Copenhagen Fashion Week is for many the culminating gathering of Scandinavian creatives. During the two weeks per year, one Spring/Summer edition and one Autumn/Winter edition, a global swarm of creatives flock around the Danish capital to get the details on the latest Scandinavian fashion. Traditionally, fashion weeks have provided an opportunity for the people on the commercial side of fashion, such as retailers, buyers, etc, as well as exclusive A-list celebrities, to scope out the latest trends seen strutting down the runways. However, with the boom of social media, the audience is changing. Who, then, can one expect to see at a Copenhagen Fashion Week fashion show in 2024?

Through market research and some invaluable insight from seasoned professionals, we have dissected the crowd at this year’s autumn/winter edition of Copenhagen Fashion Week, to help brands understand to whom they can direct their marketing and communications. According to the Fashion Editor for both Café Magazine and King Magazine, Daniel Lindström (@daniellindstrom), things have changed a lot since the golden days of fashion weeks.

“When I started going to shows, that was in ’99, before social media, it was just buyers and journalists. The buyers sat on one side of the catwalk, the journalists on the other. No celebrities at all. There was something called Fashion TV, a low-cost channel that aired all the shows. Looking at that video now from Prada’s Fall/Winter ’99, it looks surreal, because there were almost no people there. There were only 200-300 seats, and you see maybe a few retired industry people, maybe some New Yorker who owns a clothing store. Not a single celebrity, not a single spectacle.”

Meet the Insider: Daniel Lindström

Copenhagen as a Hub for Creativity

“Young, eclectic, positive”.

These are the three words that come to mind for Daniel Lindström when he thinks back on this year’s rendition of Copenhagen Fashion Week. And while he means that influencers have a tendency of turning the camera on themselves instead of reporting from the shows, he ponders on what Copenhagen Fashion Week would be without influencers:

“It [CPHFW] wouldn’t have been where it is today at all, they still spread this great image of Copenhagen as a fantastically creative city with young, new fashion designers, and a great environment for fashion. They have an important role in spreading the brand of CPHFW.”

Lindström paints a picture of Copenhagen as a hub for street style and a more democratic environment of fashion. Before Vogue Runway and influencers, fashion photographers would flock to Copenhagen to capture the outfits of both attendees and regular folk on the streets of the city. It became the foundation on which the street-style photography phenomenon grew. Since then, the crowd at CPHFW has turned out crazier, more eye-catching looks year after year, simply because of that strong tradition of great style that Danes seem to have. Both British, American, and (of course) Scandinavian Vogue reported attentively on the street style looks of this year’s Copenhagen Fashion Week, of which most portrayed the outfits of influencers.

“If you go to Copenhagen as an influencer today, there is so much content being created. It’s much more palpable in Copenhagen than at other fashion weeks”

Influencers being photographed in the streets act as direct, free content for the brands they work with. These days you will see many creators arriving at shows in fully borrowed looks, straight from the showrooms of the brands, most often in clothes from current collections. This is an effective way of reaching their audience without feeling pushy or unnatural, it is simply a case of capturing a stylish person on the street. It therefore goes to show the important role content creators play as stakeholders during Copenhagen Fashion Week. They can be a useful tool in creating a narrative around one’s brand using multiple platforms, instead of the more direct-to-consumer approach that a traditional campaign would do.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The SOT – Social Media of Things

Since the meteoric boom of social media in the past 10 or so years, the criteria for attending a fashion show have changed with the environment around it. Nowadays it’s not uncertain that you’ll see the likes of TikTok’s “Tube Girl” attending, or even walking fashion shows in London or Paris. Or “fashion influencers” taking rolls of content of themselves at the runway venue. This phenomenon has not been lost on the Scandinavian fashion weeks either. This year’s edition of Copenhagen Fashion Week featured, yet again, a few selected “Official TikTok Ambassadors”, both local as well as international. These ambassadors not only get the chance to attend multiple shows and maybe even sit in the front row, but they are all responsible for “guest-hosting” Copenhagen Fashion Week’s social channels. CPHFW states that the purpose of these ambassadors is to share content from “street style, backstage, live from the front row, events, and everything in between.” 

The desired effect from this campaign might be twofold. First, it’s a way to gain attention from a new audience: the TikTok audience, which attracts not only younger but also more diverse crowds. Secondly, it becomes an act of democratizing the fashion week, breaking down some of the exclusive, high-barrier entry policies that have historically surrounded these weeks. Not only does inviting influencers to document contribute to this inclusivity phenomenon, but during this year’s edition of CPHFW, we also saw a multitude of brands deciding to show their collection in public spaces.

Tonya Matyu, Copenhagen Fashion Week Creator Hub SS25

Democratizing fashion

Brands such as Opera Sport, Marimekko, and Alectra Rothschild/Masculina all presented their new lines in outdoor locations around Copenhagen, open for anyone to enjoy. This is another good example of where fashion in Copenhagen is blended into the broader scene of the community. People on the street can easily participate, without disturbing the already decided-on aesthetic of the shows.

An extreme contrast to these shows is the “quiet luxury” brand The Row, bred by the infamously minimalistic Olsen sisters. During their autumn/winter 24′ show, attendees were asked to refrain from taking any photos or videos from the show and were instead given notepads to scribble down their ideas. Here, exclusivity becomes the pillar on which the fashion show itself stands. However, you may ask yourself if this is in an attempt to retain the illusiveness of fashion or find a way back to it. When thinking back on fashion weeks in the early 2000s though, Daniel Lindström expresses how a form of democratisation was starting to take shape already:

“The democratisation started already when brands began broadcasting their shows on the internet. Before that, we, the ones who were actually there, were the only ones who knew what had happened. Then, with Fashion TV, you could suddenly sit in front of your own screen and follow along. Those of us who were there felt that the exclusivity disappeared. But of course ultimately in a positive way.”

Noorunisa, Copenhagen Fashion Week Street Style SS25

Industry figures and their role at CPHFW

So what is the role of individuals, like Lindström with around 24,000 followers on Instagram, who exist in the influencing gray zone, hovering the line between influencer and editor – the industry people? Daniel explains how his role at Copenhagen Fashion Week is to gather as much information as possible by attending shows, looking at new collections and showrooms, and spreading that information to the readers of King and Café Magazine. He expresses how important it is for him to be able to simultaneously do quick reporting while keeping an eye on the horizon, something you might not need to consider as an influencer:

“Despite everything that happens around influencers and the search for the new, I feel that experience is rewarded and appreciated. […] The magazines are still important, Scandinavian Vogue for example, because a complement to this fast and digital landscape is needed. In addition to the TikTok voice, we need something more long-lasting. But then again I have to keep being curious, all the time.”

Industry figures are as influential as seasoned professionals, the heavy journalists, and as innovative and relevant as the novel social media influencers. At Copenhagen Fashion Week they represented the likes of stylists, authors, musicians, and much more. When we asked Lindström to reflect on what makes the crowd at Copenhagen Fashion Week so unique, he confirmed this notion:

“In Copenhagen, you can have a voice without a big following. You can be a chef, an artist, or a musician who doesn’t feed into “having followers.” They have a talent for inviting creators. That’s what’s so inspiring about Copenhagen.”

Noorunisa, Copenhagen Fashion Week Street Style SS25

Key Takeaways

While we keep seeing an increase in the presence of influencers at fashion weeks, brands have to keep their cool and find a balance between quantity and quality. If you are looking for quantity in content, focus can surely be put on inviting influencers to events, shows, and presentations. By tapping into the international appeal of street style and a more organic, rather than artificial brand campaign, brands can reach out to new and broader audiences.

If, on the other hand, quality is the objective, don’t leave the industry figures in the dark during fashion weeks. These seasoned professionals help bring a certain unmatched credibility that only comes from years of experience in the many realms of the fashion world.  Having broader knowledge of the industry helps make smart references and create sustainable buzz, not only through content but also word-of-mouth. Industry people can act as a patron, rather than an ambassador for your brand.

At Copenhagen Fashion Week you might run into:

Our international research team has gathered some of the most influential industry figures from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa/Tonya Matyu – SS25. References: Vogue: Is the Row’s No Social Media Policy the Ultimate Act of Quite Luxury? Forbes: How Influencers Are Giving Fashion Week A Whole New Look. Vogue Business: Tube Girl at Balmain? Internet personalities are invading Fashion Week

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We’ve seen it time and time again: another collaboration between a fashion brand and a notable figure in the sports and fitness world. Whether it be your favorite influencer dressed head to toe in athleisure or loyal fans sporting (pun intended) their favorite football player’s jersey, the relationship between fashion and fitness continues to grow stronger year by year. Sports is an interest that speaks a universal language, unbound to demographics or geographical boundaries. The world’s eyes turn to every major sporting event and its athletes when the time comes, like the recent Euros and Olympics for example. 

Through market research and industry insights, we will shed light on how and why fashion brands should focus their marketing on the heightened interest and emotional connection that people have with sports and fitness. VOCAST interviewed Xenia Garver, a Copenhagen-based lifestyle and fitness influencer, about her perspective as a content creator working with brands.

Meet the Interviewee: Xenia Garver

The growing relationship between sports and fashion

Alongside the typical athleticwear powerhouses like Nike, Adidas, and Puma, we’re also seeing luxury and more every day, streetwear-style brands enter the sports sector. Some of the most successful and notable partnerships and collaborations include Nike and Michael Jordan, Skims as the NBA’s exclusive underwear partner, and Ralph Lauren as the official outfitter for Team USA. On a macro level, fashion and fitness are becoming increasingly intertwined as stylish workout and athleisure clothes become more popular. Xenia expresses her excitement about fitness entering the fashion world:

“It provides an opportunity to showcase a healthy and active lifestyle through stylish and functional clothing choices. Personally, I feel better training in an outfit that is fashionable, it almost motivates me. Additionally, it opens up opportunities for creative collaborations and innovative designs that can inspire both fitness enthusiasts and fashion lovers.”

Worn both in the gym and on the street, we see the versatility of athleticwear for both exercise and everyday outfits. This demonstrates how lucrative this market is, and there are numbers to back it up. Sports-adjacent apparel has been significantly outperforming the rest of the global market since pre-pandemic, with consultancies forecasting the market to soar to $249 billion USD by 2026. The flourishing relationship between sports and fashion isn’t just a trend, it’s a new way to reach consumers.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The Appeal and “Coolness” of Sport

For years, well-established luxury fashion brands like Louis Vuitton and Gucci have been looking for different ways to connect with the younger consumer base. The question has always been: “How can we stay relevant?”. Throughout the years, they’ve dipped their toes in the arts, music, and now their eyes are on sports. Having an athlete as a brand ambassador and the focal point of campaign shoots can bring in their dedicated, and young, followers; they have achieved celebrity status in this day and age. We see them in feature films, television shows, red carpets, and even the Met Gala. Fitness influencers have also become more popular with each new year, especially since the pandemic when at-home workouts became the new normal. Athletes and fitness influencers are widely regarded as the epitome of hard work and discipline, well-respected among the general public for their physical strength, athleticism, and talent. They’re transcending their sport and craft to become cultural icons, and their endorsement adds a layer of cultural relevance and “coolness” that is invaluable for fashion brands. The dedication and commitment to their craft athletes and fitness influencers demonstrate resonates with consumers, giving them an edge of admirability and respect. Xenia touches on how they can influence fashion trends:

“A lot of people have a “favorite influencer”, and to them, that person probably has authenticity and relatability. Therefore, the viewers might get inspiration from what [they] are wearing. Some influencers are even trendsetting and able to create new fashion trends in the fitness-fashion world.”

Similar to other kinds of public figures, they’ve become brands themselves with large and loyal followings. People to them for inspiration in all aspects, fashion included. Magazines like GQ have begun putting out lists of the most stylish athletes, with names like Formula 1 driver Lewis Hamilton and tennis player Serena Williams being among them. From their streetwear, outfits for their front row seat at fashion weeks, and choice of gear on the court, their style is becoming as iconic as they are.

Noorunisa, Copenhagen Fashion Week Street Style SS24/SS25

How They Work Together

As with the start of any successful partnership, it begins with mutually beneficial terms that push both the athlete and the brand to new heights, and shared values. For the athlete or influencer, it could look like a sponsored social media post, branded gear, outfits for events, or a collaboration with the brand. For fashion brands, it’s reaching new audiences and potential customers. Both entities are brands in their own right and it only makes sense to work together if there are shared values.

“First of all, the collaboration should feel genuine and authentic to my audience. I do prefer if the clothes and the brand is something/someone I already like because it is easier to promote something I already use and like using.”

Xenia highlights the element of genuineness in order to ensure authenticity across the board. This can look like several things. For one, as Xenia mentions, it’s a brand the athlete or influencer already enjoys and uses, as they’ll be able to better communicate the products to their audience when they actually like it. It can also look like shared aesthetics, meaning the brand and the individual just complement each other, such as from a visual aspect. A good example of this is tennis player Naomi Osaka as an ambassador for Louis Vuitton, as she fits the fashion house’s core values as well as bold color and print aesthetic. Louis Vuitton has had a longtime association with sport as the essence of it aligns with their values of courage and overcoming challenges. Aesthetically, the Louis Vuitton style stands out while also placing emphasis on functionality and use, designing trophy trunks for the football World Cup, the F1 Grand Prix de Monaco, and now the Paris Olympics.

Xenia also mentions the importance of building a sustainable relationship with the brands she works with.

“I also do enjoy long-time potential, so I don’t end up promoting several different fitness-clothing brands.”

This approach further enhances the authenticity of the partnership and ensures consistent messaging and branding, which is essential for maintaining a coherent brand image for both the fashion brand and the athlete or influencer. Additionally, long-term collaborations allow for more in-depth storytelling, enabling the athlete or influencer to share their genuine experiences with the brand over time, building a stronger brand narrative. This is much more effective compared to short-term and scattered endorsements.

Key Takeaways

The integration of fashion and sports is increasingly evident through collaborations between major brands and influential figures in athletics and fitness. Initially dominated by leading names like Nike and Adidas, the athleticwear market has expanded to include luxury and streetwear labels, driven by the growing popularity of athleisure. By tapping into the global appeal of sports, fashion brands can extend their influence across borders, leveraging shared values and interests to foster enduring customer loyalty and differentiation in competitive markets. They can engage diverse consumer segments and influence cultural trends, establishing enduring connections that extend beyond product endorsements alone, amplifying their visibility but also reinforcing their cultural relevance and consumer engagement in a dynamic and evolving marketplace.

Discover the Fashion Influencers with a sporty style across markets

Our international research team has gathered some of the most fashionable influencer contacts with a sporty sense of style from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa – Street style SS24. References: Jing Daily: Can luxury play the sports game right? CNN: Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

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In the ever-evolving landscape of social media, TikTok stands out as a dynamic platform where trends rise and fall in the blink of an eye. For brands, aiming to make their mark in this digital space and navigating TikTok trends and aesthetics while staying true to their brand identity presents a considerable challenge. The question therefore arises: How can brands effectively leverage the power of TikTok trends without compromising their authenticity?

Drawing from expert insights and industry perspectives, we will explore the delicate balance between embracing TikTok trends and preserving brand integrity. We will also highlight why it is important to grant content creators creative freedom within brand partnerships, building genuine connections with the community. 

To understand why keeping up with and mastering new TikTok trends and aesthetics is crucial, VOCAST interviewed LOAD Creatives, a creative marketing agency based in Copenhagen, as well as Mathilde Ravn and Caroline Stordal, two Copenhagen-based trendsetting content creators.

Meet the interviewees: LOAD Creatives, Mathilde Ravn and Caroline Stordal

A fast-moving platform

TikTok has emerged as a driving force in the fashion industry, characterized by its rapid evolution of trends and aesthetics. With over 1 billion monthly active users globally, the platform has become a hub for fashion enthusiasts, offering a dynamic space for style inspiration and creativity. Statistics show the astounding pace at which TikTok fashion trends emerge, with new styles, aesthetics, and challenges surfacing almost daily. Research indicates that the vast majority of the users engage with fashion-related content, highlighting the platform’s influence on consumer behavior and style preferences. Betina Ask (Commercial Director & Co-owner) and Cathrine Urhammer (Creative Director & Co-owner) from LOAD Creatives, express that being on top of the current trends is crucial to be adaptable to the ever-changing TikTok trends and aesthetics:

“As an agency we closely monitor the everlasting changes in the TikTok landscape, in order to be on top of the current trends. We stay agile and adaptable and by encouraging our team to stay updated on the latest trending sounds, videos etc. we can figure out the most optimal strategy and secure growth on our profile.”

@loadcreatives

Additionally, Betina and Cathrine also mention that experimenting with different content formats and concepts is essential to keep up with emerging TikTok trends and aesthetics, as this enables them to perceive what their community wants, and therefore to pivot their strategy and creative approach:

“TikTok is a platform where you constantly need to stay ahead of the game.”

@loadcreatives

Insider’s perspective

Content creators on TikTok navigate brand partnerships amidst a landscape of constantly evolving trends and aesthetics. To thrive in these collaborations, they require brands to provide flexibility and creative freedom, allowing them to authentically integrate products or messages into their unique style and content. Caroline points out how crucial it is for brands to deliver clear and detailed briefs that outline expectations, while still allowing content creators to have room to maintain their personal touch:

“I do like a really good brief. I like a specific brief where you have creative freedom as well, because I also want to do the job well. And, of course, there will be changes along the way.”

@carolinestordal

Brands should also invest time in understanding the influencer’s style, audience, and values before reaching out. This ensures a natural alignment and enhances the authenticity of the partnership. Open communication and a clear understanding of mutual goals are essential, as is timely support and resources to keep pace with TikTok’s fast-changing environment. By cultivating genuine relationships, respecting creative autonomy, and knowing the content creators well, brands can create successful partnerships that resonate with TikTok’s perceptive and trend-conscious audience. Mathilde explains that there should be a balance between the brand’s needs and the content creator’s creativity: 

“The brand needs to have an idea of where they see their product, as it then is a lot easier to figure out a way to make it work, and make both parties happy.”

@mathilderavnc

As Caroline mentioned, this direct line of communication fosters a sense of connection and authenticity, leading to stronger relationships and increased loyalty. Also, the comment section serves as a treasure trove of ideas, sparking new content concepts and trends. By embracing this interactive approach, creators can transform viewer input into engaging and relevant content, enriching their TikTok presence and cultivating a vibrant and engaged community.

“I think it’s really important to engage with your community. Also, because TikTok is very community based and there lies a lot of content creation ideas in the comment field. So get inspired and see what could potentially work and create a sense of closeness with the community.”

@carolinestordal

Mathilde also highlighted the importance of carefully choosing the trends you decide to join, as not all of them will match your style of content creation. If you suddenly change the direction of your profile, viewers can be quite surprised.

“I definitely don’t think that you should hop on everything, I think that can maybe make your audience a bit confused of what they can expect from you.”

@mathilderavnc

Let’s talk authenticity & Brand identity

In the fast-paced world of TikTok, maintaining authenticity and a strong brand identity is significant for brands aiming to resonate with the platform’s diverse and perceptive audience. TikTok users, particularly younger demographics, value genuine and relatable content, and can quickly notice inauthentic efforts. Betina and Cathrine mention that striking a balance between staying true to the brand’s identity and message whilst incorporating emerging trends and aesthetics is a core part of their work with brand partnerships on TikTok:

“We believe in collaborating closely with our brand partners to understand their goals and values, and then infuse our creativity to create engaging TikTok content. We value creative freedom in our collaborations, allowing us to bring fresh perspectives and innovative ideas to the table.”

@loadcreatives

Caroline also mentions that creating content on TikTok is not solely about making aesthetically pleasing content, but is also about portraying snapshots of reality:

“There needs to be content that is not only aesthetically pleasing, and trying to sell a product, reality insights and content that portrays the behind the scenes of a TikTok partnership is valuable.”

@carolinestordal

By showcasing their true personality and engaging with the community in an authentic manner, brands can foster deeper connections and stand out in a crowded digital landscape. Authenticity not only enhances credibility but also drives meaningful engagement, ensuring that brand messages are not just seen but genuinely embraced by the TikTok community. When talking about authenticity, Mathilde also shares that making content that endorses authenticity is key to the performance of a TikTok Brand partnership.

“A TikTok partnership really has to feel natural to the audience, and then it will just perform better”

@mathilderavnc

To achieve success on TikTok, Betina and Cathrine from LOAD Creatives recommend brands to embrace authenticity whilst actively engaging with their TikTok community. When looking at the most successful TikTok creators, Betina and Cathrine point out that having a strong and cohesive content-making concept is key. Additionally, agility is crucial and brands must not only adapt to trends but producing engaging and relatable content for their community is a must to gain success on TikTok whilst staying true to your brand identity:

“It is essential to stay agile, adapt quickly to trends, and create content that is relatable and engaging for the audience. Collaborating with experienced agencies or content creators who understand the platform can also help lifestyle brands navigate the dynamic TikTok environment, and is definitely something to consider in order to get the best results.”

@loadcreatives

Crack the code

Meet the TikTok Trendsetters Across Markets

Our team of international researchers has gathered rising TikTok trendsetters from each market. Take a look below:

Eager to learn more about brand partnerships on TikTok? Read our previous article, and learn about how brands can tap into the power of TikTok, and adapt their marketing strategies to the platform. Access the article HERE.

Image credit: Copenhagen Fashion Week AW23, Bryndis Thorsteinsdottir

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To understand the relevance of Scandinavian fashion beyond the Scandinavian borders, VOCAST has spoken to influencers from across Europe such as Germany, The UK, France and Italy. Through this article, we aim for brands to gain an insight into the shift in market trends, and help position themselves to best utilize Scandinavian fashion aesthetics in branding, whilst uncovering clear-cut aspects about Scandinavian fashion that define and shape its uniqueness in the market.

Leaning into geometric shapes with streamlining tendencies, the Scandinavian fashion trend is also about feeling good and pairing comfort with practicality. Scandinavia is pioneering the way with its commitment to social responsibility as it transcends mere oversized blazers and the muted capsule wardrobe. In an era of heightened environmental awareness, Scandinavian brands and influencers favor the use of sustainable materials and ethical manufacturing.

Laura Schulte, a German influencer, perfectly emulates Scandinavian style with her intermittent pops of bright, block colors as well as baggy, minimalist staple pieces.

“To me, Scandi Style – in fashion specifically – is rooted in wearability, versatility, fearlessness and liberation. I love having well-thought-out high-quality basics, purchased with precision and awareness, as a secure harbour from where I can sail into fashion adventures and follow my gut without obligations.”

@holylora

 

Agatha Tyché resides in France. She is a stylist and content creator, living in a colorful and vintage universe. Agatha is a fixture at all fashion weeks with her daughter and their matching looks.

 

 

“Scandinavian fashion represents the alliance of minimalism, effortlessness and ethics.”

@tycheagatha

Hollie Mercedes originally hails from Scotland but now resides in Amsterdam. The fashion lover shares glimpses of her everyday life and travels while providing fashion and style inspiration. With an ever-joyful demeanour, Hollie’s style reflects her vibrant personality, featuring an abundance of prints, and colours, and never without her signature touch.

“I believe that in the UK, people see Scandinavian style as very colourful, and playful with a lot of textures. I find this more prominent in Denmark, while the other Scandinavian countries are a little more paired-back, neutral colours with minimal and chic silhouettes.”

@holliemercedes

Caroline works as a Fashion Buyer, Retail manager and influencer in London, Glasgow and Edinburgh, for both high-end high-street brands. Her style is greatly inspired by Scandinavia with oversized clothing and unconventional pairing of colours.

 “Scandinavian brands are seen as edgier than British brands, more fun and more colourful…Bold prints, exciting fabrics and colour combinations as well as surprising fits.  Oversized tailoring came from Danish design.”

@carolinesstylehacks

 

Laura, Agatha, Hollie and Caroline are highly regarded role models who highlight the essence of Scandinavian minimalism and functionality as well as acknowledging the allowance of bold prints and colours. For them, Scandinavian design is not just a trend but a timeless aesthetic, reflective of its cultural values. This aesthetic for sleek simplicity characterises itself as distinctly Scandinavian as it grows in popularity across international markets.

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

A Perspective on Branding

Scandinavian fashion is on the rise!

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

Scandi-styled influencers across markets

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Meet Søren Brunsgaard 

Choosing a host for your podcast

Tips & Tricks

View the Top Podcasts 

References: MediaWatch: Podcasts rammer flere unge ugentligt end tv. hearHEAR: Dyk ned i en verden af podcasting. MediaWatch: Danskernes podcastfeber giver lydbranchen stor fremgang. Chanel: 3.55-Chanel-Podcasten. ELLE: Mads Emil Grove Møller er vært i ELLEs nye podcast: “Moden skal være et frirum, men den skal også kunne snakke om nogle større ting”.

Image Credit: Copenhagen Fashion Week, Noor-u-Nisa

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The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that have dominated the interior design market in recent years. VOCAST had a conversation with the renewed interior influencer Judith de Graaff to explore maximalism and its impact on the interior design landscape.

Meet Judith de Graaff

More is More

Today, maximalism stands as a testament to the evolution of design, skillfully combining historical influences with modern sensibilities. While the opulence of the Victorian era is echoed in maximalism’s love for abundance, the vibrant aesthetics of the 1960s and 1970s infuse it with a contemporary spirit. Maximalism champions the idea that more is indeed more, embracing an abundance of color, patterns, textures, and objects. In a landscape dominated by the prevailing ethos of minimalist elegance exemplified by the Instagram aesthetic, the restrained sophistication of Scandinavian design, and the pervasive decluttering philosophy championed by Marie Kondo – maximalism emerges as a refreshing divergence. It extends an open invitation to individuals, encouraging them to wholeheartedly embrace what has been eloquently termed the “aesthetic of joy.” As such, the shift from minimalism to maximalism reflects the changing attitudes towards design and lifestyle.

Maximalism is not solely about accumulating an excessive amount of things, rather, it’s an artistic movement that invites us to revel in the richness of life itself. For Judith de Graaff, maximalism gives her the opportunity to express her vibrant personality within her living space. She achieves this by skillfully incorporating colors, textures, materials, colorful accents, dozens of plants, and unique thrift store finds. The result is a visually stimulating, and dynamically engaging environment in her personal home.

“In my mind I am actually rather minimalistic, but when decorating a space it easily becomes more maximalistic. It gives me the opportunity to express my vibrant personality through my living space”.

Maximizing Maximalism on Social Media

Social media platforms, such as Instagram and TikTok, have become important in shaping home interior trends and fostering a sense of community. With maximalism, this influence has been evident, as phrases like “dopamine decor,” “cluttercore” and “cozy maximalism” have become viral sensations, further solidifying maximalism’s position in contemporary design (source). Judith sheds light on the profound impact of these media platforms; “You easily feel a sense of community and meet with like-minded folks while connecting through hashtags and curated feeds to exchange ideas and inspiring content.” As such, social media has not only provided a platform for sharing but has also cultivated a community of design enthusiasts. Content creators themselves are also captivated by the allure of maximalism:

“Content creators are drawn to maximalist elements as they amplify the visual appeal and evoke a strong emotional response from their audience.”

Maximalism’s embrace of abundance and opulence resonates deeply with viewers, making it a trend that effortlessly captures attention and creates fascination. In this context, it becomes clear that influencers play a central role in driving the maximalist trend forward. Judith believes that influencers are instrumental in this movement. They share engaging and visually appealing content and introduce their followers to new design concepts and products. Thus, influencers not only inspire their audience but also act as guides and teach them about the creative potential of maximalism

“As maximalism gains more traction and recognition on social media, it continues to reshape contemporary design trends and foster a more inclusive approach to interior design and lifestyle choices.”

Brand Partnerships

When discussing brand partnerships, Judith mentions how content creators seek to establish long-term partnerships, characterized by creative freedom. They pursue collaborations where brands allow them to infuse their unique style and personality into the content they create. Simultaneously, content creators desire a sense of involvement and connection with the brands they work with. This connection extends to in-person meetings, behind-the-scenes visits, sneak previews, and some even directly influence new collections.

“A tight-knit relationship that feels (and is!) authentic, with mutual respect that fosters trust and credibility amongst our audiences.”

Current and Future Trends of Maximalism

Discussing the current trends within maximalism, Judith mentions some of the key elements that are currently captivating the fans of this particular interior style. At the moment, vibrant color palettes are enjoying the spotlight, characterized by the use of rich, contrasting hues and elaborate patterns in various elements such as wallpapers, textiles, and furnishings. Moreover, Judith has observed a growing fascination with the integration of an eclectic mix of furniture styles, eras, and cultural influences within maximalist interiors. This harmonious fusion combines vintage or thrifted pieces with contemporary design elements, creating a layered and visually stimulating environment. 

“I suppose people are simply drawn to the creative balance achieved by combining the boldness and abundance of maximalist aesthetics with the simplicity and functionality of minimalist design, resulting in visually compelling and harmonious spaces.”

In addition to these trends, maximalist minimalism has also been identified as one of the latest key trends. As the name suggests, maximalist minimalism is a fusion of minimalistic and maximalist interior choices seamlessly blended. When exploring the mixing of these design philosophies, Judith emphasizes the importance of striking a balance between simplicity and opulence. Her recommendations to achieve such a blend involve the combination of clean lines, maximalist accents, rich and plush textiles, eye-catching lighting, and a mix of minimalist and maximalist elements which creates a harmonious, trend-setting interior. 

Looking at the future of maximalism, Judith envisions a dynamic and multifaceted trend. She anticipates a remaining focus on sustainability, which may be seen either in the form of repurposing or upcycling items, or furniture made from recycled or second-hand materials. Additionally, she believes that there will be an increased emphasis on creating spaces that promote relaxation, mindfulness, and emotional well-being. The integration of natural elements, soothing color palettes, and ergonomic furniture could contribute to the development of calming and rejuvenating maximalist environments.

Meet the maximalist content creators 

Browse through a selection of some of the top influencers profiles with maximalist home interior style, available through VOCAST’S curated lists:

References: Decorating Den: Go Big in Your Home: Maximilism Interior Design. Apartment Therapy: Maximal Minimalism Combines the Best of Both Styles. PureWow: Minimal Maximalism Will Be 2023’s Top Trend

Image Credit: Oslo Runway Digital Showroom, Jewelry Exhibition

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