The London-based, half Icelandic, half Germanic brand, Ostwald Helgason, has taken the street style circuit by storm. With Fashion Week regulars Miroslava Duma and Natalie Joos getting snapped in Ostwald striped knit sweaters by the likes of Tommy Ton and Mr. Newton, the label has since been taken under the reigns of Aslaug Magnusdottir, CEO of Moda Operandi. Whilst the Moda team was on its Middle Eastern tour, one-half of the Ostwald duo, Ingvar Helgason, sat down with Style.com Arabia to talk about his trip to the Middle East and why it took the brand four years to show internationally.
In a word, how would you describe your trip to the Middle East?
Amazing, absolutely fantastic. It was impressive to see the difference between Kuwait and Dubai. I’m sad to be leaving the sun and relaxed lifestyle today. The overall experience has exceeded my expectations.
Well, what did you expect?
I didn’t know what to expect. But I certainly didn’t anticipate for it to be as much fun as it was. I was very surprised to see how adventurous people in Kuwait are.
The first chance I get, I’ll hop on a plane and visit again.
Is there anywhere else you would like to visit within the Gulf?
I would love to also check out Riyadh, where Ostwald Helgason will be stocked for Spring/Summer ‘13.
What is your largest market in the Middle East?
Definitely Kuwait. We are stocked in a few stores there.
How did you and your partner Susanne meet?
We met when we were working at Marjan Pejoski, working on the Björk swan dress. When Suzanne went back to Germany to finish her studies, I continued working. We discussed collaborating and that is what ended up happening.
Tell us about your relationship.
She is far better with color than I am. She comes from a fine art background so she does all the prints. We choose fabrics together and I work on shapes.
Do you ever argue?
It can get quite dramatic with lots of fighting and yelling throughout the whole process. Yet somehow every season, we manage to come together and reach a final decision. We are both very stubborn people, but we always produce a collection that we are equally very happy with. When the finished product is there, we both nod in agreement.
You are London based, so why show in New York?
Simply because the Americans have always been more receptive to what we do. Opening Ceremony has stocked us since our first season in 2008 and Browns in London only stocked us when they had an American head buyer. It has always been about the contemporary shapes so it seemed natural to show in New York.
Furthermore, the British Fashion Council supports British students and Suzanne and I didn’t study in London.
Where did you study?
I didn’t, actually… I just did internships since I stopped school at 16 in Copenhagen.
Did you try for London, though?
Well, yes, we contacted the British Fashion Council, but as we weren’t really part of the London scene and didn’t study there, we never managed to show with them. That was when we decided to check out New York. Milk Studios was very receptive and welcomed us with open arms. It took a total of 45 minutes from the time we contacted Milk to the time we were confirmed.
What about next season?
We will definitely keep showing in New York for now but let’s just say, “never say never” for London. New York Fashion Week is just amazing. London is shorter and is packed. At the end of the day, there is more space for younger designers at NYFW.
