Discover Oslo Runway With Creative Director Inga Odette
During my two weeks in Norway this summer, I had the pleasure of attending Oslo Runway for a few days. The week featured a healthy mix of presentations, parties, lunches, and shows. It was thrilling to take a look at what is happening in my home country, while meeting all kinds of new and inspiring figures in the industry.
But first things first, did you know that Norway has its own fashion week? Or did you think Copenhagen and Stockholm were the only cities for fashion in Scandinavia? You are not alone. Norway has not been renowned in the industry like Denmark and Sweden, with their Ganni, Saks Potts, Acne studios, Anine Bing, etc. Norway has been better known for great quality outdoor wear with fabrics such as wool. And it makes sense - the weather in Norway is brutal. It’s raw. And being practical is necessary. We are also a lot more outdoorsy and active than many other countries. We have a saying: “there is no such thing as bad weather, only bad clothes.” Quality is at the forefront of all we do. Which is why it’s exciting that we now have more and more brands focusing not only on quality, but also on luxury and design. We already have the quality figured out; now we can focus on beautiful things, with beautiful design. I’m excited to show you some of the highlights from Oslo Runway.
And of course, I’ll talk a bit about what I wore. It’s not fashion week without pieces from our own Muse closets here at Dora Maar. Learn all about the up and coming Norwegian brands.
day 1 VOGUE Scandinavia x Oslo runway Party
Vogue Scandinavia hosted a party with Oslo Runway, kickstarting the week with bustling energy and equally spirited looks by all.
I was inspired by Lauren’s look for NYFW last year. Embracing my belly was a must, so I wore a Junya Watanabe utility vest and pleated dress from the closet of @beerbottleschainsaws, which was featured in the 2020 runway. I styled it with a black, Gucci Dionysus bag and my ballerina shoes. To top off this full runway replica, I wore a Junya Watanebe silver and pearl choker from the closet of @alexandraayyy.
That night we celebrated new talent, as well as well known Norwegian brands.
day 2
The day started gray and rainy with a presentation of Cathrine Hammel’s new collection in her private home, close to the castle in Oslo. It's one of the most beautiful homes I have ever seen– so well curated. Everything from the coffee cups to her workout room was well put together, feeling completely interconnected. Her use of soft colors and great fabric made it all serene and touchable.
Then we trekked over to the Julie Josephine Essentials storefront. Known for their beautiful and perfect, white shirts, they were revealing new branding on this day. People enjoyed their new visual world with a chat over a cup of coffee.
If you are looking for the perfect white shirt, Julie Josephine is the place to go.
Right Photo by: @lassefloede
Next was the One and Other runway show, which took place at a beautiful garden in the middle of the city. It was almost like it had been scheduled with the weather, as the rain cleared for the show. The collection focused on basic and cohesive looks, but with a slight flair to the details. Many pieces nodded to androgyny, playing with proportions and clean lines. And, the music was almost as alluring as the collection itself.
Then it was time to eat! Norwegian’s can not only live on coffee unfortunately– they need food as well. The ladies behind ByTiMo did not disappoint. Arranged in their beautiful showroom, we were served locally produced food and wine with beautiful cakes, all while being able to browse their new collection. This occasion was an explosion of flowers, femininity, and social networking.
I ended my day with an absolute highlight–the Pearl Octopuss.y show. It took place in a cool apartment on the east side, where we were able to socialize and chat before the show opened. A violinist started the whole show, carrying us through the whole runway. It was bold and eccentric, with handmade extravagance in every detail. Designed by Cathrine Boerter, the pieces were striking.
day 3
My last day was a rush as I needed to head back up north. It started with a colorful show at Ilag (which means togetherness in Norwegian) and a strong presentation. The collection was soft, with reiterations of the brand’s history. It was cozy, smart, and welcoming. Probably one of my favorite show from the week.
I wore a Celine striped knit-top from the closet of @natty_style. This was paired with the Simon Miller Lunch bag from the closet of @theimpeccablefind. The biggest highlight of the week was to spend time with our Muse @elisesandvik
Then it was lunch! We gathered at Cala Jade for a picnic fusing art, fashion, and food. The label presented their spring/summer collection of timeless and sculptural designs. Known for their woven, leather bags, the collection featured a new expansion into denim bags. Sitting on the floor, we were fed a colorful lunch and a visual feast.
The day ended on a garden rooftop overlooking the outskirts of Oslo, where Elisabeth Stray Pedersen presented her new woolen collection. Sipping on local drinks, we previewed works of intentional longevity. As the collection was named “Evolve,” ESP presented pieces meant to grow with the changing trends.
