With an open mind, our surroundings are filled with influences from which to seek inspiration for a fashion collection. Some brands look to upcoming movies and music, other to architecture, reports from trend bureau’s or something else for inspiration.
Because of our passion for protecting all the beautiful places on the planet, it is only natural that we, VILDNIS, find inspiration in countries with stunning scenery and a commitment to making the world a better place, socially and environmentally.
For our Summer 19 capsule collection, we ventured to Denmark to seek inspiration, an obvious choice, some might say, since two of our co-founders are Danish.
I suspect that we would have eventually looked to the country of my birth regardless, given that it is the host of the Copenhagen Fashion Summit; an event which has established itself as the ‘world’s leading business event on sustainability in fashion’.
It’s also easy to be drawn to Denmark’s sense of fashion and style, showcased annually at the popular Copenhagen Fashion Week, as well as by seriously cool fashion influencers such as @pernilleteisbaek, @_jeanettemadsen_ and @mie_juel.
Below image is a moodboard that was part of my initial briefing to our designer to set the scene for the collection in terms of mood and lifestyle.
As you can see, the Danish seaside forms a big part of summer living, from the majestic white cliffs of Moen, the massive waves in Cold Hawaii (Klitmoeller), the wild beaches on the west coast to the harbour lidos in the major cities. Summer cottages, ‘beach bars’ and festivals are also part of the outdoor summer lifestyle that so many Danes enjoy – and of course, they (we) cycle everywhere, be it to the beach or to the nightclub.
For our SU19 capsule, our designers created a seashell print inspired by the strong connection to the seaside. While rich an array of colours, it’s also quite understated, featuring our signature muted tones and hand drawn elements.
The boho shapes and the soft lavender tie-dye drew inspirations from the hedonistic lifestyle of Roskilde Festival and the new bohemians in Noerrebro, Copenhagen. In contrast, the delicate and feminine broderie anglaise trims and crisp cottons are a nod to romantic summer days at the beach cottage.
Although not quite the traditional blue & white stripes, the gunmetal & white stripe fabric that we have used in the Skagen Jumpsuit and Dueodde Culottes evokes the feeling of of the boutique seaside resort at Svinkloev Badehotel and the popular seaside town Skagen at the northern tip of Denmark. That said, I am not sure that this is what our designer had in mind – it was more likely the Danish love of grey combined with the Scandi simplicity that the influencers wear so well – but this is the beauty of fashion; every person interprets an item of clothing or a moodboard differently.
The care-free laidback attitude of the off-duty Danes in summer-mode (they can be quite serious when at work) was channelled in the easy shapes of the pull-on Langamull Trousers and Namib Romper.
Bringing a collection to life involves a lot of creative meetings and discussions around shapes, colours, prints and fabrics. Each design is well-considered as it’s important to us that every shape is cool, timeless and something that the customer will want to wear season after season. Equally important is of course the choice of sustainable materials.
The Skagen jumpsuit is my favourite style in the collection with its clean lines, the cool apron style body, the unexpected low back and the 100% organic cotton khadi fabric. To me, it embodies everything that VILDNIS is about; Scandi understated cool with some of London’s audacity shining through, ethically manufactured and made from locally sourced eco-friendly fabric.
Which style is your favourite?
PS: You can read more about the inspiration behind the collection here.