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Moving a Brand Beyond Borders

Spotlight on “One to Watch” Anne Sofie Madsen

Vauxhall Fashion Scout agreed, anointing Madsen “One to Watch,” an honor that includes a runway show at the London Fashion Week.

The show, scheduled for Friday February 17 at 16:30 GMT, will highlight Anne Sofie Madsen's Autumn/Winter 2012 womenswear. Already seen at Copenhagen Fashion Week last month, the collection is titled “Sedna” after the half skeleton and half human Inuit goddess of the underworld, and the one-of-a-kind pieces reflect the beauty and horror of Sedna's tragedy.

The story of Sedna is one of a young woman who loses her life in the Arctic cold; both her goddess image and her skeleton appears woven into the fabric of these intricate designs, bringing the 19th century tupilak to life.

Clearly influenced by her previous experiences working with John Galliano for Dior in Paris and Alexander McQueen in London, Anne Sofie Madsen combines the tragedy of her inspiration with a bit of whimsy to create a collection sure to draw loads of attention.

All that attention is something Madsen's been preparing for. As an ambassador for DHL in the fashion industry, the team at Anne Sofie Madsen has been working with DHL to find the best possible solutions for moving the brand beyond Denmark's borders.

“We are very honored by the support given by DHL. It enables us to think globally and push us on international adventures, as we know we can deliver to the customers we meet on our way,” said representatives from Anne Sofie Madsen.

“Anne Sofie Madsen is a very talented designer, and it's been very exciting to follow her work inside the walls from Strategy, drawings, sending the samples to the fabric to delivering her designs to the Catwalk,” said Susanne Kristensen, Marketing Manager for DHL Express Denmark.

“We are pleased we can help her get started in the best way possible.”

For more on how DHL is helping designers around the world put their best foot forward, become a fan of our Fashion Week Live by DHL Facebook site: Link