esmé studios en duurzame eenvoud

Esmé Studios is a Danish women’s clothing brand that is characterized by a pure, minimalist aesthetics and a strong focus on sustainability. The label, founded in 2018 in Denmark, combines difficult Scandinavian style with a conscious design approach. Each item of clothing is made of certified organic or recycled materials and designed to be worn time and time again, with the emphasis on neutral shades and a timeless attraction for daily use. Known for its ‘Buy Less, Buy Better’ philosophy, Esmé Studios has built up a loyal supporter of environmentally conscious and stylish consumers who are attracted to the comfortable but refined basics. The Instagram feed of the brand shows modest outfits and content from behind the scenes, which cultivates a slow-living community on social media.

History and development of the brand

Founded in the midst of an increasing demand for more responsible fashion, Esmé Studios offered an alternative to Fast Fashion from the start. The parent company, Oriental Group, gave the brand a mission of transparency and honest production. Initially, Esmé Studios produced four seasonal collections per year, but in 2023 it opted for a slower approach with only two main collections per year to limit overproduction. These are supplemented with a few smaller drops during the season to keep the range up to date. The designs have always been minimalist and timeless, intended for ‘everyone in daily life’ – at home or in the office – with a focus on soft, comfortable materials. In 2022, the label launched a second-hand program in its webshop, with which customers were encouraged to exchange and buy used Esmé Studios pieces as part of its circular fashion efforts, a program that is still active today.

Success factors and social media

A core power of Esmé Studios lies in his ability to communicate his values clearly and consistently, in particular via Instagram. Instead of pursuing trends or viral moments, the brand uses its presence on social media to build trust and promote transparency. The Instagram feed reflects the calm, minimalist aesthetics of the brand, with earth tones, soft silhouettes and a pure styling. One of the striking characteristics is the recurring segment ‘Did you know’, in which Esmé Studios provides detailed explanation about its materials, certifications and production processes. These messages provide followers insight into topics such as the benefits of GOTS-certified organic cotton, water-saving production methods or the traceability of their supply chain.

Collections and pricing

Esmé Studios uses an accessible price range for its core collection and positions itself as ‘accessible luxury’ in sustainable fashion. The prices for the summer collection of 2025 vary from forty euros to around 130 euros. For example, a Gots-certified ‘Blossom’ tank top of organic cotton costs forty euros in the brand’s webshop. At the top of the price range, a feminine ‘Esstar’ smoked miduurk from organic cotton is available for 120 euros. In between are basics such as relaxed tops and blouses for fifty to eighty euros, and knitted sweaters or skirts for around 100 euros. Even outerwear, such as short coats, usually costs around 180 euros.

This moderate pricing reflects the goal of Esmé Studios to offer high -quality, sustainable clothing at affordable prices. Customers can find everyday essentials, from soft T-shirts and pants to comfortable knitwear and dresses, without a priceless cost barrier.

Global reach and presence

Although Esmé Studios has its roots in Denmark, the brand has quickly expanded its international presence. The collections are currently available in more than thirty countries, mainly in Europe and beyond. The official online store sends to 32 countries, including most EU countries, from Germany, France and the Netherlands to Slovakia and Malta, as well as farther away markets such as Australia, Norway, Iceland and Greenland. In addition to direct e-commerce, Esmé Studios is sold by various international retailers and online platforms. The label can be found on large fashion websites such as Zalando and Boozt, and is supported by selected boutiques from London to Helsinki. This omnichannel approach helped Esmé Studios to reach a wide audience, despite its relatively recent establishment.

Future prospects

Looking ahead, Esmé Studios seems to be well positioned to continue his growth process and at the same time remain faithful to his values. The company plans to deepen its sustainability initiatives and transparency efforts, with the aim of mapping the entire supply chain up to the processing of raw materials by 2025. In terms of design, it will probably maintain its streamlined calendar with two collections per year, with the focus on seasonless pieces that remain religious all year round. The success of the second -hand program has encouraged Esmé Studios to invest further in circular fashion, by involving customers in recycling and resale to extend the life of each item of clothing.

In the coming years, this label born in Copenhagen is expected to be ‘Himself’, faithful to the French meaning of his name, by consciously consuming and timeless design on the world market.