CPHFW: STINE GOYA’s comeback show at the Dockers

This morning I woke up with a rather normal 8:30 alarm, the check out due and one thing in mind: the Stine Goya show I’ve been looking forward for a while. I prepped and steam all my items sincer last night, so I hopped into the shower, brushed my teeth, did my skincare & makeup and slid into my look of the day.

This one.

Grabbed a quick cappucino to go at the hotel’s breakfast buffet and we were on our way.

As we arrive at the venue - at Docken, I see a beautiful, colorfull crowd of people already gathered outside. The famous street style feeling of Copenhagen - eclectic, colorful, down to earth yet somehow always mismatching’ in shoes, bags and what not. It feels inspiring and buzzing. I immediately meet Evelyne outside, our FW friend from Greece, and start chatting. She’s wearing Killian I think, and I feel a bunch of memories rushing through as lean to hug her.   

Let’s get inside. And now, before I deep dive into the show, let me tell you a little bit about Stine Goya’s history as a company. They’ve been around since 2006, as a Copenhagen based company. Before launching her label, Stine she worked as a model and fashion editor and studied at Central Saint Martins in London. Which you will see, influences and shapes her work in a beautifully bold way. 

The show is about to start and someone comes in to warn us about the beginning - a live performance in-like skate act (mind you own business and legs, he was riding backwards with such grace and poise we were in awe).

People mumble, take photos and stir the energy of the room, as we’re placed in a circular runway continuous front row setting. Perfect for that performance if you will.

The show starts…

As always, “bathed in” and inspired by art, the new SS27 Stine Goya runway show co-hosted by Perwoll kickstarted with this in-line skating performance. This runway marks the brands return to Copenhagen fashion week after three seasons.

Followed by their super-diverse models cast strutting down in what it seemed to me yet another nod to Stine’s London Central Saint Martins education. 

Pushing forward and  challenging the region’s traditional minimalist aesthetic by sprinkling crystals and floral embroidery on a minimalist structure in terms of pattern. We see wereable everyday pieces, in bold patterns and twisted intricate details. Something you’d want to buy, yet you’d wear comfortably. 

From insanely well executed back architecture of the dresses (go on my Insta to see more), to the retro shapes of the bombers, coats and blazers. And from their trademark sparkling details mirroring the floral print in bright colours, embroidery and flowy silks that whisper: summer getway essential, Stine Goya exhudes feminity in a very discrete way. I imagined where I’d wear each items. And I loved many of them. 

I love how they are not shying away from colours, prints and bold accessory proposals.

Right now, I feel they represent Copenhagen so well, the one in front of the shows, marchin’ the street style of #CPHFW: creative, eclectic and playful. One of the brands that helped redefine Scandinavian fashion beyond the traditional minimalist look.

As a little insider look, the company is owned primarily by Stine Goya, as a Founder and Creative Director and Thomas Hertz, the CEO and Stine Goya’s husband. They also have one minority shareholder, but the business has stayed independent rather than becoming part of groups like LVMH or Kering. 

Today, the company sells in around 30 countries, Is stocked by approximately 450 retailers worldwide, operates its own stores in Denmark and the UK and releases four main collections each year plus pre-collections. 

Their recent direction, as the brand approaches its 20th anniversary (est. 2006) it has been focusing on strengthening its ready-to-wear collections, moving more production closer to Europe, improving quality and sustainability, expanding into newer markets such as the Middle East, while continuing collaborations that connect fashion with art and culture.