Kim Grenaa has more than 20 years of experience
in the fashion and lifestyle industries.
EXCLUSIVE INTERVIEW
WITH KIM GRENAA
renaa is the creative director at Grenaa Creative, where
he develops concepts, campaigns and fashion shows for
brands and magazines, including Hugo Boss, H&M, Designer’s
Remix, ELLE and Harper’s Bazaar. With his background in styling,
Grenaa approaches each project and the products at hand not with
a personal taste, but with a level – the taste should be that of the
client. With a starting point in the client, their products and their
aesthetic DNA, as a creative director, Kim develops strategies and
concepts that are tailor-made for the client’s wishes, budget and
position. Finally, Grenaa is also the Creative Director and Co-Ed-
itor in Chief of the bi-annual DANSK Magazine. Here lies Gre-
naa’s creative outlet, where he can truly play with and investigate
current trends and concepts. Personally, Kim is in the process of
moving from the vibrant Meatpacking District in Copenhagen to
an idyllic house just outside the city. A change which requires re-
furbishment and reconstruction. It is an inspiring process, which
has forced Kim to look at trends and tendencies from new sources
and angles. The process is part of the way Kim works profession-
ally, where pleasure and work affect each other – and that is how
his worlds cross paths.
CovetED Magazine: What drove you to become a fashion critic?
Kim Grenaa: To me, I don’t have a job. I have a hobby,
which I am lucky enough to be able to make a living of. I have
a natural interest for fashion, which also makes it exciting for
me to communicate fashion to others. Fashion is where you can
most easily read new trends, even societal trends, and fashion is
therefore much more than just a dress or its colour.
CM: How do you feel about fashion?
KG: Though I love fashion and the industry in which I work, I
have mixed feelings. We are an industry which pollutes and enables
overconsumption – and this is the part of the industry that I am
not proud of, and that needs rethinking. Let’s start a revolution!
CM: What advice would you give the next generation, who
daydreams about following in your footsteps?
KG: Be dedicated and work hard.
CM: What colour should we wear?
KG : I expect to see a lot of lilac in the coming season.
CM: What current trend do you think will still be around in the
next year?
KG: Right now, we see a lot of mixing in styling. With references to
history together with a mix of different colours and prints, which is
definitely here to stay. Mix it up!
