Call this a Summer Scandi or the ELSA effect. (Or both. ) If it turns out that Elsa Hosk and his fashion logo Helsa Studio are that you tour those days, it is because they are.
But it is more than the Scandinavian mysticism that turns out to be captivating in fashion. As one of the maximum popular models of his generation, Hosk has recently 8. 7 million people who remain in the Instagram movement.
Today, it is not enough to be a style or simply a content author to domesticate the stick and become a family call, Hush is enrolled muscles as an entrepreneur with an empire in a constant expansion, while responding to an onjuished online audience.
On July 15, the tenth drop of Hosk Helsa (called “Surmir de Scandi”) introduced in Revolve and FWRD, and its shake before the same published call. A few days later, a scarce crusade called “dairy”, with the greatest style than life, venerated social flows.
Helsa Studio first launched in September 2022 in collaboration with Revolve Group, and was presented at popular popular and FWRD commerce sites. This is encouraged through its Swedish inheritance: “A letter of love to Scandinavia,” and is based on simplicity, convenience and minimalism. (Helsa is a piece of the Swedish word for health, Hälsa).
Hush, from Stockholm, received a foreign performance on the global scene as the secret of Victoria’s angel, but is like the discoverer of the fashion phenomenon (and viral) Helsa Studio who really discovered his call.
“I’m done for that,” said Hush. “I think the modeling was the springboard: it is anything that I did not decide or made a decision to do, and I was looking to be informed as much as the imaginable for this component of my life in which I am focusing lately. Yes, at all times I have intended to do that.
Hosk was discovered in his local Sweden and began to design at the age of 14; He was still passionate about fashion and sewing clothes. (Her mother knew how to conceive and sew, and Hush remembers having made a coastal velvet blazer since the age of 12. She discovered inspiration by taking copies of Vogue Russia to Momarray from her friend)
Today, Hosk is Helsa Studio’s full time worker: he worries in all facets of the logo, the design and design of the execution, strategy and image of the logo.
Helsa has maintained a strong 3 -digit expansion for beyond two years and continues to grow aggressively. The drops continue to sell in Revolve and FWRD and have viral pieces that are sold for a few minutes after their appearance.
Its recent fall follows the same impulse of success. He filmed on an island in Sweden, where Hush grew and encouraged through the nature and colors of the frame.
Elsa Hosk in Helsa Studio, photo credit: Maria and Louise Thornfeldt
“In fact, there is something right now in the industry and culture where you click,” Stocks Hosk. “I think other people also dream of a clean, biological and idyllic place. It is a dream. I also believe that everything that is original will work. I think we see that in celebrity brands today: when it is not original, other people simply do not buy or that. »
In the seal of the approval of the celebrities, Erewhon has been associated with Hosk to create the “Summer Scandi Summer” shake.
Sustainability and love for Earth are key principles of the logo, without green washing. But the greatest means that Hush is committed to sustainability is that Helsa is immediately.
“It’s really incredibly slow!” Hosk is. “My brain thinks of trends while seeking to remain timeless, because it is not immediate enough to be considered an immediate way. We start paintings in a drop of approximately a year before it falls, we will not overthrow things quickly. »
The best perfectionist, Hush designs with one eye on the trends and promises that quality and adjustment never commit.
“I carry those pieces, from the first fall two years ago,” Stocks Hosk. “It was also the point: to create eternal pieces and not only founded on trends, because this is how I like to buy. “
Earlier this summer, Hush collaborated with heavy logo tactics with a suit logo.
The Elsa Hosk X Heavy Manners collection made its debut in 8 new baths of (the impressions are for which heavy tactics are known), encouraged and selected from old files, as well as two forged metals.
Hush is a supporter of Heavy Manners and its founder, Lisa Caprio, since its launch of December 2019. The two foundations have developed an original and biological friendship.
“We connect to Instagram,” Stocks Hosk. “We only said:” Do anything in combination. “It’s so spontaneous, a laugh and easy. “
As for what awaits us for Hosk: Helsa has 3 falls this year (September, November and December).
“I am very excited about the next phase of Helsa,” Stocks Hosk. “You need time to locate your path, for any creation. Once you accept as true while you do anything you love, it becomes less difficult from there.
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