Stylemaker - Soft Gallery

Danish brand Soft Gallery is about more than just clothing. Born out of a desire to share artwork with children, Soft Gallery creates garments that are not only lovely to wear but also encourage and inspire creativity...

Tine Holt Møller and Barbara Hvidt, the wonderful minds behind Soft Gallery, met in London whilst studying and struck up a close creative friendship. They both felt there was a gap in the children's market for a brand like Soft Gallery. "We felt there was room for a new kids brand with a personal and artistic story behind it. Through our mutual interest in fashion and art, Tine wanted to make a kind of "gallery" of art on clothing for kids."

Each season Tine and Barbara collaborate with different artists from around the world, by doing so each collection becomes a 'living gallery' of imagery on fabric. "We create a new ”exhibition” so to speak twice a year where we present a number of new artists, whose individual and distinctive talent are incorporated into the theme of that specific collection."

By sharing their pieces Tine and Barbara hope to make children feel special by giving them a piece of beautiful art to wear everyday. "Each item in our collection qualifies as a uniquely crafted art-piece that one can treasure for a long time. We just loved the idea of combining art and clothing and hereby sharing the visions of creative and talented people at the eye level of kids."

We talk to Tine and Barbara about their beautiful brand Soft Gallery...
What is your background?
B: I was living in London and part of a directing/photography duo with my boyfriend. We worked mainly with fashion, music videos and commercials. Which we still do when time allows it.

T: I did a MA in fashion Women’s Wear at the Royal College of Art in London. Then I freelanced for a while for Kenzo KI, worked at Bruuns Bazaar women's wear, did swim wear for H2O and Sportswear for RedGreen. Starting Soft Gallery with Barbara was a new great challenge...

Where are you based?
T&B: Our office is based in Copenhagen, in an old factory building where beautiful pianos have been made for years. We just moved into this new office a couple of months ago as our team has grown bigger and we needed more space and inspirational surroundings. Now we have a bit more room and can be both creative and structured at the same time. And our lovely SG team really enjoys the improved surroundings as well.

What do you love most about designing kids wear?
T&B: Most of all its the “freedom” that goes with designing kids fashion. We usually follow our intuitions without worrying too much about what is “in” at the moment. We both feel that kids wear holds a world of unlimited creativity and magic where anything can happen...

What inspires you?
T: We get inspired through traveling around the world. Through meeting exiting and interesting people - experiencing big and small things...
B: Lots of our inspiration also comes from finding and collaborating with amazing artists and discovering each of their specific creative universes and personalities and of course a general curiosity towards everything that is happening around us.

Every season you collaborate with different artists, what does this add to the brand?
B&T: By collaborating with artists from around the world and introducing each of their uniqueness as part of our design we feel that Soft Galley always has a new and poetic story to tell... it gives the collections that extra personal and artistic touch that we so much love ourselves and wish for kids to have as well.

If you were a kid in Copenhagen where is the first place you'd go?
T: The Copenhagen Zoo is a fun place to visit. They have just redone the place, taking the animals needs into consideration, offering more light and better spaces for the animals. Through new architecture they offer a new and very visual insight into the lives of elephants, polar bears etc...

B. In Copenhagen we are quite fortunate with beautiful green parks, where one will find a rich diversity of birds, playgrounds, small lakes, cafes and ice cream parlors. It’s a great joy for all in the family. My kids especially love to do early breakfast-picnics in Frederiksberg Garden... Here you can actually smell the CPH ZOO and watch the elephants taking a morning shower... as the park and the ZOO lie side by side.
T: The Copenhagen Skate Park in Fælleparken is also great place to hang out on a Sunday afternoon. A super cool arena built in concrete.... filled with energetic kids and a great vibe...

What do you miss most about being a kid?
T: Long sunny weekends playing with other kids in the street. The many playful and carefree moments you have for daydreaming.
B: I agree with Tine. Thinking back, I so much remember the long light summer nights playing rounder with all the neighbouring children... having all the time in the world... especially when it was summer holidays... no plans and no demands...

If Soft Gallery were to make the ultimate icecream what would it look like?