Fashion isn’t the first thing that comes to mind when Norway is mentioned, but that’s changing in the land of midnight sun. Norway is the only country in Europe in which young people have increasing wealth, according to a recent report. Not surprisingly, brands are opening flagships in Oslo (where the cult TV show Skam is set), and the local Fashion Week has recently been revamped and upgraded (see our coverage). These changes were precipitated, at least in part, by local Instagram influencers who have used their accounts not only to promote their own brands, but also to elevate the style profile of their hometown.
Fashion culture has taken some time to develop here; the Scandic Law of Jante, or “everyman” concept that advocates for consensus and fitting in rather than strident (sartorial) self-expression, still exerts a strong influence. Social media has played a part in loosening things up. Flying free from restraint are a shiny, happy cadre of Oslo-based glam influencers: Annabel Rosendahl, Celine Aagaard, Darja Barannik, Janka Polliani, Marianne Theodorsen, and Tine Andrea Lauvli—combined followers, 645,900—whose job description is to stand out from the crowd.
These women, who often travel in a pack, attract street style photographers like magnets and are a boon to their country’s creative talents whom they promote on their channels. “I don’t think a lot of people outside of Norway have any thoughts about Norwegian style, really—we kind of have just flown under the radar . . . until now,” notes Theodorsen. “World, look out,” she says. “We’re comin’ for ya!”
Annabel Rosendahl, 29
Look: I dress classic and feminine, but always in a masculine and relaxed way, never too “pretty.” I never like it too simple and minimalistic. My go-to look is good jeans, a feminine top, and a jacket. I love playing with details and there is always something extra to my outfit.
On street style: I believe that people should wear what they feel fits their style, and people shouldn’t focus on whether they are getting paid for wearing an item as long as it’s an expression of their style. It’s also a great opportunity for small brands to get acknowledged and get exposed. On the other hand, if people are wearing head-to-toe designer looks straight of the catwalk, I personally don’t find it very inspiring.
Favorite designers: Phoebe Philo—she is a genius!—Nicolas Ghesquière for Balenciaga, and now, Louis Vuitton never disappoints me. Natacha Ramsay-Levi for Chloé has shown great collections so far, and Isabel Marant has been a favorite for a long time, because she makes wearable clothes that I always feel good in.
Fall focus: I’m craving everything in brown and earthy fall colors these days and am looking for a good extra-long wool coat, as well as the perfect pair of cowboy boots. I love the new trend for hiker boots, and I especially like the ones from the Norwegian brand Diemme, which are perfect for our cold winters.
Wish list: The Dior Saddle bag. I love that they brought the ’90s It bag back.
The future of fashion: I think sustainability will be even more important as people are becoming more and more aware of how the fashion industry affects the environment. As e-commerce and social platforms offer so many opportunities for young designers, I believe that we will see lots of new smaller brands popping up. Because customers want an “experience” when entering a physical retail space, stores will have to change, becoming more curated and work as showrooms.
Celine Aagaard, 41
First fashion memory: All my clothes were unisex, so my brother could have them after me. My mom always bought me too-big clothes, for economic reasons, so I could have them for many years. I guess that’s where [my love for] oversize jackets started.
Look: Minimalistic bohemian with a masculine touch, retro-inspired, with sculptured and oversize clothes in earth colors.
Style philosophy: Three key words: Reuse, reduce, and recycle. I have always been a huge fan of vintage; half my wardrobe is reused or pre-loved garments. I’d rather visit flea markets than designer stores. For me, personal style isn’t about copying a look from the runway, but how you put clothes together in a creative way. I never wear the same designer from top to toe.
Favorite designers: Magda Butrym, Céline, Jacquemus, The Row.
Instagram goals: I try to show that you can reuse your items and wear your stuff in many ways: A swimsuit can be a top; a scarf, a skirt or a top; and a vintage blazer, a dress, if you add high heels.
The future of fashion: Hopefully, to be more sustainable. The fashion business is one of the worst environmental offenders, but hopefully, we are moving in a right direction. [Aagaard cofounded, designs, and creative directs a sustainable fashion brand launching this fall, Envelope 1976.]**
Darja Barannik, 27
Look: Effortless, comfortable, and elegant. I love minimalist style as well as playful and colorful trends, and I tend to layer my outfits, mixing fabrics and color tones.
Strangest feedback on Instagram: I get the weirdest DMs from men who want to invite me on dates.
Favorite designer: Phoebe Philo for Céline has been magic.
Fall focus: I am obsessed with Balenciaga’s cuts and shapes, and I added a blazer and coat to my wardrobe.
On street style: I think street style is truly the only source for inspiration. With regular brand photos and advertising, it’s only one designer using their own materials; you don’t get the personal touches real people would add with multiple brands.
The future of fashion: Fashion is an eternal loop: I’m excited to see which trends will be picked up from the history books and given a new life again, and I also believe vintage clothing will become even more attractive. I think we all need to educate ourselves on how we can be more conscious in our choices. We need to consume less and buy smarter.
Janka Polliani, 39
First fashion memory: My first Buffalo shoes. I cut my hair short like Helena Christensen and thought I looked badass.
Look: I don’t think I have one look, I like to try out different styles, and might be a little style schizo.
Style philosophy: Fashion should be fun. Dare to mix.
Instagram goals: Instagram is my personal style diary. I hope to inspire women to be themselves, not to want to be anyone else, and I always felt that normal-size women have been underrepresented in the fashion industry. Nothing is perfect, and to live in 2018 as a young woman must be difficult, seeing images of people all edited and fixed. I try to be a good role model and do not edit what I look like. I hope that I can make a small difference.
Favorite designer: I must admit that I l-o-v-e Victoria Beckham. I have been a fan ever since Spice Girls; with her collections, she wows me.
Inspiration: I really admire Adwoa Aboah—she fights for women’s rights and spreads a larger message of honesty and openness for young women.
On street style: Street style is reaching out to more women than ever, but it is still not inclusive enough. Let’s face it, the focus is on thin white women. Although some things have changed, there’s still a lack of diversity.
The future of fashion: I think we will see the concept of “trend” lose importance as that of “personal style” takes its place. I also hope that we will see fair-trade and ethical clothing brands beating fast-fashion brands.
Marianne Theodorsen, 35
Look: Quirky and ever-changing. I love a great standout piece and to mix items that don’t necessarily fit together.
Style philosophy: Never be afraid to step outside of your comfort zone and try new things.
Wish list: The Prada chandelier shoes from Spring 2010. Someone, please sell them to me!
On trends: There aren’t any I’d really like to see go away. What I love about fashion is that there’s something for everyone. I love seeing how different people approach the same trend in their own way. Never say never, that’s my motto!
On street style: I think that street style definitely has had a huge part in bringing fashion to the masses. It is an inspiring and approachable way to stay updated on current trends and what’s moving out there. The enormous popularity of street style, however, has contributed to a loss of authenticity: It’s just not that inspiring seeing a straight-off-the-runway look or someone wearing super-expensive clothing that no mortal can get their hands on. Still, I feel it’s on the path back to where it should be, and it is still a great arena for smaller designers to show off their work, if done the right way.
The future of fashion: Hopefully, we’ll see fashion moving at a slower pace than it has for the last couple of years. I would like it if we all took a step back and started enjoying long-lasting pieces and craftsmanship rather than constantly chasing the new and short-lived.
Tine Andrea Lauvli, 28
Look: Schizophrenic. I don’t really have a distinctive “look.” One day it can be like, “Oh, everything beige is life!” But the next day, I love everything floral. Or I can be wearing sneakers and hoodies one hour, and the next, a dress and Louboutins.
Instagram goals: I see myself as a storyteller, sharing my personal style chapter by chapter; some are dark and cold, others are romantic and warm. I’m not just sharing pictures of my looks, but also narrating an underlying story about my moods and feelings.
Wish list: I’ve always wanted a Chanel bag. Hello, Santa! Easter Bunny? Tooth Fairy? Anyone?
On street style: Pros: It’s my main source for inspiration. It’s tremendous to be able to see people taking fashion to the next level in just a few thumb movements. Cons: Probably that street style is only shot at Fashion Weeks these days. I kind of miss the old-school way, where random people were photographed because of their style and not because of who they are. But street style photographers have to eat, right? And it’s always a Fashion Week somewhere!
The future of fashion: We are in a time where trends float together, distinctive styles are mixed, and we are finding ourselves all over the place, which is interesting because the turns are not as obvious anymore. The key is to be respectful, kind, and honest. If everyone in the fashion business realizes this, fashion will arrive at an awesome place.
This story has been edited and reformatted since it was first published on September 5, 2018.
