Björn Axén joins CPHFW as official hair partner and celebrates with city-wide brand campaign

Hero brand campaign image

Copenhagen, Denmark, 3 August 2026

Swedish heritage haircare and styling brand Björn Axén is proud to partner with Copenhagen Fashion Week as the celebrated event marks its 20^th anniversary edition. The partnership includes a presence at the official opening gala, alongside a dedicated Björn Axén Styling Lounge, where guests can enjoy professional hair touch-ups between shows, presentations and events throughout the week.

As part of its inclusion at one of the industry's most influential fashion platforms, Björn Axén is launching a city-wide brand campaign across key locations in Copenhagen—from high-impact out-of-home placements in the city center to Copenhagen Airport, welcoming the international fashion community as it arrives. The campaign is a creative collaboration with renowned hair stylist Ali Pirzadeh and shot by photographer Andreas Almkvist.

The campaign celebrates a belief that has defined Björn Axén for more than six decades: helping people get more from their hair through professional products, expert knowledge and the craft of hairdressing. Not by transforming hair into something it isn't, but by revealing more of what it already has the potential to be. Because extraordinary hair isn't always about adding more—it is often about unlocking more of what's already there.

Johan Hellström, CEO and Owner of Björn Axén, comments:" We are delighted to partner with Copenhagen Fashion Week once again, particularly during such a significant milestone year. It's inspiring to see hair taking a more prominent role within the fashion conversation, and there is something especially meaningful about collaborating with a fellow Scandinavian institution that shares our passion for sustainability. Copenhagen Fashion Week has become an important international platform for creativity, innovation and craftsmanship—something we deeply admire and are proud to support.”

Cecilie Thorsmark, CEO Copenhagen Fashion Week adds “I am thrilled to announce Copenhagen Fashion Week and Björn Axén will be partnering together once more, this time through an even stronger allegiance across the next two seasons ahead. Coming on board as one of the proud partners of the official opening gala of SS27, and across a series of activations for AW27, the two seasons ahead outline a consistent series of touchpoints highlighting our mutual shared values of celebrating the best of the Nordic creative industry on a global stage.” 

About Copenhagen Fashion Week

Copenhagen Fashion Week is the leading fashion week in the Nordic region and an internationally recognised platform for progressive fashion, creativity and sustainability. Held twice yearly, it showcases established and emerging designers while pioneering responsible industry standards. Celebrating its 20th anniversary, it continues to position Copenhagen as a global destination for innovative design.