On the occasion of her buzzy footwear collaboration with Bianco, we catch up with Danish singer and songwriter Medina on her creative process, how she's championing Danish design, and the techniques that keep her grounded
When she calls into our interview in mid-July, Medina is on vacation. Not only that, she's on her first vacation with her husband and without her children in nearly four years. And yet, the Danish pop star has made time to talk with me – an act that speaks to the dedication and drive that has come to define her career. Now one of Denmark’s most popular musical artists, Medina hit the scene in 2009 with the release of her first album. Since then, she has put out hit after hit, singing in both Danish and English to reach a worldwide audience. But music is not all she is known for.
When Medina takes the stage, fans have come to expect not only a musical set, but also a great outfit. Over the years, Medina’s signature mix of dark edge and glam has become as signature as her voice, creating a recognisable look to enhance her performances. At the start of her career, Medina invested in pieces that would make her stand out, refusing to fit in with more conservative expectations. “I would never be able to just go on stage and wear something average,” she says, sharing that selecting unique pieces helps to highlight not only her aesthetic tastes, but also her personality.
Photo: Marco Van Rijt
Photo: Marco Van Rijt
That passion for putting together performance looks has led Medina to a collaboration with the Danish shoe brand Bianco. The capsule collection, which launches in September of this year, features a wide range of on-trend styles, from mesh ballet flats to knee-high boots (one of Medina’s personal favourites). In some ways, the collection was destined to be, as Medina has been drawing shoes since she was a girl, and wearing Bianco designs for nearly as long. When it came time to design the collection, Medina's mind was overflowing with ideas; “It’s hard to know where to begin because you just want to make everything at once when you get a chance to make your own collection,” she shared. “I think I sent them about 200 ideas,” she added, her excitement palpable.
For Medina, collaborating with Bianco is part of her long legacy of supporting Danish brands. “I’ve always - since the beginning - been very aware to wear Danish designers and to promote them, no matter where in the world I would be,” Medina reflects; “I like the idea of climbing the ladder and bringing everyone with me.” Her commitment to supporting Danish brands and promoting their work around the world is all made possible, of course, by her music. Exposing fans to Danish culture is all part and parcel with Medina’s international success, a fact that she is touched by. “I know people from China, from Brazil, from Mexico – people all over the world – that start learning Danish because of my music. And that's just so amazing,” she says.
Photo: Marco Van Rijt
Photo: Marco Van Rijt
In the midst of a whirlwind tour of festivals this summer, Medina released her newest single, 'Giv Mig Alt', a piano-driven track that balances pensive, powerful vocals and a danceable beat. Already a favourite amongst fans, Medina’s yet-to-be-released English version of the song is sure to make it even bigger. When it comes to her music, Medina’s creative process is quite different from her designing experience. “Most of the time the song is done within an hour,” she says, “I’m a fast writer because I get an instant feeling and I just go with that.”
I feel like when I perform some of the tough songs that I wrote, it’s a healing process for all of us, which is beautiful
Medina
That intuitive tendency, coupled with long hours spent on the tour bus, has led Medina to discover an interest in grounding techniques. Adopting practices like tapping, which is used to regulate the nervous system, Medina has brought her new knowledge to her band, leading them in heart-tapping and a series of affirmations before going on stage. “I always mention how grateful I am for us to be there with the crowd and heal them,” Medina says. Having been through dark times and come out the other side into a place of more positivity and better mental health, Medina sees that growth every time she performs older songs with heavier emotional content. “People really feel it, and they cry it out,” she says, of playing those songs live; “I feel like when I perform some of the tough songs that I wrote, it’s a healing process for all of us, which is beautiful.”
Medina will take that healing to the next level with a set of courses she is preparing, instructional events that will feature experts in different areas of wellness. She is also working on writing books for children that explain mental health in an accessible way, and is set to open a new café designed for parents of young children to recharge. Add onto that her Bianco collaboration, summer tour, and plans for time in the studio, and Medina’s schedule seems fit to burst. But Medina wouldn’t be Medina if she wasn’t going the extra mile, pushing boundaries just as passionately as she did in 2009.