2 minutes with…

Cecilie Thorsmark, CEO CPHFW and Nicolaj Reffstup, Founder of Ganni, about the Wessel & Vett Fashion Prize and the Nordic Industry

What is the most important step to help the brands that are already consecrated locally, to go forward to global success?

CT: -This question comes down back to the criteria that we were judging the finalists on this year, which included entrepreneurship, fashion innovation and creativity. A brand that can equally balance these key pillars will build a lasting and impactful business. 

N.R: -I would give two key pieces of advice. Firstly, define which markets feel the most approachable to your brand, based on the data you have. Make a plan to enter one market at a time once you have defined your strategy. Identify your key stakeholders in that market - they might be press or buyers - and determine how to make yourself relevant to them. Secondly, after deciding which market you want to enter first, surround yourself with the right talent. You might need brand and communications resources, a brilliant salesperson in the region, or a combination of both. Hire people who are smarter than you in those areas and, above all, individuals who are energized by the project. From there, the rest is all about the daily grind.

Do you think that the political climate is pushing fashion to change faster? How can the Danish industry be an example?

CT: -Through the minimum requirements we have implemented within our brands that present on the official schedule of Copenhagen Fashion Week, we are proposing a new role that a fashion week can and should encompass: one driven to enact positive change. 

N.R: -Unfortunately, not nearly fast enough. I worry that politicians have been too slow to react and make an impact on legislation because climate action hasn't previously been a popular topic. Ultimately, climate legislation will restrict all of us in the short term in terms of how we consume and what it costs us to buy flights, indulge in fashion products, or consume certain produce. But I hope the EU textile exchange regulations will have an impact, and we are happy to welcome more legislation on fashion. This way, we can work towards tangible change and common metrics as an industry. The issue right now is the lack of legislation, leaving brands to improve, self-regulate, and report on their own when it comes to their footprint and traceability.

PH: Lara Lujan x @lofficielarg