Ostwald Helgason Fall/Winter 2013
New York Fashion Week - MILK Studios
Written by Samantha Wright

Right product, right place, right rice, right time. I was taught this concept in school and it seems to (finally) have real world application for real world designer duo Susanne Ostwald and Ingvar Helgason based out of London, England. Having struggled to make a name for their brand for many seasons, they have finally broken into the American market, which at first seemed too intimidating to penetrate. As of late, the brand has zeroed in on whom they are marketing to (Americans!) and for what price point (accessible instead of designer). One thing Ostwald Helgason has never wavered on is the product. This season’s presentation at Milk Studios features the loveliest assortment of brocades, tweeds, and prints. Their design aesthetic is most definitely a buttoned up school boy styled for women. The school boy collection is intermingled with true touches of femininity in the form of stunning brocade mini dresses and bold printed pencil skirts. They remain on trend with their color blocked dress in rich oxblood and navy while also featuring a graphic sweater, which is also a huge trend for the upcoming season. The Ostwald Helgason look is very Hitchcock girl meets London school boy and I cannot get enough of it! Which brings me to my next question: when will it be available locally?