Scandinavian Fashion

Fhotos of Freja were transformed into cross-stitched embroideries

One of the biggest assets owned by Denmark’s Georg Jensen is its well-known brand name, and its sterling reputation for high-quality  silver jewelry and other hand-made articles.  Now the firm is rebranding in an effort to broaden its customer base.  They want to keep theír loyal fans who appreciate classical designs, while appealing to younger fashionistas on the prowl for cool accessories.

“We are working a lot to reposition the brand.  It is important that our jewelery be shown in a fashion context,”  explained Fernanda Palmeiro, head of PR for Georg Jensen in Europe, when we met at the company’s boutique at Stureplan in Stockholm.

One clear signal of a fresh approach is the playful silver cuffs the Copenhagen-based firm  recently introduced, as previously noted on this site.   Another interesting initiative is  a new ad campaign, in which photos previously taken of model Freja Beha Erichsen shot by Sebastian Faena wearing Georg Jensen jewelry have been transformed by art/fashion artist Inge Jacobsen.

Danish-Irish Inge Jacobsen spent some 2,000 hours converting eight  photos of  Freja into cross-stitched images.   The unusual needlework collaboration  is a good match, marrying the Georg Jensen handicraft tradition with the wonderful world of fashion.  Cross-stitched works by Inge Jacobsen have previously appeared on the covers of fashion bibles like Dazed & Confused and Vogue.