I recently stumbled across a rather cool brand from Denmark when deciding on my outfitting for London Fashion Week. Baum und Pferdgarten
was established in Copenhagen in 1999 by Rikke Baumgarten & Helle
Hestehave, who had just graduated from the Royal Danish Academy of Design,
where they had started their creative partnership. They created the brand name
as a humorous interplay between their surnames, and it reflects the dualistic
playfulness, which is also echoed in their design.
I caught up with Christian, head of communications for Baum to find out what's next for them...
What do you do and
why do you love your job?
I look after all our PR and Communications
activities which basically means that I am very hands-on and practical on one
side while also being very strategic. I recruit, brief and support
our PR partners in other countries while looking after the daily dialogue with
stylists, editors and bloggers in three of our main markets (Denmark, Norway
& the Netherlands), I meet with our local VIPs (including the Danish Crown
Princess), I update our Facebook and Instagram, I plan and produce our Look
Books as well as our runway shows and so on and so on… I love three things
about my job: the product (it’s a huge privilege to work with such amazing
pieces), the people (we really have an amazing team spirit going for us) and
the diverse job description (I just love that fact that two days are never
alike – and that one second I plan our international press days and the next
I’m tidying our showroom).
Does your customer
differ from country to country, e.g. Denmark and England?
Obviously, we have a stronger presence in
some markets than others – and this also means that we have different customers
in different markets. In Denmark (and the two other Scandinavian countries,
Norway & Sweden) we have become quite a household-name which means that we
have many different types of women buying and wearing our clothes – both
cutting-edge fashion insiders and high profile celebrities who really set the
trend as well as ordinary women who want to dress well. We can also see that
young girls at 16 wear Baum und Pferdgarten – and so does their mothers – and
sometimes even their fashion-conscious grandmother… In the UK I imagine that we
are still mainly appealing to a young group of urban women.
What's the main
inspiration behind the current collection?
The Autumn/Winter 2014 Collection is
inspired by Mick Jagger and the Rolling Stones – and then we have actually also
infused the collection with a sports reference (as we usually do) – but since
we have a British theme going on, we have been inspired by Jockeys.
Do you have plans
to open any standalone stores in the uk?
Unfortunately, we don’t have any plans yet
– but we have dreams!
What's next for Baum?
There is always a new collection – to design, to shoot, to show, to sell, to promote… And we just love doing all of it!
STALK THE STALKER ON
I really love this look!! And I love my job beacuse it's simply my dream!!! ;D
ReplyDeleteGreat post!
ReplyDeletexx Oksana
Check Out My New Fashion Post about #OOTD and a Perfect Coat!
interesting ideas! :)
ReplyDeletexx
http://teenjakosan.blogspot.no/
Interesting post.
ReplyDeleteGreat post.
ReplyDeletexoxo
www.misstrendybarcelona.com