What is the meaning behind the wordplay “Fushion”?
Elin Carlsen: Oslo Runway merged with Collective Oslo in 2019 and initiated a new festival with the intentions of fusing fashion and art under the wordplay “Fushion.” Fashion, art, lifestyle, music, and technology all have strong influences on each other, and the word Fushion plays with how fashion merges with different genres. By fusing several expressions, we want to contribute to a fashion culture that goes beyond today's consumerism. We, as a society, must start looking at products as investment objects, something we must take care of and use for a long time. In this case, fashion has a lot to learn from art. We also introduced a new branch of the festival this year; the exhibition concept Sorgenfri Artwear which presents Norwegian designers working in the intersection of fashion and art, highlighting influential voices within slow fashion. Pursuing the fact that a garment can also be seen as an object of the arts.
Do you think Oslo Fushion Festival has been strengthened by the hybrid format, as this allows for more designers and creators to be included?
Elin Carlsen: By gathering and collaborating across platforms with several creative actors during the festival, we have been able to highlight a breadth of Norwegian designers both nationally and internationally, strengthened by the hybrid format. To be relevant as a platform, one must constantly evolve, and the digital format has for a long time been discussed by the fashion weeks. Fashion weeks are a lot about networking, being inspired, finding new brands. This is something everyone is doing digitally through social media today, so I think to stay relevant fashion weeks need to be present both physically and digitally. Growing Norwegian fashion brands have different needs; some wish to gain a stronger foothold here at home, while others are interested in increased exports. Some want to invest in a traditional runway, while others want to reach out through alternative formats. What we clearly see is that brands need to develop interesting digital content to get coverage in both national and international media. This year we included almost 60 designers and fashion brands and almost 30 artists, so this format definitely allows for more creators to be included!
How did you select the designers and fashion brands to be included in the festival?
Elin Carlsen: In terms of the special jewelry exhibition, there has been an enormous development in Norwegian jewelry design in recent years, and we are impressed with the high-level of many of the new jewelry brands. For the first time we invited a few jewelry brands that have already gained some attention, and who place great emphasis on sustainability through the use of recycled materials and jewelry that is made to order, as well as brands that have unique and clear design directions. The invited fashion brands have all gained recognition nationally and internationally, are ready to grow, and have a focus on designing long-lasting products. This year we also joined forces with Copenhagen Fashion Week to push the industry to accelerate sustainability efforts by implementing the CPHFW 2023 Sustainability Requirements. As a national fashion event we have an obligation to contribute to shape new mindsets and practices for a more inclusive, equal, and sustainable fashion culture. In our experiences working with sustainability, both in social and environmental aspects, the biggest impact is made through collaborative partnerships.
