Pernille Wilby is a Copenhagen-based lifestyle and fashion creator whose content centers on the rhythms of Scandinavian everyday life — apartment tours, seasonal wardrobe edits, local café finds, and coverage of Copenhagen Fashion Week.
Total Followers +1.5%
263K
Across Instagram, YouTube, TikTok
Primary Platform
172K followers · 65% of audience
Engagement
0.2%
vs. 1.5% category median
Sponsorship Tier
Mid
Est. $3.4K–$8.6K / IG post
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +326 +0.2% | +1K +4.9% | +0 +0.0% | +1K |
| Last 30 days | +1K +0.7% | +3K +12.6% | +0 +0.0% | +4K |
| Last 90 days | +978 +0.6% | +4K +17.6% | +98 +0.1% | +5K |
| Last 365 days | +978 +0.6% | +4K +17.6% | +98 +0.1% | +5K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| NA-KD Sponsorship | Sponsored content | YouTube | May 2026 | — |
| Songmont Sponsorship | Sponsored content | YouTube | Aug 2025 | — |
| Lily Silk Bedding Sponsorship | Sponsored content | YouTube | Jul 2025 | — |
Pernille Wilby is a Copenhagen-based lifestyle and fashion creator whose content centers on the rhythms of Scandinavian everyday life — apartment tours, seasonal wardrobe edits, local café finds, and coverage of Copenhagen Fashion Week. Operating across Instagram, YouTube, and TikTok, she has built a mid-tier following with a distinctly Nordic aesthetic, drawing on hashtag communities like #sezanelovers and #scandinavianstyle that signal a taste for understated, quality-led fashion rather than trend-chasing. Her YouTube channel, which publishes weekly vlogs framed around specific days or weeks in her Copenhagen life, is the fastest-growing leg of her platform presence, suggesting that her audience engages most deeply with longer, more personal formats. TikTok also shows notably stronger engagement relative to her Instagram base, where passive followership appears more prevalent.
Despite being rooted in a Danish context, Pernille's largest audience segment is American — a dynamic common among Scandinavian lifestyle creators whose content carries a certain aspirational 'European city life' quality that translates well to English-speaking markets. Her sponsor mix reflects a mid-market aspirational positioning: NA-KD aligns with her fashion-forward Scandinavian identity, while Songmont and Lily Silk Bedding suggest brands seeking a calm, aesthetic-driven audience with purchasing intent in fashion accessories and home lifestyle. With YouTube momentum building and an audience concentrated in the commercially active 25–34 demographic, she is reasonably well-positioned for brands operating in the overlap between considered fashion, travel, and Scandinavian-inflected home and lifestyle content.
Pernillewilby reaches an audience concentrated in DNK primarily through Instagram, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. As a fashion creator they map naturally to brands targeting that space. Demonstrated partners include NA-KD and Songmont. Engagement on Instagram runs around 0.2%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows fashion content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For DNK-focused brands in fashion and related categories, Pernillewilby offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Pernillewilby's tier (Mid, 263K combined followers, DNK). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
Her name is Pernille Wilby — the handle is simply her first and last name joined together. She uses the same name consistently across all her platforms and her public contact email, so it is her real identity rather than a separate creator alias.
Yes, attending Copenhagen Fashion Week is a documented highlight of her content calendar. She has shared vlogs covering what she called her 'dream show,' including fashion trend breakdowns and a behind-the-scenes look at one of Scandinavia's biggest style events.
Her confirmed partnerships include NA-KD, the Scandinavian fashion label, Songmont for bags and accessories, and Lily Silk Bedding. All three collaborations have been featured in her YouTube vlogs and fit naturally within her fashion and lifestyle niche.
She posts weekly vlogs built around her day-to-day life in Copenhagen, covering fashion hauls, local café and matcha bar finds, travel, and home decor. The format is personal and diary-style — structured around titles like 'Friday in my Copenhagen life' rather than polished editorial content.
Yes, she has shared Invisalign progress updates as part of her personal lifestyle vlogs. It appears woven into her regular day-in-the-life format alongside fashion and Copenhagen content, giving followers a candid look at the process rather than a dedicated standalone series.
Sezane is clearly a consistent part of her wardrobe — she uses the hashtag #sezanelovers regularly and the French label's aesthetic blends well with her Scandinavian minimalist style. Her content sits at that intersection of classic Parisian pieces and Nordic-influenced dressing.
She features café and matcha bar discoveries throughout her Copenhagen vlogs, framing them as personal favorites found during her daily routine. Her 'day in my Copenhagen life' videos are the best place to find her current picks, as she tends to highlight new openings as she finds them.
Yes, home content is part of her regular mix — she uses hashtags like #apartmenttour and #danishdesign and gives glimpses into her Copenhagen living space. These posts double as interior inspiration for followers interested in Scandinavian home aesthetics.
Pernille Wilby is based in Copenhagen, Denmark. Her Danish location is central to her entire brand identity — from local café recommendations and apartment tours to covering Copenhagen Fashion Week as a recurring annual event.
She is active on Instagram, YouTube, and TikTok. Instagram is her largest platform by audience, while YouTube has been her fastest-growing channel recently, where she posts her weekly Copenhagen life vlogs for an audience that skews toward fashion- and travel-interested women in their mid-twenties to mid-thirties.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@pernillewilby · Instagram
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