How an Insurance Brand Crashed the Fashion World and Went Viral

An unusual collaboration between Hedvig and (di)vision led to a fashion show and capsule collection celebrating disasters

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At this year’s Copenhagen Fashion Week, some fashionistas were invited to an exclusive event—but when they arrived, it looked like the party had already ended. Instead of a glamorous gala, they found a big mess: Food scraps, cigarette stubs, empty glasses and wine stains were strewn across white tablecloths.

But the surprises weren’t over yet. Amid the detritus, model Sarah Dahl rose from a table and dragged the tablecloth, glasses and plates onto the floor.



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