ON OUR RADAR

OSLO RUNWAY CELEBRATES 10 YEARS WITH A NEW GENERATION OF DESIGNERS

Last week Oslo Runway marked its 10th anniversary in true Scandinavian style, hosting more than 70 brands and designers on the official schedule. A milestone moment for Norwegian fashion, the event showcased both established names and bold newcomers, all united by a shared vision of creativity and craftsmanship.

On the runway the diversity of expression stood out. On the far left you see a look by ESP, sharp and minimal with a modern edge. In the middle of the picture you see Wilhelmina, a brand founded in early 2025 that is already redefining how fashion can be consumed. Drawing on Nordic myths, folk traditions and repurposed materials, Wilhelmina’s debut collection Poltergeist blended distressed knitwear, dissolving textures and a palette of black beige and red. The result was raw yet refined, a modern folklore aesthetic that felt both haunting and forward looking. On the far right the picture shows a look by F5 Collections, delivering a striking silhouette that underlined Oslo’s growing reputation as a hub for progressive design.

With its mix of heritage, experimentation and sustainability, Oslo Runway 2025 proved why Scandinavian fashion continues to set the tone internationally, understated, tactile and undeniably cool.

MAC COSMETICS TEAMS UP WITH IKKIMEL FOR A NATIONWIDE LIP COMBO CAMPAIGN

On September 4th MAC Cosmetics launches a nationwide Lip Combo campaign with German rapper Ikkimel. It marks her very first beauty partnership, a special moment as she is usually known for a natural and laid back makeup style, in contrast to her music which is anything but laid back.

The campaign includes striking key visuals, a TikTok first storytelling strategy and extensive out of home activations across Germany. Taking the partnership beyond beauty MAC also joins forces with Ikkimel at her festival Ikkimel and Friends in Berlin this September. Blending music, beauty and community the event will bring together fans and talents with MAC providing exclusive beauty goodies for all performers on stage.

With this collaboration MAC Cosmetics continues to set new standards by connecting culture and creativity, proving once again that beauty is more than just a look, it is a movement.

ARMANI OPENS THE ARCHIVE

Giorgio Armani presented ARMANI/Archivio during the Venice International Film Festival, marking the launch of a digital platform dedicated to fifty years of the house’s history. Armani Group employees will have full access, while the public can explore an initial selection of 57 looks at archivio.armani.com.

The project is more than an archive. It acts as a cultural space where iconic garments from past collections are reintroduced and given new relevance. After its debut in Venice, selected pieces will be shown in boutiques worldwide and highlighted through installations such as the upcoming exhibition at the Pinacoteca di Brera during Milan Fashion Week.

ARMANI/Archivio presents heritage as a living dialogue between past and present, highlighting Armani’s commitment to continuity, creativity, and responsibility. The launch also supports UNICEF’s Global Humanitarian Thematic Fund, connecting fashion history with humanitarian action.

BACK TO THE FUTURE: ALPHA INDUSTRIES RETURNS TO ITS ROOTS WITH THE NEW STUDIO COLLECTION

Alpha Industries is taking a stylish step back to its roots with the launch of the new Studio Collection – a nod to the brand’s heritage with a fresh, modern twist. At the heart of the collection is the Field Parka, a contemporary take on a timeless classic, blending clean lines with technical design details that feel just right for today.

Highlights include the 2-in-1 M-51 Fishtail, built for colder days and designed with freedom of movement and smart layering in mind. To celebrate the brand’s 60th anniversary, the iconic M-65 returns with a sleek silhouette and a subtle back print – a quiet statement balancing tradition and modern style. Completing the lineup is the versatile Studio Liner, perfect to wear on its own or paired with the M-65, making it a year-round essential.

For days off, Alpha keeps it casual with the Studio Waffle T-shirt, sweatshirt, and matching joggers, creating a laid-back uniform for any occasion. And for those always on the move, the oversized Studio Tote Bag offers clever storage with plenty of room for all the essentials.

The Studio Collection combines functionality, heritage, and understated cool — exactly how we like our Alpha Industries!

UGG GOES ICONIC: FROM VENICE BEACH TO PARIS RUNWAYS

UGG is having a main character moment. With its new campaign “Iconic From the First Step”, the brand takes us on a sun-soaked, style-packed journey – from the surfy shores of Venice Beach all the way to the glittering runways of Paris. Directed by Gia Coppola and styled by Jorden Bickham, the campaign celebrates fearless self-expression, bold creativity, and the kind of cozy-meets-couture vibe only UGG can deliver.

Starring an all-star cast of cultural icons – including Sarah Jessica Parker, Jeremy Scott, Elsa Hosk, Stefon Diggs, Rina Sawayama, and more – the campaign is a love letter to the UGG-community and its global influence. Think dreamy beach days, late-night celebrations, and everything in between. From iconic sheepskin boots to modern runway collaborations, UGG proves it’s not just a shoe, it’s a feeling – one that flows effortlessly from day to night, street to studio, and beach to red carpet.

Celebrating design, style, and that unbeatable UGG spirit, “Iconic From the First Step” is more than a campaign – it’s an invitation to step into comfort, confidence, and creativity. The Autumn/Winter 2025 collection has officially dropped and is available now at UGG.com, UGG stores, and select retailers.