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Model walking the Copenhagen Fashion Week catwalk

The fashion week edit

The Copenhagen Edit

Copenhagen is a city where street style can drive direction more than the catwalk. What did it tell us about what we will wear and how we will surface it.

By Natalie Theo Style Director, Mapp Fashion
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Fashion changes. The language customers use to find it changes too. Natalie Theo, Style Director

01

On the streets

Copenhagen street style leads the way. In a city where the pavement drives direction more than the catwalk, show-goers did not disappoint - and every look carries attributes worth capturing.

  • Flip Flops

    Flip Flops

  • Bandanas

    Bandanas

  • Balloon pants

    Balloon pants

  • Stripes & checks

    Stripes & checks

  • Prairie dresses

    Prairie dresses

  • Fringe layers

    Fringe layers

  • Peplum waists

    Peplum waists

  • Oversized sequins

    Oversized sequins

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02

The Flip-Flop Mania

A humble flip-flop isn’t just a flip-flop anymore. Long assigned a purely holiday occasion, it has now become a mainstay in casual and smart-casual outfitting. Context changes everything.

  1. Holiday
  2. City break
  3. Smart casual
  4. Skandi style

Richer context. More relevance. New discovery opportunities.

Flip flops worn with a white dress on Copenhagen steps

03

On the runway

Trends that gained momentum last season kept flourishing on the SS27 catwalks - and each look carries attributes worth capturing.

  • Minimalism at Marlene Birger

    Minimalism

    Marlene Birger

  • Floral corsages at Collina Strada

    Floral corsages

    Collina Strada

  • Rococo pastels at Nicklas Skovgaard

    Rococo pastels

    Nicklas Skovgaard

  • Lingerie dressing at Stine Goya

    Lingerie dressing

    Stine Goya

  • Fringe & tassels

    Fringe & tassels

  • Volume

    Volume

  • Polk Dots at Caro Editions

    Polka Dots: Caro Editions

  • Statement details

    Statement details

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04

The conscious edit

Brands showcasing at CPHFW must meet mandatory sustainability requirements. From Stem’s zero-waste garment production to Collina Strada where the entire collection was made from deadstock, what this means for brands is that categories such as fibres, production, circularity, provenance as well as garment construction methods have all become discovery layers.

  • Natural fibres
  • Provenance
  • Recycled synthetics
  • Craft & production
  • Deadstock
  • Garment construction
  • Zero waste
  • Circularity

Search has changed shape

“Find me a midi dress for work made from recycled fibres, not polyester, made in Portugal, that will last a long time.”

Natural-language queries like this only return your product if the attribute layer underneath is rich enough to answer them.

These are discovery attributes.

05

Shop the data

Richer product data opens up new discovery opportunities. The same pants, described properly, can answer a dozen different questions.

Chat with our stylist team  
Beige balloon trousers with a drawstring waist

Balloon trouser

Aesthetic
Copenhagen Girlie
Fit
Voluminous
Occasion
Casual / Smart casual
Detail
Drawstring waist
Trend
Balloon silhouette
Styling
Flip flops · Layered knit
Season
SS27
Material
100% Cotton

Find me voluminous cotton pants for a city weekend

Your customers don’t search in categories. They search in context.

We help fashion brands build better edits.

So we made one ourselves.

Fashion is becoming more contextual and discovery has to keep up. Mapp Fashion builds the richer attribute layer that lets every product be surfaced for every relevant moment - physical attributes and contextual ones together.

Discover Mapp Fashion

  • 2.5x

    more relevant search results with enriched product data

  • +35%

    increase in search-to-product conversion

  • AI ready

    built for the future of conversational discovery