There is much that the rest of the fashion industry can learn from Copenhagen's approach to street style this season.
has plenty of design talent, but it’s arguably the local street style that put the city on the international fashion map. Not long after the arrival of Instagram, Danish influencers carved out a niche for themselves, capturing the attention of style-obsessed scrollers with their love of color, prints, bold, breezy dresses, and impressive ability to look cool while riding bikes. As these influencers’ global popularity grew, so did.
While we would’ve liked to see more mask-wearing in Jepsen’s photos, it was refreshing to see that few trends materialized. Ensembles were casual for the most part; there were minimalist dresses here and there, but otherwise it was as a lot of easy sweats and colorful separates. Another positive: Brand peacocking was almost nonexistent. “There’s a much bigger push towards individualism,” says Jeanette Friis Madsen, creative director of local label Rotate Birger Christensen.
Now more than ever, what you wear says a lot about who you are and what you care about. Street style will go on this season in New York, London, Milan, and Paris, but it will be scrutinized in new ways. The world will be watching closely not only to observe who’s wearing masks and who is socially distancing but also to see which designers are getting the influencers’ support. Indeed, whether the photographers capture an inclusive range of faces will be a subject of discussion.
Amelia Hoy, a Danish American TV presenter and actor, led public discussions around diversity and inclusion in Copenhagen. She agrees with Jepsen. “All businesses that want to survive in the future should be looking at their strategies regarding diversity, sustainability, and ethical practices. If your business is being an influencer, you are not exempt from this.
Pernille Teisbaek, perhaps Copenhagen’s most recognizable influencer and entrepreneur, sat this Fashion Week out. Pregnant with her third child, she did not feel safe enough to be in large crowds or risk situations with no masks or social distancing. Watching from home, she cited the innovation and diversity of the digital shows. “I found it really inspiring to see creativity used in new ways. It’s now not only for the few people invited to see the shows but for everyone to take part.
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