Vila introduces 'Vila dresses generations' as new core story for autumn collection

Danish womenswear brand Vila, part of the Bestseller group, has introduced an updated core story, 'Vila dresses generations'. The story launched across the brand's channels on October 1, 2026, alongside its autumn campaign.

According to the brand, the new core story sets out its view on femininity more clearly, describing it as personal, evolving and expressed in many different ways. The autumn campaign is the first to carry the updated story and features women of different generations and backgrounds.

"Femininity has always been part of Vila, but we wanted to be clearer about what that means for us today. With this updated core story, we are building on what is already true to the brand and creating a stronger, more consistent foundation for how we communicate Vila going forward," said Magdalena Hestbech, head of marketing at Vila.

The autumn collection centres on layered silhouettes, statement outerwear, detailed knits, modern tailoring and dresses designed for everyday wear. Denim and checks are used to add contrast, while softer details and a muted colour palette balance the stronger pieces.