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B R A N D

B O O K


C O M P A N Y

P R O F I L E

NO SEASONS... NO RULES... AND ALWAYS EXCLUSIVE KNITS. “ MW 23” IS CREATED OUT OF JUST ONE PRODUCT - ONE PRODUCER - one designer ALWAYS STRIVING FOR THE BEST AND KEEPING THE CONCEPT SIMPLE. MW is the designers initials and 23 is the amount of designs we are presenting 2 times a year. THE DESIGNS ARE NEW REWORKED CLASSICS, LASTING LONG BEYOND FASHION. EVERYTHING IS CAREFULLY HANDCRAFTED EXCLUSIVELY IN ITALY - AND DESIGNED WITH A STRONG DESIGN PASSION IN SCANDINAVIA. THE COMPANY IS ROOTED IN LOVE FOR QUALITY AND SUSTAINABILITY, WITH A MISSION TO CREATE RICH AND DURABLE PRODUCTS WITH A COOL CONTEMPORARY TAKE ON KNIT WEAR.


C O M P A N Y

P R O F I L E


D E S I G N E R

Michala Franck Ballieu Wiesneck was born in Copenhagen 1966,raised in a free spirited and artistic family. From an early age her suitcase was always packed and ready to go with her parents – all around the world. At the age of 6 she had lived in south of France, India, Spain … This was when she began began collecting garments and as her wardrobe became enriched with beautiful pieces that captured her imagination, she’d spend hours arranging them and dreaming up more gorgeous clothes. Later on she attended the traditional and highly conservative school N. Zahle In Copenhagen, which combined with her background created exciting and inspiring contrasts: Heritage versus pioneering, dedication to upholding traditions yet still moving forward. The free, laid back traveler spirit versus the highly respected, heritage traditions. Michala’s next step in life was leaving for Paris as soon as she graduated from high school at the age of 18 in 1985 , she went to study at the legendary haute couture school in Paris “CHAMBRE SYNDICALE DE HAUTE COUTURE PARISIENNE“ As a student the newly started haute couture house “Christian LACROIX” approached her, and then for 2 years she worked half time as Design Assistant to

B I O G R A P H Y

Directrice Hélène de Mortemart at Lacroix and attended school at the same time. Having tasted the flavour of the wonderful haute couture world, she felt a need to create more wearable clothes and moved on to the prêt a porter company “Cacharel“ where she designed the kids wear line, junior line and lingerie line. Michala spent 9 years in Paris, and she also worked freelance with MARKS AND SPENCER IN LONDON, United Kingdom, on a lingerie collection project the “best in the World project“. In 1992 Michala was head hunted by Inwear / IC- company Group to be the big design source behind the Inwear women’s collection and she fulfilled that position for almost 10 years, and during that occupation she gave birth to her beloved son Tobias.


M I C H A L A

Year 2003 Marlene Birger had left DAY birger et mikkelsen and the founder Keld Mikkelsen contacted Michala to offer her the position as Head of Design / creative direction of the DAY universe. For 7 years Michala dictated the entire creative vision of DAY as well as being the face of DAY in public relations. In march 2016 Michala decided to pursue new challenges. This time her suitcase was packed with a 360° vision of the fashion industry cointaining a broad experience from trend office and haute couture to prêt a prêt porter and a strong knowledge of all product categories. But most importantly: a deep felt wish to re-define her creative vision as a designer and launch a new knit wear line with the Italian producer Easylock in Imola: MW°23 – no rules

W I E S N E C K


SUMMARY A 360° vision of the fashion industry, with a broad experience from trend office and haute couture to ‘prêt a porter’ and more commercial retail oriented collections. Strong knowledge of all product categories, covering women, knits, lingerie and children with expertise in colours, textiles, graphics and embroideries. Creative direction of images in campaigns, look-books, sales presentations, retail space and shows. Conceptualisation of creative brand strategy and DNA profile. PROFESSIONAL EXPERIENCE ESPRIT – Amsterdam / Dusseldorf Jan 2014 – September 2016 HEAD OF DESIGN WOMEN Head of design- Creative Direction EDC Women/ Everyday counts M. WIESNECK - Copenhagen Aug 2011 – current FOUNDER Founder – creative director.

NN07 - Copenhagen. Aug 10 – Aug 11 CREATIVE DIRECTOR Overall responsible for strategy, brand DNA and creative direction of the entire brand extension. NOA – NOA Freelance project – Copenhagen Mar 10 – Aug 10 CREATIVE DIRECTOR Creative director/ designer of Noa Noa “soiree by Michala Wiesneck “ DAY BIRGER & MIKKELSEN - Copenhagen Sep 03 – Mar 10 HEAD OF DESIGN WOMENS Overall responsible for collection/price structure, fabric choice, design and supplier selection. Settlement trips to Hong Kong, India, Turkey and Portugal. Responsible for global image and ‘public PR face’ for DAY women’s. INWEAR IC COMPANY’S - Copenhagen Sep 92 - Sep 03 SENIOR DESIGNER Overall responsible for 10 annual collections drop with 100 styles pr. collection from concept, fabric selection, to follow-up on prototypes and settlement trips to supplier’s trip in Hong Kong, Italy and Turkey MARKS & SPENCER - London Dec 97 - Nov 98 FREELANCE DESIGNER Developed “Best in the world” lingerie project for M&S retail lingerie collection for special in store drops


CACHAREL - Paris Jun 90 - Aug 92 DESIGNER Designer with overall responsibility for children, junior wear and lingerie license collections CHRISTIAN LACROIX - Paris Jun 88 - Aug 89 HAUTE COUTURE STUDIO ASSISTANT Assistant to Helene de Mortemart in the Salon Couture with design, directly in contact with couture clients and responsible for coordination between design studio and salon couture CARLIN INTERNATIONAL - Paris Sep 87 - Dec 87 Trend office ASSISTANT DESIGNER PLACEMENT AND TRAINEE EXPERIENCE CHRISTIAN DIOR - Paris Apr 90 - Jun 90 ACCESSORIES DESIGN Research for and design of a range of Haute Couture accessories for AW 1991 collection LOUIS FERAUD - Paris Nov 89 - Mar 90 TEXTILE DESIGN Design studio internship: Research for textile prints and scarf’s for the prêt a porter line. PRINTEMPS - Paris Mar 88 - Jun 88 SWIMWEAR DESIGN Research for swimwear collection prints fabrics and design forms PROMOSTYLE - Paris Jan 88 - Feb 88 KNITWEAR DESIGN Design studio: Research for knitwear trend-book yarns knit stitch structures EDUCATION AND DIPLOMAS 1988 - 1990 ECOLES DE LA CHAMBRE SYNDICALE - Paris DESIGN DEGREE Diploma in Fashion design in Haute Couture and ready-to-wear 1986 - 1987 FASHION FORUM - Paris FASHION DIPLOMA Diploma in Fashion Illustration, Textile and Graphic design 1985 - 1986 UNIVERSITY OF SORBONNE - Paris Studies of the French language 1982-1985 HIGH SCHOOL - Copenhagen Graduated in Classical cultures and languages (Greek and Latin)


L O O K S


B R A N D


B R A N D

I D E N T I T Y


B R A N D

I D E N T I T Y


S A L E S

WE HAVE SIGNED AGENTS WITH FOLLOWING COUNTRIES DENMARK (signed) HOLLAND (To be signed) GERMANY (To be signed) SWEDEN (signed) SWITZERLAND (To be signed) NORWAY (To be signed) MORE TO COME


C O L L E C TI O N

P LA N

We will deliver 2 annual collections S/S SPRING SUMMER A/W AUTUMN WINTER Each consistent of approx 23 styles.


P O S IT I O N / P RI C I N G


P RI C I N G

WHOLE SALES PRICES KRR

SUGGESTED RETAIL PRICES (x2,7) (€)

SUGGESTED RETAIL PRICES (x2,7) (KRR)

AW 17/18 17-18 AW WHOLE SALES PRICES (€)

ARTICLE NUMBER

MW°23

COMPOSITION

S7

1

ZOOM ROUNDNECK

57

423

153

1142

25%WV 5%WS 30%VI 40%PA

S7

1

NOOMA CARDIGAN

65

482

175

1302

25%WV 5%WS 30%VI 40%PA

S7

1

NINON PANTS

49

364

132

984

25%WV 5%WS 30%VI 40%PA

S7

1

NOONO CARDIGAN

71

529

192

1428

25%WV 5%WS 30%VI 40%PA

S7

1

BAUMI V-NECK

49

369

134

995

25%WV 5%WS 30%VI 40%PA

S7

1

NAJO TOP

42

315

114

851

25%WV 5%WS 30%VI 40%PA

S7

1

MARIA ROUNDNECK

110

822

298

2220

100 % WS

S7

1

VERONICA CARDIGAN

112

831

301

2243

100 % WS

S7

1

LORENZA PANTS

99

734

266

1983

100 % WS

S7

1

EMMA CARDIGAN

140

1047

379

2826

100 % WS

S7

1

SARA V-NECK

89

664

241

1794

100 % WS

S7

1

LOTTO TOP

72

537

195

1450

100 % WS

S7

3

KINNA ROUNDNECK

63

468

170

1264

37%WV 5%WS 8%WA 30%VI 20%PA

S7

3

TANNA CARDIGAN

81

603

219

1629

37%WV 5%WS 8%WA 30%VI 20%PA

S7

3

NANNA JUMPER

66

492

178

1328

37%WV 5%WS 8%WA 30%VI 20%PA

S7

4

MINA ROUNDNECK

81

603

219

1629

100%WV + 100%SILK

S7

4

NINA CARDIGAN

98

734

266

1981

100%WV + 100%SILK

S7

5

FINDO ROUNDNECK

60

446

162

1204

25%WV 5%WS 30%VI 40%PA

S7

5

ANDREA DOUBLE V-NECK

68

504

183

1362

25%WV 5%WS 30%VI 40%PA

S7

5

MANOS CARDIGAN

65

483

175

1304

25%WV 5%WS 30%VI 40%PA

S7

5

HUSKO V NECK

49

366

133

988

25%WV 5%WS 30%VI 40%PA

S7

5

TANJA CARDIGAN

74

549

199

1483

25%WV 5%WS 30%VI 40%PA

S7

6

MANI ROUNDNECK

74

548

198

1479

100% WV

S7

6

ODETTA CARDIGAN

85

636

231

1717

100% WV

S7

7

MINOLTO ROUNDNECK

68

503

182

1359

37%WV 5%WS 8%WA 30%VI 20%PA

S7

7

JOSEPHA HIGHNECK

64

474

172

1280

37%WV 5%WS 8%WA 30%VI 20%PA

S7

7

MUKKA ROUNDNECK

64

477

173

1288

37%WV 5%WS 8%WA 30%VI 20%PA

S7

7

KOMA CARDIGAN

91

681

247

1839

37%WV 5%WS 8%WA 30%VI 20%PA

S7

7

MIMA SHORT PANTS

63

472

171

1276

37%WV 5%WS 8%WA 30%VI 20%PA

S7

8

SISSI PANTS

70

521

189

1405

30%WS 60%VI 10%PA

S7

9

SCARF

99

738

267

1992

70% WS 30% SILK

S7

11 IDA CARDIGAN

103

764

277

2064

55%BABY WP 10%WV 35%CO

S7

11 MIA ROUNDNECK

97

720

261

1943

55%BABY WP 10%WV 35%CO

DESCRIPTION


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MICHALA WIESNECK PHONE: +45 22 43 74 43 MICHALA@MICHALAWIESNECK.COM


Brand book MW°23