Heartmade is the creative brand of designer Julie Fagerholt and is considered one of the most exclusive Danish fashion brands today.

The inspiration for the Heartmade collections comes from everywhere from London to L.A. where Julie Fagerholt has journeyed to and gained knowledge about other cultures. What inspires Julie is observing street style and seeing how people combine different styles.

The Heartmade look is characterized by the contrasts between the feminine and masculine, vintage, new and sporty styles, blended with powerful prints and unique fabrics.


In 1998 Julie Fagerholt Heartmade was established through an exclusive couture tailor business for a small group of private customers, but in 2000 Julie Fagerholt decided to give in to wavy demand from her customers and launched her first ready-to-wear collection to great acclaim. The collection won her the prestigious Danish fashion award ”the Golden Button” and in 2010 she won her second ”the Golden Button”.

Since then Julie Fagerholt has added accessories, shoes and a fragrance line to the Heartmade universe, and in 2017 Julie Fagerholt won an ’Elle Style Award’ For best accessory collection of the year for her ’Eye collection’.

From the beginning Julie Fagerholt had a clear vision for the design philosophy and business strategy for the brand Heartmade, which was to unite haute couture’s sophisticated non-compromising view on fit, detailing and quality with ready-to-wear’s reproducibility and price.



The scene is set – mother and daughter – a walk though the streets of London – looking at the same people, yet seeing them with different eyes.

Julie Fagerholt’s youngest daughter and muse Bex, has created a line, a long side her mothers main collection titled: Heartmade - Tagged by Bex

Based on their time in London, where the multi cultural citizens light up the streets with their unique styling, Julie and Bex found their inspiration to create a collection together.

Not only inspired by their surroundings but also by each other. The result is a meeting between Julie’s classic approach and Bex’ edgy expression that gives a cool and refreshing look at the same time.

Heartmade - Tagged by Bex - can be used to accomplish a younger styling or maybe even better mixed with various Heartmade items.

The two face smiley is the signature of the collection and can be seen on t-shirts and hoodies as well as on the hangtag.