While often overshadowed by Copenhagen, Oslo is carving out its identity as a leading city for circular fashion, emphasizing sustainability in the textile industry. This shift occurs against the backdrop of Norway’s traditional reliance on oil and gas. Although Oslo’s fashion scene may appear conventional when compared to the more avant-garde styles of Copenhagen and Berlin, the city and the country are making notable strides in sustainability.
Sustainability Standards at Oslo Runway 2024
Oslo Runway has introduced official sustainability requirements for its events, mirroring the practices established in Germany and Denmark. This raises the question: Is Norway setting the standard for circular fashion? The 2024 Oslo Runway opened with a private ceremony that drew Norway’s fashion elite, alongside a few international guests, to the Grand Café Oslo, a historic venue known for its rich cultural heritage.
During her opening remarks, Sunniva Hartgen, Head of Fashion at Oslo Runway, evoked the spirit of Edvard Munch, referencing the artist’s unique journey and his struggle for recognition. “Munch, once deemed an amateur with unfinished works, found his community among the bohemians of Kristiania,” she said, emphasizing that brands must become significantly more sustainable to align with the circular economy.
Showcasing Diverse Norwegian Talent
Since the agency Patriksson took over its organization post-COVID, Oslo Runway has experienced growth in both prominence and scale. The 2024 lineup features 34 shows and presentations, showcasing established names like ByTimo, which enjoys international success, alongside emerging talents such as 21-year-old Mads Søreide from atelier Cohmé. Søreide, who learned to sew at home, debuted a refined couture collection in his first season.
The next generation of designers draws inspiration from Oslo’s gritty urban landscape and its vibrant techno scene, particularly in venues like Hausmania, a club known for its anarchist ethos. Street-style photographer Ignat Wiig highlighted the underground forest raves just outside the city limits. Newcomer brand 1313 Selah captures this intense ambiance, with designers Tomas Silva, Duy Ngo, and Erik Spanne presenting a meditative fashion experience featuring slow-moving male models clad in oversized garments and wearing constricting contact lenses in a misty, dark-hued setting.
Oslo’s emergence as a circular fashion city signals a significant shift toward sustainability in the fashion industry, reflecting a broader commitment to environmental responsibility.
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