Throughout 2019, InWear is marking fifty years in fashion in a truly epic way. At the heart of the celebrations the model Vivien Solari is the face of four groundbreaking campaigns, each representing an aspect of our philosophy: Hope, Balance, Life, Power. InWear has always stood for something – a sense of purpose is hardwired into the brand’s identity, and this is what we honour with the campaigns.

Looking back through the archive of InWear campaigns what’s so striking is their realness – the way in which they seem to capture women so naturally. They are shoots posed by models, of course, but you really feel as if you are getting a glimpse into a moment in time, a life. For the past 50 years, InWear’s advertising has explored a modern vision of womanhood.

Niels Martinsen founded InWear in 1969. Aged 20 at the time, he was the co-owner of one of Copenhagen’s hippest nightclubs, but he had an idea for a fashion label. Niels wanted to dress the women around him – independent, curious and loving life. He bought six rolls of jersey and created a collection of dresses and shirts with his then girlfriend Kirsten Teisner, a talented young fashion designer. They experimented with washed jeans, creating a gently worn, vintage look, blazing a trail in the denim industry.

InWear was an overnight fashion sensation, presenting a modern vision of femininity for a generation of women following their own paths. Fifty years later, so much has changed. But the InWear philosophy is forever: creating a wardrobe of pieces that give women f reedom, ease and a sense of confidence. At the heart of what we do is the belief that while trends come and go, what the InWear woman is always searching for is the feeling of putting on a pair of black trousers that f it so perfectly they feel like f riends. Read full intervew.

InWear’s tailoring is built around modern minimalism, and the beauty and versatility of a well-made suit. We believe in longlasting solutions and scrutinize each and every detail before our designs go into production. Each piece is worked on by designers in collaboration with seamstresses and pattern cutters, meaning we spend more time sewing and fitting than most other brands do. The focus is on perfectly precise cuts and quality fabrics. The collection features a fresh approach to 9-to-5–ready suits, as well as reinterpretations of casual off-duty tailoring in slouchy silhouettes and borrowed-from-the-boys cool.

In 2019 we celebrate InWear’s 50th anniversary by applying a modernized take on a retrospective collection that honours the heart and soul of classic InWear style. The collection consists of 50 uniquely numbered iconic and timeless styles from the archive, carefully curated and re-designed to channel the contemporary moment.

Vivien Solari was the only choice to be ambassador of the IW50 anniversary campaigns. As a woman who’s lived a full life, who has experience, the 40-year-old model and cold water swimmer reflects the women who shop InWear. Vivien truly does embody the values Hope, Balance, Life and Power. Read Vivien Solari interview.