Who is Ostwald Helgason?
One name kept cropping up last New York Fashion Week that I’d not heard of before. In fact, Ostwald Helgason (Susanne Ostwald and Ingvar Helgason) have been designing for a few years but only now have stepped up a gear. The London-based duo switched strategy and chose to show in New York for AW12 and SS13 and lo, suddenly they’re on everyone’s radar.
For me, what jumped out are the colours and shapes. In particular their signature short, flared skirts and dresses, a new tailored silhouette that is sweet and flirty, yet super-flattering. I also love the classic collared shirts and crew neck sweaters in upbeat colour combinations (the whole collection is based on 60s art collector Frances Lasker Brody and her love of Matisse and Picasso) which add a slightly boyish twist to the overall look. Styled by British stylist, Catherine Newell-Hanson, the edit of pieces is just commercial enough, but there’s a strong Ostwald Helgaston identity coming through.
Having had so much press and buyer interest for SS13, I’m interested to see where Ostwald Helgason go next. Plans are afoot to expand and increase the knitwear offer which pleases me no end (I wear knitwear eleven months a year), but for now, Ostwald Helgason can be found at ASOS, Opening Ceremony, Browns and Moda Operandi – spring-summer 2013 should be dropping any day now…
Images above from Ostwald Helgason ss13 and resort 13, plus (top) Business Of Fashion and (bottom) Elle US
5 January, 2013 @ 10:51 pm
They’ve had such amazing prints for seasons! I bought a top by them from Beyond The Valley a couple of years ago now. Glad they’re becoming successful, sad that they had to cross the pond to achieve it though!
6 January, 2013 @ 3:45 pm
I’ve not heard of them before but I love that shot of their collection as a whole – the colours are just fantastic!
6 January, 2013 @ 4:32 pm
Amazing! I especially love the second to bottom images.
6 January, 2013 @ 5:24 pm
@Duck: yes interesting how they have been around so long but are only getting big recognition now. Maybe they’ll do a Preen and show in London again?
@SJP I love that shot too, I kept seeing it and I think that’s what grabbed me. (That and the diagonal print top…)