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KOMFORT OG TIDLØSHED
Som designer lægger Lotte Honoré end-
videre stor vægt på pasformen.
- Jeg designer tøj i nordisk stil til kvinder i
størrelse XS-3XL, og det er altafgørende, at
tøjet sidder godt, falder pænt og er beha-
geligt at have på. Jeg er i tæt kontakt med
forbrugerne, fordi vi har butikker selv. Jeg
går tit en tur ind i butikken ved siden af og
giver en kommentar med til kunden i prøve-
rummet, siger Lotte Honoré, der erkender,
at hun er blevet meget bedre til at fralægge
sig ansvar, men stadig helst vil være en del
af alle virksomhedens processer. Derfor kan
man også møde Lotte Honoré selv på stan-
den, når CIFF løber af stablen i august, hvor
McVERDI præsenterer den nye kollektion til
Spring/Summer 2020.
MCVERDI
JEG ER GLAD FOR, AT
FORBRUGER-ADFÆRDEN
ER PÅ VEJ I EN MERE
BÆREDYGTIG OG
KVALITETSBEVIDST
RETNING. MCVERDIS
KVALITETER ER HOLDBARE,
OG DESIGNET ER TIDLØST //
LOTTE HONORÉ, INDEHAVER AF MCVERDI.
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 extreme-
ly important that the clothes fit well, have
a flattering style, and are comfortable to
wear. I am in close contact with consumers
because we have our own stores, and I’ll
often pop into the store next door and pay
a compliment to a customer that’s try-
ing on something, says Lotte Honoré. She
admits that while she has become better at
delegating responsibilities, 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 August, where the company will
present the new collection for Spring/
Summer 2020.
I almost speak to it before I begin with scis-
sors and sewing machine, explains Lotte
Honoré. The fabrics are Italian and are
specially made for McVERDI, and the prints
are also unique.
- I design from the perspective of my own
story, and I’m happy that consumer behaviour
is moving in a more sustainable and quality-
conscious direction. McVERDI’s products
are long-lasting, and the design is timeless.
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.
A
SUMMARY
The inspiration 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 visited in spring, the combined
retail store and company headquarters was
busy preparing for a customer event set to
take place that evening with food, cham-
pagne, and a fashion show.
From the workplace at the desk you have an
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 approach to the work that
is both creative and cares about good crafts-
manship.
- I always sketch with my scissors in hand,
so to speak, and we sew all our own proto-
types. The material always comes first, and
fashion i den forstand, at vi ”kun” kommer
med to kollektioner om året. De er gennem-
arbejdede og velkoordinerede. Kollektioner-
ne har en overskuelig størrelse og er opdelt
i mindre programmer på 3-10 styles, hvilket
gør det nemt for butikkerne at overskue og
dermed at købe ind.
Foruden i forretningen i Ålsgårde og i de suc-
cesfulde webshopbutikker i København og i
Århus sælges McVERDI i en lang række bu-
tikker i hele Europa.