Elsa’s Helsa
Swedish Victoria's Secret angel and global sensation Elsa Hosk has made a name for herself in the modelling industry since the age of fourteen. But recently the model’s aspirations have turned creative as she’s begun her own brand, Helsa.
Elsa Hosk appears in front of the Helsa logo, Photo courtesy of Helsa © All rights belong to their respective owners. No copyright infringement intended.
In the summer of 2022 a new challenger entered the fashion arena, built on simplicity, comfort and minimalist style. Elsa describes her inspiration as her “love for family and the earth” (Via Helsa.com) and the Scandinavian inspiration is clear in every shade of pale blue, in every effortless silhouette. Hosk also named the brand Helsa as a play on the Swedish word for health, hälsa offers the most timeless of wardrobe staples from tailored trousers to elegant gowns. The brand's initial campaign imagery stuck to this theme of family including the Hosk family in several images.
Elsa Hosk and family in Helsa’s first campaign, Photo courtesy of Helsa © All rights belong to their respective owners. No copyright infringement intended.
Some of the most recognizable looks from the brand have become the sarong dress and the amber dress both classy and elegant. One of the most iconic looks from the brand was debuted at the Oscars Vanity Fair party in 2023 by Elsa herself. The white gown was strategically cut to show Hosk’s modelesque frame and was a showstopper to say the least.
Elsa Hosk at the Oscars 2023 Vanity Fair Party, Photo courtesy of Helsa © All rights belong to their respective owners. No copyright infringement intended.
Helsa’s dedication to sustainability has also been a key aspect of its identity. Elsa Hosk beams when discussing the importance of creating fashion that respects the environment, incorporating eco-friendly materials and ethical production practices into the brand. From organic cotton to recycled fabrics, Helsa's collections are designed with a commitment to reducing waste and supporting minimal consumption.
The brand's expansion into accessories has also garnered significant attention. Helsa offers a selection of minimalistic handbags, scarves, and jewelry that perfectly complement its clothing line. These pieces maintain the brand’s Scandinavian ethos with their clean lines and timeless appeal. The versatility of these accessories makes them suitable for both casual daywear and sophisticated evening ensembles, adding an extra layer of functionality to Helsa’s offerings. Hosk’s own wardrobe served as inspiration for these with raw materials and outfit essentials as a primary focus.
The logo contrast belt and Helsa Hat, Photo courtesy of Revolve © All rights belong to their respective owners. No copyright infringement intended.
The brand offers a wide range of sizes to ensure that its designs are accessible to a diverse audience. Elsa Hosk has spoken about the importance of creating pieces that empower individuals of all shapes and sizes, allowing everyone to feel confident and comfortable. Especially having witnessed firsthand the lack of diversity in certain fashion realms like the Victoria Secret show’s. Her commitment to inclusivity has resonated with fans and fashion enthusiasts alike, further solidifying Helsa's place in the industry.
Looking ahead, Helsa has plans to broaden its global presence through pop-ups and collaborations with other renowned designers. The brand’s ability to stay true to its Scandinavian roots while embracing contemporary trends has earned it a loyal following. As Elsa Hosk continues to infuse her personal style and values into Helsa, the brand is poised to become a staple for those seeking elegant, sustainable, and effortlessly chic fashion.
Available via @helsastudio © All rights belong to their respective owners. No copyright infringement intended.
