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Establishing a Norwegian week of FASHION

By Jameson XX

The Norwegian fashion week was 700.000 in shortfall last year; hence the funder didn’t deny they’ve been having some economic difficulties. According to their CEO Ditte Kristensen who I interviewed last year, their budget for AW18 was roughly 2.800.000 NOK, but their sponsorship money was just above 2 million.

The purpose of Oslo Runway (OSLRW) is not to make a tremendous profit, but rather establish a platform for Norwegian brands, that could strengthen against local and international press. Also, the people of Norway should know about our designers and be proud of them. We want to spend our financial support on the brands and put Norway on the map in the fashion industry, Ditte explained.

OSLRW received most of their funding from “Varner gruppen”, Norwegian Fashion Hub and Active Brands, and only 100.000 came from public funding. However, after four years of Oslo Runway, Kristensen released a message to the media that the Spring/Summer show was cancelled, due to excelling growth, and the team wanted to use the upcoming months for planning a better module for show casing.

The result was a brand new festival, as “OSLO FUSHION” was lounged. Their goal is to redefine the traditional fashion weeks and exhibits by highlighting new concepts on fashion and art. This is a cooperation between OSLRW and Collective Brands, There will be fashion shows, presentations, art exhibits, events, launces and of course parties. This will be both inspiring and strengthen the industry, and together the organizers will achieve more and reach a bigger audience.

According to the funder of Collective Brands Hilde Pettersen, the cooperation and the launch of Fushion is a natural development and as they’ve mostly been working with arts, but merged with OSLRW they will have a larger impact and ability to grow bigger. The festival will be open to attend for all who wants to come visit, and is a going to be a great cultural approach, as well as its will build a bigger platform for artists and designers. It would be natural to assume that seem from an economic aspect, public funding is easier achieved if the festival is promoted as a cultural concept that is alluring to an audience that is drawn to a fun experience.

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