• "We are fascinated by everything that happens, especially at night. Therefore, The Dance is a tribute to the party, the dance and the night, to spontaneity, movement, and enthusiasm."
    – Mads Nørgaard

  • The starting point for our first fashion week contribution in a long time was a conversation in the office about a film we made back in 2008. The Copenhagen Experience is a comprehensive collaboration with a wide range of Copenhagen's artistic DJ’s and Musicians, Models, and other Creatives, a celebration of Copenhagen's nightlife. As many times before, the conversation in the office turned to various YouTube clips and a revisit to a backstage film called The Dance - a unique outtake in which the late DJ, author, and friend of the Nørgaard house, Maria Gerhardt aka Djuna Barnes, is behind the turntables, while stylist Sebastian Machado (and the rest of the dance floor) disappears into the music. The Dance is a snippet from the archive that shows a lively and essential chapter in Mads Nørgaard's history – but also a snippet that points forward where we are heading. The enthusiasm for nightlife was awakened, so why not celebrate the fascinating universe of the party as well as the epic movements of the body in connection with Copenhagen Fashion Week?

    The result is a presentation in three acts: a fashion photography project by Norwegian Jacqueline Landvik (which can be seen in the streets of Copenhagen during fashion week), a wide range of activities and happenings in our store on Strøget, and a secret rave party in collaboration with Copenhagen nightclub Den Anden Side.

  • Credits

  • Photographer – Jacqueline Landvik
    Creative Concept & Art Direction – MOON
    Production – The Lab
    Styling – Emelie Johansson
    Casting – Karoline Schytz
    Hair – Mette Thorsgaard
    Beauty – Trine Skjoeth
    Talents – Maty Drazek, Christian Olstad Frederiksen, Emilie Ping Brænder, Mille Jensen, Sophie Ayaa & Cheikh Ioum

    Fall 24 campaign – The Dance © Mads Nørgaard – Copenhagen

  • Follow @madsnorgaard on Instagram for daily updates during Copenhagen Fashion Week