The Danish fashion brands to know, now

Gestuz winter 2019 collection
Olivia Lidbury,-Fashion Editor

Get to know your Gestuz from your Y.A.S with our lowdown on Denmark’s most desirable brands

Hygge might have brought Scandi style to our homes, but now it’s our wardrobes’ turn. Since launching in 2006, Copenhagen Fashion Week has put Danish style at the forefront, thanks to its roster of innovative designers and chic show-goers. It’s up there alongside Paris and Italy as a style capital, characterised by a laid-back sensitivity and artful effortlessness.
Away from the catwalks, it’s the slew of accessible, feminine and, most importantly, wearable brands that have caught the eye of our buying team, notably: Numph, Just Female, Second Female, Y.A.S and new recruit Gestuz.

‘There’s a particularly high quality to these brands and they offer a lot of value,’ says Donna Stamp, the Partner & Buyer. Minimalist Scandinavian style has permeated many of our homes, but what’s interesting is how the key fashion players aren’t quite as pared back with their designs. ‘The Scandi look has really evolved from being quite clean and neutral to featuring a lot more colour and print,’ says Donna.

Model in Gestuz Fria coat


Donna is particularly excited about the arrival of Gestuz (pronounced jess-tuce) at John Lewis & Partners. ‘The pieces have got an edge to them which instantly make you feel cool,’ she says. ‘But they suit everyone and can be styled in different ways – they aren’t age specific.’

Founded by Sanne Sehested in 2008, the brand has evolved from its off-duty rock-and-roll roots to include tailored pieces and updated classics, always underpinned by an element of sophisticated surprise. 

Second Female snake print maxi dress

Second Female

On the hunt for punchy prints and confident colourways? The search ends here. ‘We really only buy the best of the best,’ explains Donna. ‘So what you’ll discover is a really tight edit.’

Just Female Bisou dress

Just Female

Second Female’s sister brand exudes a slightly more contemporary feel, with statement knitwear and patterned, day-to-night dresses at the core of its offering. ‘It's also great for a relaxed take on tailoring,’ says Donna.

YAS Yasgreta Spot Metallic Dress


An acronym for Your Apparel and Style, Y.A.S excels in elevating everyday pieces – think leopard-print coats, colour-block jumpers and abstract-print separates. ‘Demand for Y.A.S has grown very quickly since we launched the brand,’ says Donna.

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