Loop Generation x ILLUM: Pre-Loved Luxury Meets Copenhagen Fashion Week

But let’s rewind for a second. ILLUM isn’t just a department store - it’s practically a Danish institution. Established in 1891, it has reigned over Copenhagen’s retail scene for more than a century, delivering style, sophistication, and a hefty dose of “if you know, you know” to locals and travellers alike. Think of it as the Scandinavian answer to Selfridges, but with more hygge and fewer tourists asking where the tube is. From luxury fashion to cutting-edge design, ILLUM has been the go-to for those who take shopping seriously - but want to look like they’ve done it effortlessly.

Enter Loop Generation. We’ve made a name for ourselves in London as the destination for pre-loved luxury, with pieces that have already lived in the world’s most fabulous closets - and are ready for round two. From Chanel to Hermès, Prada to Saint Laurent, our rails are the stuff fashion dreams (and maybe a few bank account nightmares) are made of.

So why Copenhagen, and why now? Well, fashion week in Denmark isn’t just about what happens on the runway. Copenhagen Fashion Week has become the global capital of sustainable style, where conscious fashion is as important as creativity. And that’s music to our ears - we’ve been championing the circular fashion economy since day one. The synergy between Copenhagen’s sustainability-forward ethos and our own “fashion with a past, styled for the future” philosophy was just too good to ignore.

Plus, our timing couldn’t be better. With London Fashion Week right around the corner, we’re feeling a certain trans-channel energy. Imagine the glamour of London’s Chelsea colliding with the effortlessly cool minimalism of Copenhagen - the result is somewhere between a perfectly tailored Burberry trench and the best oversized Ganni knit you’ve ever worn.

And here’s the best part: you don’t have to stalk our Instagram or plan a trip to London to get your fix anymore. You can shop Loop’s curated treasures right at ILLUM, just a heartbeat away in the city centre. Whether you’re hunting for an iconic handbag, a “how did they even get this?” runway piece, or a statement coat that will make strangers stop you in the street, we’ve got you covered.

So here’s your invitation: skip the fast fashion frenzy, head to ILLUM, and let us show you why pre-loved luxury is not just the future of fashion - it’s the most stylish way to live in the present.

ILLUM x Loop Generation - because great fashion never goes out of style, it just changes closets.

Find our women’s edit on ILLUM’s second floor, holding court right next to the shoe department (because, naturally). We’re open daily, 10am–8pm - plenty of time to shop, swoon, repeat.