Press release
Introducing the Signature Flower Collection feat. Emili Sindlev
28 August 2018

Our Signature Flower Collection has been relaunched this season - with a new campaign to celebrate accessories that bring a perennial joy to the everyday.

The print found on our accessories reveals the bold new mood. Reworked from the original discovered by our founder on a box in India, 2018’s take adds a graphic spin. The pattern now has a three-dimensional effect that plays with colour and reduces the scale. The result is a graphic that pays tribute to our heritage but brings an update for now. It's found in classic colours - khaki and navy, bottle green and claret - or pink and orange to bring a pop to the urban landscape.

The spirit of this collection will draw in women who might not know of the first wave of Signature Flowers, but it is also welcoming to those who have good memories of those signature accessories. With form and function on equal footing, these are accessories that have an instant appeal - and become almost instantly essential.

Joy is the key adjective in our campaign images for the Signature Flower Collection. We have partnered with Emili Sindlev - a stylist and influencer who brings a smile everywhere she goes. A local girl, we photographed her all over Copenhagen, paying tribute to our home city but keeping the mood playful. See Emili and our accessories playing statues in a park, matching with real flowers at a cafe or taking a break on a front door step. In all the images a mood comes across that works with our accessories. They combine a sense of fun with the busy life of a woman on the go, keeping style intact at all times. Ultimately, these are pieces designs to make you smile every day - just like Emili does.

"I don't think fashion needs to be really dressed up to feel special, The Signature Flower Collection is about designs that add a bit of stardust to the everyday. The accessories included have a functionality that reflects women's lives, but they retain a style that is worth investing in." Mathilde Torp Mader, Creative Director, By Malene Birger.

For questions please contact Brand & PR Manager Lotte Skovgaard Nielsen,