As the Creative Director at REMAIN, Asbjørn’s journey and insights offer a compelling look into the brand’s future and the broader fashion landscape. Cover image: courtesy of Remain. Other images: James Cochrane
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IN CONVERSATION WITH MARTIN ASBJØRN
Martin Asbjørn’s passion for fashion was ignited at a young age, a love that has only deepened over the years. “I have wanted to pursue a career in fashion since I was very young,” he shares. His early exposure to fashion came through the magazines at his mother’s hair salon, where he found an escape and a source of inspiration. “The magazines opened my eyes to a subculture that was not prevalent elsewhere in my life and impacted my sense of style,” Asbjørn recalls. This early fascination led him to experiment with sewing and vintage pieces, eventually guiding him to study Menswear Design at the Design and Technical Tailoring Academy. His training there sharpened his skills and laid the foundation for his own label, where he began challenging conventions and redefining the boundaries of both men’s and women’s wear, all while prioritizing wearability and quality.
SHAPING REMAIN
Since joining REMAIN as Creative Director last year, Asbjørn has been instrumental in steering the brand toward a refined direction. “At REMAIN, we strive to create garments that serve as the cornerstone of a discerning woman’s wardrobe,” he explains. His vision is centered around the concept of New Heritage, blending timeless elegance with a contemporary energy. Asbjørn emphasizes the importance of creating a utilitarian and reusable wardrobe, reflecting REMAIN customers’ deliberate choices in their style selections. “Our goal is to offer pieces that transcend trends, allowing the REMAIN woman to mix and match across collections easily and consistently,” he says. This approach ensures the brand remains relevant while staying true to its core DNA.
Asbjørn’s background in Menswear Design and experience with renowned tailors globally have profoundly influenced his approach to creating collections for REMAIN. “Learning the disciplines of menswear and tailoring design developed my understanding of designing with three-dimensionality,” Asbjørn notes. This training honed his eye for detail and precision, which he now brings to REMAIN’s collections. His menswear background informs his approach to designing for women, ensuring that each piece is crafted with a deep understanding of structure and fit.
REMAIN FALL/WINTER 2024
For REMAIN’s Fall-Winter 2024 collection, Asbjørn sought to merge classic and timeless dressing with the contemporary spirit of today’s empowered woman. “The inspiration is intuitive: we look to the women around us—in our own lives and society as a whole—and convey their vibe and emotions in the garments,” he explains. This collection celebrates womanhood in all facets, balancing empowerment, vulnerability, intelligence, and beauty.
A key theme of the collection is hope, reflected in a departure from the conventional Scandinavian design ethos of boxy, oversized silhouettes. “It’s time to embrace something more feminine, something that allows individuals of all body types to showcase their beauty,” Asbjørn states. This shift empowers the wearer, focusing on cinched waists, tailored pieces, and innovative materials. The collection’s central message is empowerment through style, a narrative that resonates deeply with the modern woman.
LONGEVITY
Looking ahead, Asbjørn envisions a future for fashion that prioritizes longevity and quality over fleeting trends. “The future of fashion is in the longevity of garments,” he asserts. He sees the industry moving towards smaller collections, focusing on classic silhouettes, high-quality fabric, and production. This approach encourages consumers to buy less but better, a philosophy increasingly resonating with discerning shoppers.
At REMAIN, each season tells a new story, but always with an element of classicism that transcends fast trends. “We aim to consistently deliver designs that resonate with the desires and aspirations of the modern woman, empowering her through timelessness and contemporary relevance.”
