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INSPIRATION - SPRING SUMMER 2009
THE FLIRT
BY MALENE BIRGER takes fashion one step further with the new Spring/Summer 09 collection. A classy collage of contrasts. Now’s your
chance to flirt with a new look or a new life. The name of the game is personal power and knowing how to use it. That means dressing to
tease, not to please. Be a coquette and set your sights on an object of desire, even if that object is yourself. What you wear is a way of
flirting, but without words. Especially when you wear this season’s reconstruction of sophistication from BY MALENE BIRGER.
Whatever you do or don’t do, make room in your life for your life. Work smarter, not harder and remember to reward yourself. In between all
those meetings and deadly deadlines, why not indulge in the luxury of doing nothing. Time to relax should be something you make space for
in your calendar. It’s the new must-have. Like an ambition. Add it to your agenda and schedule hours of pure pleasure.
This season’s collection makes a move towards sophistication, with strong willed silhouettes and exquisite couture curves. It’s full of character,
inspired by three women known for their poise and panache. Grace Kelly was the epitome of effortless elegance in the 50’s, with her aloof
approach to unsurpassed class, echoed in this season’s focus on full skirts. Bianca Jagger’s edgy 70’s allure and twist on tailoring are seen in
sultry styling. A glimpse of 80’s glam alludes to the steamy sensuality of Kim Basinger, reflected in thigh high leather leg straps, in a sweet,
truly unique homage to bondage.
Start with a quiet style statement. Then add some noisy accents, from BY MALENE BIRGER’s sexy shoes, bags and accessories. Or wear a
busy print dress with graphic, understated accessories. Pair natural tones with florescent hues. Create a scandal with lots of lace ups and Ms
Birger’s own stunning hand painted prints. The look is innovative, with a modern, futuristic vibe.
It’s all about body language. Wearing a simple but striking, cool stance on style. From BY MALENE BIRGER.
Women do not know all their powers of flirtation. |
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PRESS RELEASE - SPRING SUMMER 2009
BY MALENE BIRGER enjoys even more global expansion
THE EXPOSURE
Interest in BY MALENE BIRGER is accelerating as we speak, with more press interviews and a growing base of fashion fans. Of course, when
celebrities talk about their preference for Ms Birger’s designs, it’s all the more exciting.
Movie star and model Kate Bosworth revealed in an interview for Okay Magazine that her favourite handbag which she wears all the time is
from BY MALENE BIRGER. And rising star Michelle Monaghan named Malene Birger as one of her favourite designers.
Hotel heiress Paris Hilton is wearing a SALON dress designed by Ms Birger in the new ad campaign for Rich Prosseco champagne, shot in
Berlin by fabulous photographer Michael Berger.
Ms Birger designs a unique Fiat 500
One of Italy’s fashion claims to fame is the Fiat 500. Introduced in 1957, it was recently re-launched and voted Car of the Year 2008. Malene
Birger has the honour of being asked to bring her cool sense of sophistication to this icon of style, with her very own Fiat 500 design. The car
will be sold at auction and all the profits will go to UNICEF.
Meanwhile, the global press continues to turn their focus on BY MALENE BIRGER, seen in more and more high profile magazines across
Europe. Recent features include an article for In Style called “Crazy about Malene Birger.” The demand in Germany is enormous, with an
exclusive press event scheduled for Munich in June, where Malene is meeting the top, most respected fashion journalist from German Vogue
and Elle, among many others.
THE MARKETING
Media exposure for BY MALENE BIRGER is on the rise, with ads in exclusive fashion magazines around the world. The Autumn/ Winter 2008
collection ad campaign can be seen in Elle Magazine in France, Germany, Sweden, Norway and Holland, as well as Vogue Magazine in the
UK, France and Germany. The ads will also run, in Harper’s UK and in Danish magazines Cover, Costume, Eurowoman, DANSK and Vs.
THE BUSINESS
The figures already indicate a fantastic increase in business, showing an amazing turnover so far for the financial year 2007/2008. The first
nine months of the financial year reveal an increase in turnover of as much as 44%, reaching an impressive 20,5 million Euros.
The sales figures continue to escalate, with an increase of 25% from the Autumn/Winter 2008 collections versus last year. The performance in
all markets is on an upswing, with export markets in Asia and the Middle East showing a growth of more than 61% compared to last year. BY
MALENE BIRGER maintains its ongoing expansion on the international scene, as part of a strategy aimed at increasing its wholesale and the
newly introduce franchise business.
In terms of retail, BY MALENE BIRGER is pleased to announce the opening of the first franchise boutique in Dubai in May of this year, with a
beautiful 90 square metre space at the Wafi Mall, home to numerous other high end, global fashion brands. The shop will be followed by similar
stand-alone boutiques in Kuwait City at the Marina Mall by the end of August, followed by an exquisite shop at Copenhagen Airport slated
for this September.
More franchise boutiques are in the works for 2008 and 2009 in the Middle East and Europe, as part of a brand new BY MALENE BIRGER
franchise concept.
To date, the brand has opened nearly 950 doors around the world, with sales in over 37 countries and representation by 19 agents and
distributors. Given such an accelerated growth, the company moved their showroom offices to larger premises this past March, an expansive
2,300 square metre mansion on the outskirts of Copenhagen.
The growing popularity of BY MALENE BIRGER is supported by a talented staff of 60 in Denmark alone. Malene encourages creativity within
the company and supports personal development in her staff. Their dedication and enthusiasm are vital to the brand’s ongoing success.
In order to develop the business even further, Ms Birger has hired Lars Andresen as the new CEO at BY MALENE BIRGER A/S. Mr. Andresen
has a solid background in finance with a focus on fashion. Most recently, he was the Finance Director, Shared Service Center at IC Companys
A/S. Prior to that, Mr. Andresen was their Regional Finance and Administration Manager, a position he also held at Carli Gry Danmark A/S,
following his role as Finance Director.
THE COLLECTION
The new collection is all about flirtation. Using your personal power and making room in your life for your life. A classy collage of modern,
futuristic sophistication, showing strong willed silhouettes, couture curves and a unique homage to bondage. Enjoy the next BY MALENE BIRGER
fashion show on Friday the 8th of August 2008 at 8pm at Tappehallerne in Hellerup. It’s your chance to flirt with a new concept of cool.
COLLECTION INFORMATION - SPRING SUMMER 2009
Enjoy a creative composite of opposites in this season’s flirtation with sophistication. Cool 50’s styled voluminous skirts and contoured couture
lines in contrast to sleek 70’s dresses and florescent swimwear separates. A seductive look based on the pleasure principle anno 2009.
SILHOUETTES
Dare to be the centre of attention with body conscious shapes versus controlled volume. High waisted full, pleated skirts are 50’s chic. Classic
coats are contemporised with innovative styling. Add a subtle silk top, a corsette like belt and bondage boots, and you’re an icon in the making.
Pencil skirts are sexy. Dresses are drapey, pleated, gathered at the shoulders and fall above or right below the knee. Pants come in exaggerated
wide legs, flaired and cropped crotch versions – all with a very modern appeal. Watch for boyfriend inspired knits and cool cardigans
in long and lean or short and boxy, and twin set knits.
COLOURS
For the first time it’s a one colour story through the whole season. Natural tones set the stage in sand, bamboo, cream white, bright white and
black. Light pearly grey and lingerie enter the picture, joined by soft shady browns from light to dark, as well as “veggie” brown on accessories.
Brace yourself for bright pastel colours, such as soft coral, bright lilac lavender, deep purple orchid, cool poolside green, mustard yellow
and turquoise aquatic. Neon is the ultimate accent, in coral and vivid yellow. An unexpected element as the coloured lining inside.
PRINTS
Ms Birger’s original hand painted prints make an artistic statement that’s so simple, it’s iconic. Graphic is fantastic and appears quite clear in
duo tones like cream and black. There’s a crazy, paisley floral print you can’t miss, using all of the bright colours in this collection. It’s busy,
busy for the woman who’s not afraid to be noticed. The bright colours continue as text artwork for this season’s unique UNICEF t-shirt.
Meanwhile, a Matisse like sketch of a woman lying down is a subtle suggestion for you to relax and do the same.
ARTWORK
Beads, sequins, crystals and cotton balls are used in concentrated clusters for an effect that’s mesmerising. Cut outs create their own impact,
taken from a print and placed in asymmetrical formations. A floral theme is seen as sequins in fabulous, florescent colours and as embroidery
on knits. Sequins grouped together add luminescence, and are woven throughout a long knit tunic for an almost furry feel.
QUALITIES
The present enters the future with a wide array of modern twills, from semi to high shine, followed by a glossy, patent leather look in vivid
colours as trim. Nature and synthetics are seen together, as are structured surfaces with heavy woven linen. Blends of fine melange fabrics,
sheep leather and soft suede coupled with Saga Fur signal the ultimate in luxury. Create a little lust with latex looks in leggings. Metallic silk
yarn and mercerised wool mix, while woollen flower patch fabric becomes a key “it” dress. An airy feeling is felt with gorgeous organza,
poplin, tulles and voile. Detailing on knits includes lots of coloured lurex, crochet stripes, inserts and pointelle, as well as almost see-through,
shimmery effects.
This season, create a quiet riot by flirting with an array of looks you simply can’t resist. |
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