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13/09/2007 | Design | Denmark

NAKED - Danish fashion and identity

Posted by Ida Ollis

30 Jun 2007 - 7 Oct 2007, Danish Design Centre Danish fashion is on a roll. Like Danish furniture design in the 1950’s and 60’s, Danish fashion is currently seeing an international breakthrough. But what drives this Danish fashion adventure, and what is the secret behind the Danish fashion success? NAKED takes a closer look at some of the most successful Danish fashion firms. From 30 June through 7 October 2007. Creative growth The Danish fashion business possesses a unique combination of creative and business skills, which has positioned Denmark as an international design nation. The Danish Design Centre’s exhibition NAKED views fashion in a broader perspective. Today, fashion is about more than clothes – it is also about business strategies, product development, fashion shows, urban living, ad campaigns and visual communication. This exhibition presents some of the Danish fashion brands that have demonstrated the benefits of design investments on the bottom line. From fabric to fashion The exhibition looks at companies, products and designers. The five exhibition themes Past and future, Designer and process, Fashion in the cityscape, Setting the stage, and From raw materials to luxury explore the many facets and processes of Danish fashion: From inspiration to product, from production to fashion campaign. We go behind the scenes and explore the concrete expressions of abstract concepts like branding and identity. Niche and commercial brands One key theme in the stories about the Danish fashion business is diversity. The diversity of the wide range of brands and in the interaction between young, colourful niche brands and major commercial names. The spirit is democratic, and the Danish fashion firms consider this diversity an important feature and strength of the industry. Denmark’s fifth-largest export trade This spirit also affects the fashion firms’ ability to adjust to international market conditions. In the international market place, the mix of small and large firms that characterises Danish fashion attracts attention. Today, Danish fashion is an economic growth engine, and according to the trade organisation Danish Textile and Clothing, this area is Denmark’s fifth-largest export trade. In 2006 alone, the industry turnover totalled around 30 billion DKK. ________________________ DDC Danish Design Centre HC Andersens Boulevard 27 DK-1553 Copenhagen V Copenhagen Denmark TEL : +45 3369 3369 design@ddc.dk www.ddc.dk