Eco-Clean, Humanized Urbanization, and Slow Life: Trending Terms at Copenhagen Fashion Week


Underneath a typical Danish grey sky with a VIP press pass in hand, I take my strong curiosity and board the 80’s geometric print decorated Copenhagen Fashion Week media bus. I can’t wait to find out how green and sustainable fashion is faring in the vibrant Scandinavian fashion scene.

Copenhagen Fashion Week consists of four separate fair venues including CIFF (Copenhagen International Fashion Fair), CPH Vision, Gallery and Terminal-2 – a slew of trend fashion forecast press conferences and a large variety of Scandinavia’s most creative and luxurious parties and events.

The trend forecast by Parisian color and fashion trend agency Nelly Rodi predicts – among other trends – an added emphasis on “sharing.” Eco-terminology like new zen, slow life, daily intimacies, ecology, eco-clean, respectful materials, city gardens and humanized urbanization were among the buzz words describing the Spring/Summer 2011 fashion trends at Copenhagen Fashion Week.

Is eco and sustainable fashion on the radar screens of attendees at Copenhagen Fashion Week? I asked a handful of Scandinavian fashionistas.

Editor’s note: This is a guest post written by Sandja Brügmann. Sandja is managing partner of Refresh Agency, a leading specialist PR and communications agency focusing on the green lifestyle market [LOHAS – lifestyles of health and sustainability]. She has served leading brands at the cutting edge of the LOHAS phenomenon such as GoodBelly, Crocs, Sterling Rice Group, Addis Creson, Clementine Art, FASHIONmeGREEN, SNAP gathering, Vickerey, Neve Designs and Chocolove. Sandja was born and raised in the fashion-centric and sustainability-minded Denmark. She grew up in a household run mostly on solar power by an entrepreneurial mother and an eco-conscientious father. Her career began, after receiving top honors at University of Colorado, Boulder, as a Scandinavian-focused renewable energy researcher for Financial Times, before she served as Marketing Manager for lifestyle company Gaiam. Sandja’s vibrant and passionate commitment to inspiring positive planetary change, without compromising on style, is visible throughout her work. “My passion is to bring fun, adventure, style and sex appeal to living a greener and more sustainable lifestyle,” she explains. Sandja’s aw-inspiring sense of style and her global “˜finger on the pulse’ has made her a sought after eco trend spotter. Her written work has been featured in Scandinavian PURE Magazine, IN Magazine, USA-based leading green lifestyle media EcoSalon, LOHAS Journal and Elephant Journal. Sandja is a certified yogini, a Danish national team Olympic hopeful archery champion and she adores her daily lessons as a parent. Follow Sandja
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