Remember this name. The Icelandic (but London based) design duo Susanne Ostwald and Ingvar Helgason made their debut at New York Fall/Winter fashion week this year, and produced a stellar follow-up collection for Spring 2013.
If there’s anything I know about fashion, its that a fresh new silhouette has the potential to break boundarie’s for a label. At Ostwald Helgason for Winter we saw thick diagonal stripes in bold navy and gold in a Terra-Nova inspired collection. Then for Spring it was a voluminous boxy up top sweaters and kicky little skirts, all with a nod to Picasso and Matisse, who’s art clearly had influence on the colour selections. In just two seasons, they have already developed a signature in their very flirty little shapes, and silhouette’s with a minimalist 60′s feel. Not a fussy ruffle or distracting texture in sight.
As someone who rarely wears anything other than neutrals, this label caught my eye. And it’s not because it already has a cultish blogger-outside-fashion-week type of following (yes ‘Tsarina’s’ Im’ talking about you!). Or because one of my favourite models Jade Jackson starred in their lookbook. It’s because the prints are invariably different to anything I’ve seen before, and the colour palette feels fresh and new.
How many new labels could claim their very first order at a New York boutique sold out in just 24 hours? Ostwald Helgason is available for pre-order from ModaOperandi, or can be purchased at Browns London or online at Asos.com