Armi Alive! is a portrayal of a theatre company that is preparing a play about Armi Ratia, the founder of the iconic Finnish design company Marimekko. Maria, who plays Armi's role, is in the lead when the group keeps asking who this strange woman really is. The play focuses in Armi's life between the years 1949 and 1968, when she founds the fashion company Marimekko, leads it to an international success, and is finally forced to ponder her relationship with the company: does Marimekko need Armi, or does Armi need Marimekko? During the rehearsal process, the actress Maria struggles with Armi's contradictions and tries to find the truth and the person behind the legend.