Words by Nicole Thomsen
December 12th, 2018
Founded just over two years ago by Julie Brøgger and Linn Norström Weile, Brøgger is the new kid on the block championing Danish design. Based in London but rooted in Danish heritage, Brøgger brings together the distinct styles of two contrasting cities to create a label that is cool, fresh and rapidly rising through the ranks.
With a penchant for bold prints, vibrant colours and statement outerwear, Brøgger doesn’t exude the stereotypical minimalist aesthetic that Danish style is (perhaps mistakenly) branded with, much like fellow Danish ‘It’ brand, Ganni.
Brøgger’s oversized, smartly-cut silhouettes, however, are distinctly Danish. With functionality at the core of Scandinavian design, ruffles can be removed, every pocket has a purpose, and most importantly, everything is made to be worn again and again.
Entertaining the idea that less is more (when it comes to consumerism, not design), Brøgger’s collections are made to last far beyond next season. For Julie Brøgger, the label’s namesake and designer, the concept of fast fashion is one she wants people to move away from and that starts when you invest in quality craftsmanship. Naturally, this craftsmanship is reflected in Brøgger’s price point which is higher than the high street but south of top-end designer brands like Chanel and The Row which can charge up to €8000 for a coat. In comparison, Brøgger outerwear costs around €1000. Still not cheap but you get what you pay for.
Although Brøgger originally started out with a focus purely on outerwear (a key part of any Dane’s wardrobe), it has since expanded into a broader selection of womenswear which this season includes patterned midi dresses, wide-leg wool trousers and ruffled blouses that are at once feminine and androgynous, classic and contemporary.
For spring/summer ‘19, kitsch floral patterns reminiscent of the ‘60s in shades of powder blue, lilac, egg yolk yellow and millennial pink lead the way, accompanied by ruffles which have become a characteristic trait of the label. Though such patterns and frills are decidedly un-Danish, each look was styled with a Scandi staple at the label’s runway show in August; trainers.
It is through this combination of Danish mentality and bold London aesthetic that Julie Brøgger has been able to create such an enigmatic brand. Having previously worked as a designer for the likes of JW Anderson and Erdem, you can see the influence her former workplaces have had on Brøgger’s own designs, whether it is in the cut, the use of florals or through the vivid colour combinations. Most notably, you can see the similarities between Brøgger and Preen by Thornton Bregazzi, where Brøgger worked for six years, helping to create and establish the British label’s current look.
This amalgamation of influences and juxtapositions is precisely what gives Brøgger its international appeal. Despite being relatively new to the scene, Brøgger has already proved its popularity among street style aficionados, worn around the world by the likes of Jeanette Madsen and Trine Kjaer in Copenhagen, Margaret Zhang in New York, and by red carpet regulars Cate Blanchett and Jameela Jamil, confirming Brøgger as a label to watch.
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