By Malene Birger a pop shop will open in Hydra this summer

If shopping is constantly on your itinerary, there is now more reason to spend high summer in the quaint and picturesque town of Hydra. Just this month, Danish womenswear label By Malene Birger announced it would open a summer pop-up “on the picturesque and glamorous bohemian Greek island of Hydra.” The decision to settle on this dreamy island, the team says, was inspired by the “fashion and art world that travels there during high season.”

Hydra: a destination for tranquil luxury

By Malene Birger’s sensibility as a brand reflects the understated and timeless aesthetic of the island. This love and affinity for Hydra was gradually built as their Spring/Summer 2024 campaign was realized. Ellen Dixdotter, CEO of By Malene Birger, says: “I always think about how we portray our collections in creative and cohesive ways. That’s why Hydra was so important. We didn’t want to show some glitzy island in the campaign. We wanted a place that exuded understated luxury, and that represented something more creative and culturally diverse.” For years, Hydra was a well-maintained retreat for personalities such as Sophia Loren, Richard Burton, Mick Jagger, Keith Richards, Leonard Cohen, Maria Callas, Aristotle Onasis and Jackie O.

Ellen said Hydra was an idea initially conceived by the brand’s marketing and communications director, Jennie Lind. “The next link was Suzanne Koller, the stylist and photographer we’ve been working with for a few seasons, who visited Hydra for vacation and loved it. We also talked about doing another campaign with Malgosia Bela, who lives on the island.” The shoot, which took place in October, out of season, forged the brand’s soul connection with the island, its artisans and the local landscape.

Maja Dixdotter, creative director of By Malene Birger, remembers: “The island was just fantastic. Even more beautiful than I imagined. It was out of season so it wasn’t busy and it was still very warm. The light was spectacular. The colors of the houses, the stones on the street, everything looked so magical in this special light.” During their stay, they toured the island, immersing themselves in local life and meeting the island’s artisans. This experience would later inspire them to bring Hydra to the Scandinavian countries and vice versa.

Hydra’s story told through retail

Located in the Melisses Gallery, the Summer Pop is a physical and spatial manifestation of By Malene Birger’s unique approach to retail storytelling. Ellen says: “For us it’s not just about clothes. I know that if I were a customer and I walked into the store off the street, I would love to hear the story of an old man in Greece who makes handmade soaps to match my beach towel. Our ready-to-wear clothing and accessories are interspersed with other locally made objects, jewelry and ceramics. We offer a curated selection of products you need on holiday, such as accessories, bags, hats, kaftans, sunglasses and towels.”

In addition to pieces from the ready-to-wear collection, the space will also showcase creative collaborations with local artists. These include: a special curation of titles by Hydra Book Club (founded by American-born curator and local resident Josh Hickey), custom monogrammed pottery by ceramicist Vittoria Berardinone, and local beeswax candles from the local port, olive oil soap from Rafalias and Mediterranean tea from Daphis and Chloé. By Malene Birger’s Summer Pop Up in Hydra, Greece runs until August 8.