From the Victoria’s Secret Runway to becoming a real-life brand founder, Helsa’s Elsa Hosk is redefining the industry by blending her passion for high fashion with entrepreneurial spirit.
If you’ve ever explored the offerings on Revolve or FWRD, you’ve likely encountered the exquisitely crafted collection that is Helsa, founded by former Victoria’s Secret Angel, Elsa Hosk. Helsa—derived from the Swedish word “hälsa,” meaning health—is a social media-proclaimed “It Girl” brand that is quickly gaining traction in the industry for its ability to offer a blend of relaxed and polished aesthetics. This is not just another celebrity clothing line— everything from conception to craftsmanship has been thoughtfully curated and draws inspiration from her Scandinavian heritage. Simply, Elsa is redefining fashion through Helsa, as the ready-to-wear brand effortlessly combines minimalist designs with timeless elegance, making it a go-to for the modern, sophisticated woman.
Hailing from Stockholm, Elsa gained global recognition as a runway model, but her influence has since expanded as the founder of the ever-popular fashion label Helsa. Born as a “love letter to Scandinavia,” the primary focus of Drop 1 sees pieces designed to elevate your everyday closet. Think essentials that are versatile, layered, and oversized staples perfect for creating stylish yet adaptable outfits. Debuting in a range of dreamy neutral tones with some pops of color sprinkled in between, these pieces allow for easy flexibility in styling. One of the standout pieces from this initial launch is the Helsa Wool Blend Embroidered Blanket Coat, which is just the coziest, most sumptuous wardrobe must-have for a brisk spring day.
In Drop 2, we see more tailored pieces added into the mix, with sharp, structured blazers featuring oversized shoulder padding playing alongside soft knits, strapless statement pieces, and relaxed tees. Again, the color palette is made up of mostly neutrals with patterned stripes and bold colorways to balance it all out. Helsa continues to push the boundaries of fashion by leaning into coveted trends of the moment as well, such as when the “Countryside Collection” made its debut in Fall 2023. The pieces were crafted to marry classic Western elements—such as denim and structured silhouettes—with luxurious fabrics, tailored cuts, and contemporary designs.
The brand’s Travel Wear spotlights minimalist-inspired co-ords and chic basics. Streamlined silhouettes, soft neutrals, and perfectly tailored garments form the foundation of Helsa’s Travel Wear lineup, with delicate attention to detail that exudes timeless elegance and quiet luxury. Whether in an exclusive European getaway or retreating to a tranquil coastal escape, these pieces embody a subtle, elevated sense of refinement. Every garment feels like a nod to heritage and sophistication, offering a seamlessly chic wardrobe for those who understand the elegance of simplicity and the art of effortless dressing.
As eloquently put by Elsa in the “About” section of Helsa, the brand is built on simplicity, comfort, and minimalism— with emphasis placed on being sustainability-minded forward. Since the brand’s inception, Helsa has been making waves in the space by redefining the intersection of sustainable fashion and timeless design, blending modern aesthetics with a deep-rooted commitment to eco-consciousness. By seamlessly integrating sustainable qualities into its design philosophy—such as through fabric materials like organic cotton and recycled polyester—Helsa is reshaping the landscape and setting a new standard for environmentally aware fashion.
Through its commitment to style and sustainability, Helsa has established itself as a growing leader in the fashion industry, offering consumers elevated, responsible luxury. As the brand’s founder, Elsa continues to champion a more eco-conscious future. Helsa proves that fashion can be both timeless and sustainable, fostering a lasting impact on how we approach our wardrobes moving forward. —Samantha Vecchiarelli
share:
Be the first to comment