Why did you see a match between ELLE and Mads Nørgaard?
Cecilie: Nørgaard on Strøget is a part of Danish fashion history, and the #101 has been a staple in my wardrobe, and so many others’, for as long as I can remember. At the same time, ELLE and Nørgaard share a love for things that last, both in terms of style and quality. So when Mads asked if we should make something together, I didn’t exactly need much time to think about it.
Mads: Like ELLE, we have our feet firmly planted in the Danish fashion industry, but in a very different way. Still, we share an understanding of quality and an interest in the spirit of the times. That’s exactly the kind of collaboration I like: when you can use your differences as a strength and create something great together because you share the same values.
What were the thoughts behind the choice of colours and styles for the collection?
Cecilie: We wanted to create something that felt very wearable and easy for everyday life, but still had a distinct fashion character. There is something classic and almost understated about the grey wool that makes the pieces easy to wear again and again. The small pink, army green and navy contrasting details add just the right twist to make them our version. The same goes for the ties on the Nova pants, which we insisted on because they make the silhouette more elegant and give you the option to change the expression.
Mads: The design starting point was to hold on to the classic character of the #101, while adding something new that felt like a mix of ELLE and Nørgaard. I think that comes through especially in the details and the coloured edges, which play against the calm grey wool.
Why did the collection end up consisting of these three styles: the #101 blouse, Nova pants and wrist warmers?
Cecilie: Last winter, ELLE’s Editorial Director Nikita Hoffmann Andersen and I could hardly be persuaded to leave our cosy wool sets, and that’s where the idea came from to create a small winter wardrobe with the same comfort, but one that could do a little more. The #101 was an obvious starting point, and the Nova pants gave us the opportunity to create a full look that is relaxed, but can also be styled in a cool way. The wrist warmers came from the heart – they are one of Nikita’s absolute favourites – so they became the third style. Together with the ties at the ankles of the Nova pants, they make the collection truly ours.
Mads: We wanted to create a capsule collection where the pieces could work both individually and together as a set. A kind of compact winter wardrobe that can do it all. It was an obvious choice to make a #101, and the Nova Pants naturally followed. The wrist warmers are something completely new for us, so I’m really excited about them. They tie the set together and bring a sense of completeness.
Mads, ties have been added to the Nova pants for the first time. What is it like to see your styles being developed further through the collaboration?
Mads: I think it’s so cool. In Nova’s collection #2, there were actually ties at the ankles too, so in that sense, it’s a bit of a welcome reunion. With the grey wool and the coloured ties, the pants get a completely new expression without losing what makes them Nova Pants. At the same time, it opens up new styling possibilities that fit really well with the collaboration with ELLE.
What is your favourite style from the collection?
Cecilie: It’s almost impossible to choose because the whole idea is that the pieces should work together as well as separately. I’ll probably wear the #101 the most because it’s so very Nørgaard, while at the same time feeling very ELLE in the version we’ve created. But if I have to choose a favourite style, it would be the Nova pants. They really do something with those coloured ties, and I’m looking forward to adding a little heel for a chicer look.
Mads: I have a soft spot for #101s shaped by other people's touch. The blouse has been part of our history since 1967, and it moves me every time to see that it can still evolve and feel relevant. That said, I really think the Nova Pants have an exciting new expression, and with the wrist warmers, we've also gained a completely new style.
Cecilie, what do you think ELLE can bring to the popular Nørgaard styles?
I think we can contribute an editorial perspective on styling and on how you want to dress right now. Nørgaard has some strong classics that don’t need to be reinvented, but they can be given a little push in a new direction. I think Mads has done exactly that with some of the relevant collaborations he takes on. Our contribution has therefore been more about proportions, details and styling options than changing what already works. The aim was to create something you can live in, wear to work and put a pair of heels with, without it feeling like three different wardrobes.
Mads, what do you think your father would have said about the collection?
I think he would have recognised the grey wool and the simple expression. It is close to what he started with himself. But I also think he would have been happy to see that the #101 and everything around it can still surprise more than 50 years later. I think he would have been proud of that.
