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Copenhagen Fashion Week: Q&A

Pamela Shiffer

Pamela Shiffer, Owner of London womenswear indie Pamela Shiffer

How is your trip to Copenhagen Fashion Week going?

It’s lovely. It’s a very easy city to navigate and the shows are very organised. The collections are all about everyday, good casualwear, with good quality and a personality - that is what the Danes do well. Even at Copenhagen International Fashion Fair (CIFF), which is a bit of a needle-in-a-haystack kind of show, you can find some real gems. I’d advise buyers to visit.

Which brands have impressed you?

Baum und Pferdgarten. It’s our third season with them and autumn 12 sold out. When I ordered here for spring last season, I ordered more than I ever thought I would.

How are you feeling about autumn 13 in general?

On the back of autumn 12, I’m feeling quite positive. We didn’t go on Sale until after Christmas and although winter is a shorter season, people spend more. It’s all about editing. And if I’m looking at a collection and there’s a “but” or an “if” there, I don’t buy it. I don’t think there are any specific, strong trends, but I will be continuing with the luxury and sporty look. And our own brand has been doing really well.

Several UK buyers have said that coming to Copenhagen is a big expense. Do you agree?

On the tail of Paris, of Berlin, it can be expensive and there is only so much you can do. But it’s a worthy show and I would come back. I came for the first time last season and that gave me a good overview. I discovered new brands and placed orders. I don’t normally like to write orders on the stand - I like to take photos, to have time - but sometimes you need to show a new brand that you are serious.

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