"I wanted to celebrate a brand based on beautiful designs more than anything else".

'Day by Birger et Mikkelsen believes that family is the ethos behind the brand' says Keld Mikkelsen, the founder and creative director of the brand. As a production manager and head of design Keld Mikkelsen was very well acquainted with the fashion industry, which is why his vision, from the very start, was to create a label focused on design.

The brand's bohemian yet modern style features influences from fine tailoring to fabrics and detailed embellishment. Mikkelsen’s wanted the collection to be based on craftsmanship revival. Whether it was embroidery or hand beading, the idea was to create contemporary everyday glamour.