modebranchen.NU NU International no. 1 January 2020 Fashion Part | Page 29

BY HELLE MATHIESEN
The inspiration for McVERDI is drawn from close by - in the view across
Øresund or in the people and the nature surrounding founder, designer,
owner, and director Lotte Honoré. She occupies many roles during the
day at the company where she is a central figure and focal point.
When NU paid McVERDI a visit, the combined retail store and company
headquarters was busy preparing for a customer event set to take
place that evening with food, champagne, and a fashion show. There-
fore we moved into the room next to the shop. From the workplace - a
large, black working table – there is a breath-taking, unobstructed view
through a large window out across Øresund to the varying scenes that
the sea, the sky, and the beach form during the course of a day due to the
ever-changing Danish weather.
You instantly get a sense of genuine passion for creation and an ap-
proach to the work that is both creative and cares about good crafts-
manship.
IT IS ALL ABOUT FITTING
As a designer, Lotte Honoré also places great emphasis on fit.
- I design clothing in a Nordic style for women in sizes XS-3XL, and it is
extremely important that the clothes fit well, have a flattering style, and
are comfortable to wear. Working next to our shop in Aalsgaarde I am
in close contact with all customers and it gives me a unique opportu-
nity to get an instant feedback on fitting and new silhouettes. She has
become better at delegating responsibilities, but admits that she still
prefers being a part of everything the company does. That is why Lotte
Honoré herself will also be present at the McVERDI stand at CIFF in
CopenhagenJanuary, where the company will present the new collec-
tion for Autumn/Winter 2020/21.
A
CREATIVIT Y AND CR AFTSMANSHIP
- I always sketch with my scissors in hand, so to speak, and we sew
all the prototypes ourselves. In the design process, the material always
comes first. I receive the fabric and I almost start a creative conversa-
tion with the fabric before I begin with scissors and sewing machine,
explains Lotte Honoré. Almost all McVERDIs fabrics are produced in
Italy and specially made for McVERDI. The prints are also unique.
- I design from the perspective of my own story, and I’m happy that con-
sumer behaviour is moving in a more sustainable and quality-conscious
direction. McVERDI’s products are long lasting, and the design is time-
less. The iconic, long McVERDI rubber coat is still selling well. And for
instance, I have a lovely spring coat that I still use even though it’s 12
years old. To me, that’s a sign of great quality, says the director, who
continues:
- Everything is made in Europe, and I believe in slow fashion in the sense
that we only have two collections a year. And those two collections are
thoroughly worked out and coordinated.
LOTTE HONORÉ