Mads Nørgaard celebrates new collection with a poetry exhibition

A woman reading a poem out loud in front of the Mads Nørgaard store.

By Bas Brouwer

Striking window frames in Copenhagen’s most famous shopping street, Strøget, last Wednesday afternoon. During the exhibition of Mads Nørgaard’s new seasonal collection, twelve women read a poem in poppy printed clothing.

Because the new collection came out on International Women’s Day, the clothing store did a collaboration with Ursula Reuter Christiansen. ,,The eighty year old German-Danish artist has been part of a free women movement since the seventies. Something she uses in her art as well.”, says director of communications, Beate Bernhoft.

A striking detail that is frequently used in the collection is a poppy. This was the first flower to bloom again in the area devastated by the First World War. Therefore, it symbolizes hope and was incorporated in the dresses, t-shirts and blouses.

The poems refer to quotations printed on the new collection. These words are from Christiansen’s arthouse film ‘Skarpretteren’. According to Bernhoft, the film is characterized by the closing sentence ‘Have courage, the next great moment belongs to us’, referring to women.

The exhibition turned out to be very successful. “It was such a nice atmosphere and many people already bought something from the collection. Afterwards, a lot of people posted something about it on social media,” says the director of communications.