What's next for Baum?
Currently Obsessed: Baum und Pferdgarten
13 October 2014
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