Modafirma introduces Danish Fashion Designer Felicia Avid Jaeger to our exclusive fashion platform


Q. Give us a little insight into your creative background.

I have been educated in the  handcraft of sewingtechnique and patternmaking in Denmark and have had a couple of internships at fashion companies in Copenhagen. But as a designer I am an autodidact. My interest for fashion already began when I was twelve. I have always been experimenting with my dressing.

Q. What/who was your influence when you started your own label?

I began my career at the age of 17 at the trade fair under Copenhagen fashion week,  where visiting buyers from Japan, spotted me. At that time, I was an intern at another fashion company but they were only interested in the dress I wore, which of course were one of my own creations. I gave them my card and later the buyers from Japan contacted me and placed an order. So the company ARVID JAEGER was founded.

Q. What have been your key inspirations for your design and concepts?

I do not have a key inspiration as such, but I work with the shape and the composition of elements in the design. I love to work with form, contrasts and exaggeration – contradictions.

Design is like the Argentine Tango – it shall form a whole – but at the same time it must have tensions and obstructions in-between. Like the tango the clothes challenge both the wearer and the world around it.

Q. What is the essence of your label?

Avant-garde with a touch of the classic, combined with high quality in both materials and craftsmanship.

 Q. Why does your fashion label stand out in this competitive industry?

It looks different.

Q. Are there enough opportunities for emerging designers to showcase their designs and enter this competitive industry?

Yes, and particulary the new exiting possibilities of the internet. I gives you another approch to the customers.

Q. Is the fashion industry campaigning enough for boutique labels and recognising emerging talent?

The fashion industry has a problem when it becomes too much focused on business and forget the artistic nerve. The well established brands like the way things are – newcommers always have a hard time in the beginning.

Q. Who is your ideal customer?

Modern independent women who find it natural to express their individiual personality through their dressing.

White Wool Coat

White Wool Coat by Arvid Jaeger

Q. Have you any plans to collaborate with other labels or brands?


Q. You are a Danish designer, how much influence has this had on your creations?

 In Denmark I am not very Scandinavian in my designs – but it is not something I think about, I have just never felt for it. I think however the Scandinavian touch lies in the clean cut, the pure expression and the choise of colors and combination of textiles.

Q. What has been your most memorable success to date?

Sending my first order to Japan.

Q. What has been the most challenging stage when bringing your fashion label into the industry?

Branding and selling is always challenging.

Q. What is your fashion label’s signature style?

It creates another perpective on the ordinary everyday life.

Q. What are the key images you want to portray when people see or hear your brand name?

A fashion label with a clear expression and daring cut, crafted in exquisite materials.

Q. How would you describe your personal style?

My personal style is the style  of ARVID JAEGER. Why create clothes you would not want to wear yourself. I could not create something exceptional if I did not felt for it.

Q. Modafirma celebrates and welcomes new fashion and emerging talent; tell us why you decided to join our exclusive social fashion platform?

Because you have a convincing style and a professional attitude –  and love to work with new designers.

Q. What is your hope for the future of the label?

I hope the brand will grow and give lot of women some good and challenging experiences and some day open a dressing gallery in one of the metropoles.

Modafirma Team


Your email address will not be published. Required fields are marked *