CUSTOMER PROFILES

Going into the Autumn Winter ‘21 season, we are more aware of our surroundings than ever. With constant and demanding changes in the world, we are yearning for the timelessness and security of the stories created by every day – and by ourselves.nnWith the new AUTUMN WINTER ‘21 collection, we are happy to introduce the #IDEALSTORIES campaign – stories inspired by self-expression, individuality and a longing for timeless styles that stay reliable, every day.nnWith this new collection, we want to focus on fashionable accessories designed to express everyone’s inner essence. To help our customers find their unique individualities, the #IDEALSTORIES are based on five style personas that we hope will act as inspirational guides in self-expression and storytelling. What’s your story?

RELAXED MINIMALISM

Meet the #MINIMALIST, a true master of everyday elegance and simplistic yet timeless silhouettes, inspired by the signature Scandinavian effortlessness – using tailored, classic pieces to form an everlasting wardrobe that never goes out of style.

CONTEMPORARY CLASSICS

Meet the #CLASSICIST, a truly refined and sophisticatedly dressed person on the go, who knows exactly how to build an elevated and timeless wardrobe with carefully selected design pieces, always putting quality and fit first.

MODERN ICONS

Meet the #AVANTGARDIST, an edgy forward-thinker who always aims to combine maximalist savoir-faire with premium and bespoke materials, creating a carefully curated, yet always playful and spirited wardrobe.

EVERYDAY ESSENTIALS

Meet the #MODERNIST, a spontaneous spirit defined by casual and relaxed yet always well-groomed everyday style, featuring a downscaled use of colours and textures – still always remaining fashion-forward and trend-aware in their easy-going expression.

SOFT SHADES

Meet the #ROMANTICIST, a delicate yet sensual dreamer who believes in the power of contrast, combining gentle textures with bold and colourful statement pieces for a breezy and nonchalant style.