Denmark is recovering rapidly from the pandemic, allowing Copenhagen Fashion Week to host live events during the spring/summer edition on 9-12 August 2020. The result is a new hybrid format for the fashion week that mixes digital experiences with physical events.
“Although convinced that digital solutions can never replace the emotional and sensorial experience of seeing collections physically, this edition marks the kickoff of a new era for Copenhagen Fashion Week, where presenting and distributing shows digitally is now more crucial than ever. We’re extremely excited to see how this development can foster original creative material and cultivate new relationships with editors, buyers, and consumers,” states Cecilie Thorsmark, CEO of Copenhagen Fashion Week.
Hybrid format
With shows running from 10-12 August, Copenhagen Fashion Week will present three days of exclusively curated content from Scandinavia’s best brands. Presenting both live and pre-recorded content from brands, Copenhagen Fashion Week’s revamped digital platform will ensure that editors, buyers, and consumers can access all material no matter where they are across the globe.
“Over the past years, we’ve put Copenhagen on the global fashion week map by giving our international guests an authentic Scandinavian fashion experience – right here in the capital city of Denmark. Now we’re expanding our digital universe to share this experience using a hybrid format that allows access to Copenhagen Fashion Week despite travel restrictions – and we hope to reach many new audiences,” says Thorsmark.
Industry leaders on digital advisory board
To align the new hybrid format with industry needs, Copenhagen Fashion Week established a digital advisory board consisting of Ganni’s founder Nicolaj Reffstrup; Stine Goya’s CEO Thomas Hertz; Holzweiler’s creative director Susanne Holzweiler; Hope’s creative director Frida Bard; and the creative agency MOON’s CEO Martin Gjesing.
“With such insightful and knowledgeable industry leaders on board, we feel confident that the design of the upcoming Copenhagen Fashion Week fits the industry’s current circumstances,” comments Thorsmark.
Safety measures at physical events
The upcoming edition of Copenhagen Fashion Week will have a centrally located physical hub, called CPHFW Hub, to bring the industry together for social events, presentations, talks, interviews, and more. As always, the physical shows and presentations on the official schedule will take place at unique venues specially selected by the brands.
As of 8 August 2020, the Danish government will lift the ban on gatherings of 200 people. This does not mean returning to business as usual for live shows and presentations as precautions must be adhered to concerning for example social distancing.
“Brands with live showcases need to be flexible and adaptable in their planning. We will of course continue to act in accordance with the instructions and regulations of the Danish authorities and guide brands in taking the necessary safety measures during Copenhagen Fashion Week,” concludes Thorsmark.
