Hailed as one of the world’s happiest cities (if not the happiest), Copenhagen is consistently ranked among the most liveable places globally. From its bike-friendly culture to its picturesque 17th-century waterfronts, Denmark’s capital exudes Scandinavian minimalism—making it a magnet for fashion-forward travelers.
Born and raised in Denmark, Louise (Lulu) Eschelman has deep roots in the city’s style scene. With a career spanning Copenhagen, Paris, London, New York, and Los Angeles at Haute Couture, she brings a natural Scandinavian sensibility to her California-based brand, Lumilla. Launched in 2013 with leather handbags—including collaborations with Gwyneth Paltrow’s Goop and industry insiders like Catt Sadler—the brand has since expanded into luxury apparel, jewelry, and fragrances.
We sat down with Lulu to chat about her fashion journey, how to dress like a true Dane while strolling Copenhagen’s cobblestone streets, and the Danish designers to have on your radar.
Copenhagen is known for its effortlessly cool, minimalist fashion. How does Lumilla’s design philosophy align with the city’s signature style?
“The whole essence of Lumilla is rooted in that effortless, Scandinavian style. When I moved to California, I struggled to find that type of fashion—it’s what I love. For me, quality is the most important thing. The Danish approach to fashion is very minimalistic, focused on finding items you can wear forever. With Lumilla, we wanted to create pieces that embody ‘luxury staples’—clothing and accessories that stand the test of time. That’s how it all began with our fine leather handbags, drawing from my couture experience to create a market for everyday couture, not just stunning gowns or clothes you can only wear on special occasions.
In Denmark, beauty is woven into every part of life—architecture, food, fashion, everything. It’s an essential part of Danish culture and directly influences fashion. Returning to Lumilla, the brand’s aesthetic is often black-on-black, but we’re known for our neutral tones and clean, timeless designs, all built with high-quality craftsmanship. I wanted to create pieces for women like myself—busy lives, careers, and travels—who need versatile pieces that transition seamlessly from day to night.”
What are your go-to wardrobe essentials for navigating Copenhagen’s ever-changing weather while staying stylish?
“In Denmark, you always have to expect the weather to turn bad, so dressing in layers is key to being a Dane. Chic layers are the secret. Comfort and warmth are really important, so a good pair of jeans, stylish kicks, and a striking leather jacket with a blazer are essential. You can mix and match everything; you’ll often see people wearing that combo. Add in a baseball cap, a long coat, and a really good bag—Danes truly have the best handbags.
For fall and winter, you’ll want a huge, long, warm coat or trench, a leather jacket, an oversized blazer, oversized denim, a turtleneck cashmere sweater, a crisp button-down, the perfect tee, a cozy, chic sweat set, amazing kicks, long boots, a cap or beanie, and oversized gold jewelry.
For spring and summer, slip dresses, light sweaters (because you never know when it’ll get cold), flat sandals, kicks for all the walking, and a leather jacket to throw over your shoulder at night are must-haves. Add a black and white tank, high-waisted jeans, vintage 501 shorts, and gold jewelry, and you’re set.”
What are your style tips and favorite Copenhagen boutiques and brands that embody Scandinavian chic for travelers looking to dress and shop like a local?
“Since biking and walking are part of everyday life, your attire needs to accommodate that lifestyle. Luckily, it’s easy to bike in a dress with sneakers, toss a pair of heels and a bottle of rosé in the basket, and be on your way. The Danish style is so chic because people don’t overthink it. They mix and match and often pick up pieces from thrift stores or H&M, pairing them with a Chanel bag. That combination makes Danish fashion effortlessly stylish.
People in Denmark take pride in reusing and re-wearing their staple items. Danish brands have a strong sense of identity and are great at staying true to their roots. Dressing ‘Danish’ is all about effortlessly combining pieces that make you feel comfortable and showcase your personal style. It’s not about one specific look; it’s about embracing what feels authentic to you, reflecting the country’s beauty fixation. The Danish know what they like and are unapologetically themselves.”
See Lulu’s Must-Shop Boutiques & Brands in Copenhagen
Raiine
“Two of my friends are part owners of this brand. It offers the epitome of Danish style with solid basics and a breezy, summery feel. Given Denmark’s chilly climate, there’s always a longing for summer vibes in their designs.”
The Garment
“Very Scandinavian and chic—minimalist and refined.”
ROTATE
“Known for bold, contemporary pieces, this brand embodies Copenhagen’s cool factor.”
MKDT Studio
“Less is more here, but the focus is on quality and timeless design.”
Samsoe Samsoe
“This brand delivers on the Danish essential: simplicity with style.”
Reseller Denmark
“Denmark has a knack for vintage, and Reseller Denmark is a great place to find second-hand treasures that reflect the local love for sustainability.”
ILLUM Denmark
“An upscale department store with a curated selection of Danish brands—perfect for discovering something unique.”
Designers Remix
“An innovative brand known for upcycling, offering a sustainable take on chic apparel.”
Rains
“Rains puts a cool spin on rain gear, making it stylish and changing the perception that you have to dress ugly when it rains.”
Disclaimer: Yes, she’s my aunt, and I might be biased, but I’ve been a longtime fan of her handbags. From her elevated briefcase-esque bag to her chic crossbody, they’ve been my go-to for any occasion. Just the other morning at Abraço, a café in my East Village neighborhood, a woman stopped me to ask about my crossbody tote, saying it stood out from the rest. (I was internally jumping for joy for Auntie Lulu!) And as for the mini ‘Logan’ Gold Ball Hoops? I’ve worn them daily for two years—and they still look as good as new.
– As told by Britney Eschelman
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