Holzweiler's London Fashion Week Debut Guides Us Into the Jungle

Sunny skies fled from London just in time for Holzweiler‘s London Fashion Week debut. Rain poured as guests entered the city’s Camley Street National Park, anticipating a big day for the Norwegian brand.

Models slowly walked down the planted gardens, curious to explore the scenery around them, wearing elevated Holzweiler garments that blend in with the great outdoors. The family-run brand has moved into larger territory, staying true to its heritage by inspecting Norwegian way of living. The Spring/Summer 2024 collection was met with a sense of liberation, seeing co-ed offerings bloom in delicate Earth tones. It surveyed our daily atmosphere through fluid silhouettes accompanying the body’s natural movement.

On the women’s side, lightweight garments were printed with delicate florals taken from the great outdoors, while slit skirts and waist-tied tops revealed subtle pops of skin. Crotched outerwear lays atop nylon underpinnings, complemented by asymmetrical bottoms with exposed boxer briefs.

For men, Maria Holzweiler introduced refined basics that were kept simple for daily wear. Oversized knitwear was printed with courier-inspired company lettering paired with stone-colored cargo pants slashed at the knees. Striped long-sleeves and flared sweatpants were tinted with navy accents, while springtime florals bloomed on collared button-downs. Every model carried bunches of flowers inside petite leather bags, seeing the brand drag textile extensions on the ground that collected everything in its wake.

Speaking exclusively to Hypebeast, Maria Holzweiler says:

“Our collections are always inspired by nature — it’s a huge part of our brand, especially being from Norway, where we are really connected to the natural world and all the seasons. The theme of this collection is “rewilding,” thinking about the beauty and power of nature reclaiming urban spaces. It’s actually very inspired by the venue of our show, too. As soon as we found Camley Street Natural Park, a rewilded space right in the middle of London, it felt like stepping into a Norwegian forest — a bit of home in a new city for us.

We were really thinking about the essence of Holzweiler for this first show in London, looking at our journey so far over the last 10 years. We started the brand with a collection of silk scarves, so we wanted to repurpose the scarves from our archive on patchwork dresses and shirts as accessories, etc. There are a lot of floral prints and then some more technical pieces like the light down jackets, a more lightweight version of our hero outerwear styles.

It’s a huge moment for us to enter the London Fashion Week schedule. We’re so excited to be able to bring Holzweiler to a new audience and feel really proud to be the first Norwegian brand to show at London Fashion Week.

We’ve always been so honored to represent Scandinavian fashion in general as part of Copenhagen Fashion Week, but I think now we are ready to showcase what it means to be Norwegian, more specifically. It’s such a beautiful part of our brand, and we hope people can learn more about what that means. London is such a busy city, more so than Copenhagen, so we hope our show can encourage people to take a moment in their busy days.”

Take a closer look at Holzweiler’s SS24 collection in the gallery above, and stay tuned for more London Fashion Week content on Hypebeast.

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