Label profile: 2nd Day by Birger et Mikkelsen

29^th January 2012

Becca Carey

Becca Carey

29 January 2012

The eagerly awaited diffusion line by fashion-pack favourite Day by Birger et Mikkelsen landed this Autumn/Winter, with followers of the brand very eager to get their hands on a piece of the new collection.

For those of you unfamiliar with the Danish brand, Day by Birger et Mikkelsen was launched in Copenhagen in 1997 by current creative director Keld Mikkelsen and is now stocked in over 25 countries worldwide. Famous for its classic bohemian vibe mixed with Scandinavian style inspiration, it’s every fashion lover’s go-to for classic basics and separates.

Targeted at a slightly younger demographic, the new 2^nd Day collection takes on an edgier aesthetic, with many of the season’s top trends featuring throughout to create an androgynous vibe with a twist. The first offering from 2^nd Day is described as ‘urban minimalism’, with Mikkelsen using his 19-year-old daughter as his inspirational muse. By integrating soft feminine details with masculine tailoring, the collection is guaranteed to sell out quickly, and with so many classics to choose from like wool coats, gilets and more, all in a muted colour palette, it would be criminal not to invest.

According to Mikkelsen, it’s a project that’s been years in the making, the idea being to bring a newer, brighter element to Day.  Mikkelsen says, “we are going younger, the target group would be around 25 rather than the main line’s 35” and describes the line as “younger, more contemporary and slightly sexier”.  Whichever line you prefer, Day is all about being young at heart and having fun with your style. Prices range from £65 – £750.

Shop the collection here.

Becca Carey