Lost Luggage, Runway & Sustainable Care – With Perwoll at Copenhagen Fashion Week

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Even as I approach Copenhagen, there is something in the air: the city welcomes me with a fresh breeze, relaxed people and that typical Scandinavian nonchalance. I love how quickly you can immerse yourself in the rhythm of the city here – everything is urban, stylish and yet so warm and welcoming. My hotel is centrally located in the trendy Vesterbro district, perfect for diving straight into Fashion Week.

 

 

The Perwoll team gives me a warm welcome at the hotel, then I quickly check into my beautiful room before finally getting started in the early evening.

 

The kick-off: Exclusive opening event & community spirit

 

 

The first evening kicks off with a very special highlight: Perwoll’s exclusive opening event as part of Copenhagen Fashion Week. The location – a stylishly converted loft gallery overlooking the city’s rooftops – is a meeting place for fashion journalists, bloggers, designers and sustainability experts from all over Europe.

I immediately sense that the community is open, curious and inspired. Exciting conversations arise over creative aperitifs and drinks – about trends, sustainability, personal favourite pieces and, of course, the big topic of the evening: rethinking fashion.

 

 

A particularly nice touch: an illustrator is on hand to sketch each guest’s outfit. During dinner, stylist Victoria Lee explains her passion for the theme of ‘Renew & Reclaim’ – and it’s contagious. Victoria explains how each piece in the collection has been carefully sorted, cared for and reinterpreted by hand: ‘It’s not just about sprucing up old things. It’s about genuine appreciation. Fashion gets a second life with us – you can see and feel that.’

 

 

We also learn more about how the new Perwoll Renew works, and I am impressed. I am equally impressed by the unique dinner concept, which is reminiscent of Perwoll’s products for clothes in different colours.

 

The product: Perwoll Renew – care that rethinks fashion

 

 

A key focus of my trip and the entire Reclaimed Collection is the innovative Perwoll Renew detergent. Talking to the Perwoll experts, I learn lots of new things:

• Triple Renew technology: specially developed to protect and regenerate colour intensity and fibres, whether light or dark.
• Anti-greyness formula: For light-coloured fabrics, the special technology prevents greying and keeps clothes looking bright for longer.
• Fibres are smoothed: After just ten washes, even second-hand and vintage items feel like new – pilling is reduced and fabrics remain supple.
• Sustainability: By using and caring for clothes for longer, we save resources, avoid waste and reduce CO₂ emissions.

In the days leading up to the trip, I cared for my favourite pieces with Perwoll Renew – and at the event itself, I was able to see for myself how radiant and high-quality even the oldest finds in the collection looked. Fashion care is more than just a routine here: it’s part of a new attitude.

Rave Review Fashion Show – Upcycling

 

On the second day of my trip with Perwoll, I had the opportunity to attend the Rave Review Fashion Show at Copenhagen Fashion Week – an experience that perfectly matched the theme of my trip, sustainable fashion, and was a fitting prelude to the Perwoll fashion show in the evening. The show itself was a true statement for sustainability: Rave Review consistently focuses on upcycling, transforming vintage fabrics and second-hand materials into modern must-have pieces. I found the bold colour combinations and contrasting patterns particularly exciting, giving the looks a distinctive character.

 

 

The atmosphere was electric – somewhere between Nordic coolness and the palpable spirit of optimism of a new fashion generation that lives sustainability not as a trend, but as a matter of course. For me, it was inspiring to see how powerful fashion can be as a message and how brands like Rave Review are reinterpreting the concept of conscious consumption. It was a perfect moment on my Perwoll journey, which focuses on precisely this message – care, sustainability and appreciation for fashion.

 

The Reclaimed Collection: Fashion Show with a Statement

 

 

The centrepiece of my trip – and the absolute highlight: the grand Perwoll Reclaimed Collection Fashion Show with after-party. The show takes place in a former aircraft hangar at Copenhagen Airport, a spectacular setting with a view of the runways and plenty of industrial chic.

 

 

Upon entering the venue, I am greeted by an exciting mix of creative optimism and lasting elegance. With numerous fantastic activities on offer, the evening kicks off with cool drinks and beats. Whether it’s photos in a unique setting, the Perwoll perfume created especially for the event or a personalised luggage tag, the attention to detail for the event is truly incredible. Of course, delicious snacks are also on the agenda.

 

 

Finally, the models present looks created from items found in lost suitcases – all cleaned and cared for with Perwoll Renew, each piece lovingly restored and recombined. The models are the respective brand ambassadors of the European countries present. What was also new to me, by the way, are the numerous names of Perwoll – who doesn’t remember ‘I washed that with Perwoll’? In Austria, for example, this would be ‘I washed that with Fewa’. I was absolutely thrilled with the looks and would never have guessed that they were created from clothes found in forgotten suitcases. I particularly like the look of our Swiss ambassador Agnes.

My personal runway highlights:

• Diversity of looks: From minimalist, almost architectural outfits in black and beige to playful layering combinations.
• Imperfectly perfect: Small signs of wear and details were left visible, giving the outfits character and depth.
• Statement pieces: A long, cream-coloured jacket with visible seams is my particular favourite – it tells the story of travel, new beginnings and the value of memories.

 

 

 

The show proves that style comes from creativity and mindfulness, not mass production. It feels as if every single garment has found a new place in the fashion world.

Experience the city: between fashion shows and sightseeing

 

Fortunately, I also had some time to explore Copenhagen itself – and these moments perfectly rounded off my trip with Perwoll. I was particularly enchanted by Nyhavn, probably the city’s most famous district. The colourful house facades are reflected in the water, while small boats bob up and down in the harbour – a sight that immediately makes you want to sit down in one of the many cafés and enjoy the atmosphere.

Another highlight was my visit to Rosenborg Castle. Nestled in beautiful parkland, the castle looks almost fairy-tale like. Inside, the Danish crown jewels and insignia are kept – a piece of history that impressed me greatly.

A walk to Amalienborg Palace, the residence of the Danish royal family, was also a must. The imposing architecture and the solemn atmosphere of the square immediately give you an idea of the important role that tradition and history play in Denmark.

 

Sustainable inspiration: What I’m taking away from Copenhagen

 

The trip not only inspired me fashion-wise, but also changed my attitude towards my own wardrobe:

• Less is more: quality, not quantity. It’s better to cherish your favourite pieces than to constantly buy new ones.
• Fashion care as a statement: with products like Perwoll Renew, we can actively live a sustainable lifestyle.
• Upcycling experiment: Back in Zurich, I immediately recombined my vintage pieces – my personal upcycling project as a tribute to the Reclaimed Collection.

 

Conclusion: Fashion that lasts – and memories that connect

 

 

My days in Copenhagen with Perwoll were more than just a visit to Fashion Week. It was an inspiring adventure centred around sustainability, appreciation and creativity. The Reclaimed Collection showed me that old clothes can be turned into new favourite pieces if we care for them properly – and reinterpret them with heart and mind.

 

What is your favourite sustainable piece? Feel free to share your experiences and tips in the comments!

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Transparency note

This post was created as part of a press trip with Perwoll to Copenhagen Fashion Week 2025. As always, the experiences and opinions are my own. You can find out more about the initiative and the Reclaimed Collection at perwoll.co.uk.