Across the North Sea, over 1,200 kilometres away from Europe’s beating heart of fashion and art, lies a sleepy sea town that’s taking the world by storm.
In recent years, Copenhagen has become synonymous with bold and bombastic style, bright prints, high-octane colour palettes and a refreshed sensibility when it comes to dressing.
Emerging designers like Stine Goya are putting Scandi style on the map and cementing the distinct aesthetic as a covetable staple in one’s wardrobe.
Now, two Danish powerhouses are collaborating to relaunch an icon symbolic of the nation’s reliance, legacy and austere tradition.
Since 1904, jewellery brand Georg Jensen has been synonymous with modern silverware, sleek design and creative expression. Over a decade later, the luxury label is working with Stine’s eponymous label to reinvent the iconic daisy design.
At first glance, there seems little synergy between Georg Jensen’s minimalist design and Stine Goya’s maximalist outlook. The brands are, in Stine’s own words, “aesthetically polar opposites”.
“To have these two worlds collide for this collection is what made the project so interesting and exciting to work on”, the Danish designer explains to marie claire Australia.
The new range of jewellery examines the historic daisy symbol with new reverence for the contemporary Scandi woman. It’s more than just a dainty flower, it’s a symbol of strength for the Danes and something that holds extreme importance to both brands.
Not only is the Daisy the national flower of Denmark, many Danes wore the design on their lapels as a symbol of their resistance to the Nazi occupation during World War 2.
For Stine Goya, the flower holds a much more sentimental value. “I remember seeing the pieces of jewellery for the very first time in my Grandma’s home so it strikes a beautiful and emotional chord for me,” the designer tells us.
The collaboration itself is significant for both brands, with the partnership a first for Georg Jensen. Speaking on the accolade of being selected as the first ever partner in Georg Jensen’s history Stine reveals “it was amazing to see two Danish brands with such different aesthetics come together and join forces”.
“Georg Jensen is known for their sleek lines and minimalist colour use whereas Stine Goya stands for an abundance of colour and print and bold silhouettes. To have these two worlds collide for this collection is what made the project so interesting and exciting to work on.”
Stine shares that she was given the ‘carte blanch’ from Georg’s team to reinvent the daisy. Rather than opting for bright and flashy colours, Stine wanted to focus on subtle shades like baby blue, lilac and light mint to “match the Daisy universe with a touch of Stine Goya flair”.
“It was a very warm feeling to have the complete trust of their team and which made the process very free and liberating,” Stine explains. “It was key to make it our own but at the same time respecting where the collection and heritage comes from and I believe it resulted in a subtle and elegant, yet joyful and colourful collection.”
Despite this, jewellery is a new medium for Stine.
“I am used to working on bold silhouettes with big shapes and all of the sudden I had to refocus and work with tiny pieces which require a new way of designing. When we got to see the prototypes for the first time in the precious metals, it felt magical. It’s at that specific moment that the pieces come to live and that you can really imagine the jewellery being worn,” Stine says.
As for how Stine will be wearing her Georg Jensen x Stine Goya daisy designs? “Most days you can find me wearing a casual look and adding a bold piece of jewellery to it. I like the play in between having a very easy-going outfit combined with an elevated piece of jewellery. It always lifts the look to the next level, it adds an edge to it.”
The Georg Jensen x Stine Goya collection ranges from $265 to $3,100 and will be available to purchase in stores from May 9.
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