Beyond the “see now, buy now” craze that formed an integral part of the most recent round of fashion-week shows, trade fairs—where brands and buyers generally talk business—are slowly turning into consumer-facing events, too.
First, Germany’s Bread & Butter show bounced back from financial ruin as an open-to-the-public, instantly shoppable event that debuted in September, with the help of new owner Zalando. Now, the Copenhagen International Fashion Fair (otherwise known as CIFF) has landed in London with a temporary store at Harvey Nichols’ flagship location. Dubbed North Wind, the pop-up opened earlier this month and runs until Nov. 27 in the department store’s Project 109 concept space.
CIFF’s creative director, Kristian W. Andersen, curated a selection of goods that he felt summed up how the modern Scandi lives, works and dresses. That’s why North Wind spans Danish menswear labels Tonsure, Martin Asbjørn and Newline Halo to bicycles from Martone Cycling & Co. to Jar & Dr Jackson’s grooming products.
“We didn’t want to limit our offering to just clothing because fashion is only one part of the story and we wanted to tell the whole story,” Andersen said in an interview on Harvey Nichols’ blog.
The seven-week concept is split into three distinct phases. The first, “Modern Viking,” offers the Harvey Nichols customer a look at how the contemporary Scandi man embraces his heritage, while “Scandis Behind Closed Doors” focuses on how he feathers his nest. Lastly, “A Little Hygge for the Holidays,” represents the art of Hygge (pronounced Hue-gah), a Danish word for everyday pleasures that take the edge off modern life.
“At CIFF, we believe that the consumer is now the driving force behind many trends, often ahead of the professionals in our industry,” Andersen said. “North Wind is a way for us to bring directly to the Harvey Nichols customer both emerging and established design talent we believe are worthy of their attention.”
Anita Barr, group fashion buying director at Harvey Nichols, added, “The Project 109 concept is the perfect platform to host the North Wind installation and will showcase a variety of categories not usually available from our store. It epitomizes what our menswear destination stands for and will not only appeal to our existing customer but will pull a new consumer into the space too.”