The Scandinavian brand Munthe – formerly Muntheplussimonsen – was created in 1994 by Naja Munthe and Karen Simonsen with the aim of offering clothes that had never been seen before, often with a subversive intent. In 2014, creative director Naja Munthe relaunched the brand on her own with the desire to keep its original DNA, teaming it with elegant details and deconstructed cuts.
A blend of Bohemian and urban style
The Munthe brand can be easily recognised by its clothes mixing high-quality materials, such as leather or wool, current prints such as leopard skin, Bohemian style and modern cuts, which are often destructured.
Dresses, blouses, tops, jackets, trousers and skirts thus express a celebratory, free and artistic dimension, which corresponds to a unique and uninhibited view of fashion. Naja Munthe is reinventing Scandinavian style, mixing it with refined yet urban influences.
A brand driven by social media
The brand, which today has stores in Copenhagen, Aarhus and Oslo, is also available online in over 15 countries. It particularly owes its success to its bold collaborations with influencers with a huge following who freely show themselves with certain pieces from the collections on Instagram.
For example, in 2016, Maria Kragmann, Lorna Luxe, Sandra Willer and Anouk Yve – influencers with tens of thousands of followers – appeared on social media dressed in a faux fur coat in pastel shades. This very easily recognisable coat quickly became a season’s must-have.
With her extremely personal vision of fashion and a communication strategy focused strongly on digital, Naja Munthe has succeeded in creating highly desirable pieces and getting herself on the current list of designers to watch.