After more than ten years at the Danish fashion brand Mosh, first as a pattern technician and later as head design, Loise Læborg Madsen felt the urge to start something completely unique. That ‘something’ became Heyanno: a design -driven label, rooted in craftsmanship, cultural references and a bold approach to fashion. In an interview with FashionUnited, Madsen talks about the design philosophy, the creative direction and the position of Heyanno in the contemporary fashion landscape.
A fresh start with a goal
“Heyanno is a feeling,” said Madsen. “It started with a personal need to reconnect with the product, with the fabric, with the design. I wanted to put my hands back in something meaningful.” Heyanno, born from this desire for creative autonomy, stands for a new beginning, not just for Madsen, but for anyone who wants to approach fashion with playfulness and intention. “It’s about joy, hope and freedom,” she explains, “but also about precision and quality.”
Madsen is currently the only full -time employee at Heyanno and supervises everything, from design to the production process. “It gives me control, but more importantly, it keeps me close to the product. The magic happens there.”
Between minimalism and maximalism
Heyanno is often described as a balance between minimalism and maximalism, a contrast that can be seen in both silhouette and styling. The brand combines male tailoring with unexpected details, oversized denim with precise finishes and bold colors with refined cuts.
The design influences come from all over the world. Japanese silhouettes, in particular the gender-fluid approach of denim, inspire Heyanno’s Baggy, stiff jeans, while Scandinavian playfulness determines the use of the brand of the brand. Italian craftsmanship and attention to detail are reflected in the tailoring, especially in the characteristic blazers of the brand, where contrasting stitching, striking rings and dust quality are central. “I have always admired the Italian way of dressing, timeless and classic,” notes Madsen. “I take that and add a twist to it.”
Music as a mood board
The Heyanno collections are steeped in emotion and cultural energy, often fueled by music. “Music is my most important source of inspiration,” says Madsen. “Each collection starts with a mood, sometimes it is a David Bowie video, other times it is the indie vibe of the Haim sisters. Music is the tone, the visual world, even the silhouettes.” Spring/summer 2025 collection, entitled ‘An Ode to Freedom’, a light, expressive energy radiates, while autumn/winter 2025-‘Neo Rebel’-more edgy, more structured tailoring with a rebellious undertone explores.
Timelessness with a twist
At Heyanno, timeless design is not synonymous with static classics. Instead, Madsen defines timelessness through quality, fit and emotional connection. “If I wouldn’t want to wear it in five years, I don’t design it. That’s my filter.” Substances are carefully selected, with an increasing focus on reducing oil -based fibers, such as polyester. “We are not yet 100 percent, but spring/summer 2026 will be 95 percent oil -free,” she adds.
Fit also plays a key role in the lifespan. Blazers are slightly oversized with classic substantiation, which makes versatility possible while maintaining a distinctive edge. “Someone told me that the last collection looked like a composite vintage store, that’s the biggest compliment that I could get.”
For the brave woman: Meaning above mass
Who is the Heyanno woman? According to Madsen it is not about age or status. “It’s a vibe. A personality. She is someone who knows what she wants – someone who is selective, confident and willing to invest in less, better things.” The brand does not chase trends and does not respond to massive attraction. “Heyanno is not for the wallpaper girl,” says Madsen. “It is for those who want to stand out, but in a unique, playful and stylistic way.”
Heyanno works current with a streamlined model: two collections per year, each with around 50 styles. The goal is to create pieces with a goal and relevance, not to flood the market. Madsen also investigates other channels to get in touch with the audience of the brand, from music festivals and events led by DJs to pop-up experiences that emphasize atmosphere instead of marketing. “We want to show the clothing in their natural element, not just talk about it, but they experience.”
