By Malene Birger brings Scandinavian fashion to Asia

While Scandinavian chic remains at the helm of the international fashion scene, iconic Danish label By Malene Birger is setting the trend for Nordic vogue in Asia. The upscale Copenhagen-based international designer brand has just opened a boutique in Hong Kong in a bid to capture the growing Asian appreciation for understated elegance and minimalistic edginess in fashion.

"Our brand is different because By Malene Birger has a signature," says Charlotte Egelund, CEO. "It could be in the way we mix up patterns or in the way we always use sequins and beads in our collections - this is all part of our glam history that we'll always bring forward."

A recipient of such notable honours as the Danish Design Award, the Scanorama Award, and the Scandinavian Design Award, By Malene Birger aspires to create a distinct fashion universe that is minimalist, feminine and glamorous with an edge.

Founded by design maverick Malene Birger in 2003, the north European fashion label began as a small start-up fashion brand with five employees. Driven by a deep belief in designing products that create a personal, emotional attachment for loyal customers around the world, By Malene Birger now employs a staff of 120 and is present across 42 countries.

Last December, the company's working partner, IC Group, bought the entirety of Birger's shares - a move which has presented opportunities for the brand to strengthen its vision internationally. Christina Exsteen, who has worked closely with Malene since the fashion house was founded, was handed the creative reins.

"The acquisition gives By Malene Birger a firmer possibility to grow faster and stronger along an existing development path," Egelund says. "Being part of a group is definitely going to bring more consistency and capabilities which will be useful in terms of our supply chain and end-customer satisfaction."