DAY Birger et Mikkelsen was founded in 1997 with the singular mission to offer women a new look and a sense of style based on Scandinavian virtues and a bohemian mindset. The brand relaunched in 2021 aiming to take this same vision into a new era with one key message: “It’s a new Day”.
Christina Exsteen started a new chapter as creative director for the brand in March 2020. It was her personal declaration of love to a brand that deserved a revitalization and a relaunch. And so, when the world reopened in 2021, the designer was ready with her take on how fashion should look and feel in the future.
Imagine a new day
“When creating this collection one mantra persisted within me: “What does the new DAY look like?” The question was not only relevant when relaunching a brand with a strong heritage, but also an exploration of what the future holds for us after these uncertain times. We need clothes that work for the everyday, but we also long for design that allows us to dream and imagine a new tomorrow.”
“It no longer makes any sense designing clothes for some fairy tale life that no one can relate to. I’m excited about making the ordinary interesting and creating wardrobe staples that are as appealing as they are enduring. The trench coat, the biker jacket, the cool suit, the classic shirt, the perfect denim skirt. I kept asking myself: how can these pieces be made even better? I want to support real women in feeling good about the life they lead and the body they inhabit. The clothes should not restrain the body or make the wearer feel self-conscious. Every design should feel like a comfortable support and a delicious second skin. Every piece should look like the start of a new DAY.”
Christina Exsteen, Creative Director, DAY Birger et Mikkelsen.