Nitten

Reading Reflections 9.3.2010 "Danish Fashion" by Marie Riegels Melchlor, Ph. D

Danish fashion design can be considered a late bloomer. It wasn't until the 1960s that Danes started to make a name for themselves in the fashion world. Previously to that time Danish fashion was influenced by international styles from larger fashion capitals such as Paris and London. It is important to note that the same foreign influences applied to design, craftsmanship and technology, that at this time had been highly influenced from abroad. Previous to the 1960s Danish fashion was more so related to typical peasant and folk costumes often worn throughout different regions of Denmark, aesthetics and colors varying throughout regions. Traditional costumes were based upon functionality and use. Because of Denmark's climatic conditions it is important that the clothes were properly constructed as to actually keep people warm. Much of the materials used in such costumes reflected the climate such as wools and also minx and fox furs. 

In the 1950s Danes started with a bit of amateur design often times copying and or buying patents off of designers from larger fashion capitals. During World War Two there was not enough  material to make strong individual designs and too much international competition. Danish designers had to think of a way to attract Danish consumers. At this point the Danes started creating designer brands of clothing and were highly provoked by the youth movement that was a current fad in America as well as England. The movement can be related to the time of when the Beatles swept the globe with fiery passion... the youth movement consisted of this idea that young people wanted to appear young, feel young and in doing so dress young and "hip." The clothes were simple, casual and clean cut. Unlike much of the bohemian styles related to modern Danish design these were simplified articles of clothing. At the time the shopping experience changed in Denmark as young people were able to sift through clothes with more options then before...Danes were given the freedom to individualize their wardrobe a bit more then in the past. 

Today the Danish attitude toward fashion is forward. Denmark's governmental system is working hard to try and promote Danish design in hopes that it will become a large industry for export. The current Danish style is much like that of all international style. The Danes have adopted the modern tradition of wearing jeans and t-shirts and supporting designers from around the world. The Danes in general are usually portrayed as happy, relaxed and open-minded people. This is associated both with the Danish appreciation for "hygge" and also the country liberal society. It seems that Danish fashion is a collaboration of Danish ideals and practices and also embodies the strong influence of nearby European and Scandinavian styles. While Danish Design has been highly established and branded since the 1960s it had taken longer for Danish Fashion to hold a strong place amongst other fashion capitals in the world.  It wasn't until the late 70s that Denmark established fashion magazines and even later that a Fashion school was adopted. As these things mature and develop Denmark will probably see more emphasis on what is Danish Fashion.