As Copenhagen Fashion Week marks 20 years, Pandora, a brand that was born in the Danish capital in 1982, is leaning into its local roots with a slate of partnerships spanning the runway, the next generation of designers and the anniversary festivities themselves.
For the third season running, the jeweller returns as Headline Partner of CPHFW NEWTALENT, the initiative designed to nurture early-stage Scandinavian labels with funding, mentorship, industry connections and a coveted spot on the official schedule. This season, two of Denmark’s most compelling rising names — Anne Sofie Madsen and TAUS — will weave Pandora pieces into their SS27 presentations, each filtering the jewellery through their own creative lens.
The pairing makes for an intriguing study in contrasts. Madsen, an alumna of the Royal Danish Academy of Fine Arts who cut her teeth alongside John Galliano at Dior and at Alexander McQueen, is celebrated for sculptural shapes and couture-level craft, and has recently rejoined the official CPHFW schedule as one of the country’s most acclaimed designers. TAUS, founded by Taus Møller, takes a quieter approach, favouring precise tailoring and a pared-back, distinctly Scandinavian take on modern luxury.
With Pandora gracing their runways, the designers and brand will demonstrate how jewellery can elevate silhouette, and add richness to storytelling and personal expression. We saw a similar execution in May, on the Alix Higgins runway at Australian Fashion Week, where the local designer incorporated the Blue Ocean Collection, with models wearing layers and layers of charms, adding a graphic contrast to the resort collection’s dream-like nostalgia.
“Fashion has always been shaped by new ideas and new voices. Supporting emerging designers is an investment in the future of creativity,” said Pandora CEO Berta de Pablos-Barbier, adding that the brand is “excited to see how Anne Sofie Madsen and TAUS interpret Pandora jewellery through their own creative perspectives this season”.
Beyond the shows, Pandora is partnering on Copenhagen Fashion Week’s 20th Anniversary Gala, held at the Royal Danish Opera House on Monday 3 August (local time), and will host model, actress and advocate Adwoa Aboah as a special guest throughout the week.
Copenhagen Fashion Week CEO Cecilie Thorsmark welcomed the expanded collaboration. “Having the support of a global brand with authentic Copenhagen roots creates tremendous value for our platform and the emerging designers we champion,” Thorsmark said in a statement.
Four decades on from its beginnings as a small Copenhagen jewellery shop, it’s a full-circle moment, and one we can’t wait to see play out this week on a global stage.