Founded in Copenhagen in 1999 by Rikke Baumgarten and Helle Hestehave, this ready-to-wear brand is a playful merging of their surnames, and ultimately their aesthetics. Together the designers unite to offer a collection that appeals to all those creative and independent women.
Yes, the Baum Und Pferdgarten line is bound in contrasting elements that reflect the two designers, and so expect clashing color palettes and a mix of prints. But these contrasts come together and work just so, and this is a notion seconded by the buyers and influencers alike.
Adapting to the times, Rikke and Helle presented their Spring Summer 2021 collection as part of Copenhagen Fashion Week and had the most intimate of catwalk shows. The collection which is entitled, ‘The Woman Who Fell to Earth’ saw a socially distanced audience of just 50 people at their Copenhagen HQ and was shared live via their Instagram page, welcoming in their fans and followers to have a first look at the collection. We learn more about the merging of their aesthetics, the impact of social media on their brand, and what we can expect for Fall ‘21.
Felicity Carter: What is your first memory of fashion?
Rikke Baumgarten: I clearly remember buying my first piece of designer clothing. We were still studying at the design school here in Copenhagen and went on a field trip to London where I bought a Vivienne Westwood sweater that I was absolutely dying for! I couldn’t afford it – so I had to use Helle’s Diners Club card to get the money and then pay it off over the next couple of months…but it was totally worth it!
Helle Hestehave: I remember the first time I went to Hong Kong more than 10 years ago. It was like arriving in retail heaven. Especially, I.T was mind-blowing. I still think of Hong Kong as the ultimate shopping destination and really miss being able to travel there.
FC: How, when, why did you get into the industry?
RB & HH: We began our creative partnership as we were studying at the Danish design school almost 30 years ago. We did all kinds of projects together and soon realised how we had the same drive and work ethics – it was always a matter of getting as close to perfection as possible and gladly staying those extra hours to get the job done. At the same time we nurture each-other aesthetically by always challenging and pushing each-other further and beyond.
FC: How would you sum up the aesthetic?
RB & HH: Rikke represents a playful, colourful and flamboyant aesthetics while Helle represents something minimal, androgynous and tailored. At the end of the day, our brand DNA is a meeting between the two positions – we often love to play with proportion, print and colour in a way that mixes opulence with something effortless and understated.
FC: Who is your customer?
RB & HH: We cater for creative and independent women who aren’t afraid of standing out. Most of our creations are colourful and embrace significant print – so we tend to dress fashion-conscious women who like a bit of attention.
FC: How has social media impacted your brand and how do you use it as a tool?
RB & HH: Social media has become an integrated part of the media landscape as well as our brand communication. We use social media to communicate the brand values, to tell stories around the collections and to launch products. It has become a very obvious channel for commerce and exploration.
FC: What do each of you bring to the label?
RB & HH: We each bring our individual aesthetics, Rikke tends to be more interested in the business side of things whereas Helle is extremely involved in the product development and craftsmanship of each garment. Obviously this is a very simplified and stereotypical way of describing things as we are both very involved in all parts of running the brand and the company.
FC: What is on your current mood board?
RB & HH: We are currently working with the Autumn/Winter 2021 collection which has the working title “Coastline Communities” and is inspired by coastal culture in Denmark. It has a lot to do with functionality and weather protection – both in terms of traditional craftsmanship and cutting edge technology.
See more on www.baumundpferdgarten.com.