ANNOUNCEMENT
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By Sara Flaaen Licius, 31.05 12:00. Photos: Bertine Monsen and private.
As we are preparing for another season of the Oslo Runway Fashion Week, we are excited to announce emerging brands: Wilhelmina by Johanna Lundell for the second season in a row, and Anna Ringstad with her eponymous brand, as the NEXT brands of ORW26!
Since the program launched in 2023 the Program Committee has screened and selected several impressive brands for NEXT. Among the advantages, it allows the brands a slot on the Official Schedule of the Oslo Runway Fashion Week to set up their own show or presentation with a grant of 50.000 NOK.
Get to know Wilhelmina
Wilhelmina has been accepted to NEXT for the second year in a row. Founded in early 2025 by Johanna Lundell and her sister, it showcased its first full collection during ORW25. The visual core of Wilhelmina is influenced by Nordic folk costumes, phenomena and traditions. In their Oslo-based atelier, every garment is thoughtfully created, and a lot of effort is put into material choices. The Wilhelmina team has developed some textile techniques that are a signature for the brand, in addition to sourcing different types of discarded materials to give them new life in unexpected contexts.
Read the Q&A below. Find Wilhelmina's imagery in our Image Bank here.
ORW: Where were you and what did you feel when you got the news that you were selected for another season?
JL: When we received the news we had just moved into our new studio space, so it felt like a fantastic fresh start and brought a lot of new energy to our work. As the Head of Fashion at ORW, Sunniva Hartgen, called us, she asked if we knew why she was calling and yes - as soon as we saw her number on the screen we knew what she was going to tell us! We felt so happy and thankful for the renewed trust – and also relieved as we’d been a bit nervous waiting for the final decision, shares Johanna Lundell.
ORW: What inspired you to apply to NEXT again?
JL: NEXT is, in our opinion, the most prestigious fashion support program you could be a part of in a Norwegian context. So, of course we wanted to apply! After participating last year, where we learned incredibly much, we wanted to try again. It feels amazing to get the opportunity to use all the knowledge we gained last year to make an even better and more interesting presentation of our next collection.
ORW: How are you preparing to show your collection during ORW26? Any hints on what’s to come?
JL: By planning all the different components of the show that will enhance the concept of the collection and building a universe around the clothes – a suitable location, models, set designer, choreographer and DJ. We want to tell a cohesive story with the show, but always let the clothes be the main attraction and speak for themselves. The theme of the collection will be quite a contrast from the last one and for inspiration we’ve turned to a specific festive tradition, celebrated in springtime, Lundell hints.
If you have any questions, please do not hesitate to reach out at info@oslorunway.no.
