Our Vogue editors revel in nostalgia as Esprit debuts at Copenhagen's department store Illum

There’s something notably nostalgic about Esprit as a brand. The vibrant patterns, vivid hues, and loose-fitting styles have dominated for decades, its angular logo emblazoned across tote bags and T-shirts of the influential tastemakers of the late ’80s and early ’90s. Tapping fellow Vogue Scandinavia editors, sentiments like, “when I think of Esprit, I think of fun” reverberated throughout the office. “It is so nostalgic but feels more relevant than ever.”

It is true: today, we’re experiencing a renaissance of retro. Plucked from the past, we’ve seen the oomph’d-up shoulder pads, sparkling sequins, denim and Grace Jones hoods of the '80s across the runways, while a sense of the ’90s oozes from the slouchy tailoring, sporty staples and impeccable shirting of recent seasons. And no brand in the fashion pantheon better repurposes this sartorial sentimentality than Esprit.

Now, Esprit is making its mark in the Nordics, setting up shop in destination department store Illum. Operating under the epithet of “rules don’t apply”, Denmark is the natural choice for such an eclectic, egalitarian brand. Its effervescent offering fits right in with Copenhagen’s colourful crowd. After all, the Esprit look is a seamless fit with our favoured #Copencore aesthetic – chunky punchy knit sweaters, playful stripes, and statement coats.

Situated on the third floor of the Danish luxury department store, the dedicated Esprit space offers a carefully curated selection of signature apparel and accessories. The opening marks a major milestone for Esprit as the brand expands its presence and product assortment following an official relaunch in September.

Especially for Illum, the brand introduces the 'Esprit Express': an exclusive in-store experience that offers a nostalgic yet contemporary twist on train travel, resembling a classic film set. Customers are invited to explore an intricately designed ‘metro car’ and capture photos amidst stacks of vintage luggage. The ambiance is further enhanced by magazine racks featuring the brand’s latest updates and mosaic subway murals contribute to the charming and playful atmosphere.

And the holiday collection stocked at Esprit's experiential Illum retail space does not disappoint: contemporary cuts of metallic-coated denim sets mesh with gilded trousers and silver sequinned skirts. Lace-trimmed camisoles perch under herringbone great coats and silky suit separates. All topped by puffed-up tote bags, candy-coloured bucket hats and statement belts.

In celebration of its new Nordic location, Esprit will host a series of events and activations onsite at Illum throughout November. Discover more here