Helle Wagner is the driving force behind Modström and a central figure in Danish fashion. As the owner of Modström, Butler Loftet retail, and Clipper, she has built a portfolio of brands that balance timeless aesthetics with modern functionality. With Modström, which celebrates its 20th anniversary this year, Helle has successfully combined classic silhouettes with modern details and colorful designs, making the brand a favorite among women seeking comfort and stylish cuts.

Helle's focus on running a responsible business and creating a harmonious balance between aesthetics, quality, and ethical values has secured Modström a strong position in the fashion industry. Her vision and innovative approach have made her a key player in shaping the future of fashion.

Occupation: Owner of Modström, Butler Loftet retail, and Clipper

1. What is your personal relationship with Modström?
Modström was born under Butler Loftet retail when, 20 years ago, there was a gap in the market for a feminine brand with edge that could deliver new collections outside the traditional seasons in our retail stores. Many other stores in Denmark agreed and committed to buying Modström even before the first collection hit the market.
Today, Modström is a more established brand but still deeply rooted in retail and our end consumers. We aim to celebrate the freedom to be whoever you want to be and aspire to enable individuals to express themselves through our collections.

2. What motivates you creatively, and where do you find inspiration in your daily life?
I find inspiration everywhere, but most of all through travel and experiences. I am naturally curious and love that through Modström, we can express our creative ideas – there is rarely a long gap between thought and action.

3. How would you describe your personal journey over the past 20 years?
It has been long, versatile, exciting, tough, and above all, a journey of personal development. Today, I don’t do everything myself. As a mother first and foremost, but also as the owner of three companies, there is a different reality now compared to the early days when Anne and I would spend evening after evening being creative, or catch a night train to seek new inspiration.

Tania Asbæk believes in art. As a language. A path. A direction. A goal. Something that disrupts an order... and creates a balance. Spiritually and visually. This trust is a responsibility, which is why Tania spends an absurd amount of time discovering and sharing art experiences she believes in. This takes place under the umbrella of Collaborations, which advises, exhibits, and curates through in-depth knowledge and an excellent network. It also happens through Kunsthal n, a non-profit institution that showcases and communicates some of the most interesting and relevant contemporary art to everyone who can be tempted to stop by.

Occupation: Co-owner of Collaborations, an art advisory business, and co-founder of Kunsthalen in Nørrebro.

1. What is your personal relationship with Modström?
I know Helle. We met through mutual friends and through art. I really like Helle; there’s no nonsense with her – you can get straight to the point. It’s incredibly refreshing and disarming, but also motivating.
I knew about Modström before I met Helle because, 20 years ago, there was a particular dress that was completely sold out. I found it online second-hand, but my friend was so obsessed with it that I had to give it to her. (I naturally found another one for myself).
Currently, my relationship with Modström is a special fondness for their coats.

2. What motivates you creatively, and where do you find inspiration in your daily life?
I find inspiration in contemporary art, but also in the artists themselves. Artists who are driven by an irresistible urge to create are deeply inspiring to me, especially because of their uncompromising approach and unwavering dedication.
In addition, I find great inspiration in the people I observe and interact with in daily life. The people who fascinate me inspire me greatly, both mentally and physically.
I’m particularly inspired in those moments when I can sit on a bench, let my thoughts wander, and simply observe the world around me. Although I rarely do this for long, I do it often – whether it’s on a train, during a walk, or on a bench. The most important thing is when I’m out in the street scene and I slow down the pace completely.

3. How would you describe your personal journey over the past 20 years?
I didn’t think I knew what I wanted, but in hindsight, I realize I actually knew quite well. I am (and was) very driven by desire and spontaneous in my choices. I’m not afraid to bet everything on one color.
That said, I’ve become much more self-aware and now understand my behavior patterns much better. I once thought I was driven by money. Then I thought I was driven by success, but in reality, I’m primarily driven by what seems impossible. I believe, at my core, that I have entrepreneurial blood. When I get an idea, it takes up so much of my energy, and I often (always) persist until I’ve achieved my goal. And that is truly significant, whether it's something big or small.

Iris Gold is an artist who balances playful genre experiments with an authentic musical narrative. Born in London but raised in Copenhagen, she has carved out a unique space for herself on the international music scene. Iris debuted in 2015 with the single "Goldmine" and has since made a mark with a series of remarkable releases. Her charismatic performances have taken her to stages and festivals across Europe, where she has shared the spotlight with stars like Doja Cat, Taylor Swift, and Robbie Williams.

With a special ability to blend genres and create a sound that is both personal and innovative, Iris Gold connects musical creativity with deeply felt lyrics. She continues to impress and inspire a global audience as she explores new dimensions of her artistry.

Occupation: Singer & Songwriter

1. What is your personal connection and relationship with Modström?
My relationship with Modström began in 2017 when I moved back from London. It was one of the first brands I wore in Denmark because I loved their colorful suits, which I often styled with a sports bra, sneakers, and cat-eye glasses. A special memory is from London, where I photographed a green suit with photographer JC Fry against a graffiti wall – he was really fond of it. Recently, I wore a brown Modström suit while shooting a music video in Zimbabwe with PlanBørnefonden. The suit matched the colorful surroundings perfectly, and the director felt that showing up fully styled would add respect to the production. Modström has always supported me, and their designs have been an important part of both my style and my journey.

2. What motivates you creatively, and where do you find inspiration in everyday life?
I think best in silence, and when I read, the ideas just flow. I can read a page and suddenly have a lot to say. I believe this is because a writer has spent so much time crafting that one page, which makes it meaningful. That's why I feel you can get so much inspiration and depth from books. When I’m at my most relaxed, and there is quiet, ideas emerge – it might be while I’m washing my face, doing dishes, or drinking a cup of tea. It can also happen when I’m cycling through nature, overhearing conversations in the subway, or being influenced by scents. All of that inspires me. Great films, beautiful images, and life in general are also huge sources of inspiration.

3. How would you describe your personal journey over the last 20 years?
The past 10 years have been an exciting journey. In 2015, I released my first single, "Gold Mine," inspired by my childhood, where I grew up with very few resources. I created imaginary friends and dreamed up pirate adventures in search of gold, which became the foundation for the song. Before 2017, I lived in London, surrounded by creative friends like stylists, photographers, musicians, and models. We lived off creativity and made art, even though we didn’t have much. That period taught me gratitude and gave me a strong work ethic.

I’ve always loved 70s music and spent time analyzing great breaks, singing and rapping over them. It was a playful way of practicing with my creative friends. When I moved to Denmark, I started over after a period of success in London, where my music had been played on the radio, and I opened for stars like Taylor Swift and Robbie Williams. But I prioritized love and decided to stay in Denmark, which led to new opportunities. In 2018, I released a single that was featured in a Roskilde Festival commercial, performed there, and it became a huge success.

A major milestone was the birth of my son. During the pandemic, we traveled to the Caribbean and recorded my second album with Dave Stewart from The Eurythmics – a unique experience while the rest of the world stood still. At the same time, I began a collaboration with PlanBørnefonden to fight violence against women and children, which led to my single "Boys Boys Boys."

Recently, I’ve started training boxing and strength training, which gives me both power and calm. Yoga has also been an important part of my life, especially during and after my pregnancy. And I’ve found a practical solution for my previous focus on nails – clip-ons from my friend Kill Joy, which allow me to be fabulous whenever it fits. Overall, I’m looking forward to sharing more music and new projects with the world.

Klara Lilja is a visionary artist who creates an organic symbiosis of imaginative creatures, flora, and fauna in ceramics. With her enchanting glazes, which she develops herself, she brings the colors of her sculptures to life, making them bloom like living flowers. Each piece carries a unique aura, inviting the viewer into a hidden inner world where emotions and imagination converge.

Klara Lilja live and work in Copenhagen and graduated from the Royal Danish Academy of Fine Arts in 2021. Her work explores the boundaries between the natural and the imaginary, and she succeeds in creating pieces that both fascinate and provoke reflection.

Occupation: Artist

1. What is your personal relationship and connection to Modström?
My personal relationship with Modström is primarily as a creative individual who values design and fashion as a form of art. Modström’s approach to creating vibrant and stylish collections reflects an attention to both aesthetics and functionality—something I resonate with as an artist. Like Modström, I strive to find the right balance between visual expression and practical application in my work.

2. What motivates you creatively, and where do you find everyday inspiration?
I am motivated by exploring new visual expressions, colors, textures, and forms.

My creativity often arises in quiet moments when I allow myself to notice the small details in my surroundings.

3. How would you describe your personal journey over the past 20 years?
Twenty years ago, I was just a child, so my journey over this period has essentially been one of discovering how my personality and professional life have taken shape.

I started as a young artist, still exploring my own style and understanding of the art world. Over the years, I have worked with various media and techniques, and I have had the opportunity to exhibit my work both nationally and internationally.

On a personal level, I have gone through periods of doubt and self-reflection, as well as phases of intense creative energy and productivity.

I have learned to be more patient with myself and to allow myself the space to grow—both as an artist and as a person.

Anja Ringgren Lovén is a dedicated humanitarian leader and the founder of the aid organization Land of Hope. Since 2012, she has worked to rescue and protect children in Nigeria who are accused of being witches—a stigma that often leads to violence and ostracism. Anja and Land of Hope gained worldwide recognition in 2016 when a photo from one of her rescue missions went viral, drawing attention to the harsh realities faced by vulnerable children.

Through Land of Hope, Anja has not only saved lives but also created lasting change by providing children with access to safety, education, and a future full of hope. Her work is driven by deep compassion and an unwavering belief in every individual's right to a dignified life.

Occupation: Founder and CEO of Land of Hope

1. What is your personal relationship with Modström?
Before founding Land of Hope, I worked at Butler Loftet in the Modström Group, where I was the store manager in Aarhus. It was an exciting time, and I developed a close working relationship with Helle and many of Modström's employees. I was hired shortly after Modström was established, and it was fascinating to follow the development of a new brand.

2. What motivates you creatively, and where do you find inspiration in your everyday life?
I am deeply inspired by Africa's diverse cultural communities and their vibrant colors. I have a great love for handmade textiles and traditional garments that reflect history. I find inspiration in the powerful stories and in nature itself.

3. How would you describe your personal journey over the last 20 years?
I lost my mother when I was 23 years old. When she passed away, I lost a part of myself. I spent many years afterward finding my footing again and working through my grief. When my mother became ill, I was on my way to Africa to fulfill my big dream of founding my own humanitarian organization and making a difference. But I had to put my dream on hold to care for my mother. Throughout her illness, I realized that the most important thing we have in life is time. Time does not come back. So instead of focusing on everything I didn’t have, I started focusing on what matters most in life—time.