Launching this February, the Danish high-street brand Envii, has teamed up with It-Girl Freja Wewer to bring you an exciting new collection! Envii started their journey back in 2009, bringing the sporty/girly style that Scandinavian women were looking for. From the start of their brand, their vision has been to create an everyday feminine style, with a sporty edge.
To achieve this look, they have teamed up with one of Denmark’s most influential bloggers Freja Wewer, to design a trendy sporty collection, with style and edge. ‘We have long wanted a new design collaboration, and we think Freja was the perfect match. She is a super cool, inspiring and a stylish woman, which fits well with Envii’s brand and target group.’ says Sofie Niebuhr, Head of Marketing and PR at Envii
The collection contains 25 styles that are based on Freja’s casual, boyish and minimalistic personal style, with the intention of timelessness! The inspiration for the collection has been gathered from men’s fashion and the American TV series, The Sopranos. Throughout the design process, Freja has been very inspired by the personas and the overall fashion style. As a result, all 25 styles have been named after the different characters from the TV series!
“I’m deeply inspired by the gender-neutral look. I’ve been wearing a mix of boys’ and girls’ clothes for as long as I can remember. Many of my styles are designed so that boys can easily wear them too. I remember the weird looks I used to get when I was younger and always went into the men’s department – the sales assistants sometimes even went so far as to ask if I was lost! Things are a lot better now, and I want to help that along.” – Freja Wewer
For the collection’s color scheme, there is a blend of black, white and beige that adorn a mix of pants, dresses, shirts, and suits with sporty power. The styles not only fit well to Envii’s brand DNA, but lie within their price range, which was one of the reasons Freja chose to work with Envii! ‘I feel that the collaboration gives me a great opportunity to be at eye level with many of my followers! You definitely do not have to spend a fortune to look smart.’ says Freja. In addition, all the materials have been carefully selected by Freja herself, and every piece is designed to ensure the perfect fit and that they express Freja’s own DNA.
The campaign was shot in Athens’ beautiful, raw and authentic architecture, with Freja herself as the model. Athens was, according to Freja, the right choice of city to get the laissez faire expression that matches the collection.
Available from 20th February in all Envii stores and online, we can see this collection flying off the shelf as the perfect base for any summer holiday in the sun. Can’t wait until the 20th? Well don’t worry because you will be able to shop the collection at a special event on 19th February at Envii’s flagship store in Copenhagen (Amagertorv 17)!
From one Danish fashion collection to another – It’s time to catch up on CPHFW! >>>
Tags: blogger fashion collaboration, Copenhagen Fashion Week, ENVII, Freja Wewer, The Sopranos
Photographer: Arun Mathew Clothing & Styling: Geethu Benny Model…
Artist Martha Hviid concluded her most recent exhibit in Frederiksberg,…
The duality of identity. Opposites. The visual language of what…