The latest campaign from Danish designer, Elaine Hersby, features looks from SS19 and AW19 collections in motion, flawlessly embraced by principal dancer with the Royal Danish Ballet, Ida Praetorius. This campaign is a wonderful look at Elaine Hersby’s point of view as a designer; coming from a background in dance, her clothes – whether on a hanger, strewn over a chair in your bedroom or on a living, breathing body – convey a stylistic feeling of movement.

Beyond this tactile and active aesthetic, the comfort of her clothes stand out as important. As she has said in our interview back in January: “Functionality has always been important to me – that you are able to move in my designs. This is definitely due to my background as an elite gymnast and my passion for dancing, skiing and surfing. I’m not a high heel kind of girl, but the brand has to be able to be styled for everyday and more formal use, depending on the girl.” Ida Praetorius is the “IT” girl for the campaign in question, and an ideal embodiment of her signature combination of her graceful yet down-to-earth attitude.

Elaine Hersby will be showing at NYFW Pre-Spring/Summer 2020 next week, followed by Copenhagen Fashion Week in August, and finally Paris and New York in September.

Dancer // Ida Praetorius
Photographer // Kia Hartelius
MUA & Hair // Ayoe Nissen