On October 8, King Frederick and Queen Mary of Denmark made their first official state visit since the abdication of Queen Margrethe II. A year after Frederik’s affair with Mexican socialite Genoveva Casanova, the Danish royal family projected an image of stability, reinforced by Mary’s choice of clothing: a striking navy blue dress that she wore three times, with each version subtly updated to stay fresh and relevant.
This commitment to reimagining her wardrobe underlines her dedication to both style and sustainability. It also shows why the Australian remains a master at turning public opinion in her favor, using the subtlest of methods.
In an era when European monarchies are increasingly scrutinized for their extravagance and relevance, Queen Mary of Denmark is deftly redefining through fashion what it means to be a modern – dare I say budget-friendly – royal family. are.
And with every cleverly recycled outfit, she scores a quiet PR victory.
Mary’s dress, designed by Danish designer Jesper Høvring, debuted in 2014 as a floor-length dress with intricate embellishments. Ten years later it reappeared with a tiered skirt, giving it a contemporary twist.
In 2016, the same dress featured the original skirt, but was styled with a velvet boat neck bodice for a completely different silhouette. These new ideas illustrate her ethos of timeless elegance over fleeting trends.
Since her marriage to the Danish royal family in 2004, Queen Mary has built a reputation as one of the world’s most fashionable royals. And much of her appeal lies in her ability to balance grandeur with eco-consciousness, reworking key pieces in a way that feels both classic and fresh.
In 2012, for example, she updated a Birgit Hallstein dress from 2007, trading in the empire waist and square neckline for a refined boat-neck design that further elevated the elegance.
The first appearance of this navy blue dress, designed by Danish designer Jesper Høvring, in 2014
The embellished, asymmetrical bodice was replaced by a grander silhouette in 2016 (left). For the latest evolution of this dress, in 2024 (right), the overall impression is of classic glamour, while the shape of the skirt gives a unique twist: perfect for a modern monarch
Her creativity is not limited to couture. One of her most notable looks is a green brocade skirt ingeniously adapted from a dress from the H&M Conscious Collection. The garment costs just AU$295, but is unfortunately no longer available. It has been worn on four public occasions, proving her talent for combining high street affordability with regal sophistication.
This commitment to sustainability is not just tailoring. Mary serves as patron for numerous environmental charities and eco-fashion conferences, and embodies the ideals she promotes.
Her efforts have made her the most popular member of the Danish royal family, with an impressive approval rating of 89 percent.
With Europe’s royal families under increasing pressure to justify their existence to the taxpayers who fund them, Queen Mary’s approach feels particularly relevant in an era of public austerity.
Worn twice during her pregnancy with Princess Isabella in 2007, this Birgit Hallstein dress features an empire waist and square neckline, giving it a girlish yet slightly old-fashioned look. In 2012, she debuted a new version, reconfigured with a boat neckline, creating an elevated impression. Since then, she has worn the altered dress several times and in different colors
In 2013, Mary’s Julie Fagerholt dress had a fully embroidered bodice and a matching jacket. In 2017, the stuffy jacket is nowhere to be seen and the top part of the dress has been replaced by a long-sleeved example of simple sophistication
Her creativity doesn’t just extend to ball gowns; Mary has been seen on four separate occasions wearing a beautiful green brocade skirt, ingeniously matched to a dress from the H&M Conscious Collection, which retailed for AU$295 (GBP£150) but is sadly no longer available is
This floor-length dress from Ralph Lauren was first seen in 2010 during the pre-wedding dinner of Crown Princess Victoria of Sweden and Prince Daniel
Mary is seen here with Frederik in the same dress with the couple in 2019, almost ten years later; Mary’s dress, updated with a turned-up hem, is a moving reference to their wedding
Her thoughtful style choices and her willingness to reimagine rather than replace symbolize a shift from excesses to a more purposeful, modern monarchy.
It is a model that resonates with both tradition and the future, combining national pride with a sense of global responsibility.
By embracing this ethos, Mary has not only increased her family’s popularity in the wake of her husband’s “affair” scandal, but also provided a template for how the royal family can remain relevant in changing times.
Who would have thought that a cleverly reinvented dress could support such weight?