Unveiling its AW23 collection during Oslo Runway and exploring how innovation can mix with heritage, O.A.D.'s new collection pays homage to the Norwegian countryside
O.A.D. is all about the future of heritage. At Oslo Runway this week, the knitwear brand participates in the 'Next Gen Heritage' talk alongside 2 Much Pressure, Gobmi and Diawéne, while also unveiling its AW23 collection.
Being the brand's third collection, this time, the design language centres around the idea of a ‘Timeless Voyage’, introducing 12 new styles all equally suited to the past and the future, yet still firmly grounded in today. It is “an homage to our commitment to enduring styles that will last for generations,” says founder and creative director Maria Lilly Flakk.
Naturally, considering the seasonality of Norway and O.A.D.’s knack for knitwear, winter came to mind when Flakk was making the collection. It is “the quintessential season in Scandinavia,” the designer says. “When the sun is low on the horizon, snow falls quietly, and everyone is bundled up in our cozy corner of the world, finding comfort in the company of loved ones.”
Norway’s landscape also plays a big role in the creation of the new collection. Surrounded by snow and sea, fjords and mountain peaks, Flakk describes how the brand drew inspiration from “the raw beauty” of the breathtaking landscapes. It can be traced through the natural texture found in the Norwegian wool knits, and laces the colour choices: cocoa and burnt red of muddy soil, moss green, and, of course, endless shades of the sea spanning stormy greys and soft blues.
The autumn/winter 23 collection sees twelve new styles added to a strong lineup of carryovers. “Our iconic Ole and Blaatrøie models continue to build the foundation of the brand,” notes Flakk. Blaatrøie, the brand’s original fishermen’s sweater, welcomes a new full-zip cardigan to the mix. All rendered in Norwegian wool – “a homegrown natural resource we are immensely proud to include in our styles,” as Flakk notes – alongside kid mohair, silk, alpaca, yak, and super-long extra-fine merino wool. Speaking about the fibres, Flakk says that “they are rugged, but not hard. Soft, but not too delicate, and perfectly suited for the innovative production techniques that produce quality sweaters that will last for generations.’
Discover the O.A.D.'s AW23 'Timeless Voyage' lookbook below:
Lasse Fløde - Photographer
Sunniva Hartgen - Stylist
Sophia Lundberg – Hair and Makeup artist