Letter from the CEO

Photo by Anna Stokland.

When I started in 2021, I was usually behind my laptop or somewhere deep in production. I rarely had the time to actually see what designers and brands had spent months creating. Today, our team is bigger, so I get to stand in the room, see the work and share those moments with our partners and guests.

And I am incredibly encouraged by what I see.

There is something distinctly Norwegian about the creativity coming out of this country. We are shaped by nature, seasons, weather and the outdoors. We know how to create places that feel warm and familiar – but we also have a strong instinct to get outside, explore and experience something new.

For me, that tension is part of what makes Oslo Runway: being rooted in where we come from, while curiously looking outward.

This season, nearly 40 guests from Asia, North America and Europe joined us to experience almost 20 shows and presentations. While being present and building a network abroad is crucial for a brand’s export journey, I cannot overstate the impact of showcasing at home. It creates a perspective that simply cannot be replicated elsewhere. 

And our international guests love it.

Their feedback after Oslo Runway highlighted Norway’s distinctive settings, where fashion meets nature, art, architecture and the capital. They also emphasised how these settings gave each of the brand’s presentations its own character and strengthened the brand’s identity. And it means a great deal to us that guests also praised our welcoming atmosphere and strong sense of community.

Editorial Visibility Matters

One of our key roles is creating visibility for Norwegian brands. So far, ORW26 has generated a record-breaking 190+ earned media articles across Scandinavia and internationally – reflecting the growing interest in Oslo as a creative capital. I’m so happy about this development!

As more people use AI to discover brands, independent editorial coverage matters more than ever. Brands control their own channels, but earned media articles create something different: context, credibility, a curated perspective, and a reference story that exists beyond the brand itself.

For Norwegian fashion and lifestyle, the opportunity is now to build a stronger presence across the wider web – making it easier for both people and AI to discover what makes our designers and brands distinctive.

One Platform. Five Pillars. One Vision.

As we enter our next decade, Oslo Runway will focus on building this industry platform around five pillars and one shared vision: to uplift and connect Norwegian designers and brands, at home and abroad.

The two first pillars are our annual flagship events – the Oslo Runway Business Summit in May and our Fashion Week schedule in Aug/Sept – bringing together fashion, lifestyle, business and culture. Our third is our Talent Programs investing in who comes next. The fourth is the Oslo Runway Tribute Awards, honoring the people and the brands making an impact in our industry. Fifth is the Oslo Runway Paper, our re-launched editorial platform.

This year, we launched the Oslo Runway Business Summit, bringing together 130 decision-makers and creatives from fashion, sport and lifestyle, brands, retail, investment and media for a day of networking, knowledge-sharing, new connections, and new perspectives. Next year, we promise to take it further, with more international voices on stage and a larger audience in the room.

The Talent Award by Steen & Strøm went to KHiO graduate Lars Math Henrichsen this year, and the Oslo Runway Tribute Awards 2026 celebrated Jens Olav Dankertsen as Person of the Year and AKS Label as Brand of the Year.

All of this in addition to our talent support program, Oslo Runway NEXT, where the emerging brands Wilhelmina and Anna Ringstad joined us for 2026 – Wilhelmina for the second year in a row, and Anna Ringstad for the first time.

And finally, we’ve just re-launched Oslo Runway Paper, as an editorial platform exploring the people, business and culture shaping our industry – through our website and a monthly newsletter. Please sign up and share ideas regarding people and brands you want us to spotlight!

We are still building. Still learning. But seeing the commitment of so many people across our industry, and beyond, gives me great belief in what we can achieve together over the next decade. Thank you to everyone who contributes their time, ideas and trust to this work. I am proud of what we have achieved together, and grateful to be part of it. 

Last, but not least, a big shout out to our dedicated partners for making ORW26 possible: Innovation Norway, the Ministry of Foreign Affairs, Oslo Kommune, Norwegian Fashion Hub, Steen & Strøm Department Store, Clarion Hotel, Kari Traa, Promenaden, and our backstage partners Eleni & Chris, Jan Thomas Cosmetics and Pierre Robert.

Onwards and upwards, together.
‍

Warmly, 

Elin O. Carlsen
CEO, Oslo Runway