WWD: It’s all happening at the (Social) Zoo

In the lead up to Copenhagen Fashion Week, Women’s Wear Daily published an article on Social Zoo and our work with international influencers and work to raise awareness for Danish brands.


Read an excerpt below here and find the full article on WWD.


It’s All Happening at the (Social) Zoo.

The Influencer Marketing Agency Has Become the Go-To For Those Looking to Build a Profile in Denmark and Beyond.


Words: Fiona Ma.


“LONDON – Pernille Teisbæk and Hannah Løffler Schmidt have become chief whips of the Copenhagen fashion scene, corralling a crowd of Danish and international influencers for the city’s fashion week, curating their clients’ front rows at shows and connecting Danish brands to international retailers and influencers – and vice versa.


Through their agency Social Zoo, they act as intermediaries, managers, influencers, event organizers and social media gurus. Their agency is Copenhagen Fashion Week’s official digital strategic partner and, according to multiple industry sources, Social Zoo has an unprecedented influence on brands’ guest lists and seating arrangements at shows.


Industry sources said they’ve become the unofficial Copenhagen fashion council, with brands and retailers wanting to partner exclusively with them, especially during the twice-yearly fashion weeks.


Teisbæk wields great influence due in large part to the personal relationships she has developed as an influencer herself. With 573,000 followers on Instagram, she was one of the first Scandinavian influencers to emerge and she built Social Zoo on the back of her formidable popular media accounts. Her straight, sandy brown hair and sharp features are easily recognizable at shows, and she has been featured on a string of street style Instagram accounts.


Via Social Zoo, which was founded in 2016, Teisbæk now plies her personal brand and pushes sponsored content on behalf of her clients, which include Net-a-Porter, Gucci and Chanel, and Scandinavian influencers Mads Emil, Trine Kjær and Tine Andrea.


Løffler Schmidt, who previously worked as Teisbæk’s agent, said launching a company on the back of her partner’s social power was inevitable. “Her brand took off so fast, we had so many clients approaching us with projects,” said Løffler Schmidt, adding that, at the time, there was a big gap in the market, which influencer agencies lacking in expertise and brands unclear about their marketing and social media approach.

Social Zoo manges six influencers on a permanent basis, including Jeanette Friis Madsen, Josefine HJ, and Emili Sindlev. In total they have 1.06 million followers.


“We really represent these girls in a different way than a lot of other agencies in Denmark. It was such a new industry when we started, no one really knew how to work with influencer marketing,” Løffler Schmidt said. “We want to have a long-term strategy, not just for them to be one big advertisement. We want their personalities to shine through. [Being an influencer] can be a very lonely job and you have to make a lot of decisions on your own, it’s super crucial to have someone who you trust completely.”


They are organizing their second hospitality event pegged on Copenhagen Fashion Week, which runs from Wednesday through Friday. Last year, they invited 15 guests – international press, buyers and influencers – and created a holistic experience of the city. This year, they have teamed with By Malene Birger, Ganni, Stine Goya and Net-a-Porter and influencers including Lucy Williams and Blanca Miró.”


Photo: Luka Roné.