From renewing to boring
InWear was one of the hottest brands in the ’80s and ’90s, a precursor to the wave of Scandinavian fashion as we know it today. It used to be the must-have collection for modern women with a laid back sense of style. However, starting from the 2000s, it slowly started disappearing from the map. Collections lacked what the new generation was looking for and its image turned from renewing to boring.
Danish as we like it
The past three seasons InWear has successfully been making a comeback. Its vision remained the same, only the designs got a more modern Scandinavian touch. International top notch influencers such as Blanca Miró Scrimieri and Pernille Teisbaek were hired to wear the collection. The perfect approach to get the label back out there.