Out of proportions and into the metaverse
Mads Nørgaard enters a new partnership with the creative agency and fashion brand Phanta. Their first edition “Jumbo Originals” shows exaggerated takes on Mads Nørgaard classics combined with digital accessories. It will be launched with a short film during Copenhagen Fashion Week in August.
The iconic fashion house Mads Nørgaard teams up with one of the new hot names on the Danish fashion scene, Phanta. Established in 2020 by designer Louise van Hauen, art director Stinne Marie Wilhelmsen and manager Hannah Løffler Schmidt, Phanta is a community of positive energy and creativity across fashion and lifestyle merchandise. The co-lab is “Made by Phriends” with the intention of a long-term partnership where Phanta contributes with mini collections and creative ideas.
“We are truly excited about Phanta’s universe and mindset which inspires our creative work and helps us to reach new audiences. With more than 40 years in fashion we are always searching for new talents to elevate and renew our industry. On this journey we fell deeply in love with Phanta and their curious and intuitive approach, challenging our take on fashion,” says design director Mads Nørgaard.
During Copenhagen Fashion Week in August Mads Nørgaard and Phanta present “Jumbo Originals”; their first gender-neutral mini collection. Phanta has selected a range of Mads Nørgaard classics such as the sailor knit, quilted jacket and basic t-shirt and played around with oversized, skewed proportions and new colours. The co-lab is launched with a short film in which new digital items are introduced as part of the collection.
”We think of ourselves as a co-lab brand, so it’s a dream come true to team up with a legendary fashion house like Mads Nørgaard. It’s fantastic to work with a brand with such a strong DNA while having the freedom to redesign it in our own way. They have shown us tremendous trust,” says designer from Phanta Louise van Hauen.