BoConcept has announced Danish supermodel, photographer, and style icon Helena Christensen as its new Global Artistic Director. In this role, Christensen will shape a new creative era for the global interiors company, working closely with design talent, featuring in brand campaigns, and creating furniture pieces that reflect her signature effortless style and elegance.
Helena will also play a key role in BoConcept's "Art of Living Danishly" campaign, bringing to life the concept of living well through inspiring content, lifestyle pieces, and discussions with Danish creatives.
'This is a dream come true for me. I've always loved interiors and this speaks to so many of my passions for design, creativity, and living intentionally,' says Helena.
From fashion to furniture
Helena, one of the original "Magnificent Seven" supermodels of the 1990s, has spent her career immersed in visual storytelling. 'The way I decorate my home is as important as how I dress myself,' she says, emphasising her appreciation for wellness, self-care, and quality over quantity.
As part of her role, Helena will design furniture and develop fabrics for BoConcept. With a long-standing passion for interiors, she previously co-founded the concept store Butik in New York and co-established the interior design studio Staerk & Christensen. She has also collaborated on design projects, including home accessories with Bower Studio and a special edition "Runner Chair" with Danish designer Kasper Salto.
'Design is more than the details of aesthetics, it's about how it makes you feel when you walk through the door,' Helena explains. 'When your environment is comforting, beautiful and feels like a true reflection of you, life is better.'
Danish design's new wave
Helena's appointment comes at a time when Danish design is experiencing global influence across fashion, interiors, and culture. She describes her new role as 'a creative journey of unpacking what it means to live well and sharing the beauty and brilliance of Danish design.'
Danish design, known for its clean lines and functionality, continues to evolve. BoConcept's collaboration with Helena embodies a fresh, personal approach that balances minimalism with individuality.
The power of photography
Helena's first creative project with BoConcept will be 'Flora', a capsule collection of botanical art prints from her personal photography archive, launching in March 2025. 'There's something so fascinating about looking at a flower, deeply and intensely,' she says. 'The magic and complexity of nature is almost impossible to believe and understand, but I'm able to capture it, I feel, somehow, with my camera.'
A celebrated photographer, Helena has had her work published extensively in art and design magazines and exhibited in galleries worldwide. She was also a founding partner and creative director of Nylon magazine.
A global perspective
Beyond design, Helena is a passionate humanitarian and has been a UNHCR Goodwill Ambassador since 2019, using photography to document the experiences of refugees and displaced communities. 'This is a role I take very seriously,' she says. 'The fact that I get to travel the world and meet people who are refugees or displaced persons and photograph them, talk to them and convey their stories to the rest of the world is the most fulfilling and humbling job I will ever have.'
BoConcept's Chief Marketing Officer, Paula McGuinness, expressed excitement about the collaboration: 'We are truly excited to harness our BoConcept design expertise with Helena's intrinsic sense of global style and her Danish life philosophy. We look forward to shaping a new agenda together to inspire consumers around the world.'
More information:
BoConcept
www.boconcept.com