Where Fashion Meet Architecture

Tell us about the set design you did for By Malene Birger?

For By Malene Birger’s SS22 presentation, I wanted to design a universe that captures the essence of their beautiful collection by Creative Director Maja Dixdotter without taking the focus away from the garments. Ultimately, my set design merges two completely different but compatible disciplines — fashion and interior design — both visually and technically.
The starting point was curved shapes of different forms, which immediately led to my creative instinct kicking in. I started to imagine how we could redefine the curve in an intriguing way. During the design process, I was somehow drawn to fabric, which, by nature, is difficult to control; however, by suspending it, the fabric naturally curves through the impact of gravity and thereby creates space underneath. Looking back at it now, it is quite crazy how different the project ended up being from when I first started working on it — in a good way!
The set was designed to feel endless and play with the idea of the unknown to achieve an effect that is best captured on video, which in my opinion turned out so good. Stephen Kidd, the director, and photographer of the entire production played a huge part in making it all come to
life I would say that the result was only possible through the amazing synergy between interior, fashion, and photography.

What is it like, interpreting someone else’s universe?

For me, interpretation and re-interpretation are some of the biggest tasks of any project. I enjoy the early stages, where it’s all about investigating the ambitions and vision of (in this case) a brand while, at the same time, trying to further develop that into something new and unexpected. By defining the core of the task, I make sure that everything is aligned with the brand identity— though it also allows me to open up for more opportunities and/or challenge what already exists within the parameters of the project at the same time.

How does fashion and interior correlate in your world?

As someone very interested in the fashion world, I put a lot of attention into what is already being released by other creators. I believe that other disciplines inspire and influence the design process. Seeing how colors and silhouettes are created in the fashion industry goes hand in hand with the way I see my projects. I design shapes, or silhouettes if you like, and combine them with materiality to elevate the overall design language. For me, fashion and interior design are always present. One is something you wear and the other is something that you relate to every second of your life. It’s interesting to think about how much impact a space can have on a human being, depending on how it is designed — or not for that matter.