented by: Lauri Salovaara
Organiser: Illan Isäntä Oy
Times held: More than ten
Reach: At its peak nearly one million Finns on Facebook
Cost: Free. The day has never been commercialised

Ready-made news text

about 90 words · free to publish

Let Your Child Dress You Day (Anna lapsesi pukea sinut -päivä) takes place in Finland on Friday 20 November 2026, Universal Children’s Day. On that day children decide what adults wear to work, to the shops and to meetings. It doesn’t have to be your own child: what matters is that someone smaller picks the outfit.

Photos of the outfits are shared on social media with #annalapsesipukeasinut and #letyourchilddressyou.

The day was invented by Finnish host and entrepreneur Lauri Salovaara from Oulu and has been held more than ten times. At its peak it has reached nearly one million Finns on social media.

The day’s own page: illanisanta.fi/en/let-your-child-dress-you-day

Illan Isäntä Oy in brief

Short

1 sentence

Illan Isäntä Oy (Host of the Evening Ltd.) is an events and media company from Oulu, Finland, that has produced Let Your Child Dress You Day and the Finnish Santa Claus Championships, among others, since 2007.

Medium

about 50 words

Illan Isäntä Oy (Host of the Evening Ltd.) was founded by Lauri Salovaara in Oulu, Finland, in 2007. It produces events, seminars and podcasts and runs tourism. Its best-known productions include Let Your Child Dress You Day, the Finnish Santa Claus Championships and the Great Mother’s Day Concert at Oulu Cathedral.

Long

about 130 words

Once a year, Finnish adults head to work, the shops and meetings in clothes their children have chosen. Behind Let Your Child Dress You Day is Illan Isäntä Oy (Host of the Evening Ltd.) from Oulu.

Founded by Lauri Salovaara in 2007, the company produces events, seminars and podcasts and runs tourism. The Finnish Santa Claus Championships made MTV3’s ten o’clock news and four German TV channels. The Great Mother’s Day Concert at Oulu Cathedral grew out of an old radio programme by the founder’s father, Martti Salovaara, and Tiernashow & Dinner sold out venues in Oulu and Kalajoki.

The company has also produced three podcast series for Supla, developed the BRDNG flight app and runs the holiday venues The View - Halosenniemi and The View - Metsäsyöte.

Company

Name

Illan Isäntä Oy (Host of the Evening Ltd.)

Founded

2007, Oulu, Finland

Founder

Lauri Salovaara

Industry

Events, seminars, podcasts, apps and tourism

Tourism

The View - Halosenniemi and The View - Metsäsyöte

Business ID

2152867-2

What we have made

Let Your Child Dress You DayEvery NovemberChildren decide what grown-ups wear.

Finnish Santa Claus ChampionshipsIso-SyöteA media phenomenon: MTV3’s ten o’clock news, Huomenta Suomi and four German TV channels.

The Great Mother’s Day Concert2010–2012 · Oulu CathedralPetrus Schroderus, Johanna Kurkela, Saara Aalto and Tomi Metsäketo.

Tiernashow & DinnerShow & dinnerOulu’s first show & dinner concept, sold-out venues in Oulu and Kalajoki.

TeosteosOulu Night of the Arts 2011A drum piece played on discarded library books with Olli PA & The Funksons, featured on MTV3’s ten o’clock news.

Celebrity flea marketCharityOn Oulu market square with Kaleva; proceeds to the children’s ward of Oulu University Hospital.

Valentine’s Day dance for the elderlyCharityMake-up, hair and a live band. Yle covered the day.

Welcome to the WorldSeminar series 2015–2016USA and China, with speakers including US Ambassador Bruce Oreck, Jolla’s Marc Dillon and Annamari Lammassaari.

PodcastsSuplaEXIT! – Tarinoita yrityskaupoista, Lauri Salovaara & Menestyjät and 8+1 askelta menestykseen.

BRDNGApp · ★ 4.8 on the App StoreEvery direct flight from the airport you choose, in one view.

Downloads

Logo
PNG, 512 × 512, black backgroundDownload ↓

The logo and photos may be used in articles about Illan Isäntä Oy and its productions. The Let Your Child Dress You Day collage is made of participants’ own photos, so it is not offered for download. Ask us for photos of the day and we will send cleared images.

Texts, logo and photos, ready to use