Trust Me – This Danish Brand Is Going To Be The New Ganni

For most people, Scandi style still means muted neutrals and minimalism, but for anyone paying attention Copenhagen Fashion Week has been pushing the bar with brazen colours and bolder prints. With the current season of shows underway, Ganni is obviously on our radar and the Danish label has once again made us melt over rainbow tie-dye and maxi dresses. But, it’s not the only Scandinavian label pushing the borders of the peninsula's sartorial vernacular.

You need to get to know Brøgger - named after one-half of the label’s founding Danish-born, London-based duo, Julie Brøgger and Linn Norström Weile. Like Ganni, and fellow CPH label Saks Potts, it’s riding a jet stream to stratospheric success.

Just what is it secret? Coats, for one. With years of collective experience working at luxury brands (like Preen by Thornton Bregazzi, Net-A-Porter group and Vestiaire Collective) the label’s founders banked on outerwear as their calling card. It makes sense, really, as for many, this is their big ticket purchase of the year but also an item that for half-the-year becomes their sartorial calling card. Hence, they made their outerwear designs as bold and bright as possible with detachable colours and palettes made for a technicolour musical. If you’ve ever wondered where Tess Ward, Jeanette Madsen and Margaret Zhang buy their coats, it’s here.

Click: Behind The Scenes At Brøgger's First Runway Show

Back to present day, yesterday was hectic for Copenhagen’s fashion week attendees. There was the Saks Potts show, with its ice princesses (literally as Princess Maria-Olympia of Greece and Denmark walked the runway) and Ganni who has set the trend agenda for the last few seasons. Yet, it was Brøgger that rose above the noise. How? Playfully game suits, girlish but grown-up gingham dresses and the type of coats you want to live in (helped by the fact they were padded like a sleeping bag).

'For our runway debut, I reflected upon two women who have greatly inspired the Brøgger style to date, my mother and H.M Queen Margrethe II of Denmark.' Julie told Grazia, 'Each look comprises of unusual pairings, mismatched prints and delicate ruffled detailing on traditionally masculine silhouettes, whilst our colour palette was inspired by royal paints including shades of coral, blood orange, jade and garnet.'

Brøgger foremostly, is about the outermost or the most statement layer of a look - whether that be a slip dress or a coat. Our styling reflects this, with our signature blazers and jackets framing a series of feminine sundresses for the forthcoming season

Sure the heatwave might be over, but we weren’t expecting to be this excited for next spring this soon.