Twenty years ago, Eva Kruse — then editor-in-chief of Eurowoman — set out to convince the fashion world that it should set its sights on Copenhagen.
She argued that the capital could offer a roster of talent worthy of the industry’s time and attention. Though she was met with some skepticism at first, nobody could deny that there was something exhilarating in the air. Copenhagen was already home to established labels like Munthe (then called Munthe plus Simonsen) and By Malene Birger, which proved there was a viable industry to build on. At the same time, there were also talented newcomers on the way up, who were bringing a cool new aesthetic that stood apart from the prevailing Scandinavian minimalism.
In 1999, Rikke Baumgarten and Helle Hestehave — who met while studying at the Royal Danish Academy of Fine Arts — launched Baum und Pferdgarten, with the vision of offering a playful, graphic take on everyday dressing. A couple of years later, Henrik Vibskov, then a recent graduate of Central Saint Martins, founded his eponymous label and quickly became known for his avant-garde sensibility and audacious use of prints. Another Central Saint Martins alum, Stine Goya, also made her debut shortly after, building her brand around exuberant prints and a bright, optimistic color palette.
What Copenhagen lacked, however, was a shared stage — a place where these Nordic designers could be seen together, by press, buyers, and each other. In its early years, fashion week felt local and more personal. It was more like a party where everyone knew each other, and up-and-coming designers shared a runway at City Hall. There were no celebrities, no influencers, no international hype. “Remembering how it was in the beginning, where we were doing 12 or 14 shows,” Eva recalled in an interview nearly a decade ago, “we flew in one reporter. We had one car driving around. When we filmed the shows, everything went onto a hard drive and was delivered by bicycle to the office.”