When Holzweiler was not to be found on the program for the Danish fashion week last year, many people scratched their heads.
Because where had become of the Norwegian fashion brand that had gradually become almost a matter of course during the fashion week in the Danish capital.
In late summer, the stage is set for the wedding of Princess Märtha Louise (52) and her fiance Durek Verrett (49) in Geiranger. Video: Jenny Emilie Aas Show more
– Cool choice
However, it had a natural explanation.
– A historic moment
– A historic moment, said Princess Märtha Louise (52) to KK when Holzweiler made his debut during fashion week in London last autumn.
On Sunday, they showed for the second time in the British capital. This time at the national gallery Tate Britain in Millbank.
– It was an absolutely beautiful atmosphere with so much love backstage. Now we feel happy, proud and empty at the same time, says Susanne Holzweiler on the phone from London.
BIG, BIGGER, BIGGEST: Oversized bubble jackets at Sunday’s show in London. Shown here by Norwegian Emma Ellingsen who debuted at London Fashion Week.. PHOTO: Chris Yates. view more
Chaos in the queue for “granny sweater”
On the catwalk were the Norwegian-Somali supermodel Rawdah Mohamed and Emma Ellingsen.
Ellingsen was actually supposed to be at the final party for “Farmen kendis”, but prioritized fashion week in London instead.
– It’s hard to miss the final party. I was really looking forward to seeing everyone again and showing support for whoever wins, Ellingsen added TV 2.
SUPERMODEL: Rawdah Mohamed on the catwalk for Holzweiler. PHOTO: Chris Yates. view more
In the front row sat the international fashion press, buyers, influencers and fashion profiles as well as friends of the house, as it is called, including the Norwegian fashion personality and designer Camilla Pihl and her partner Peter Peters and actress, model, writer and speaker Tinashe Williamson.
Holzweiler
Norwegian clothing brand founded by siblings Susanne and Andreas Holzweiler in 2012.
Started with scarves on a roll, and has gradually become Norway’s only full-scale fashion house.
Expanded to ready-to-wear in 2014 with Maria Skappel Holzweiler joining the team as creative director.
In 2022, the Chinese Sequoia Capital China entered as majority owner.
Already have several stores here at home, as well as one in Copenhagen. Opening a store in London in September.
Debuted at London Fashion Week in the autumn of 2022 after having shown during Copenhagen fashion week for several seasons.
– Got a sign
– We pinch ourselves that it has been possible to show here, says Susanne to KK.
– It is a magnificent location where you almost get goosebumps just by entering.
It was while looking for the perfect place to show last autumn that Susanne got a kind of sign.
– Norway is so special to us
At the heart of the gallery, part of the world-renowned Tate Gallery which displays British art from 1500 to the present day, hangs a work that from a distance can look like four scarves next to each other.
On closer inspection, there are flowers, specifically 2,000 red gerbera flowers, which between two glass plates follow their natural life cycle for all to see.
– That was exactly what was the inspiration for the collection. You cannot get a clearer sign, and we knew that this was where we had to show.
– Yes, no matter how unrealistic it might seem to be able to show in such an incredible place.
Gains fashion pride
Inspired by mushrooms
The collection, which has been named Mycelia, the vegetative part of mushrooms that the entire fashion world is now looking towards in the search for the materials of the future, is based in Norway. A constant inspiration for the brand.
The fascination with mushrooms began already in childhood, says creative manager at Holzweiler, Maria Skappel Holzweiler.
INSPIRED BY MUSHROOMS: The collection and display are a tribute to nature. PHOTO: Chris Yates. view more
She remembers the mushroom trips with her family, a tradition she has passed on to her children.
– It is, in a way, the last part of the theme that we have been working on throughout the year, says Susanne.
Appeared in Norwegian design
From the brand’s Pre Spring collection “The Seed”, the seed, which symbolizes the start of something new, the summer collection “In bloom” which is about being in growth, Pre Fall “Rewilding” where nature takes its rightful place and now with “Mycelia” as a kind of grand finale – the natural decomposition phase that occurs in nature.
BACKSTAGE: Susanne Holzweiler describes a lovely atmosphere backstage before the show. PHOTO: NTB. Show more SHOWING AGAIN: The Norwegian fashion brand is showing for the second time in London. PHOTO: NTB. view more
– We have been inspired by the mushroom’s incredible properties. From breaking down what is already dead and bringing it back to life to the infinite network of mycelium that spins underground and connects the roots of all the growths we see on the surface. This network is in many ways both the start and the end of an infinite circle, she says.
With that as a backdrop, the trio have explored silhouettes, played with proportions and worked with both colors and textures inspired by this fascinating and infinite universe; The contrast between the narrow silhouette, the stem of the mushroom, all the way up to the voluminous top or cap of the mushroom.
Cathrine believes the clothing giant has copied her jewellery
New scarves
But the Norwegian fashion brand’s “core products” are also in focus here; Scarves, knitwear and down. Elements for which Holzweiler has gradually become so famous. After all, Norway’s currently only full-scale fashion house started with just scarves on a roll.
PLAYFUL: Playing with silhouettes, colors and materials is central to the Norwegian fashion house’s latest collection. PHOTO: Chris Yates. view more
So back to the roots in a way is when Holzweiler now comes with a sort of updated version of where it all started: shorter scarves with slimmer silhouettes.
Opens in London
The London debut last year was no accident, and comes at a time when the brand is facing a large-scale international expansion.
In 2022, it became known that Holzweiler will have Chinese owners. It is the Chinese Sequoia Capital China that has become the majority owner of the Norwegian brand.
And with it comes expansion to both China, the USA and the UK. A separate store in Copenhagen has already opened its doors, and a store in London will now open in September.
THIN SCARVES: What started as a scarf on a roll has been upgraded. PHOTO: Chris Yates. view more
– We take one season at a time. London is right for us now because we are betting here, and both our office and our entire creative team are here. Yes, we are also opening our shop here, in the heart of Soho, in September, says Susanne.
Supermodel Elsa Hosk chose Norwegian Kaja (29)’s design
– We are Norwegian
She says that the brand was well received as newcomers during fashion week last year.
– The feedback was fantastic, we felt both seen, cheered on and understood.
OVERDIMENSIONAL: Holzweiler has gradually become known for its knitwear. PHOTO: Chris Yates. view more
But Norway and the brand’s Norwegian heritage continue to be important to the family.
Norwegian luxury store closes its doors
– We are Norwegian, and we are forever grateful that we have such a large, strong and important home market. Norway will forever be our home, and what we want now is to take a bit of everything we love and are inspired by at home out into the world, says Susanne.
– And now then? What are the plans tonight?
– Yes, now we will celebrate with the family.