Holzweiler: The fjord bourgeoisie

TIME & DATE: Wednesday 8 August 14:00
Place: The Plant
Words Jeppe Ugelvig

Danish fashion is praised internationally for its utilitarian minimalism, playful colour palettes, and high accessibility; and indeed, this is the general vibe at most of Copenhagen Fashion Week’s shows. Throw in a sprinkle of fjord nouveau riche, and you’ve got Holzweiler, the Norwegian super-brand increasingly gaining followers in Scandinavia and beyond.

Wednesday afternoon, Nordic it-girls and international press gathered at The Plant to get a taste of the Norwegian summer of 2019; and from what we can gather, it’ll be as long and romantic as the current one. To a soundtrack by insta-poet Alexander Fallo, Holzweiler presented white denim ensembles, cozy patterned sweaters, and lots of flowy, printed silk shirts. A couple of well-placed show pieces and accessories (a fisherman’s hat; a woolen poncho; an over-size lifevest; a neon raincoat) alluded to life by the sea, adding to the definition of a contemporary uniform for the fjord bourgeoisie – the kind who swim, sail, and drink plenty of chilled imported Chablis for four months a year.

The textile colour scheme of warm yellow, sand, and green elevated the collection to something less trendy and more timeless; and the faded blue all-knit sweater-dress ensemble looked warm and lux in a way that only a true Norwegian could conceive of. While the collection would have benefited from some editing (the sportswear references quickly got lost), Holzweiler set the bar high for Scandinavia’s ready-to-wear fashion, appealing to a mass market while conveying a clear concept and story.

View all looks here.