Copenhagen Fashion Week Moves Beyond the Instagram Look

COPENHAGEN — Is the Copenhagen fashion bubble ready to burst? The Danish capital first gained global traction for the colorful, exuberant vision of its designers. The image of the Copenhagen girl riding her bike in sneakers, sparkly hair accessories and an extra-loose, candy-colored dress turned into an Instagram sensation, luring international buyers, influencers and press to the biannual event. Like all things viral, the look reached saturation point and after a while began to seem dated and cartoonish. Luckily, the Danes have a lot more to offer on the fashion front than that one image. For fall 2020, Copenhagen Fashion Week, which is now Scandinavia’s only fashion event, has proven its relevance with a broader offer, some promising new names and a benchmark-setting approach to sustainability.  Tiffany Hsu, Mytheresa.com fashion buying director, said the appeal of Copenhagen Fashion Week was never about Instagram buzz alone. “Danes have always been known for their understated chic, especially when it comes to interior design and architecture. At the same time you have brands like Rotate, which are consistently bringing out fun and bold party dresses.” The week’s winners were the brands that set Instagram trends aside and stayed true to themselves. By Malene Birger’s Mathilde Torp Mader was one such designer: Inspired

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