Introduction to Anne Sofie Madsen
Madsen and Clante vary in old age, but similarly versatile in their approaches to attract what the brand’s new product informs. "In the studio we will be in jeans and T-shirts and coaches and often baseball hats. But we both like to both in cheeky clothes and extremely high heels," says Madsen. "We have a specific customer, but I believe that in this way she can be a bit as we are, she can be at any age and it dresses for different occasions."
Design Approach
Parts are tried in the studio, and Madsen has depicted old suppliers across Europe, including Denmark and Italy, to create the collections when they sell. "Someone told us that we should choose one direction. We said: ‘That makes sense, but no,’" says Clant. "We follow our intestines." “We hope you see the collection if this is fulfilled by buyers [working] In many different ways," added Madsen. "That is our goal."
Business Strategy
While Madsen and Clante are interested in a few dealers, they also grow a business with a tailor-made occasion to work directly with customers and make special pieces in Copenhagen to supplement revenue from wholesale. "I know that the market differs very differently than I started for the first time – retail is very different. There are now many more brands," says Madsen.
Upcoming Collection
The upcoming collection will be a conclusion of the presentation collection. Some of the pieces are based on existing silhouettes that the AW25 people enjoyed. Madsen and Clant also explored upcycling archive items from the brand in the collection of last season, as Shearling coats together, and got a "great answer" to encourage them to continue to experiment with splicids from the archive.
Collection Showcase
The show will be "very simple", says Madsen, but with some surprises. "The next time we may do things differently, but for this first show it will be a lot about the clothes and the movement of the models." "You will fill out the room," added Clante. "We will have a set design, but it is not our main focus. Our focus is the characters on the runway."
Future Ambitions
With a view to the future, Madsen and Clante have a simple long-term ambition for Anne Sofie Madsen. "We want to have fun," both answer if they are asked about their long-term goal. "Both answers came directly from the heart," says Madsen. "Hopefully we can have fun, live a good life, earn money and grow slowly and carefully."
