Scan Magazine | Design Feature | Rosemunde
Women’s luxury, then and now To give all women a luxury feeling – every day. That was the ambitious concept according to which Rosemunde launched its first basics in 2004. What it meant was to create a design line that was timeless and malleable so as to be clearly recognisable as a brand, exquisite in terms of design and material so as to be luxurious, and doing so without being overtly vociferous or articulate about it so as to give the luxuriousness its true everyday character. By Marjorie de los Angeles Mendieta | Photos: Rosemunde
What perhaps best defines everyday luxury is the gorgeous basics. It all started with Rosemunde’s hallmark laced silk camisole. This highly ingenious piece has been at the top of the chart of women’s wear basics ever since, and is the virtual epitome of the company. It combines the romantic feminine look with an urban look of city coolness. With the luxury concept established around a production line built on this immediate success, the company soon grew to become a household name of women’s wear basics without making much ado.
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Despite the undeniable success of its camisole and many of its other basics, the company was nevertheless on the verge of caving in 2011 due to the financial crisis. “The company’s apparent success with its products was not thoroughly backed up by a viable business strategy,” concludes Torben Olsen, who took to the company reins as creative and commercial director after a takeover in 2011. With Olsen at the helm, the company weathered the storm and widened its market abroad considerably. Today the brand is sold in more than 1,300 retailers in nearly every country in Europe
and on the grand markets in Asia, USA, Canada and Australia. Scandinavian values, universal look Becoming a world-wide lifestyle brand in 10 years is no mean feat; few Scandinavian brands make it to the Far East. According to Torben Olsen, the secret lies rooted deep within the company values. Functionality and long-lasting quality are a given for the company, whose collections are comprised of only silken fabric and fine Cashmere knitwear. The Rosemunde look, however, is not particularly Scandinavian, but rather universal. It is centred on the highly feminine silhouette, not shy of emphasising the waist. It is worn extensively by women all over the world, testifying to its popularity with women of all cultures. The company’s typical consumer is the independent, ambitious woman, highly