“Everything I do is inspired by women,” says Irina Berg, the founder and designer of Danish womenswear label PAROL.

But the brand’s story begins outside the fashion industry. “I worked in finance – I was wearing a lot of stiff business jackets. During the day I had meetings, followed by dinners with clients in the evenings. I almost needed to wheel a suitcase of clothes around with me!” she jokes.

“I had always dreamed that someone would make clothes for busy businesswomen, that are both smart and comfortable – so they can be worn from morning to evening.”

So, in 2003, Berg launched PAROL to do just that. “When you feel well-dressed, your inner beauty blooms and you show the best of yourself,” she says.

Chic and versatile

“Aesthetically, I’m inspired by the female form, and designers like Chanel,” says Berg. The Chanel influence is clear in the lightweight Florentina Bermuda shorts and blazer set, which nod to the fitted formal jackets of the storied Haute Couture maison.

But with its summery floral motif, round neck and matching white piping and buttons, the jacket suits informal situations too. “The material is light,” explains Berg. “It’s soft and fully lined with breathable fabric.”

The Elsa Dress Vest is another chameleon number. Wear open with a pair of trousers, and flash the glossy two-toned lining, or button up as a casual, French-style afternoon dress. “The lining is such a stylish detail: it’s inner beauty in a literal sense!” says Berg.

The Patricia silk top is a bestseller. With a lace-embellished, sweetheart neckline and adjustable spaghetti straps, it works as an underlay but wears beautifully alone. “I always wear it myself,” says Berg. “I’m so comfortable in PAROL, and my clients say the same.”

Consciously produced

For Berg, natural, consciously sourced materials are crucial. The Anna pleated culottes are lined with bamboo fabric. “It’s so breathable – it’s like a second skin. Plus, bamboo is easy to grow and can be harvested multiple times,” she says.

Production is based in Estonia – a move that reduces shipping distance and emissions. “It’s more expensive, but it’s an ethical decision that I’m proud to stand by,” says Berg.

The newest addition to the family is PAROL Zero Waste – a line of keyrings and patterned hair scarves made from fabric offcuts. “It’s an expansion of our design world and actively reduces waste,” says Berg.

Danish fashion label PAROL is making business-chic comfortable

Left: Founder and designer Irina Berg wears Clara Knit. 

Web: www.parol.dk
Instagram: @parol.dk

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