Danish fashion brand Sofie Schnoor teams up with global icon MOOMIN
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There are only a few places in the world where MOOMIN isn’t known. The iconic characters, originally created by Finnish-Swedish author and illustrator Tove Jansson, have become a global phenomenon. The stories have been translated into more than 50 languages, streamed in over 60 countries, and sold millions of copies worldwide. In parts of Asia, MOOMIN even has its own cafés, concept stores – and an entire theme park.
Now, the beloved universe welcomes a new Nordic collaboration. Danish fashion brand Sofie Schnoor is launching a collection in partnership with MOOMIN, bridging the charm of the characters with the brand’s signature aesthetic.
"MOOMIN has always fascinated me – not just visually, but also through its thoughtful and whimsical nature"
"Sofie Schnoor is one of those brands that truly speak to both kids and adults"
Sofie Schnoor, founder and creative director of the brand, explains:
“When we were asked about a potential collaboration, it felt instantly natural. MOOMIN has always fascinated me – not just visually, but also through its thoughtful and whimsical nature. It made perfect sense to blend that world with ours and create something that moves people, while still being wearable.”
According to Schnoor, the upcoming collection combines the brand’s refined silhouettes and edgy details with the poetic and playful spirit of MOOMIN.
Anders Krygell from MOOMIN adds:
“Sofie Schnoor is one of those brands that truly speak to both kids and adults – especially the younger generation. They have the ability to turn something as sweet as cherries into something fashionable and cool. That’s why the MOOMIN universe felt like a natural match. It’s cute at its core, but with Sofie Schnoor’s interpretation, it becomes contemporary and bold. Personally, as someone with an 11-year-old daughter, pitching this idea felt like a bit of a dream come true.”
The collection will debut at CIFF during Copenhagen Fashion Week and includes styles in denim, poplin, sweat, and jersey – as well as accessories like a scarf and a tote bag. It will be available in stores from March 2026.
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