MIUSE: ISSUE 1

Interviewed by Erika Hanson
Page 60
BIRGITTE HERSKIND is a DANISH BRAND in the heart of vibrant COPENHAGEN that you need
to keep an eye on. Founded in 2013 by BIRGITTE HERSKIND, the brand is a CULT-FAVOURITE
among many of your favourite fashion bloggers and influencers.
HERSKIND designs WEARABLE fashion for STYLISH AND CHEEKY WOMEN -
and so if that doesn’t sell the brand to you, I’m not sure what will.
Erika Hanson: HOW WAS THE BIRGITTE
HERSKIND BRAND BORN? WAS THERE A GAP IN
THE MARKET YOU KNEW YOU COULD FILL?
Birgitte Herskind: I used to be head of design for
a big Danish brand, but cause to the financial crisis it
went bankrupt. I could feel it was time for me to make
my own brand, so I could be true to my own design
philosophy. For me it’s really important that my design
is high quality, that goes for both the handwork and
the fabric. I pay attentions to all details – to be honest
I am a nerd for my design. I never wonder if there was
a gab in the market for a new brand, I would more say,
I couldn’t stop when I first had the idea.
EH: BIRGITTE HERSKIND IS A BALANCE OF
CLASSIC AND MODERN WOMENSWEAR, YET
REMAINS PLAYFUL AND WEARABLE. WHAT WERE
YOUR INSPIRATIONS BEHIND CREATING THE
BRAND?
BH: For me it’s really important to create wearable
fashion, either you are dressing for a rainy Wednesday
or for a going out Friday night. But it’s also important
to me, that the design has it’s justification, it needs to
be standing out – not being noisy, but having its own
signature. I don’t have a special inspiration, my design
is my interpretation of international trends.
EH: WHO DO YOU DESIGN YOUR CLOTHES
FOR? WHO IS THE BIRGITTE HERSKIND CUSTOMER?
BH: ’Our woman is brave, spontaneous and smart,
simultaneously upright and feminine, stylish and
cheeky, urban and genuine, natural and sensual.
EH: COPENHAGEN IS NOW BECOMING ONE
OF THE LEADING DESTINATIONS FOR FASHION
DESIGNERS. HOW HAS BEING BASED IN
COPENHAGEN SHAPED THE BIRGITTE HERSKIND
BRAND?
BH: I really love Copenhagen, it’s so spontaneous,
like now during the Covid19 crises, kindergartens have
space at Tivoli and Copenhagen Zoo, as they are
no open for public and the kindergartens need more
space. And yes, Copenhagen has become a fashion
destination and I really do get inspired by the looking
at the girl in the streets.
EH: BIRGITTE HERSKIND IS WORN BY SOME OF
OUR FAVOURITE SOCIAL MEDIA INFLUENCERS.
AT WHAT POINT DID YOU KNOW BIRGITTE
HERSKIND WAS BECOMING A SUCCESSFUL
WOMENSWEAR BRAND?
BH: I didn’t and I am really grateful every day.
EH: WHAT DOES THE FUTURE HOLD FOR
THE BIRGITTE HERSKIND BRAND?
BH: If you had asked me 3 month ago, you for sure
would have had another answers than my answer will
be today in the middle of the Covid 19 crises. But for sure
I can say, my brand will be more and more sustainable,
for my next collection we manage to have 80% of all
our styles sustainable. You will see smaller collections
from me and they will fit more to the market: : buy now
wear now, so no small summer dresses delivered in
January or rather no wool sweaters on sale in January.
We need to learn and we need to take responsibility.