Whether a presentation or a show, performance is a crucial component of Skovgaard’s brand. “My collections are about the narrative and the character that you can make out of the clothes,” he says. “For me, that is why I started loving fashion when I was a child. I loved the theatre of it, how you can transform through clothes. I want the fun element of fashion, which I think is key to my creativity.”
Growing gradually, learning from other brands
While he’s always keen to pick up new stockists, he’s also content growing gradually and forming long-term partnerships with stores. “I am being very careful and mindful about what retailers I take on, what markets I focus on,” he says (for now, that’s Europe and the US). “I want to make good products and have a dialogue with retail partners to understand what’s working.”
“We’ve seen some really good results. It started in very small numbers, but I see that it’s slowly growing into something bigger,” he continues. Skovgaard has resolved to say no to potential stockists if it’s going to pose challenges with production or cash flow. “When stores are willing to buy a collection it’s hard. And when you know the numbers could be bigger, you’re tempted. But it’s more important to navigate things the right way.”
He’s also happy to learn from other Scandi labels. For SS25, Danish megabrand Ganni tapped the young designer to consult on some dresses for its Paris debut. “Being a very small brand, it was a great opportunity to see how a bigger brand operates and hear their thoughts on design,” he says. The most valuable lesson was seeing how they build a collection across different categories and styles.
