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Main Image: Nora Nord for ORDRE

Photo series: Brøgger, The Label Bringing Florals to Copenhagen

Following her nomination today for the Magasin du Nord prize, ORDRE spotlights Julie Brøgger and her namesake label for its first photo series.

Growing up in Denmark, Julie Brøgger was taught by her mother that floral prints are categorically bad taste. But during her studies at the Royal Danish Academy, she interned in London and immediately fell in love with its daring, colour-clashing chaos of fashion. So, combining this new riotous world with an in-built Danish perfectionism, the designer launched her eponymous label in 2016 - fronted with florals, of course.

“My brand is definitely a fusion of my Scandinavian background celebrating function and craft, and my London experience of bold and strong visuals,” she tells ORDRE. The two contrasting aesthetics birthed her creatively feminine label, featuring patterned yet refined tailoring, playful silhouettes and strong, radiant hues.

Back when she chose to move to London in 2010, Denmark’s fashion scene was bordering non-existent: “The industry was really struggling there, it was the middle of the recession and there were only really mid-market brands.” Fast forward to today and conveniently, Copenhagen Fashion Week is blossoming, which has attracted the designer to support her motherland, having just shown for the second time on schedule with her SS20 collection.

“In the last couple of years CFW has become more international and is attracting a lot of press and tastemakers from London as well,” she adds. “I love seeing street style images after too, it’s like little postcards of what I’m trying to convey with Brøgger.”

The Magasin du Nord Prize recently shortlisted Brøgger - this could see the brand supported for CFW’s AW’20 season. Founder Nina Wedell-Wedellsborg says designers are chosen for a number of reasons, most notably “craftsmanship, great design” and "the potential to become a brand with broad and international appeal”.

Indeed it can be a pivotal sponsorship for an emerging Danish talent with its financial support package for the AW’20 show - alongside a cash injection there are multiple additional benefits. Wedell-Wedellsborg continues, “they get introduced to a network of people who can help leverage their brand in different ways, whether it be an introduction to international buyers and investors, or a piece of advice on image and communication.” And as Brøgger is still in its early days, Magasin du Nord is therefore a great potential springboard to gain wider recognition.

Surprisingly, the designer is adamant that Brøgger is solely womenswear, yet she still casts men for her runway shows; using them for effect rather than to reach a male customer-base. She explains, “I just want to present my clothes in the most impactful way. My shows also need to represent what I believe in and I don’t only believe that women can wear my clothes, even though it is fundamentally womenswear.”

Above all, though, Brøgger’s main aim is to create a brand that will be cherished and passed down through generations.

Credits:

Photography: Nora Nord

Model: Sadie, M±P Models

Make-up: Jackline Edwards

Suggested reading:

Nadine Ghosn: A Fresh Take On Fine Jewellery

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