Announcement
Photo by Stephanie Sikkes.
Surpassing last year’s tenth-anniversary season, Oslo Runway 2026 has recorded its highest level of editorial coverage to date – with further stories expected. The current total comprises 81 national and 103 international stories across digital and print publications.
This season brought together 60 brands and designers and welcomed 37 international guests, including journalists, buyers and agents. In addition to the hosted press, there were 15 Norwegian journalists among this season’s press corps.
Coverage has appeared in publications such as Forbes, WWDJAPAN, Vogue Scandinavia, ELLE, InStyle, Harper’s Bazaar and Numéro Berlin, alongside Norwegian outlets such as NRK and Subjekt as well as industry titles like FashionNetwork and FashionUnited.
Vogue Scandinavia published 18 stories connected to the season, including 14 individual collection reports. Both Oslo Runway NEXT designers, Anna Ringstad and Wilhelmina, were featured in their coverage as well as in WWDJAPAN’s two-page print report, which explored Norwegian craftsmanship, experimental design and the emerging jewellery scene. Elsewhere, reporting ranged from NRK’s visual account of the opening day at Kistefos to Forbes’ examination of Oslo’s growing fashion and luxury market.
NORWEGIAN FASHION: A CLOSER ENCOUNTER
Feedback from visiting journalists allows a perspective on the experience behind the coverage. For returning guest Laura Stunz, whose reporting this season appeared in the German editions of InStyle, ELLE and Harper’s Bazaar, Oslo Runway’s personal atmosphere is part of what distinguishes it.
“What makes Oslo Runway particularly special is how familiar and personal it feels. You don’t just feel like you’re attending a series of fashion shows – it feels like you’re becoming part of a small group of people who keep meeting throughout the week, almost like a family or a close group of friends that comes together again and again.”
That proximity also matters to how guests encounter the designers and their work, says Elin O. Carlsen, CEO of Oslo Runway.
– In Oslo, international guests can meet with the designers, see their work up close and experience more of the place where their inspiration comes from, she describes.
This year, the program took guests from the art and landscape of Kistefos Museum to the indoor skiing venue chosen for Kari Traa’s show. Reflecting on the latter, Stunz highlights the connection between fashion, sportswear and Norway’s outdoor culture as an opportunity to develop Oslo Runway’s international identity further.
“I think Oslo Runway has the opportunity to build on exactly that – not simply presenting Norwegian fashion internationally, but also conveying a sense of what makes Norway and its culture so distinctive.”
HIGHER INSTAGRAM REACH IN A QUIETER SEASON
Following the death of King Harald V, Oslo Runway scaled back its planned communication during the period of national mourning. Fewer posts were published, and party and street style content was withheld until after the funeral. Several events, including parties, were also cancelled or postponed, reducing the volume of content available to share during the week.
Against this backdrop, Instagram reached 291,104 accounts between 16 August and 16 September, compared with approximately 280,000 in August 2025 — an increase of around 4 per cent. Views totalled 1,832,603, compared with approximately 2.5 million last year.
The reporting periods capture activity around each season, with this year’s dates spanning the month boundary to reflect the timing of the fashion week. Although the dates differ, the figures show a higher account reach alongside fewer views. The reduced publishing activity and changes to the program provide context for these results, but their effect cannot be quantified.
BUILDING ON THE ATTENTION
With new stories continuing to appear, the season’s visibility extends beyond the program itself. For Oslo Runway, the work ahead includes maintaining those editorial relationships and supporting further dialogue between Norwegian brands, buyers and agents.
– We want more Norwegian brands to be seen internationally and to build the relationships that help their businesses grow, explains Carlsen.
– That means giving international press, buyers and agents a reason to discover brands here – and then helping those introductions lead to continued coverage, buyer dialogue and opportunities beyond Oslo Runway, she states.
Photo by Julie Pike.
*If you have any questions, please do not hesitate to reach out at info@oslorunway.no.
