Sustainable brand Carcel wins the prestigious Magasin du Nord Fashion Prize 2019

The Magasin du Nord Foundation just elected this year’s winner of the prestigious Magasin du Nord Fashion Prize — sustainable brand Carcel

Known for their unique business model and characteristic aesthetic, Carcel has created an innovative and sustainable fashion label focused on creating change. With the ambition to improve the lives of incarcerated women in some of the world’s poorest countries, the silk and knitted designs are made by women in prisons in Peru and Thailand.

“Carcel’s approach to fashion is not just innovative, but also, in the context of the Magasin du Nord Fashion Prize, the most socially responsible, relevant, humanitarian and sustainable brand in 2019. With a strong and unique storytelling, built on an incredible mission to improve the lives on women on a global scale, Carcel is the image of how brands should exist and operate today. The world might not need yet another fashion brand, but the world would without doubt be poorer without carcel” states Nina Wedel-Wedellsborg from Magasin du Nord Fonden, who founded the honourable fashion prize in 2012.

Carcel was nominated alongside Brøgger, Heliot Emil, Maja Brix og Mfpen and enters a line of talented designers who have previously won the Magasin du Nord Fashion Prize. Counting names like Peter Jensen, Anne Sofie Madsen, Tonsure, Mark Kenly Domino Tan, Cecilie Bahnsen, Lærke Andersen and latest Emilie Helmstedt, who won the prize in 2018, Carcel is in strong company.

“First of all, I’m grateful for the courage you have shown — because it requires courage — to choose a business like ours and show your support. Because we need it,” said CEO Veronica d’Souza when she received the prize.

The jury has focused on both creativity, innovation and craftsmanship when electing a winner, as well as the brands’ commercial potential. Beyond this, the jury has this year focused on sustainability — with the aim to give praise to a brand that has a clear and undeniable ambition and drive towards crating a more responsible and sustainable business model. Carcel is a true embodiment of these values and can look forward a year of mentoring from some of the industry’s most experienced and knowledgable profiles.  

The Magasin du Nord Fashion Prize

The Magasin du Nord Fashion Prize, established by the Magasin du Nord Foundation in 2012 as a commitment to nurture Danish design talent, is Denmark’s biggest monetary prize for fashion design and annually awards both 300,000 DKK and support to a rising star.

“Investing in the future of fashion is at the core of the Magasin Foundation’s values and vision. For many years the Foundation has supported young designers as they take their first steps in the business. We are passionate about innovation and creativity – we see it as our duty to bring an injection of freshness and energy into the industry,” states Nina Wedell-Wedellsborg, Magasin du Nord Foundation board member.

The Magasin du Nord Fashion Prize annually awards both 300,000 DKK and support to a rising star selected by a panel of Danish and international experts — assessing the applicants’ creativity, innovation and technical skills, alongside business strategy and a responsible approach to production. Encouraging young designers to take a stand on responsible production is an important aspect of the future of fashion and a welcomed development in the industry. The shortlisted finalists will be presented during a press event during Copenhagen Fashion Week in August and the final judging by the jury will take place 5 November this year.