The diffusion line – a more affordable collection by a high end designer label – is having a fashion moment.
While brands such as Alexander McQueen’s McQ and Marc by Marc Jacobs currently dominate the market, fashion headlines are awash with news that even the most exclusive labels are getting in on the action with fresher, lower-priced lines. Balmain and Victoria Beckham (where a bag currently sells for £8,000) have announced their forthcoming diffusion lines, but first we’ll see one of our favourite labels, DAY Birger et Mikkelsen, launch its much-anticipated diffusion collection, 2nd DAY on Monday, 1 August.
The Danish brand was launched in Copenhagen in 1997 by current creative director Keld Mikkelsen and is now stocked in over 25 countries worldwide. For those less familiar, it has a contemporary bohemian vibe, undercut with Scandinavian style influences and elements of Twenties glamour – it’s the fashion insider’s go-to for versatile basics and separates.
2nd DAY takes on a different approach with an edgier aesthetic, mixing soft feminine draping and tailored masculinity that cleverly plays to autumn/winter’s androgyny vibe. Many of the season’s key trends feature prominently – from wool cardie-coats and furry gilets to metallic sequin accents in muted colour palettes. Guaranteed to sell out very quickly but with less of the post-shopping guilt.
Available at matchesfashion.com.