Whyred opened Copenhagen Fashion Week SS21 with the digital fashion movie “Summer of Love”, inspired by the legendary San Francisco music festival of 1967 Summer of Love. This in collaboration with the indie music band “This is head”, creating a piece of inspirational music and fashion experience to remember.
With a new creative lead and an updated business model, Whyred challenges the traditional way of doing fashion by letting people experience the brand in timely drops adjusted for consumer moments, instead of seasonal collections.
“Every garment matters. If we are not proud of the design and the quality, it doesn’t make the cut. So, we’ve placed wardrobe staples at the core of the collection. In addition, we release a new collection every second month. These are exclusive drops with small volumes. It is our way to help customers find new favorites to build their perfect wardrobe, slowly and with a sense of exclusivity and purpose,” says Jessy Heuvelink, creative director at Whyred.
“The clothing is so of the moment, so iconic, that a glance at the garments anchors you instantly to those hedonistic times. But the culture was rooted in a way of living. A way of being with other people. “I want the collection to be the spark for that rebirth. I want to inspire people to reconnect with nature and go out and dance under the apple tree. Awaken your inner ‘Flower Child’,” says Jessy Heuvelink, creative director at Whyred.
For imagery from the fashion movie (photo credit: Robin Trolin):
