CPH Terminal-2 show
07 Feb. 2011
COPENHAGEN GETS INTERNATIONAL BOOSTDansk Fashion and Textile and Copenhagen's four major fairs, CIFF, Gallery, CPH Vision and Terminal-2 have agreed to a closer cooperation this year, what has proved to be the right step, as last week’s Copenhagen Fashion Week registered the highest number of international visitors ever.
A crowd of young, stylish people, wearing hats, plateau boots, casual jumpsuits and red lipstick, sits in front of the "Radhuspladsen" and stares at the huge screen, which streams the fashion show inside live. Yes, Copenhagen Fashion Week took place again and attracted many national and international visitors, retailers, buyers, journalists and fashion students again.
To show off the f/w collection 2011/12 from Feb. 3-5, organizers of Copenhagen Fashion Week focused on media communication. Among other things, they decided to launch an improved press site with an image and video archive of the shows. Every day, during the biggest fashion event in Scandinavia, high resolution runway images and highlighted versions of selected shows could be downloaded directly after each show. In addition to that, people had the possibility to watch runway shows, interviews with designers, celebrities and other fashion professionals from Copenhagen on tv.copenhagenfashionweek.com. A special mobile app with a schedule of the shows and an overview of fairs and showrooms completed the media packet. These new tools as well as live streams of the shows on public sites during the week opened the doors to the catwalk and trends of f/w 2011/12 for a wider audience.
On Friday (Feb. 4), the Designers Nest Show presented the collections of seven graduate students from seven Scandinavian Design Schools. The event took place on a venue next to the city hall. Magnus Löppe from Teko Fashion School won the award.
During the day, fashion professionals from around the world also could discover great designs at shows from established brands like Wood Wood, By Malene Birger, Soulland and Bruuns Bazaar.
Next to the shows, the fairs also had some highly successful days. The aim to attract more international buyers was reached. Around 50,000 people came to Copenhagen.
The number of international visitors of Gallery increased, while the number of Danish buyers stayed the same. From Feb. 3.5, 11,519 visitors came to see cool and sophisticated fashion and young, individual brands.
“I have never talked to so many happy exhibitors before. Everybody was writing new orders. And for the first time, we had buyers from all continents,” CEO Christian Gregersen said. Buyers from companies like Asos, Selfridges, Harrods and Barney’s had the chance to take a look on the record number of 308 exhibitors of design-driven brands. In addition to their success during the fair, Gallery has been the biggest show presenter for the last five seasons.
Exhibitors of the 36th edition of CIFF and CIFF Kids also talked about positive results. Both fairs together counted 24,484 visitors in four days, an increase of 5% in comparison to the edition twelve months ago. Marlene Holmes, owner and designer of children’s clothing company Marmar said: “We've had Russian, German and Dutch buyers - and it is these international buyers as well as the fairs’ professionalism that are decisive for our attendance here at CIFF Kids.”
Sport- and streetwear-oriented brands like Levi's, Converse, Nudie Jeans or Superdry presented themselves at the young and hip former station location with its raw concrete floor, a fruit cocktail bar and music on Terminal-2. During Feb.3-5, exhibitors of the 267 urban and denim brands had 12,966 visitors mainly from key markets like the UK, Benelux, Germany, Italy and Scandinavia.
"We really did great business this time,” says Morten Graah, Co-founder of Dr. Denim. “It was a good mix between regular and new customers."
Even if there where no groundbreaking new trends or looks, Scandinavian fashion presented itself with the familiar mix of effortlessness and clean chic. Blazers, silk pants and causal knits dominated in colors like black, white, grey or winter pastels. And why change, if there's a strong, authentic look? Copenhagen is cool and the atmosphere right before, during, and after the fairs and shows last week has been really positive. More international buyers opened the doors for a successful season. We are excited about how hot the summer will be in the North…
Lena Elster and Steffen Fischer
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