I Just Got Back From Oslo—6 Norwegian Brands You Need to Know About

Last week, I had the pleasure of attending Oslo Runway—an annual weeklong event designed to showcase Norway’s most exciting and talented designers and their latest collections. Now in its ninth year, the event functions as a meeting place for the Norwegian creative industry and offers a front-row view of the intersection between fashion, lifestyle, art, and culture. 

As a longtime admirer of Scandi style and design, I excitedly immersed myself in all things Norwegian fashion through a whole host of lively runway shows, presentations, and pop-ups throughout the city during my jam-packed three-day trip. I came back to L.A. with palpable excitement and my iPhone Notes app filled to the brim with exciting new brands, designers, people, and places, which I can’t wait to share with you today.

The creative excellence, sustainable ethos, passion, and pride for both tradition and innovation were unmistakable at Oslo Runway. From the strong lineup, here are six brands that really caught my eye in this month’s showcase.

Ilag (which means "togetherness” in Norwegian) is one of Oslo’s most exciting emerging brands founded by Creative Director Renate Nipe in 2020. The brand takes pride in making beautiful, comfortable, and joyous everyday clothing that is also sustainable. Known for its use of bright light colors, relaxed silhouettes, and billowy fabrics, Ilag’s S/S 24 collection was a breath of fresh air—replete with stunning textured fabrics, subtle saccharine shades, wearable prints, and deliciously soft materials. The brand oozes an effortless sense of cool that you’ll take joy in wearing day-to-day.

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With a sustainable approach, founder Benedikte Ringberg launched Atelier Hinode at the start of 2023 and has already garnered a huge following among the Scandi fashion set. The brand embodies timeless designs with a focus on elegant simplicity, precise tailoring, and multifunctional pieces. Inspired by the volume and romance of blooming flowers, the brand’s S/S 24 collection featured graceful and elegant designs carefully constructed to feature multiple ways of wearing each piece. In other words, Atelier Hinode’s designs are as versatile as they get and have a minimal yet bold quality that is made to last. 

Of the many Norwegian brands that presented at Oslo Runway, O.A.D. made a lasting impression. Headed by Maria Lilly Flakk, the knitwear brand (which only launched last fall), is dedicated to craftsmanship and using knowledge of wool to achieve the finest knits from the most robust materials. Its pieces are made to withstand all weather conditions and seasons.

O.A.D.’s latest collection draws inspiration from the raw beauty of Norway’s breathtaking landscapes. The pieces—which are made from Norwegian wool, kid mohair, silk, alpaca and yak fiber, and super-long extra-fine merino wool—are based on classic designs from Norway’s heritage merino wool brand Devold, reimagined in fresh and modern ways. One thing is clear: O.A.D. is committed to creating enduring styles that will last for generations.

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As one stylish Oslo native I spoke to put it, if you’re going to a wedding, graduation, or any special soirée, ByTiMo is the go-to brand to wear. Known for their vintage-inspired silhouettes and romantic designs, mother-and-daughter duo Tine and Elisa Mollatt have created a palpable buzz around the internationally recognized brand. Sustainably made with special attention to detail and featuring unique colors and prints made in-house, ByTiMo’s S/S 24 collection is centered around botanical prints and antique florals rendered in materials such as lace, heavy duchess satin, flowing organza, and sequins.

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Practically every cool fashion person at Oslo Runway was wearing a statement piece from Oslo-based jewelry brand Pearl Octopuss.y—a testament to the cult following the brand has built since its inception in 2018. Established and crafted by Cathrine Børter, the eccentric, bold, and unique pieces featuring baroque pearls and glistening jewels are handmade with particular care for detail and craftsmanship. This year's highly anticipated runway show (which was staged in the coolest artsy loft in Oslo) expanded its offerings with a lineup of fringe-trimmed blazers, silk scarves, tuxedo belts, long leather coats, and billowing dresses, offering something extra special to its devoted fan base.

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The epitome of quiet luxury, Cathrine Hammel’s distinct minimalist-cozy aesthetic is one that leaves a memorable mark. The designer’s latest collection boasts sumptuous knits and sensuous textures in a palette of calming neutral hues grounded in practicality. We got to experience these pieces firsthand in the designer’s very picturesque two-story home in Oslo. Over the past 25 years, the brand has created high-end, long-lasting pieces for modern people exuding an effortless yet distinctive look. Unquestionably, it’s the kind of brand you’d find Gwyneth Paltrow in if she was shopping in Oslo.

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