The naked truth about Danish fashion

Discover the naked truth about Danish fashion when the Danish Design Centre tells the story behind the Danish fashion adventure in the exhibition "Naked - Danish fashion and identity". It stays open until 7 October 2007.

Fashion is one of Denmark's main export trades. But what is the story behind the Danish fashion adventure? Today, fashion is a matter of branding and careful identity management. The Danish Design Centre opens the stage to Danish fashion brands with the exhibition "NAKED - Danish fashion and identity".

From fabric to fashion
Today, fashion is about more than just the clothes or the product, it is equally about branding and careful identity management. Together with a project team of fashion experts, the Danish Design Centre has selected a number of creative and successful Danish fashion firms that stand out with a high-profile corporate identity. How did they get there, and why are they successful right now?

Danish brands on display
The exhibition features some of the stories that form the core of the fashion firms' approach to branding and identity management. These stories are told by both established brands and rising stars, including Bruuns Bazaar, Henrik Vibskov, Inwear, Kopenhagen Fur and Noir.

All-round perspective
The exhibition concept is to view the dual theme of branding and identity management from two angles: the consumer angle and the corporate angle. This means that some of the stories address the aspects of fashion that are visible to the consumer (media, shows, shops, etc), while others focus on the underlying strategies and processes that help position a brand and turn fabric to fashion.

Fashion and design as export trades
The exhibition aims to explore why fashion is one of the creative areas that Denmark needs to continue to develop in the future. The goal is to spark inspiration and innovation, not just in other Danish fashion firms but also in other industries that have design as en important parameter in relation to their export potential. The Danish fashion business is one of Denmark's main export trades, and in 2006 alone the textile and fashion business had a total turnover of just over 32 billion DKK.

The exhibition has just opened at the Danish Design Centre and stays open to the public until 7 October 2007.

Further informationPress Officer Pia Dandanell Christensen, tel.: +45 3369 3345, email: pdc@ddc.dk
Or visit www.ddc.dk