Meet the Next Generation of Disruptive Norwegian Designers
Introducing Sunniva Øen, Ingrid Pettersson, Espen Haugland and Klaudia Bartoszek.
The DS Fashion Talent Show marked the beginning of Oslo Runway, highlighting the city’s commitment to nurture creative talent. Sponsored by DS Automobiles, the award emphasizes innovation, craftsmanship and sustainability, highlighting Norway’s future fashion designers.
Although a festive occasion, the start was tempered by recent floods in the Nordic country. Thus, it began with these words by Elin Carlsen, CEO of Oslo Runway: ”We commence Oslo Runway with mixed feelings. We’re united by our love for fashion—the creative expressions, community and business it entails. However, certain aspects of fashion mustn’t escape our attention. Many emerging designers grapple with these conflicts in their choices.”
Nominees Sunniva Øen, Ingrid Pettersson, Espen Haugland and Klaudia Bartoszek showcased their graduate collections at the Sentralen runway show in central Oslo, presenting bold lineups full of personality and with sustainability at the very core. Following the show, each nominee presented their collections to a jury.
This year, Ingrid Pettersson from KIO secured the prize “for her meticulous craftsmanship and attention to detail that defines her work, incorporating movement, bounce and a distinct knitting technique as her signature.”
Keep scrolling for our interview with these four next-gen designers.
Sunniva Øen
Sunniva Oen
Sunniva Oen
Sunniva Oen
Sunniva Oen
Sunniva Oen
Tell us about your brand and work.
OEN is a streetwear brand that I founded in 2023 during my final semester at the fashion school Esmod Oslo. I made my debut with a collection titled “It’s a Park Kind of Lifestyle,” which was recently featured at Oslo Runway. The brand specializes in women’s clothing that seamlessly fuses street style with functionalism, drawing inspiration from men’s silhouettes and various subcultures. I have a passion for amalgamating masculine elements, functionality and urban aesthetics in my work, giving rise to the unique universe of OEN. My objective is to design more comfortable women’s clothing, all the while honoring the essence of Scandinavian design.
What inspires you?
Living my life inspires me. Like most creative people, I find inspiration in my surroundings. Nature, in particular, is where I relax and recharge. Inspiration and motivation strike me when I am stress-free and calm. I also have a strong fondness for street style, and lately, I’ve been drawn to the fashion of R&B/rap artists from the ’90s.
How do you incorporate sustainability into what you do?
Sustainability is always on my mind as I work, akin to looking over my shoulder when crossing the street. By constantly questioning myself, “How can I make this more sustainable?” I open myself up to new possibilities and ideas. This was particularly important to me when establishing my own brand. OEN focuses on offering everyday garments that are functional and versatile. By making many of the garments multifunctional, customers can use them throughout different seasons and minimize their wardrobe. I also enjoy experimenting with creative materials that contribute to reducing waste.
What do you hope to bring to the industry?
I hope to make a significant impact on the sustainable future of fashion and put Norwegian fashion on the global map. I envision achieving this by introducing new ideas and solutions. My goal is to represent a brand that customers can wear proudly, providing an alternative to all the fast fashion brands out there.
What would you like to see more of?
I would love to see an even stronger emphasis on sustainability from brands. More slow fashion, more diversity, more enlightenment, more inclusivity and a commitment to preserving traditional craftsmanship. Imagine the renaissance of forgotten craftsmanship integrated into modern designs! Ultimately, I aspire to be part of a fashion industry that I am proud of, and I believe we are already moving in the right direction.
Ingrid Pettersson
Ingrid Pettersson
Ingrid Pettersson
Ingrid Pettersson
Ingrid Pettersson
Ingrid Pettersson
Tell us about your brand and work.
I aim to present sartorial proposals that evoke a desire to move, playfulness, curiosity and a sense of presence. I delve into the realm of knitting while integrating movement as a central theme. In my most recent collection, “Encounters with Bounce,” I intended to design garments that respond to the wearer’s movement. I wanted to create clothes that react to the moving body, serving as a constant reminder of our actions through rhythm, heaviness, lightness and bounce.
Through my exploration of knitted ribs, I seek variations of bounce and dynamics. My long-standing aspiration has been to create clothes that initiate a “dialogue” between the garment and its wearer. Clothes can be perceived as the immediate environment of the body—an entity that interacts with the body or even serves as an extension of it. It’s within these contexts and landscapes that I currently work and aspire to continue in the future.
What inspires you?
Materials have played a pivotal role in shaping my creative process. I’ve always been intrigued by how textiles come alive through their movement, surface textures and tactile qualities. During my youth, I was deeply involved in drawing, and as I transitioned into working with textiles, I realized that crafting garments could be a new form of drawing. Through fabrics, I could sketch lines, create shapes and play with references, moods and colors.
How do you incorporate sustainability into what you do?
Working with knitwear has allowed me to minimize waste. When I create knitted toiles, I can unravel the yarn and reuse it. Additionally, I strive to design clothes that accommodate the body’s changes over time. This adaptability is achieved through the inherent stretch and resilience of knitted rib, as well as my construction techniques for the garments.
What do you hope to bring to the industry?
Bouncy moments!
What do you want to see more of?
Local production and more independent designers.
Espen Haugland
Espen Haugland
Espen Haugland
Espen Haugland
Espen Haugland
Espen Haugland
Tell us about your brand and work.
My brand is called Versatile. In short, it’s aimed at people who live uninhibited lives, showcasing the full versatility of emotionality, sexuality and playfulness. It’s for those who say “all of it” instead of either/or.
I began creating clothing because I couldn’t find men’s clothing that made me feel allowed to embrace both masculinity and femininity—expressive yet also clean enough so that my personality could fill in the gaps depending on the mood of the day. As a man, most clothing is some shade of dark, and styles are quite simple. I aim to offer a more playful alternative that remains wearable and functional for the everyday man.
What inspires you?
My collection is titled “The Boyfriend’s Collection,” inspired by exactly that—boyfriends. The process began by pondering why girls can say “girlfriends” to refer to their female friends, while for boys, the term “boyfriends” implies a sexual relationship with their male friends. After delving into research on male intimacy and the way we raise boys, I realized my goal is to create spaces and clothing that encourage boys to be vulnerable and playful. My inspiration now comes from all my boyfriends who show me the vast spectrum of manhood, which I aim to channel into the clothing.
How do you incorporate sustainability into what you do?
To me, sustainability is a term that demands definition. I aim to craft durable apparel that coexists harmoniously with the wearer until it eventually retires responsibly, leaving minimal impact. This implies that the customer must equally love the design, fit and material. Alongside designing, I work at Manufacture Oslo, aiding Norwegian fashion brands in adapting to and evolving with the significant challenges facing the European fashion industry in this decade. This provides me with valuable insights from talented colleagues who are well-versed in upcoming EU regulations.
What do you hope to bring to the industry?
Emotionally, I hope to demonstrate to boys and men worldwide that taking pride in playfulness, joy and vulnerability is our birthright and essential for mental well-being. This is a stance I’m passionate about. We need to halt the process of raising boys as emotional machines and then act surprised when they struggle with emotional expression.
From a sustainability perspective, I aim to show how digital work can foster greater creativity, precision, oversight and inclusivity. We urgently need to minimize waste and communicate to customers that making smarter, fewer purchases are beneficial. However, in the current capitalist landscape, I’m willing to start by saying, “If we’re going to sell a billion jackets, let’s not produce 5 billion prototypes first.”
What do you want to see more of in the fashion industry?
Niche perspectives! The large conglomerate businesses aren’t effectively targeting customers. There’s a wealth of talent behind fast fashion brands and I don’t intend to belittle the skilled pattern designers, sewers, engineers and others. However, big business offers a one-size-fits-all solution to an infinitely complex equation, often severing our connection to the origin of clothing.
I desire to witness more small brands deeply touching their customers with clothing that’s cherished and worn until it’s worn out. They should tell me whose farm grew the cotton, who sewed the seams and more. I want them to feel content with not becoming multibillion-dollar enterprises. In today’s world, talent and resources are squandered on producing clothes that often end up in landfills. Such a practice can’t be profitable without exploitation.
Klaudia Bartoszek
Klaudia Bartoszek
Klaudia Bartoszek
Klaudia Bartoszek
Klaudia Bartoszek
Klaudia Bartoszek
Tell us about your brand and work.
My work revolves around bringing out boldness, elegance and uniqueness. The central idea behind it is to emphasize the confidence and edginess that we all possess within us. I love the concept of allowing people to express these strong attributes through their surroundings.
What inspires you?
I would say that everything surrounding us is inspiring. This includes textures and shapes we encounter daily, as well as personal experiences and ideas. Nevertheless, if I had to use a single word to describe my source of inspiration, it would probably be “chaos.” The messier, the better. I feel that this also describes my work best. It’s unorganized and spontaneous, with ideas emerging on the go.
How do you incorporate sustainability into what you do?
We possess many resources that unfortunately go to waste. I believe that reusing them to the fullest extent possible could significantly impact both the economic and environmental aspects of fashion. While working with second-hand leather, I discovered the potential of this durable fabric and the possibilities it offers. Therefore, I would certainly love to expand my work within upcycling.
What do you hope to bring to the industry?
I aim to infuse the industry with edginess and boldness.
What do you want to see more of in the fashion industry?
I essentially desire to introduce more of what I wish to bring into the industry—namely, boldness and edginess.
