Ultra-feminine, yet playful and fresh, the ‘Happy Days’ collection modernizes the glamor of 50’s TV and Hollywood-icons. Borrowing its name from the popular American sitcom Happy Days, the collection puts a sporty twist on the period’s ‘new look’ style introduced by Christian Dior. Our emulation of narrow waistlines and fitted or billowing skirts makes body confidence our collection’s best accessory. As the stars did back then, we inspire the everyday-woman to radiate elegance in all aspects of her life. A pivotal time for young adults in America, the 1950s were full of life. For the young, the fast-changing times offered freedoms that transformed art, culture and fashion, reaching beyond U.S. borders.

Throughout the world, young people were experiencing a new, mass culture built by popular television shows and movies that mirrored current events, turning stars into role models, especially female stars. The dynamism of icons such as Lucille Ball, inspired the everyday-woman to be unwaveringly confident and overcome obstacles in her suburban, family life, marriage and career. Her role as a creator, producer, and star of I Love Lucy, signaled the end of an era of women’s aspirations and insights taking a backseat.

As women grew more expressive, their clothing followed the same trend. The ‘new look’ silhouette increased skirt volumes, or was embellished with pleats, polka dot fabrics and tiered ruffles, enhancing the experience of dancing to rock n’ roll. Women spent innumerable hours tailoring meticulously constructed pieces, injecting ideals of bringing your best self to the forefront into the culture.

View the Lookbook here.

View the collection presentation at the Finnish Embassy in Copenhagen here