‘Brand of the Year’ is given to a fashion brand that has commercial success and plus on the bottom line, which shows that buyers want to ensure the brand’s continued existence. The brand must have been particularly noted in 2017, understands to create a recognizable universe of campaigns, ambassadors, or the like, and has a continuous range of products that clearly emerge from the brand’s universe and are available – including via at least one store in Denmark.
About the winner, the jury said:
“There is a natural coolness around the two designers, Cathrine Saks and Barbara Potts, and it has contributed to a hype about their strong brand. Saks Potts uses their network optimally, with ambassadors like Caroline Brasch and faces like Nadia Bender and Louise P. in lean campaigns, just like Cath Danneskiold-Samsøe herself opened their S/S 2018 show”
The nominees in the category were this year were Saks Potts, Gestuz and Munthe.