On Tuesday of this week Oslo Runway, Norway’s fashion week. kicked off their two days of back-to-back fashion shows. This event coincides with all the agencies and brands opening their doors to the public and writing orders for autumn/winter 2016.
The main event is traditionally at Moteforum, the hub in Skøyen where most of the mid-market agencies are located. Moteforum administrates a low-key buyers’ event and runs smaller fashion shows and trend talks on their premises.
Several times the Norwegian fashion community has attempted to run a bigger event with more elaborate runway shows, but these have never been financially viable — Norway is a small country (approx 5 mill in population) with few international brands, so it has been hard to attract press and buyers from abroad.
Oslo Runway, initiated by Thisis PR, started up last year and has been a welcome addition to Norway’s fashion calendar. Their focus seems to be on running a highly professional yet down to earth event, using their funding as efficiently as possible to ensure longevity. While last year’s shows were held at a church in Grünerløkka, this year they showed in the entry hall at Oslo Opera House. The venue’s vast space, high ceiling, minimalist architecture and bountiful natural light was the perfect setting to show off the best of Norwegian fashion.
The first show to kick off Oslo Runway was Moods of Norway. Moods, founded by the three friends Stefan Dahlquist, Peder Børresen and Simen Staalnacke, became an instant hit when they in 2003 launched their boldly printed men’s suits. As the founders hail from Stryn in western Norway, the company featured a tractor in their logo and has used the farm equipment heavily in their marketing material, even selling a tractor waffle maker back in 2011. Their slogan is very appropriately Happy clothes for happy people.
The photographers’ pit — my Canon EOS350D seemed very small in comparison…
Over time the brand has specialised in suits for men and general fashion for both men and women. Since the craze for tractors and bold suits vained off, Moods has been struggling financially. The company has been forced to close several stores, including its Beverly Hills flagship, and scale down its previously extravagant fashion shows and promotional events.
I’ve never been keen on Moods of Norway’s womenswear so I was positively surprised when the fashion show kicked off and I really liked the looks. Rather than showing the upcoming autumn/winter collection, they presented the current collection for spring/summer 2016, which already is or soon will be in store.
It was both unexpected and fun to see looks that I could instantly run out and buy, as I’m sitting here longing for spring to arrive. I absolutely loved the white halterneck flowy dress, perfect for lazy summer days and fun summer nights. The blue top and trousers combo as well as the palm-print shorts set were also right up my alley. Neither of these are in store yet, so we still have time to save up some money!
Menswear was all about the cropped trousers and I loved the cropped suits with sandals, though I don’t expect this look to take off in the business world anytime soon. I also appreciated the subtle brocade-print suit jacket and the blue shirt with black trousers (both in the first menswear photograph below), as well as the cheeky The one that got away sweatshirt.
Ready, steady, go!
These were my two favourite menswear looks