To fete its 30th anniversary, Munthe welcomed 400-plus guests for a massive show spring from a single seed
While there are a couple Danish brands hitting the 10-year mark this season, spring/summer '25 finds Munthe celebrating a whopping 30 years. To mark the milestone, Munthe went big, welcoming over 600 guests to the Bella Centre, where white sheets of paper flowers hung from the soaring ceiling. “So many people want to attend the show, especially in the summertime,” says founder Naja Munthe.
Though the show was big, the collection itself sprouted from something small: a single seed. “A couple of years ago, I went to this flea market and there was this woman selling flower seeds that she had produced and harvested in her own garden,” says Munthe. “And I thought it was so nice.” In the run up to this season, she purchased her own seeds and grew her own flowers in a small window greenhouse. It was these flowers, harvested and spread out onto a white sheet of paper, that became the collection’s signature print, used tonally on white peasant dresses, sweeping skirts and bomber jackets.
Related: The Munthe Milestone: A lookback at the Danish brand's colourful and uncompromising 30 year journey
That humble starting point aside, there is something big and celebratory about what came down the runway – particularly the decadent, glittery embellishments and the crafty beading. “There’s a lot of handcraft in the collection – very beautiful details and traditional handcraft,” says Munthe, who has noticed that lately, there’s a greater appetite for standout pieces, even those that come at a higher price point (she points out a pair of denim pants with glittery fringes from last season that sold especially well). In addition to the special occasion options, there was no-fuss denim and everyday tailored separates – a practical wardrobe for the growing swath of women who reach for Munthe in their day-to-day.
As the Munthe took her bow, the thunderous applause from her 600 guests proof of just how far the brand has come. “That’s what I wanted to show with this collection,” says Munthe. “You can start with something so small and it’s so easily destroyed, but if you take care of it and you do good and you feed it, it can become something very big and beautiful.”
See the full Munthe SS24 collection below:
