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"A 19 year old and a 76 year old can wear the same outfit and feel confident. In that sense I feel that age has become more fluent. That is beautiful.".

Petra Gendt

Petra, Maj & Eva

On a sunny late summer day in August, we went to Malmö to Visit Petra Gendt, her mother Eva & her daughter Maj, in Petra and her family´s beautiful spacious apartment in Malmö.  

We feel very lucky to be invited into a home so inspiring and personally curated with art pieces from a life that obviously is filled with creativity. 

During the visit we had a down to earth talk around the family table about time, creativity, wardrobe, differences & generations.

Also, we were a bit curious to find out why all 3 of them choose to wear outfits from Proem Parades in their daily lives…..

Eva to the left, Maj in the middle, Petra to the right.

Petra Gendt is co-owner of Copenhagen based design studio ´All The Way To Paris´ with her longtime friend and business partner Tanja Vibe, working with design concepts and interiors for nearly 2 decades.

Family & Creativity

Petra always wanted for her own children to be exposed to art and to be creative, like she had been herself, visiting museums, especially when travelling as a child. 

“I guess you naturally pass on some of your own interests to your kids, but it does not always happen at once”.

Petra recalls a situation from when her son Gusten was a child, and the family visited the international art exhibition Venice Biennale.  

 “He was not interested at all, and he did not say a single thing. But then half a year later I overheard him talking to his granddad about this exact exhibition.

So after all some impression it must have left him".

The beloved family dog Olle under Mirror Balloons by Jeppe Hein.

Cherished Moments  

For Petra it has definitely been a challenge to balance a time demanding interesting work life, and finding the time to make creativity become an everyday exercise with the kids.

“Time is slipping through our fingers so easily, but whenever it was possible during vacation or sometimes weekends, the paper and gouaches were out”. 

Maj however remembers how they often visited museums when she was a child, and how her brothers and herself always were drawing whenever they had waiting time during holidays. Today she spends a lot of time drawing, and wants to pursue the dream of attending an art school in either Paris or Copenhagen.

Today, Petra cherishes the small moments when she and her now almost grown-up children are doing a drawing session together. 

"For us, this is a way to connect".

Wardrobe Across Generations

When it comes to these three women, they are brought up with very different takes on consumerism, wardrobe and how to buy clothing. 


We all agree that some of the values from Eva’s generation is something we should revisit and implement in how we build and use our wardrobes today.

"The tiny wardrobe. Only one elegant summer dress, worn year after year for every birthday party or picnic.

 Only one winter coat, repaired and cared for, for many years. Things did not just go out of style like that", Eva says.

"I come from the worst generation. Our generation started shopping and consuming in a large scale. Early in our adult lives we got acces to mass produced fashion in a way not seen by previous generations.

I still get nostalgic about the things I own and keep them for years. Majs´ generation is much more into circularity - they sell stuff or pass them on when they do not use them any longer. At least in this way they get more conscious about what they use. I think that is an important development", Petra says.

"The three of us all have items from Proem Parades in our wardrobes, In general I know exactly what I like and what I do not like, and I just found some items that I really use a lot",


"It started with my mom, and then I kept borrowing her Edith Jumper. Now I have several pieces from Proem Parades and I find it easy to mix them well with other stuff from my closet that is actually not even the exact same style", 


“I really like the quality and the colour palette - to me many of these items are timeless classics",  


Timeless Mindset

"I very much like the concept behind pre-ordering the things we buy. What if we regarded a piece of clothing in the same way as a piece of new furniture – something to keep for a long time over the years. Taking care of it, repairing it.

Also with timeless design, a 19 year old and a 76 year old can wear the same outfit and feel confident. In that sense I feel that age has become more fluent. That is beautiful”.


Petra is wearing 

Astrid Silk Shirt, Ida Silk Trousers, Magda Shirt & Trousers, Martha Wool Waistcoat, Edith Jumper, Dagmar Camel Shirt, Anna Camel Trousers, Iben Corduroy Waistcoat.

Maj is wearing

Norma Silk Blazer, Augusta Tee, Anna Camel Trousers, Magda Shirt, Uma Unikum Sweater, Edith Jumper, Aisha Dress.

Eva is wearing

Aisha Waffle Blouse, Andrea Knit Vest, Magda Trousers, Edith Jumper, Ferlov Wool Coat, Ellie Silk Trousers, Gudrun Linen Dress, Thora Wool Cardigan.

© Copyright 2021 Proem Parades

Photography by Petra Kleis /