Buzzy, bling-y brand Pearl Octopuss.y received the Oslo Tribute Award at yesterday’s Oslo Runway opening fete, proving Norwegian design is much more than considered minimalism
Mere hours after it staged its stunning sun-themed runway show to close out the first day of Oslo Runway, Pearl Octopuss.y was named the winner of this year’s Oslo Runway Tribute Award. It’s the culmination of a stellar run for the glitz-heavy Norwegian brand – one marked by celebrity stamps of approval, a sold-out Sleepers collaboration and, yes, a delightful lunch co-hosted with Vogue Scandinavia. But the award, which honours a Norwegian brand that is making a notable contribution to the local fashion industry via its design, sustainability proposition, profitability, and global impact, offers more than public recognition; it also comes with a monetary prize of 50,000 NOK, sponsored by Innovation Norway.
Photo: Stephanie Sikkes
Photo: Stephanie Sikkes
Photo: Stephanie Sikkes
The award was presented to Pearl Octopuss.y founder Cathrine Børter by Oslo Runway, Innovation Norway and members of the jury (Scandinavian press and key members of the Norwegian fashion industry) at yesterday’s gala dinner celebrating Oslo Runway’s 10th anniversary. Given the milestone, the gala was bigger and more decadent than ever, welcoming some 250 well-dressed guests at the MUNCH museum (which just so happened to be the site of Pearl Octopuss.y’s runway show).
Pearl Octopuss.y’s fully-formed universe – defined by a design aesthetic that favours playful, organic forms rendered in crystal and pearls – and burgeoning global reach certainly makes the brand worthy of this prize. Still, witnessing Børter accept this award indicates a shift (or at the very least, an expansion) of what comes to mind when we think of Norwegian design. Yes, Norway is renowned for its craft, it’s sumptuous natural materials and thoughtful minimalism. It’s heritage brands and its practical, weather-ready garments. But Pearl Octopuss.y represents something different; a stand-out aesthetic for stand-out moments. Proof that there is room for both pragmatism and a bit of fun in the Norwegian fashion landscape.
Photo: Stephanie Sikkes
Photo: Stephanie Sikkes
Photo: Stephanie Sikkes
In justifying Pearl Octopuss.y as this year’s Tribute Award recipient, the jury cited the brand’s “bold and distinctive vision – both playful and powerful” as well as its ability to stand out not only in Norway but on the international stage. “Its sparkling, statement-making designs have cultivated a loyal following and laid the groundwork for a solid financial foundation as the brand expands into new markets,” the jury states.
The Award indicates Pearl Octopuss.y is just getting started. And the prize money will certainly help the brand enter its next chapter.