“When thinking about the brand I wanted to create, it was very clear it had to be my love letter to Scandinavia,” says Hosk. “Everything I’ve taken and learned from growing up there, the nature, art, minimalism, architecture, simplicity, craftsmanship. But also the values, family, feminism, equality, taking care of nature and our earth were all at the forefront of my upbringing, and I wanted Helsa to embody these things.”
Photo: Courtesy of Helsa
The lineup includes made-for-layering shackets, expertly tailored maxi skirts, as well as perfectly oversized button-up blouses. Initially, Hosk planned to release ten items at a time, focusing on one specific type of fabric in each release. But—as with many things—supply chain issues brought on by the pandemic wreaked havoc on those plans. “It’s a big collection, but it worked out really well, because you’re now able to style all the different fabric groups together, how you’d wear it in real life,” Hosk explains. “It’s a full wardrobe and everything mixes so incredibly.”
Photo: Courtesy of Helsa
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