Preben Laust & Steen Holtermann: The Creative Partnership Behind Second Female
In the world of Scandinavian fashion, some of the most influential figures are not necessarily the most visible. While consumers often recognize the labels they wear, the creative minds and entrepreneurs behind those brands frequently remain in the background.
Such is the case with Preben Laust and Steen Holtermann, the founders of Second Female, whose decades-long partnership has helped shape a distinctly modern interpretation of Danish fashion. Their story is not simply one of building a successful fashion label; it is a story of persistence, intuition, creativity, and an enduring belief in contemporary womenswear.
For those who appreciate the understated elegance of Scandinavian style, understanding the journey of Preben Laust and Steen Holtermann offers valuable insight into the philosophy that has influenced one of Denmark's most respected contemporary fashion names.
The Early Journey of Preben Laust
Discovering Fashion in Copenhagen
Long before founding Second Female, Preben Laust was immersed in the fashion industry.
His career began remarkably early, entering the industry as a teenager through an apprenticeship at Companys, one of Copenhagen's most influential fashion retail destinations of the era. The experience introduced him to buying trips, international fashion shows, trend forecasting, and the realities of retail. More importantly, it developed his understanding of style and consumer behaviour at a formative stage in his life.
Looking back, Laust has described those years as the foundation of his career, providing exposure to a rapidly evolving fashion landscape and helping him develop the instincts that would later shape his entrepreneurial success.
Steen Holtermann and the Power of Creative Partnership
While Preben Laust often appears as the public face of the business, the success of Second Female has always been rooted in partnership.
Since launching the company together in 2000, Steen Holtermann and Preben Laust have worked side by side through periods of growth, expansion, reinvention, and industry transformation. Their ability to navigate changing consumer expectations and evolving market conditions reflects a shared vision built on trust and long-term thinking.
Like many enduring creative partnerships, their success stems from complementary strengths. Rather than pursuing short-lived trends, they have consistently focused on developing a recognizable point of view grounded in quality, wearability, and Scandinavian design principles.
Creating Second Female and a Modern Scandinavian Aesthetic
A Vision for Contemporary Women
When Preben Laust and Steen Holtermann founded Second Female in 2000, their ambition was clear: to create fashion that felt contemporary, accessible, and relevant to modern women.
Initially conceived as an "express fashion" concept with rapid product development cycles, the brand evolved over time into a more structured collection model. This evolution enabled greater international growth while maintaining the clean aesthetic and effortless sophistication associated with Danish fashion.
The founders recognized early that lasting success would come not from chasing every trend, but from creating pieces women would genuinely want to wear season after season.
That philosophy remains closely aligned with the broader Scandinavian design tradition, where simplicity, functionality, and longevity are valued alongside beauty.
Explore our Scandinavian designer collection to discover more brands shaped by this enduring Nordic design philosophy.
Danish Design as a Lifelong Influence
The Copenhagen Mindset
Although fashion has become increasingly global, both Preben Laust and Steen Holtermann remain closely associated with Denmark's creative culture.
Copenhagen has long been regarded as one of Europe's most influential design capitals, celebrated for architecture, furniture, interiors, and fashion. The city's emphasis on functionality, craftsmanship, and understated elegance can be seen throughout the Scandinavian fashion movement.
For founders like Laust and Holtermann, these values extend beyond clothing. They reflect a broader way of thinking about design: creating products that fit naturally into everyday life while maintaining a strong sense of style.
This balance between practicality and creativity continues to resonate with women seeking wardrobes that feel both modern and timeless.
Adaptability in an Ever-Changing Fashion Industry
Fashion is an industry defined by change, and few people understand this reality better than Preben Laust and Steen Holtermann.
Over more than two decades, they have witnessed the rise of e-commerce, social media, influencer marketing, shifting consumer behaviours, and global economic uncertainty. Throughout these changes, their willingness to adapt has remained one of their greatest strengths.
Laust has spoken openly about the importance of evolution, emphasizing that standing still is not an option in a competitive industry. The ability to make difficult decisions, refine strategy, and continually develop new ideas has been essential to their longevity.
For aspiring designers and entrepreneurs, their story serves as a reminder that creativity and resilience often go hand in hand.
Leadership Through Relationships
Building More Than a Brand
One of the most revealing aspects of Preben Laust's reflections on his career is the importance he places on relationships.
He frequently highlights the role played by employees, customers, agents, suppliers, and long-term collaborators throughout the company's journey. According to Laust, lasting success is not achieved alone but through the collective efforts of dedicated people working toward a shared vision.
This people-first perspective offers a refreshing contrast to the often fast-paced and highly competitive nature of the fashion industry.
It also helps explain why Second Female has maintained relevance through multiple generations of consumers.
Why Preben Laust and Steen Holtermann Continue to Inspire
The influence of Preben Laust and Steen Holtermann extends beyond the collections they have produced.
Their story is ultimately about commitment—to creativity, to craftsmanship, to partnership, and to continuous evolution.
In an industry that constantly demands reinvention, they have demonstrated the value of staying true to a clear vision while remaining open to change.
For admirers of contemporary Scandinavian fashion, their journey offers a compelling example of how thoughtful design, entrepreneurial courage, and enduring partnerships can create a lasting legacy.
Discover Scandinavian Style at Edito
If the story of Preben Laust, Steen Holtermann, and Second Female resonates with your approach to dressing, explore Edito's curated selection of contemporary Scandinavian fashion.
You may also enjoy discovering our features on Nordic designers, Danish fashion houses, and European brands that share a commitment to timeless style, quality craftsmanship, and modern femininity.
