Inviting show-goes back to its very own courtyard, Sunflower focuses on setting a vibe with its denim, leather and tailoring styled in "a funky way"
For spring/summer '24, Sunflower once again welcomed guests into its very own office courtyard for an experience that was unabashedly local and unabashedly personal. “It shouldn’t be too fancy – that’s what we like about it,” says founder Ulrik Pedersen. “That’s why we have it here, at our own address.” The brand’s pride in being born and based in Copenhagen is underscored by the crowd of Danish actors, artists and musicians – “the cooler crowd from Copenhagen”– who turned up to take in the show. “Actually, we limited the fashion people on the guest list,” Pedersen says. They even served bottles of beer from their local bar.
As Pedersen is quick to note, it’s “a bit silly” to show menswear in August – the season is more or less done and dusted and most of the buyers and journalists already saw the collection in Paris a couple of months ago. So the emphasis was on the vibe, set largely by a surprise performance from legendary Danish duo Laid Back, whose greatest hits were released in the late ‘80s. The decadent decade permeates the Sunflower ethos in many ways – the slick tailoring paired with low key denim and leather, the thin, flowing shirts. Blooms pinned to the lapels.
Here we find Sunflower’s well-established approach to menswear on full display – classic with a cool-guy twist. “We like to style it in a funky way,” notes Pedersen. A sharp-shouldered blazer made in a vintage cracked leather paired with relaxed trousers, for instance. Black leather pants with a classic Oxford shirt. As always there’s plenty of denim, the standout being a high-waisted bootcut pair with front pockets. The standout, however, are are the floral shirt and pant set, rendered in 100% silk.
While Sunflower has no plans to venture into womenswear, it’s no surprise that plenty of women wear the brand – Pedersen estimates somewhere between 20 to 30 per cent of sales are to women. “I think our jeans look cooler on girls than any womenswear brand does,” he says. While there was only one female model on the runway (looking phenomenally cool, of course), there were plenty of cool girls in the crowd. Once the show was over, the courtyard transformed into a good old fashioned party, which was precisely the point. “We’re ending the day,” says Pedersen. “So hopefully people have time to drink more than one beer.”
Discover all the looks from Sunflower's spring/summer '24 collection below:
Sunflower - SS24
