{"id":161099,"date":"2026-09-07T11:16:16","date_gmt":"2026-09-07T11:16:16","guid":{"rendered":"https:\/\/www.europesays.com\/dk\/161099\/"},"modified":"2026-09-07T11:16:16","modified_gmt":"2026-09-07T11:16:16","slug":"oslo-runway-steps-into-its-second-decade-with-a-strategic-plan-to-propel-norwegian-fashion-at-home-and-abroad-3","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/dk\/161099\/","title":{"rendered":"Oslo Runway steps into its second decade with a strategic plan to propel Norwegian fashion at home and abroad"},"content":{"rendered":"

\n Published
\n <\/p>\n

September 7, 2026<\/p>\n

\n Having celebrated its first 10 years in 2025<\/a>, Oslo Runway, Norway\u2019s leading fashion platform, is entering its second decade with a mission to consolidate its offering and further its internationalisation. All this whilst staying true to the values that have made it increasingly influential: a deep connection to the country\u2019s unique character, active engagement with the brands that make up Norway\u2019s fashion ecosystem, and a long-term vision which, in a world chasing instant rewards, is something of a rarity.<\/p>\n

\"Envelope1976Envelope1976 fashion show at Oslo Runway 2026 – Ole Martin Halvorsen<\/p>\n

\u201cThe strategy we have been working on for this second decade is based on four pillars,\u201d explains Ellin O. Carlsen, CEO of Oslo Runway, in conversation with FashionNetwork.com<\/a> during the 2026 edition, held from August 31 to September 2. \u201cOne is the catwalk- the cultural pillar. For Norwegian brands, it is very important to show at home because that is how they present our culture and where their inspiration comes from. Here we have garments that are highly functional and very wearable, yet unmistakably fashion,\u201d says the executive.<\/p>\n

The second pillar underpinning this strategy, launched in 2026, is the Oslo Runway Business Summit. \u201cIt\u2019s a forum where we bring together around 200 representatives from Norwegian brands to discuss the business and the realities of running a label. We wanted to create a meeting point for the industry and give brands a place to share knowledge and build community,\u201d says O. Carlsen.<\/p>\n

The third pillar of Oslo Runway\u2019s development plan focuses on talent and, also in 2026, a brand incubator was launched, enabling selected labels not only to show on the catwalk, but also to receive support from a range of industry professionals to develop their business and marry creativity with commerce. Finally, the strategy of this Nordic platform is rounded off by a series of awards recognising brands and professionals across various categories. In 2026, the emerging talent award (Talent Award by Steen & Str\u00f8m) went to Lars Math Henrichsen, while AKS Label took Brand of the Year (Tribute Award: Brand of the Year), and Jens Olav Dankertsen, founder of Livid, was named Person of the Year (Tribute Award: Person of the Year).<\/p>\n

\u201cThis is a 10-year plan, but we\u2019ll see how it goes in three. It\u2019s important to be agile, flexible, and adaptable. We believe that if you want to build an industry from the ground up- and in our case, as we don\u2019t have a long history- we must be patient,\u201d adds the executive.<\/p>\n

A showcase of Norwegian identity<\/p>\n

This year\u2019s Oslo Runway featured around 60 participating brands- 30 in the official programme; the rest in parallel events- and one of the defining features of the platform is its ability to distil, over three days, through its selection of brands and the locations of the shows, the essence of Norway\u2019s national identity as expressed through fashion. If Norway conjures up images of nature, fjords, contemporary architecture, a cold climate, and snow, its 2026 fashion week<\/a> captured all of that, with shows in authentic locations such as Kistefos and SN\u00d8.<\/p>\n

\"TheThe Twist building, at the Kistefos complex – Stephanie Sikkes<\/p>\n

Kistefos is a museum a little over an hour from Oslo, but that label hardly does it justice. It is a complex comprising a sculpture park- including one by the late Yayoi Kusama<\/a>– industrial heritage buildings, and The Twist, a structure designed by Danish architect Bjarke Ingels that is, at once, a bridge, a museum, and a sculpture twisting in on itself. Seen from a distance, it surprises with a form that is both rigid and fluid; inside, it makes visitors feel as though they are in a modern, innovative, almost clinical space that is nonetheless full of soul.<\/p>\n

The brand that staged its show here- after Tarinii had opened the official Oslo Runway programme inside a red-brick building- was Envelope1976, one of the icons of contemporary Norwegian fashion. Founded by Celine<\/a> Aagaard, the label embodies the values of Nordic minimalism, with a firm commitment to timeless pieces, the use of materials such as wool, silk and leather, and \u2018effortless\u2019 designs conceived to accompany its clients season after season.<\/p>\n

\u201cFor spring 2027, we have lots of blazer dresses in fine wool; we\u2019re reviving some of our favourite pieces in new materials\u2026 We\u2019ve worked extensively on the silhouettes: it\u2019s not always about having hundreds of new styles, but about maintaining what defines the brand, which in our case means oversized silhouettes, with a touch of surprise,\u201d Celine Aagaard told a group of journalists after the show. The label is stepping up its distribution and, from this autumn, will be sold at Parisian department store Printemps<\/a> and will have an agent in the Benelux region, based in Antwerp. Envelope1976 is also strong in Japan- a key market for Norwegian fashion- and, globally, its wholesale distribution comprises around 50 points of sale worldwide.<\/p>\n

\"KariKari Traa\u2019s fashion show at SN\u00d8 – Stephanie Sikkes<\/p>\n

For its part, SN\u00d8- an indoor ski slope- served as the setting for the show by Kari Traa, a Norwegian brand specialising in sportswear, particularly for snow sports, which pushes beyond its core offering into more conceptual fashion with colourful, experimental designs. Attendees needed suitable coats and boots for walking on snow, and the show opened with a surprise: skiers gliding down the piste- one carrying a Norwegian flag in a nod to the recently deceased King Harald V. The country\u2019s official period of mourning following his death also shaped the Oslo Runway schedule. The models stepped onto the slope\u2019s conveyor belt and walked down it, presenting Kari Traa\u2019s garments in the very environment they were designed for.<\/p>\n

\u201cIt took us a year to build the relationship with Kistefos. And, in the case of SN\u00d8, Kari Traa\u2019s CEO sits on the venue\u2019s board, so it was made possible through him. But we only had the complex for an hour before it had to open to the public, so we had to manage the timings carefully,\u201d the executive explained.<\/p>\n

Not all of Oslo Runway\u2019s venues are logistically complex, however. The platform also chose locations in the heart of the city which, in a more urban way, speak to the personality and history of the Norwegian capital. Thus, in a flat with high ceilings and wooden floors, accessed via a spiral staircase, One and Other showcased its designs. The collection centred on carefully crafted tailoring, materials such as satin- featured in casual-style jackets as well as in long, kimono-inspired dresses- and leather, and a neutral colour palette lifted with touches of sky blue and deep green.<\/p>\n

\"AKSAKS Label fashion show at Oslo Runway – Renate Torseth<\/p>\n

AKS Label, another fine example of Nordic minimalism, presented its new collection at Oslo\u2019s National Museum of Architecture. Judging by its drawing power, it is a favourite amongst Nordic women who embrace structured lines. It was also among the labels honoured at this year\u2019s awards.<\/p>\n

But in terms of aligning target audience and staging, the laurels might well go to ESP\u2019s show. The brand opened its first brick-and-mortar shop in early August, at the foot of Stensparken. Next<\/a> to the shop, a small tunnel serves as an entrance to the park- and it was there that the label held its latest presentation, conceived as more than a catwalk show: a procession of the creative personalities, women and men, the brand seeks to align with. Descending the stairs that served as the catwalk were figures ranging from a hurried young woman who could well have been on her way to her architecture class, to a model carrying a large canvas, a girl walking her corgi (the centre of everyone\u2019s attention), and a woman with her baby on her hip (again, with the corgi\u2019s permission, the focus of the cameras\u2019 flashes).<\/p>\n

\u201cThe concept behind the show is a day in the park, in autumn, with creative personalities and what they\u2019re wearing\u2026 A show about our lifestyle in Norway, always on the move,\u201d summarised ESP\u2019s founder and designer, Elisabeth Stray Pedersen. On her move into retail with her first shop, the driving force behind this brand- which focuses its business on the Norwegian and Japanese markets- commented: \u201cWe\u2019re a brand that\u2019s very close to the community and also a small, made-to-order brand, so it made sense for us to have a studio-shop where we can serve and get to know our customers. I started with a workshop and local manufacturing; now we\u2019ve evolved and in this space we even have a small production area for repairs and small runs, which allows us to stay close to craftsmanship.\u201d<\/p>\n

\"TheThe founder of ESP waves at the end of her brand\u2019s fashion show – Yasser Majidi<\/p>\n

From formats to funding<\/p>\n

The Oslo Runway programme aims to give space to the diverse brands that make up the Norwegian fashion ecosystem through a range of formats: catwalk shows, certainly, but also intimate presentations, such as Livid\u2019s. Jens Olav Dankertsen, the brand\u2019s founder and designer, welcomed press and buyers to the company\u2019s headquarters, which serves as a design studio, showroom, and logistics hub all in one.<\/p>\n

\u201cWe have our own automated logistics system. I don\u2019t think many brands of our size have this: it\u2019s more common to outsource it, but, in reality, managing it in-house is cheaper. Of course, it requires an initial investment,\u201d explains Jens Olav Dankertsen, whose main market is Norway, followed by the United States, with Asia in focus for future growth. Livid operates five mono-brand stores in its home market, alongside 17 multi-brand stores and around 20 in international markets, as well as an e-commerce platform through which it sells directly to consumers in various countries, including those in Europe.<\/p>\n

Far from using the label \u2018sustainable\u2019 lightly, the company is clear about the values on which it is built: \u201cWe don\u2019t say we\u2019re sustainable; we never have. We\u2019ve always focused on quality, on repairs, and on customers returning their products to us when they no longer use them so that we can recycle them. It\u2019s about finding a balance in how you use and buy products. We launched our transparency platform in 2016 and, at the time, nobody seemed interested or to understand what it was about. It essentially comes down to two things. The first is responsibility or accountability: if you\u2019re transparent, you need to explain what you do, and that will have an impact on your decisions, including design. The second is to highlight the complexity of the 21st-century supply chain and how price relates to the product,\u201d he explains.<\/p>\n

\"JensJens Olav Dankertsen, founder of Livid, at the Oslo Runway 2026 awards ceremony – Anna Stokland<\/p>\n

Through its various strategic pillars, Oslo Runway aims to support brands in their commercial development, including internationally. For this reason, at this latest edition the organisation focused on increasing the presence of buyers and agents. \u201cThis is something we\u2019ve worked on alongside the Norwegian Fashion Hub; they asked the brands which markets were most relevant to them and, in collaboration with Innovation Norway, this year we have 10 agents from Canada, the Netherlands, the UK, Germany, Japan, and South Korea,\u201d explains the CEO of Oslo Runway.<\/p>\n

The Nordic platform is no stranger to budgetary constraints and the geopolitical ups and downs that shape the development of various initiatives. Oslo Runway is funded through a nominal fee from the brands, commercial agreements with sponsors and public funding. \u201cWe have been part of an export initiative for three years, but this is the last year. So a large part of the government funding is coming to an end, and we are lobbying to extend it because, when you launch an export initiative, the first year is about raising awareness and understanding the system; the other two years are when it really pays off. The international network of Norwegian brands has grown and they have taken part in various trade missions, but we believe this is something to work on over the long term,\u201d says Ellin O. Carlsen. Will Oslo Runway manage to secure more funding? \u201cTimes are different; there are wars going on right now, so we\u2019ll have to see,\u201d she says.<\/p>\n

Beyond public funding, the platform shows its acumen by forging alliances with key partners, such as Promenaden, the organisation representing the city\u2019s most important luxury shopping district, and Steen & Str\u00f8m, the department store situated in the heart of Oslo and considered the oldest in the world. \u201cWe are a small country; it is very important that we build community,\u201d says the executive. In the same vein, the platform remains steadfast in its connection with the labels for which it serves as an umbrella. \u201cWe don\u2019t do anything without speaking to the brands first because, if we don\u2019t build what they need, then what we build won\u2019t work,\u201d she concludes.\n <\/p>\n

\n Copyright \u00a9 2026 FashionNetwork.com All rights reserved.\n <\/p>\n","protected":false},"excerpt":{"rendered":"Published September 7, 2026 Having celebrated its first 10 years in 2025, Oslo Runway, Norway\u2019s leading fashion platform,…\n","protected":false},"author":2,"featured_media":161100,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[85],"tags":[4348,72843,110,350,59957,26233,575,22063,157,156,75531,30635,12609],"class_list":["post-161099","post","type-post","status-publish","format-standard","has-post-thumbnail","category-oslo","tag-beauty","tag-celine","tag-fashion","tag-fashion-week","tag-fashionnetwork-com","tag-luxury","tag-network","tag-next","tag-norway","tag-oslo","tag-printemps","tag-professionals","tag-yayoi-kusama"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/117229478628793752","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/161099","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=161099"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/161099\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/161100"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=161099"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=161099"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=161099"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}