By Malene Birger is certainly not a new brand, founded in 2003 it was the founder of Scandinavian minimalism. Opening the fashion world up the chic, polished and sophisticated womenswear back then, By Malene Birger was a brand on every editor’s lips.
Well is it safe to say we have come full circle? You couldn’t have missed the rise of brands such as Toteme at the forefront of ‘silent luxury‘. Honing in on low-key luxurious pieces, the original brand is back, here’s everything you need to know on the return of By Malene Birger…
Back in 2003, when Malene Birger launched her eponymous brand, the world was just jumping on the Scandinavian design bandwagon. With an emphasis on simplicity and minimalism, By Malene Birger was at the forefront of this new Danish take on womenswear.
A year after they launched, Copenhagen Fashion Week came calling. A couple of years after that, their debut flagship store opened. Birger stepped down in 2014, but the brand name remained and Mathilde Torp Mader took the helm. With the ever-changing fashion landscape, By Malene Birger appeared to lose its true brand identity over the years, but with the new creative direction, we are anticipating 2023 to be a big year.
Since the appointment of Maja Dixdotter as Creative Director and sister Ellen as CEO, the brand has realigned. Taking a direct and honest approach to what modern fashion should be, they put women at the forefront of everything they do.
Honing in with smaller collections that are concise and considered, they are reforming the brand to its former glory. Consolidating instead of spreading themselves too thinly, they hope to tell the brand story on a deeper level, with more store openings in the plan.
Our collections embrace an eclectic vision of Scandinavian minimalism. Finding a niche where refined and elevated style meets free-spirited ease.
The current collections boost a stunning curation of natural fibres and classic silhouettes with a warm neutral palette. The hero piece of the moment appears to be the Cyrema jumper —no surprises there after seeing numerous influencers in their sell-out knit-co-ord-skirt set. Other new pieces to have on your radar this season would be their wool coats and dresses. If you are in need of some inspiration, here is what we have been loving so far…