The London based brand Ostwald Helgason was founded in 2008 by Susanne Ostwald and Ingvar Helgason.
Susanne Ostwald was born 1979 in Leipzig, Germany and has an MA in Fashion Design from the art college Burg Giebichenstein in Halle. Ingvar Helgason was born in 1980 in Reykjavik, Iceland, studying Fashion Design in Copenhagen and working as a tailor in Iceland before studying Fashion Management, followed by time spent at St Martins in London.
They work as a team on the overall look of the collections. Individually, Ostwald takes inspiration from fine art, Helgason from new technology, creating an arresting combination of the natural and the hi-tech. Using print combined with tactile fabrics and experimental processes, Ostwald Helgason create modern, effortless clothes with clean, structured lines.
The zig-zag print, or as I like to call it after hundreds of typos I made : the zizgag print, is to me the simplest form of illusion. Consisting of two convergent lines: the zig (/) and the zag (), the print was first used as a sewing technique in 19th century to embroider the aprons of British workers, then made famous as a print by Missoni in 70′s, now it is almost impossible to tell them apart. In so much that sometimes its not called the zig-zag print but the “Missoni-esque”.
The usage of patterns that appear like optical illusions goes back to early 60′s, deriving from the Op-Art trend.
This spring/summer season the zig-zag made a come back in a more explicit and concrete way and here are some vintage options for you, the mesmerising bohemian chic you are, to catch the trend:
Born in Sweden, Fannie Schiavoni moved to London when she was 18 to study tailoring. Having done a number of internships alongside her studies for designers such as Hussein Chalayan and Giles Deacon – she then launched her first collection before graduating from the London College of Fashion in spring 2009. Browns Focus bought the collection and in the same year she received the prestigious New Gen award from the British Fashion Council.
Her background in tailoring and use of traditional methods of handicraft has helped develop a unique approach to the design of her chain metal accessories. Now after being awarded New Gen for three consecutive seasons her collections are stocked globally and can be found at 10 Corso Como Milan, Barneys NY, L’Eclaireur Paris and Curve LA.
In the last year many artists have embrace her work too, such as Lady Gaga, Rihanna, Katy Perry and Skin. She has also recently been collaborating with major brands including Swarovski and Diesel.