After more than a decade at the Danish fashion brand Mosh, initially as a cutting developer and later as Head of Design, Loise Læborg Madsen felt the urge to create something of its own. This ‘something’ became Heyanno: a design -driven label that finds its roots in craftsmanship, cultural references and a more courageous approach to fashion. In conversation with fashionunited, Madsen gives insights into the creative orientation, design philosophy and positioning of Heyanno within the contemporary fashion landscape.
Restart with meaning
“Heyanno is a feeling,” says Madsen. “It started with a personal need to connect with the product again with fabrics. Born from the desire for creative autonomy, Heyanno represents a new beginning, not only for Madsen, but for everyone who wants to tackle fashion with playfulness and intention. “It’s about joy, hope and freedom,” she explains, “but also about precision and quality.”
Madsen is currently the only full-time member of the Heyanno team. It is responsible for everything, from design to half of the production process. “That gives me control, but it is even more important that I stay close to the product. The magic arises there.”
Between minimalism and maximalism
Heyanno is often described as a balance between minimalism and maximum, a contrast that is reflected in both the silhouette and styling. The brand combines masculine tailor art with unexpected details, oversize denim with precise processing and brave choice of colors with sophisticated cuts.
The design influences come from all over the world. Japanese silhouettes, especially the gender fluid approach to denim, inspire the wide, robust jeans from Heyanno, while Scandinavian playfulness shapes the brand’s color set. Italian craftsmanship and attention to detail are shown in tailor’s art, especially among the characteristic blazers of the brand, in which contrast seams, striking feed and fabric quality are in the foreground. “I always have the Italian way of dressing up: flawless and classic,” says Madsen. “That’s exactly what I pick up and give it a special note.”
Music as a Moodboard
The Heyanno collections are full of emotions and cultural energy, which are often caused by music. “Music is my most important source of inspiration,” says Madsen. “Every collection begins with a mood, sometimes it is a video by David Bowie, sometimes the indie vibe of the Haim sisters. The music determines the tone, the visual world, even the silhouettes.” The spring/summer collection 2025 entitled “An Ode to Freedom” radiates a slight energy, while autumn/winter 2025 “Neo Rebel” researched a more angular, structured cutting skating with rebellious undertone.
Timelessness with a certain
Timeless design is not synonymous for the label with static classics. Instead, Madsen defines timelessness through quality, fit and emotional binding. “If I don’t want to wear it in five years, I won’t design it. This is my filter.” The fabrics are carefully selected, whereby the focus is increasingly lying on the reduction of petroleum -based fibers such as polyester. “We are not yet at 100 percent, but 95 percent will be oil -free in spring/summer 2026,” she adds.
The fit also plays an important role in sustainability. Blazer are slightly oversized with a classic basis that enables versatility and at the same time maintains an unmistakable note. “Someone told me the last collection looks like a curated vintage shop, that’s the biggest compliment that I could be given.”
For fearless: meaning against mass
Who is the Heyanno woman? According to Madsen, it’s not about age or status. “It is a vibe. A personality. She is someone who knows what she wants – someone who is picky, self -confident and willing to invest in less but better things.” The brand does not chase trends afterwards and does not serve a mass taste. “Heyanno is not for the gray mouse,” says Madsen. “It is for those who want to stand out, but in a unique, playful and stylish way.”
The brand is currently working with a reduced model: two collections per year with around 50 parts each. The aim is to create pieces with importance and relevance and not to flood the market. Madsen also researches other channels to get in touch with the brand’s audience, from music festivals and DJ-guided events to pop-up events, where the atmosphere is more important than marketing. “We want to show clothes in their natural element, not just talk about them, we live.”