Elsa Hosk's New Revolve Brand Is Shockingly Good—20 Pieces I'm Buying Immedately
Ever since she was a kid growing up in Stockholm, Elsa Hosk has loved clothes, so much so that she convinced her mom to teach her how to sew so that she could make them herself. At the time, she says there was a lot she couldn't find or afford, so instead of shopping, she made the garments she wanted. So, when the supermodel launched her debut ready-to-wear label Helsa this week, it wasn't her first foray into design—it was just the first time she did it professionally.
After putting it off and putting it off, "I've had the idea of a brand for so long but actually doing it always took the backseat and my modeling career always came first," she says. Hosk's line of elevated basics, including skirt-and-jacket utility sets, faux leather outerwear and trousers, and poplin button-downs and lounge pants, hit the virtual shelves at Revolve and FWRD on Tuesday and almost immediately began selling out. Not that we're surprised. After all, who doesn't want to dress in what's essentially Hosk's desert-island wardrobe?
"The first collection is inspired by my bag of essentials I'd bring on the islands in the summers," Hosk tells Who What Wear. "You know when you just pack one bag of your favorites? The pieces you know you look good in, mix perfectly with everything, are made from great materials and are durable, and can be dressed up and down for any occasion? That's the first Helsa collection." For her initial launch, she was inspired by the natural landscapes in Scandinavia—from its raw sandy beaches to its glowing sunsets. It's no wonder people love it so much.
Scroll down to shop the first Helsa collection before it's gone.
On Elsa Hosk: Helsa Nova Belt ($148); Helsa shirtdress
Shop Elsa Hosk's First Helsa Collection
Bomber jackets are going to be huge this fall, and you'll be hard-pressed to find a style chicer than this one.
This tube top is a step above the selection I've seen for fall.
Shop the matching Maxi Skirt ($228).
Elsa just wore this skirt with a rugged leather jacket and Prada pumps, and wow, it was chic.
These might be called pajama pants, but you bet I'll be wearing them for a lot more than just sleeping.
Fall is approaching. Be ready with this chic, cool-weather staple.
Next: Elsa Hosk Just Combined Two of Fall's Top Trends Into One Insanely Good Outfit
Eliza Huber is a New York City–based fashion editor who specializes in trend reporting, brand discovery, and celebrity style. She joined Who What Wear in 2021 after almost four years on the fashion editorial team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza now lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring eBay for '90s Prada and '80s Yves Saint Laurent.
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