Brøgger's Daring Scandi-luxe

“Creativity has been a part of my life since childhood and cherished in my family,” explains Julie Brøgger, founder and Creative Director of the eponymous brand BrøggerWith a playful approach to fashion that mixes feminine and masculine, varying from sharp tailoring to soft silhouettes with a consistent balance between formal and day wear, Brøgger is renowned for celebrating bold fashion with craftsmanship and a focus on quality.

Julie Brøgger is a Royal Danish Academy of Art alumni and spent the first years of her career working for some of London’s most renowned brands. But, before fashion, there was law. “Like most of my family, I thought the creative side of me could stay as a hobby. But after a year I realised my mistake, I quit law (to my parents’ horror) and did full-time private courses in preparation for a fashion degree. Fashion captured my interest early on and I started making my own clothes when I was 10 years old, my very fashionable mother would help me and let me use her machine. I remember going to fabric shops as one of my favourite things.”

Starting from colour and print, Julie’s inspiration often comes from her surroundings. “My studio is located close to Portobello Road Market, where I go every Friday for inspiration [and] the writings of Karen Blixen have been an underlying inspiration since university days. She works with notions of disguise, gender and a layered narrative, something I find relevant in my everyday work.”

Much like other brands within the industry, Brøgger has too been affected by the pandemic crisis. “The first week was intense and focussed on managing the situation and minimising the damage. We have some amazing suppliers and partners and we want to honour them as well. We have to all stick together in this,” says Julie. “Even though the world seems uncertain right now, I’m optimistic,” she continues.

Starting a brand from nothing is a steep learning curve, something that takes grit and hard work. Right now, smaller and more independent brands have the ability to be agile in this situation. “Building a brand is very much about problem-solving and coming up with new solutions, and this is one of the big ones! Unfortunately, not everyone -big or small- will make it through this crisis but the ones that do, I think will come out on the other side with greater knowledge and hopefully a new set of ideas of how to approach the market,” Julie tells us. 

“Fashion has a habit of coming out stronger and more exciting out of austerity and crisis. And yes,  [we] will see a new format of presenting collections instead of shows, but I hope we don’t end up in a remote reality for relationships within the industry. But I don’t think we will, real connections will be longed for by the time we are out of this, after some intermediate period between the two.

“I believe fashion in its premise is about the new and exciting and will continue to be desired. But I hope the consumers will buy better, not more coming out of this. We should cherish well-made clothes, look after it and wear throughout seasons,” she adds.

Her hope for the fashion industry in a post-crisis world? That fashion retailers will change their approach to selling periods. “I don’t think the amount of seasons is the problem if done responsibly. But the fact that, for example, summer clothes are on sale in June has never made sense to me. It puts pressure on brands as well as retailers,” she concluded.

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