Danish Fashion Designers To Join Expo Fairytales

The winners of the design competition to create a collection for the staff at the Danish pavilion in Shanghai have been announced: fashion designers May-Britt Gram and Hanne Larsen.

On August 27, fashion designers May-Britt Gram, 48, and Hanne Larsen, 45, were announced winners of the competition to create a unique collection for the entire Danish EXPO staff in Shanghai.

Lene Espersen, Minister for Economic and Business Affairs:

When visitors enter the Danish EXPO 2010 pavilion, they are first greeted by our guides and hosts, and I am proud to say that May-Britt's and Hanne's winning project is very consistent with and linking perfectly to the other expressions of the pavilion. The designers have in an excellent way met the requirements of the competition to create a functional and sustainable collection that supports the overall concept of the Danish Pavilion and appeals to all our visitors.

May-Britt Gram's and Hanne Larsen's point of departure is the architectural shape of the EXPO pavilion with references to The Little Mermaid and the Danish bicycle culture. For instance, a fragment of a bike wheel is used as a significant symbol that reappears throughout the collection. The colour red is used as a symbol of traditional Chinese and Danish culture, and the sustainability requirement is met by the use of organic fabrics.