Imagine a new day “When creating this collection one mantra persisted within me: “What does the new DAY look like?” The question was not only relevant when relaunching a brand with a strong heritage, but also an exploration of what the future holds for us after these uncertain times. We need clothes that work for every day, but we also long for the design that allows us to dream and imagine a new tomorrow.” “It no longer makes any sense designing clothes for some fairy tale life that no one can relate to. I’m excited about making the ordinary interesting and creating wardrobe staples that are as appealing as they are enduring.
The trench coat, the biker jacket, the cool suit, the classic shirt, the perfect denim skirt. I kept asking myself: how can these pieces be made even better? I want to support real women in feeling good about the life they lead and the body they inhabit. The clothes should not restrain the body or make the wearer feel self-conscious. Every design should feel like comfortable support and delicious second skin. Every piece should look like the start of a new DAY.” Christina Exsteen, Creative Director, DAY Birger et Mikkelsen For the A/W 2021 collection Christina Exsteen has done a thorough wardrobe detox. “What still works and what is no longer relevant from the archives of DAY?” she wondered.
How do you stay true to the brand DNA and your personal vision, while ensuring that each style works for the everyday life we lead? How do you let go of bad habits and create new and better ones? Well, she started off taking inspiration from her own daily life in Copenhagen and the things she loves. The leather jacket she kept recycling in her wardrobe year after year because she just couldn’t find an improved version. The subtle camel-colored trench doubled as the perfect all-weather shell and her favorite evening outerwear. And even her son’s soccer scarf that she secretly envied – and accidentally “borrowed” on those icy cold November mornings, when she was headed into the office.
The new DAY collection invites you into a curated universe of smart sartorial choices, bespoke prints, and a masterly done mix of textures. It offers you styling options where mixing a practical puffer jacket with a strong suit or a floaty printed dress with knee-high leather boots looks fresh. Feels right. Soft wools, smooth calfskin, and cool canvas are combined with scrupulous attention to detail. Democratic designs in durable fabrics like denim and canvas are mixed with delicate silks and soft cotton.
There is a strong focus on functional details throughout the collection such as removable hoods on both a biker jacket, a shearling fur coat, and a sexy vinyl mackintosh. Multi-colored drawstrings serve as functional adornments on a cool update of the parka coat, while pitch black or silver press buttons add an edgy feel to a midi-skirt in calf leather or a crisp toffee-colored shirt. A modern take on DAY’s signature bohemian style is seen in the Bohemian Florals and Paisley Legacy prints featured in stylish shirts and feminine maxi-dresses adorned with striped neckties that double as chic scarves.
“In the end, it is all about celebrating all aspects of a woman’s life and making dressing for the occasion delightful. We want to make contemporary clothes that empower you to feel feminine, strong, smart, and sexy. No style should feel superfluous or impractical. And every DAY design should stay relevant beyond the current season.”