Founded in 2018 in London by Danish designer Nynne Kunde, NYNNE is the epitome of minimal Danish design—clean and fresh while also bright and functional. The Diana Dress is a personal favourite of our co-founder, Victoria, as it is both comfortable and instantly stylish. It's no wonder NYNNE became a go-to brand for the Scandi street style set. To welcome NYNNE to the HURR family, we spoke to Kunde about her brand, sustainability and why she's excited to rent her pieces on HURR, read our interview below.
The essence of NYNNE has always been built around the idea of empowering women through the exploration of dressing as a form of power. I have found so much inspiration from pioneering women within history that broke through male-dominated industries, to leading ladies from the 1940s within films to everyday real women, which have been a part of the brand's journey from day one.
I have paid tribute to all aspects of being a woman throughout the seasons, the SS21 celebrated the softer features and gentle expresses of women, whereas the AW21 was a tribute to the community of extraordinary women all at different stages of their life reflecting the approach I take when designing; ageless, seasonless, glamorous yet functional clothing meant to amplify confidence.
From an early age, I have had a profound interest in design and art, which led me to move to London to attend the Istituto Marangoni, studying fashion and design. Throughout this time I learned so much about myself as a designer: how to express my own aesthetic, merging inspiration from Danish childhood roots with the time in London and the cosmopolitan energy and off-duty street style for which the city is known.
Upon graduating in 2018, I was named ‘Womenswear Designer of the Year’ where I was invited to showcase my debut collection during Milan Fashion Week as part of the I’M ALUMNI COLLECTIONS EVOLUTION prize, held at Palazzo Serbelloni. This show resulted in my first collection; SS20 being stocked at the luxury Italian store, LUISA VIA ROMA.
Danish design is very much about functional, design-led products created primarily on the specific needs of the human body, which I feel plays an important role within my designs.
Each garment is cut to flatter the female form, adding pleats to allow movement, ruched elastic waists ensuring the wearer never feels confined, curved hems to soften and balance out tailored garments and voluminous silhouettes in the shape of power shoulders with feminine components.
Our Diana ruched gown is the perfect balance of power dressing with feminine touches. Since I first designed this style, it has been softened by chiffon fabrics to more structured stiff cotton.
NYNNE remains committed to two collections a year, as an encouragement to women to transcend the endless flow of superfluous and short-term trends. With 65% of the AW21 collection being made out of recycled materials, following the ethos of buying less but better-quality, all of our garments are produced within small-scale family-run factories in Europe. Each season, I favour bi-product when it comes to shearling and leather when designing outerwear.
For me what HURR is doing is the way forward to create a more sustainable landscape within the fashion industry and a great way to share our designs with more women. It's very easy to fall into the trap of newness; however, it's critical that we are aware of our impact on the industry and environment if we continue with this never-ending cycle. Changing this behaviour is a great step forward and something we are passionate to be a part of.
I try to be as sustainable as I can be. My generation is a lot more aware of trying to help the environment, more than the designers before us. As a younger designer we need to champion the green, sustainable and responsible movement within the industry to ensure this is a firm pillar within all fashion houses in the future. I feel like we all have to all do our bit, whether this is regarding the fabrics we use in designing clothes or the factories we work with and how we protect the environment through these actions. It's a key way to connect with younger consumers whose beliefs and passion to save the environment play a massive factor when they purchase clothing. This is incredible to see.
Most people think the journey to a more sustainable wardrobe starts with buying more sustainable fashion BUT we are here to tell you there is in fact an even better (and cheaper) beginning to that journey. Take a look below for some storage and care hacks that will extend the life of your clothes, show them the love they deserve and cut down on new purchases.
Words by Joanna Standley