Loved and Lost

Ostwald Helgason

A short video to start with to present you the talented design duo.

Winter 2013 – 2014 Collection

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Winter 2012 / 2013 Collection

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Interview by Harper’s Bazaar

In proof that the street is the new red carpet, Ostwald Helgason came onto our radar via some especially chic shots of girls like Miroslava Duma, Anya Ziorova and Natalie Joos sporting stripes that inspired an instant « need it » reaction. After some sleuthing, we found that the cool skirt, sweater combos were the design handiwork of duo Susanne Ostwald and Ingvar Helgason. The pair has some impressive credentials, Ostwald claims an MA from the art college Burg Giebichenstein in Halle, and Helgason studied design in Copenhagen and St. Martins in London, but the proof is in the cool color combinations and It girl devotee status. We chatted with the pair about their modern aesthetic, that whole street style phenomenon and why Opening Ceremony is their ideal home.

Harper’s Bazaar: What is it like working as a design team? What’s the process like?

Susanne Ostwald: We work together throughout the design process, I focus on color and prints and Ingvar looks at the range as a whole.

HB: How do your approaches differ, how are they similar?

Ingvar Helgason: We are inspired by different things; myself by new technology and Susanne by fine art and nature so the combination of the natural and high-tech is really important to OH.

HB: How would you describe the Ostwald Helgason aesthetic?

SO: We focus on unexpected detail and subversive use of color and pattern and always design with the Ostwald Helgason girl in mind! Combining print with tactile fabrics we create modern, effortless clothes with clean, structured lines.

HB: Your clothes have made a pretty big splash on the street style circuit. What are your thoughts on the street style phenomenon?

IH: The street style circuit has definitely given us some great and positive exposure. Having our looks worn by Mira and Anya was definitely a highlight for us. We are a huge fan of the original street photographer Bill Cunningham and the street style scene that has emerged from this.

HB: Stripes of all shapes, sizes and colors seem to be an important pattern for you, why stripes?

SO: We used contrasting tripes for our AW12 collection, and having always focused on color and pattern, stripes seemed like a great way of combining these in a clean and modern way.

HB: Why is Opening Ceremony a good fit for your line?

IH: Opening Ceremony first picked us up from our first season and we’ve worked with them ever since! They have been a huge support to us and we’re really excited about them opening a London store! In terms of being a good fit, we design with a specific girl in mind; she is fearless, fun and curious about the world around her, perfect for the OC customer!

HB: The price point is rather approachable, how do you maintain that?

SO: We believe that in today’s market fashion needs to be interesting but well priced and we try to maintain this.

HB: What was the inspiration for the last collection?

IH: For AW12 we looked at « Terra Incognita » — otherwise known at uncharted lands —  and looked into new territory where monsters inhabit the sea and brightly colored ships sail through uncharted lands!

HB: What are your goals for the brand moving forward?

SO: We are looking forward to showing in New York again for SS13, as part of the Milk Made schedule and continuing to develop our range to include accessories!

HB: What girl would you love to see in Ostwald Helgason?

IH: Mira and Anya both looked amazing in Ostwald Helgason, and there are a few other girls we´d love to see wearing OH, we’ll keep our eye out!

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