Ms. Happiness for Kopenhagen Fur is Crowned

19 January 2012Fashion & Lifestyle

Emneord Kopenhagen FurMs Happiness

At a big gala show in Beijing, more than 450 guests witnessed the thrilling competition that crowned 19- year-old Niu Wei Wei from Shenyang as the winner of the Ms Happiness Finale. The event marked the beginning of a new and exciting year for Kopenhagen Fur and the fur industry as a whole in China.  


The finale was the culmination of a 4-month long happiness- and marketing journey that Kopenhagen Fur has undertaken across China. The winner received 150.000 RMB, a model contract with Scoop Models and a happiness journey to Denmark where she will participate in Copenhagen Fashion Week for Kopenhagen Fur. She will also work as the Kopenhagen Fur spokesperson in China in the coming year.Mshappiness2

The finale consisted of three sessions, catwalk, talent show and a "dialogue on happiness" with the judges. Personalizing their happy conception in fur, the contestants perfectly demonstrated the latest fur trends from Kopenhagen Fur's centre for creativity and innovation, Kopenhagen Studio. The girls' outstanding performances not only heated up the whole site, but also served as a grand kick-off for the coming year in the fur industry.

Ms. Bente Lundquist, head of the jury, president of Scoop Models and a former supermodel herself, was impressed with the contestants. "Many of the girls were very beautiful. For me, it is always great when I see so many beautiful girls. I believe that we found the right winner that truly has the potential to become an international name. She has very typical and beautiful Chinese eyes and cheeks and good measurement as a model."

It is the first time a foreign fashion company has selected a spokesperson through a nationwide campaign. A typical Danish company with an intrinsic drive to innovate, Kopenhagen Fur looks to communicate the Danish philosophy about happiness, unearth China's new fashion force, cultivate a Chinese international star through this campaign, and lay solid foundation for the development of a global fur industry in China.

Kenneth Loberg, CSO at Kopenhagen Fur believes that the campaign has been a great success:  "Today I see myself as a Mr. happiness. This campaign has been such a great experience for us at Kopenhagen Fur. The participants of Ms. Happiness competition have shown us a warmth and accommodation, that we usually only see in Scandinavia. This has been a experience full of learning for us and we are confident that we have found the perfect Ms Happiness - we look forward to having her as our spokesperson in the forthcoming year.

Kopenhagen Fur also set a "happy example" by raising RMB 300,000 at the finale for the "Operation Smile", which is initiated by Hong Kong charitable organizations to provide free surgeries to repair cleft lip, cleft palate and other facial deformities for children around the globe, bringing smiles back to their faces and forever changing their lives.

For Niu Wei Wei, an exciting future with lots of smiles and happiness awaits. In two weeks time, she will leave China for the first time in her life to journey to Denmark as a Kopenhagen Fur model at Copenhagen Fashion week. From then onwards, she will be a rising star who spreads happiness and fashion for Kopenhagen Fur.