To mark its 25th anniversary, Danish childrenswear brand Wheat celebrated the milestone during Copenhagen Fashion Week with the presentation of its s/s 27 collection, Sunshine Society.
Rather than hosting a traditional runway show, the brand created a one-off anniversary experience that brought together 25 years of design, childhood and community.
Commenting is Thomas Frederiksen, CEO of Wheat.
“Over the past decade, Copenhagen has established itself as one of Europe’s most exciting fashion destinations, and Copenhagen Fashion Week has become an important platform for Danish design.
“When we talk about fashion, we should also be talking about childrenswear. Denmark has a proud tradition of designing for children, and Danish childrenswear brands are an important part of our design heritage.
“It therefore felt only natural to celebrate Wheat’s 25th anniversary during Copenhagen Fashion Week. Not because we see Fashion Week as a permanent platform for Wheat, but because our anniversary gave us a unique opportunity to highlight childrenswear as a natural and important part of the wider fashion conversation.”
Reimagining the runway
Instead of a conventional catwalk, Hauser Plads in the heart of Copenhagen was transformed into a temporary landscape for play. A large pillow fort and floating textile sails, created from a patchwork of fabrics from previous Wheat collections, formed the setting to present Sunshine Society.
The experience was intentionally designed to invite participation rather than observation. Following the presentation, the installation opened to the public, allowing children and families to explore the space freely. The fashion show naturally evolved into play, transforming a public square into a place where children set the agenda.
Celebrating a legacy while looking ahead
Sunshine Society was more than the launch of a new collection. It marked 25 years of Wheat through an experience that brought together fashion, design, architecture and play.
The anniversary project was realised in collaboration with NusNus Agency, architect Sixten Juel Ditlefsen, and textile designer and multidisciplinary artist Camilla Suleima, alongside partners including Stapelstein, Hansens Is and Oatly.
For further information on Wheat, please click here.