Hyld Studio by Julie Hyld
Creative communication – Branding – Strategy – Content creation – Activations – Marketing – Brand partnerships

Saks Potts CPHFW SS20

Saks Potts SS20 was inspired by the the latin culture, the femininity, the dancing and the joy. The team sought to host a runway show at a location that embraced the theme. They wanted a traditional scenarie,with a big wauw effect. Patriksson Group was hired to support on the production, but more than anything to organize the seeding of over 1000 people in the The Royal Danish Conservatory of Music.

The show started with an orchestra playing the famous melody Bittersweet Symphony by The Verge. 

Bling, huge flamenco skirts, slick buns and rhinestones now dominated the stage. The orchestra started clapping to the rhythm of the beat instead of playing (unfortunately). One by one, the hispanic army of chicas strutted the stage and stairs of the concert hall. The use of space was clever – not only containing the catwalk to the stage, but letting it continue up to the balcony and pass by the audience seats.

By far the most talked about fashion show during Copenhagen Fashion Week, the event received press coverage from many international titles including Vogue and many more

photos: Josephine Løchen