While Scandinavian chic remains at the helm of the international fashion scene, iconic Danish label By Malene Birger is setting the trend for Nordic vogue in Asia. The upscale Copenhagen-based international designer brand has just opened a boutique in Hong Kong in a bid to capture the growing Asian appreciation for understated elegance and minimalistic edginess in fashion. "Our brand is different because By Malene Birger has a signature," says Charlotte Egelund, CEO. "It could be in the way we mix up patterns or in the way we always use sequins and beads in our collections - this is all part of our glam history that we'll always bring forward." A recipient of such notable honours as the Danish Design Award, the Scanorama Award, and the Scandinavian Design Award, By Malene Birger aspires to create a distinct fashion universe that is minimalist, feminine and glamorous with an edge. Founded by design maverick Malene Birger in 2003, the north European fashion label began as a small start-up fashion brand with five employees. Driven by a deep belief in designing products that create a personal, emotional attachment for loyal customers around the world, By Malene Birger now employs a staff of 120 and is present across 42 countries. Last December, the company's working partner, IC Group, bought the entirety of Birger's shares - a move which has presented opportunities for the brand to strengthen its vision internationally. Christina Exsteen, who has worked closely with Malene since the fashion house was founded, was handed the creative reins. "The acquisition gives By Malene Birger a firmer possibility to grow faster and stronger along an existing development path," Egelund says. "Being part of a group is definitely going to bring more consistency and capabilities which will be useful in terms of our supply chain and end-customer satisfaction." The company's plans for growth include collaborating with leading design company Dimore Studio on updating the By Malene Birger store concept, with the Copenhagen flagship store first in line to undergo a complete renovation. The brand has also recruited people from prestige fashion labels such as Karl Lagerfeld, Burberry and Vivienne Westwood in order to gain the knowledge and international expertise necessary to respond to ever-changing market needs. "We know we have a really strong product," says Giordano Capuano, By Malene Birger's marketing director. "The pieces are so easy to wear while still looking modern and relevant with handcrafted details or incredible fabrics. It's all about quality and elegant silhouettes with a fashion edge, and it's also reasonably priced. This is an incredibly exciting period for us." Focused on bringing an artistic edge to contemporary classics inspired by men's tailoring, art and culture, By Malene Birger promises a romantic twist to a woman's fashion fundamentals in every collection. Attention to detail and a deep love for exquisite workmanship are qualities inherent in the brand's approach to design - small stories embedded in each seam, lining and piping. With an international presence already spanning Copenhagen, Paris, London, Stockholm and Dubai, By Malene Birger set the pace for an Asian expansion through the opening of its flagship store in Tokyo last year. The Japanese market has reacted positively to the brand's high-moving accessories and signature bags product lines - revealing a strong potential for growth in Asia. Through its Hong Kong boutique, the company hopes to strengthen its foothold in the region by boosting existing business and consumer relationships. "The concept of our brand universe has really gained us a loyal following," Egelund says. "This is a massive opportunity for us to position ourselves in Hong Kong, and eventually the rest of Asia." By Malene Birger http://www.bymalenebirger.com
