Elsa Hosk is launching her own brand, called Helsa.
In collaboration with Revolve Group, the previous Victoria’s Secret Angel’s clothing line will launch Tuesday on the favored e-tailer and Fwrd’s official e-commerce sites. The initial release will include 48 styles ranging sizes XXS to XL that shall be launched to coincide with the corporate’s Revolve Gallery during Recent York Fashion Week.
Hosk, originally from Stockholm, decided to call the brand Helsa as a play on the Swedish word for health (hälsa) and create a platform to speak her vision based on her heritage, almost two-decade modeling profession, travel experience and her beliefs for herself and others.
Courtesy of Revolve
In creating the road, the model kept timelessness, honesty and minimalism top of mind.
“Helsa is my love letter to Scandinavia, where I grew up,” Hosk said. “It’s a tribute to female empowerment and wonder in addition to an ode to nature. In Sweden I used to be surrounded by individuals who were all feminists. We spent most of our time outdoors, having fun with the wonder and the simplicity of nature. This manner of life is at the guts of Helsa and it’s what I’ve taken with me wherever I’ve traveled and lived.”
She added, “The fabrics, colours and matches are inspired by my favorite essentials, the pieces I’d bring to spend time on the islands outside of Stockholm. Feeling and searching my best while living freely and fully having fun with the moment.”
The gathering will concentrate on daring yet timeless silhouettes with uncompromising quality and sustainability in mind. It includes essentials inspired by Hosk’s own wardrobe, corresponding to knitwear, tailored matches, workwear, base layers and outerwear, with natural hues and crafty materials. Prices for the primary release will range from $88 to $658.
“We’ve had the pleasure of working with Elsa for years and have witnessed her evolution from a supermodel and influencer to a designer and artistic director,” Raissa Gerona, chief brand officer at Revolve, said. “Elsa has put her upbringing in Sweden on the forefront of the gathering’s inspiration and ethos. From the timeless designs, to featuring her entire family within the campaign, Helsa could be very true to Elsa and the explanation we desired to bring her vision to life.”
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