Saturday, May 29, 2010

Fernanda Palmeiro - Part II


Photographed By Ellinor Forje

 HOW HAVE YOUR FRIENDS AND FAMILY SUPPORTED YOU?
The all think that I work too much. But, they are very understanding. My work is mostly periodical. When I work with something that I like, I tend to submerge myself in it a bit too much. I’m lucky that people put up with me, because sometimes I disappear into own work-sphere for months before the fairs. The lines between my work and private life get erased. Or, rather, my private life completely disappears. I’m also a control freak. I’m constantly checking my email, and it’s hard for me to delegate assignments to others. But, I’ve become better.

Even a week after the fair had ended – and even though we were all exhausted and there wasn’t that much to do, we all sat in the office and worked passed 5 pm. We were in a work mode, almost like a little sect. The boss had to send us home.But, yes my friends and family have been a tremendous support!

WHAT DO YOU THINK ABOUT SWEDISH/DANISH DESIGN IN GENERAL?
The fashion is democratic - price-wise and design-wise. The clothes are of good quality and of reasonable prices. I also think that there’s a difference between the Swedish and Danish fashion. The Swedish fashion is more stylish, while the Danes are more daring when it comes to form and colour. But, the Swedes are a bit sharper, while the Danes are looser. I think that we are always ahead style-wise!'

WHERE DO YOU THINK IT IS HEADING?
The brand that do really well abroad, are the very commercial; as internationally the Scandinavia isn’t known for its high end/couture. It’s probably because the target group doesn’t exist. Those who buy really expensive design probably prefer to buy well known brands like – what can I say, Gucci and Dolce and Gabbana. It’s a shame that people don’t chose to support our local designers instead. Our strength lays in the fact that we can create fashion for everybody. The other day, I was at the YDE show, Ole Yde. It was very impressive and proves that we also known how to do high end/couture. But to answer the question: Where are we heading? – In Copenhagen we want to profile our self as the fifth fashion capital. We are on our way, there’s no doubt about that. But, there’s still a long road ahead.

WHO ARE YOUR FAVOURITE DESIGNERS – DANISH AS WELL AS INTERNATIONAL?
Of the Danish brands, I like the younger brands like Stine Goya and Henrik Vibskov. I can easily wear their anything from their collections straight off the catwalk. Swedish brands. Acne and Whyred, which is not completely unexpected – it’s even a bit cliché. I buy a lot of Acne and Whyred. It’s uncomplicated and affordable, and you can easily buy it online. It takes two days for the items to arrive,that is service I tell you. I love Acne’s Spring collection, and I’m starting to like Whyred more and more.

As for international brands: YSL without a doubt. The YSL – look, is my idea of a power-woman! When it comes to shoes, I say YSL again. It’s classy, sexy, feminine, sky high heels – doesn’t get better than that! I also like Stella McCartney, Balenciaga and Givenchy.

WHAT WEIGHT DOES CPH VISION CARRY IN THE FASHION WORLD?
We see ourselves as a business platform. You come to our fairs to do business. It’s also a showroom, of course and a networking-platform. But, our fair is mostly known to be the fair where people place orders. CPH Vision was founded in 1998 by Jan Busch Carlsen; with the vision of focusing on the established brands, as well as to the small and upcoming designers, equally.
At the other fairs in the world, it’s only those who can afford to be profiled, who get seen. At our fairs we don’t distinguish between big and small. In order to give everybody the same pre-conditions, we have rules on how big you are allowed to build your stall. It was at CPH Vision that brands such as, Bruuns Bazaar and By Malene Birger, got established, and Birger Mikkelsen started of very small. CPH Vision and Terminal – 2, is where tomorrow’s stars are born.

WHAT TIPS CAN YOU OFFER TO PEOPLE WHO WANT A CAREER IN THE FASHION INDUSTRY?
Flexibility, above all! There’s no such thing as a 9 – 5 jobb or inconvenience salary. If I had gotten paid for all the hours I’ve worked overtime, I would have been rich!I don’t think you can do it in the long-run, if it’s not something you’re passionate about or see it something that can lead to bigger things. You always have to be prepared that things can change in the last minute. Be determined, work hard, be firm and know what you want. And, don’t be afraid to speak your mind, so that people don’t run you over.

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