Would you mind taking a selfie with my phone?
Copenhagen Fashion Week is often celebrated as the “fifth” fashion week alongside the Big Four (New York, London, Milan, Paris). It has carved its place on the calendar for its rigorous sustainability action plan, requiring brands to meet strict eco-friendly standards to participate. Unlike the ultra-luxury flash of Paris or Milan, CPHFW mixes great Scandinavian minimalism with bold creativity along with acting as a platform for emerging talent.
Photographer Joonas S’Diri went backstage to give his phone to models from Henrik Vibskov to Taus, to capture themselves. There is something authentic about unfiltered selfies that reject strict beauty rules and embrace individuality, gender neutrality, and inclusivity.
The major beauty trend throughout the week was less about transformation and more about looking like yourself. Skin was the focus, not heavy makeup. Scandinavian beauty brands are known for gentle formulas, minimal ingredients, and a “less but better” philosophy. Think clear, luminous complexions that look like they come from sleep, hydration, and solid skincare rather than layers of foundation. Makeup was light and intentional with soft washes of color, brushed brows, a touch of mascara, maybe a sheer lip. Nothing feels overdone.
Photography by Joonas S’Diri for VEIN MAGAZINE
