Twenty-Five Years of Sofie Schnoor, Celebrated with Veneda Carter
In Copenhagen, Sofie Schnoor marked a quarter of a century with The Icon Collection: 25 pieces shaped by the contrasts that have defined the Danish brand from the beginning, with stylist and creative Veneda Carter as the face of its anniversary campaign.
Anniversaries naturally invite us to look back. The most compelling ones, however, make the past feel newly alive. In Copenhagen, Sofie Schnoor’s 25th anniversary did exactly that, bringing fresh energy and new eyes to the signatures that have shaped the brand since its beginning.
I was lucky enough to celebrate with the team in the city where the story began. There was no nostalgia for nostalgia’s sake. Instead, the evening felt like a celebration of an identity that has grown in confidence while remaining unmistakably its own.
Created for the anniversary, The Icon Collection is a capsule of 25 exclusive styles, one for each year of the brand. Bringing it to life is Danish-born stylist and creative Veneda Carter, famously described by Kim Kardashian as “the coolest person she knows”. It is difficult to imagine a more fitting face for the collection.
Veneda has the rare ability to make almost anything she wears feel entirely her own, always with a little extra spice. Her style is instinctive and unapologetic, moving easily between strength and sensuality, streetwear and refinement. In the campaign, she embodies the contrasts that have always existed within the Sofie Schnoor universe: rawness and femininity, softness and attitude, Nordic restraint and a distinctly French sense of ease.
“I had the greatest time with the Sofie Schnoor team and am so grateful to be a part of this campaign,” Veneda says. “It is always so special to work in my hometown.”
Her connection to Copenhagen lends the collaboration an added intimacy. Despite Veneda’s international career and influence, there is something special about seeing her return to the city through the lens of a Danish brand celebrating its own journey into the world.
The collection draws on the music and subcultures of the late 1980s and early 1990s, translating their energy into a contemporary wardrobe. Sharp tailoring is softened by fluid silhouettes, while silk, leather and cashmere give the pieces a tactile richness. The rock ’n’ roll references are present but never feel like costumes. Instead, they emerge through the confidence of a cut, the tension between materials and, ultimately, the attitude with which each piece is worn.
“The Icon Collection brings together the references that have shaped my work from the beginning,” says founder and Creative Director Sofie Schnoor. “I wanted to bring all of that into one collection. It feels very personal to me, because every piece connects back to something that has been part of the Sofie Schnoor universe over the past 25 years.”
That personal foundation has been present since 2001, when Sofie founded the brand at the age of 26 from a small apartment in Copenhagen. What began as an independent idea has grown into an international fashion and lifestyle company stocked in more than 800 stores worldwide. Around 70 per cent of its business now comes from international markets, yet the company remains entirely family-owned and has continued to grow organically.
In an industry so often driven by speed, building something over 25 years without losing the personality that first made people take notice is no small achievement. The anniversary collection reflects that longevity, not only in its references to the past but in its emphasis on lasting wear: these are pieces designed to be worn, lived in and kept.
The Icon Collection is available exclusively in SOFIE SCHNOOR stores across Denmark and online from 27 August 2026.
