The fashion collective behind some of Scandinavia's buzziest brands, 154-year-old Birger Christensen Collective, has announced a new addition to its Danish fashion family: Cannari Concept. Creative director Anna Winck gives Vogue Scandinavia the exclusive low-down on the debut collection ahead of its upcoming launch at Copenhagen Fashion Week
“Cannari Concept is so much more than just a fashion brand,” says Anna Winck, the appointed creative director of the latest addition to Birger Christensen Collective’s esteemed roster. It could seem a cliché statement from Winck, but in the company of Rotate and Remain – brands which have transformed the face of Danish fashion with their sense of character and community – it bodes well.
Birger Christensen has called on its tried-and-tested formula for the latest addition to its family: recruiting a well-known, style-savvy fixture in the fashion industry to helm the brand. Following in the footsteps of Rotate’s Jeanette Madsen and Thora Valdimars, 30-year-old Winck brings innate industry knowledge to the table, not to mention an ‘It’ girl status and a personal online following of almost 250,000.
“Of course, the pressure is on because Thora and Jeanette are superstars,” Winck says of stepping into the ranks, “but I am very inspired by them. They have both been so open, helpful and kind during this journey, offering me guidance in this new world.”
Photo: Courtesy of Cannari Concept
While Winck may be feeling the pressure, there is plenty of space for Cannari Concept to comfortably hold its own alongside Rotate’s party-ready spirit, and Remain's focus on sophisticated tailoring and neutrals. Cannari Concept’s debut, set to officially launch this Wednesday during Copenhagen Fashion Week, presents a brand that celebrates fluidity and nostalgia with more streetwear-oriented pieces, priced between €60 and €420.
You can be whoever you want to be in Vegas, and this is exactly what Cannari Concept is about.
Anna Winck, creative director of Cannari Concept
Speaking about the brand’s intention to transcend bias in gender, sizing and style, Winck says this is something that “came naturally” for her. “I do not conform to stereotypical gendered clothing,” she says. “I have always shared clothes with guy and girl friends alike, and so it felt right to create a collection to encapsulate this energy. Naturally, we want to make clothing that everyone feels comfortable and confident in, so we design with all bodies in mind.”
Photo: Courtesy of Cannari Concept
The first range comprises typically masculine silhouettes, ultra-low-rise cargo denim pants, boxy varsity jackets and oversized hooded sweatshirts rendered in washed greys, khaki greens and soft beiges. However, the grunge aesthetic is subverted with a feminine twist. Baggy pants are layered with sewn-in pleated mini skirts. The hoodies are cut to accentuate the waist. And the Birger Christensen attention to detail is there, be it logo-embossed buttons, built-in belting or epaulette finishes.
A singular reference ties it together: the lucidity and spontaneity of the cult ‘90s film Fear and Loathing in Las Vegas, a point of inspiration brought forward by Winck. “I went to Las Vegas last year and was inspired by the lawlessness, the freedom and the all-around trippy vibe of the place,” she explains. “It is crazy and hazy, but it is a place without judgement. You can be whoever you want to be in Vegas, and this is exactly what Cannari Concept is about.”
Behind-the-scenes at Cannari Concept's Fall '23 campaign shoot.
There's bound to be plenty of noise about Cannari Concept in the Danish capital and beyond this week, and Winck is optimistic about leading the brand forward. "I think [the creative director role] is what I expected," she reflects. "It is a creative space where I can filter my creative Pinterest brain into designs with the support of my incredible design team. It feels like the right place for me to be."
"We want to offer a lifestyle space where our wearers feel part of a community; they feel seen and heard and free," she goes on. "I just want to make people feel the best versions of themselves."
Cannari Concept's debut collection launches online and in-stores worldwide on Wednesday 9th August. The collection will be available in leading retailers such as Luisaviaroma, Harvey Nichols and Printemps.