Ask any fashion girl which major style city she’s looking to for outfit inspiration these days and you might be surprised to hear that it’s no longer Paris or New York. Instead it’s Copenhagen.
The Danish city has not so quietly taken over the conversation about personal style, with a fashion week even considered the ‘fifth fashion week’ by many editors and publications. The city’s typically idiosyncratic style doesn’t take itself too seriously. Dressing like a Scandinavian girl means dressing with a youthful sense of freedom and fun. And that’s in large part because the Danish designers coming out of the city seem to have a good understanding of how girls actually want to dress.
Below we asked all the best emerging Danish designers that the fashion world can’t stop talking about how they would define their brands and why exactly Scandinavian fashion has taken over.
Turning, Jeanette Madsen and Thora Valdimarsdottir
How would you describe your brand to someone you don’t know?
Jeanette Madsen: Rotate is our dream wardrobe come to life. It’s all about bold, elevated and powerful styles to make everyone feel like the best version of themselves.
Thora Valdimarsdottir: Rotate is what we thought we were missing in the fashion scene, and now it has become a brand for those who are driven, daring and glamorous in every way!
Which pieces define Rotate?
J: What defines Rotate is the accentuation of the feminine form, that ultimate ‘wow’ factor that you find in our puff sleeves, ruffle details, mini and maxi lengths… The striking silhouettes are part of our DNA.
T: I completely agree. What our most iconic designs, such as the Phoebe dress, the Kim dress or the Noon dress, have in common is that they have an unmistakable Rotate shape.
Why do you think people have been so attracted to Scandinavian design in recent years? What is a common misconception about this?
T: Scandinavian design in general (architecture, interior design, etc.) is very functional. What makes the Scandinavian fashion scene different is how wearable everything is; it is something we unconsciously use when we design.
J: Scandinavian design is considered timeless, classic, simple and minimalist. However, it is actually very diverse and everyone has many ideas about the concept. Scandinavian design can also be cool and Rotate is a clear example of that!
Stay, Birger Christensen
How would you describe Remain to someone you don’t know?
Remain is all about refined and understated power dressing. It builds on craftsmanship and tailoring for a modern woman who understands that confidence comes from her own sense of style.
What are some pieces that define your brand?
It is not only the pieces, but also the fabrics and customization that determine our vision; quality learning is at the heart of Remain.
Why do you think people have been so attracted to Scandinavian design in recent years? What is a common misconception about this?
Scandinavian design has always been known for its minimalist approach and clean cut. We tend not to overstyle things and that makes Scandinavian design very recognizable and desirable.
A common misconception about Scandinavian design in general is that it is very minimalist and sleek. Fashion events like CPHFW prove that the Scandinavian scene is much more quirky, playful, cooler and less minimalist.
Opera sport, Awa Malina Stelter and Stephanie Gundelach
How would you describe your brand to someone you don’t know?
We combine classic and contemporary styles with the sporty edge of Copenhagen and try to guarantee relevance and timelessness everywhere. Elegant yet sporty, luxurious yet affordable, durable yet sexy. Strong women everywhere are our inspiration; we want our customers to feel sexy and confident.
A responsible mindset reflects production to cover only recycled or organic fabrics and a production volume that continually reflects demand; Creating and producing responsible and relevant clothing without compromising on design and aesthetics.
What are some pieces that define your brand?
Our seamless styles have been an integral part of our collection from the start. They embody our essence and show a mix of classic and sporty that is in our DNA. An example is our beloved Eve top, who has been with us since the beginning. It is a ribbed top made from 100% recycled seamless silk with an asymmetrical neckline. It looks great on everyone! And of course our Shirley bag made from 100% recycled silk. It is so elegant yet practical because it has adjustable straps.
Why do you think people have been so attracted to Scandinavian design in recent years? What is a common misconception about this?
Scandinavian design is timeless and elegant, but above all casual and functional. We need layers to stay warm in cold temperatures and we also need to dress practically and comfortably so we can cycle to work. The balance between stylish and functional makes it effortless.
Because of the simplicity and functionality and the timeless appeal that appeals to many people. But a common misconception is that Scandinavian design is all white and beige, with the occasional hint of gray. Scandinavians actually love colors and are not afraid to wear them. We are often inspired by nature and the colors of the forest, the sea and the earth can often be found in Scandinavian design.
Gestuz, Sanne Sehested
How would you describe your brand to someone you don’t know?
Gestuz is strongly rooted in Scandinavian design with great quality, sleek silhouettes and strong suits, but I always draw strong references from the vintage wardrobe. And that’s part of what sets us apart as a brand. I mainly delve into the old music scene and find a lot of my inspiration from the 70s and 80s, and the vintage pieces I’ve collected around the world. Paris, New York and LA are some of my favorite places for the best vintage inspiration.
What are some pieces that define your brand?
We work a lot with leather and that has become an important part of the brand. I always want to create the best, affordable leather pieces – like the perfect jacket – that you can wear for the next 10 years. Just like I did with pieces from my own wardrobe and with leather jackets from GESTUZ from 15 years ago. Suits have also become a point of attention for us. Redesign every season and rethink how a suit can be worn.
Why do you think people have been so attracted to Scandinavian design in recent years? What is a common misconception about this?
Quality and easy to wear. Scandinavian fashion is all about being able to live in the pieces. Cycle, drop off the kids, go to work, put on your heels and immediately go out for dinner. We also have a very high standard for quality – in fashion, but also in design in general. I think that’s one of the reasons why people are so drawn to it. There is also a sense of effortlessness. We may not dress as much as someone in Paris or New York, but we are always well dressed without trying too hard. A common misconception is that we only do minimalism and no color. That may have been what first drew the international press to Scandinavia, but Scandinavian simplicity can be done in so many ways, including using colors and layers.
Skall Studio, Julie and Marie Skall
How would you describe your brand to someone you don’t know?
Skall Studio is a deeply personal and value-based brand, deeply rooted in our own values. From the very beginning, we wanted to create a brand that could take fashion in a more conscious direction. For us it is crucial to use natural materials, mono-fibres and recycled materials and to have a close relationship with our suppliers. Animal welfare is also crucial to us. We never use fur or leather in our collections and we feel obliged to speak with the voice that animals themselves do not have. Furthermore, we always strive to design classic pieces that will remain in the wardrobe for many years to come, regardless of changing trends. We combine tailoring with a feminine and relaxed style – and are often inspired by vintage.
What are some pieces that define your brand?
Our classic menswear-inspired Edgar shirt, one of our best-selling styles. It is always part of our collections and is often updated in a new color or print. We are also known for our classic outerwear. This season in terms of our new Gaby jacket and coat that has already been turned into an iconic Skall piece, and our outerwear in 100% recycled wool where the colors are obtained without additional dyes and chemicals thanks to the MWool® technology of the Italian Manteco. Furthermore, our feminine blouses and dresses are part of Skall Studio’s DNA, together with our Danish knitting made from Danish wool in one of the last remaining spinning and knitting factories in Denmark. To support local production and craftsmanship.
Why do you think people have been so attracted to Scandinavian design in recent years? What is a common misconception about this?
We have a long history and tradition of creating simple and functional design in natural materials. Classic design is timeless and we think that in Copenhagen we have a very strong sense of fashion, which makes the city very interesting. What makes it different are the simple shapes and the focus on the details: less is more.
More and more people prefer to buy less and better – and in our opinion this is part of the Scandinavian design DNA. We also believe that the level of talent is very high, perhaps because of our history as a country with great designers and architects. When we create, we want to make a difference, we want to impact people’s lives. It’s not just about the clothes, we also have a story to tell and that makes the difference, we think.
You might also like it