IDENTITY

"Authentic styles designed for urban individuals"

SET is a progressive premium brand that stands for a contemporary, urban casual look. 
The collection's progressive image is defined by standout pieces and clear statements.

All pieces are easily combinable and exude a casual elegance which is always paired with an edgy sexiness.
The brand aspires to the highest quality standards – which is why the collection is largely produced in Europe using European fabrics and yarns.
Presenting a premium quality product is the priority in every collection.


CREATIVE DIRECTOR

SET was created by Maya Junger in 2009.
The mother of four lived in London for many years, initially pursuing a career as an international corporate lawyer.

She herself epitomises the typical SET woman – and embodies the spirit of the brand.
She loves the buzz of the world's major cities, enjoys collecting contemporary art and vintage furniture, and is continuously inspired by the zeitgeist.

This inspiration shines through in her collections as well as in the brand's head office with its modern mix of art, culture and design.

FACTS & FIGURES

In just a few seasons, SET – which was established in 2009 – has evolved into an international global brand in the contemporary premium market, making a name for itself with fine fabrics, high-quality workmanship and strong fashion statements.
The brand is expanding fast, and has secured France as its top export market.

SET is currently available at around 1,000 point-of-sales in some 20 countries around the world.
Its distribution philosophy is focused exclusively on high-end specialty retailers and international department stores.


CORE PRODUCTS

The collection is designed with a cool, modern and contemporary look in mind. The focus is on leather, knitwear and coats. Thus, only top-quality leather is used: the best, buttery-soft grade. The latest cuts and finishing techniques turn the leather pieces – which feature in every product group – into unique and truly exclusive pieces.

In knitwear, the company's long experience enables the use of innovative technologies in order to be at the forefront of knitting trends. High-quality Italian yarns figure prominently, with many pieces still being crafted in traditional Italian or European knitwear factories.

Fine Italian fabrics also feature in the modern cuts of jackets and coats. Every piece is carefully developed in numerous atelier fittings. 


COLLECTION CONCEPT

Thirteen coordinated colour themes and capsules are the key to a continuous flow of merchandise at the Point-of-Sale throughout the year. 

The collection is designed with looks in mind and presented to retailers and end-consumers in comprehensive lookbooks showcasing the whole collection.

While every item is a strong stand-alone piece, it is still shown integrated in an outfit to illustrate the rich array of possible combinations. Each collection focuses on leather styles in supreme quality, innovative knitwear and coats as the key pieces of the collection. 


CAMPAIGN

Since its debut collection, SET has cooperated with the most famous and trendiest models, photographers, stylists and hair & make-up artists. The brand has always possessed an instinct for the hottest models, looks and fashion stories.

Names like Anna Selezneva, Bambi Northwood-Blyth, Aline Weber, Hanne Gaby Odiele, Kasja Struss, Snejana Onopka, Marta Dyks, Valerija Kaleva, Hana Jirickova, Caroline Brasch Nielsen and Nadja Bender have graced its catalogues, campaigns and lookbooks.

SET has been instrumental in discovering many of these stars. Every season new and innovative campaigns are launched that are shot on location or in the studio. Additionally, four exclusive lookbooks are photographed each year to illustrate the range of possible combinations offered by the collection.