ANNOUNCEMENT
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Get to know the two up-and-coming brands, expected to become Norway’s next major fashion labels.
“The program committee has selected Cohmé Atelier and Wilhelmina based on their business potential and their distinct, creative vision,” says Elin O. Carlsen, CEO of Oslo Runway.
“We hope both brands make the most of this unique opportunity for increased visibility, an expanded network, and professional growth – and we look forward to following their journeys,” Carlsen continues.
New format: Independent shows
As is tradition, the two NEXT brands will gain access to mentorship from experienced industry experts across various areas within Norwegian fashion. By sharing their expertise, these mentors will create invaluable opportunities for the brands' further development – including training in circular design principles through Manufacture Oslo and a one-year membership at Norwegian Fashion Hub.
Another highlight for the NEXT brands is the support to host their own fashion shows during Oslo Runway. For the first time this year, the Oslo Runway NEXT program is allowing the brands to organize their own independent shows, instead of hosting a joint showcase during Opening Night.
Sunniva Hartgen, Head of Fashion at Oslo Runway, sees advantages in the new format:
“It’s exciting to let Cohmé and Wilhelmina present their very own shows this season. This way, they truly get to own their creative universe and the process leading up to the show – including experiencing how crucial and challenging the choice of venue can be. I can’t wait to see them both fully own their respective runways, because I know they have what it takes!”
Cohmé Atelier: Dramatic, glamorous and sexy
After last year’s show, Mads Søreide and Cohmé Atelier received rave reviews from both international press titles like Vogue Scandinavia and Norwegian publications such as KK and ELLE. Søreide moved to Oslo at 16 to follow his fashion dream.
“I long for the time when fashion was both daring and exciting. Now it’s more about what sells, and the creative essence of fashion seems to be fading. I do what I do because I love it. Fashion is my language, and I want to share it with the world,” says Søreide.
The presentation at Hotel Continental during ORW24 was full of glamour, sequins, long trains, shoulder pads, and open backs – completely in line with the brand’s motto: Dare to stand out with Cohmé Atelier.
Wilhelmina: Inspired by the past, but breaking with tradition
The newly established brand from sisters Johanna and Zandra Lundell aims to present non-traditional ways of engaging with fashion. The duo is inspired by Nordic folk and fairy tales, myths, and traditions, as well as their own Swedish roots.
By reusing materials that have already lived past lives and honoring authentic craftsmanship, they retell stories from the past in new ways.
“One of our biggest motivations behind Wilhelmina is to offer people new ways to engage with fashion – and to emphasize the importance of conscious consumption. We don’t want to be just another brand following the typical, expected path. We believe Norway needs more fashion designers who think differently and dare to challenge the usual methods,” say Johanna and Zandra Lundell.
“We’ve always dreamed of running a fashion brand together. Our interest in fashion started as children, playing in our dad’s clothing store. Ever since then, we’ve imagined having our own shop together,” the sisters explain.
For press inquiries, please reach out to info@oslorunway.no
Direct Cohmé Atelier: mads@cohme.no
Direct Wilhelmina: wilhelmina.worldwide@gmail.com
