Elsa Hosk is queen of the outfit change, sporting 5 looks in a single day

April 22, 2024

The Swedish supermodel is seriously extra

If there is anyone who embodies the essence of ethereal Scandi glamour, it is Elsa Hosk. As it turns out, 20 years of modelling experience has stood her in rather exceptional stead style-wise – as evidenced by her new clothing label, Helsa.

Years of trying on clothes and paying close attention to fabrics, fits and ultra-flattering shapes has meant that the Swedish model has become something of an expert in knowing what works.

MORE: Fashion Fix: Meet the wardrobe fairy godmother who finds Elsa Hosk’s vintage pieces

When her debut collection was announced last month we were counting down the days until Hesla dropped and, rest assured, we were more justified in our anticipation.

Focusing on unfussy silhouettes, and fresh lines the collection exudes a distinctly vintage-preppy feel, with its Instagram showcasing archival pictures of Christy Turlington and Cindy Crawford as the brand's references.

READ: 6 style rules for wearing a mini skirt: inspired by Elsa Hosk and Emily Ratajkowski

And when it comes to promoting her eponymous label, Elsa has shown the utmost devotion to carrying out the task. On Wednesday, the ex-Victoria's Secret model visited New York and acted as a walking advert as she staged a whopping five outfit changes.

What is the story behind Elsa Hosk's clothing brand Helsa?

View post on Instagram

Elsa Hosk's clothing label Helsa has only been out for a couple of days, and yet, fashion fans are all over her 48-piece debut collection, with some styles having sold out in practically no time.

Helsa is an amalgamation of the model's first and last name, and the current hottest celebrity label has already amassed an impressive 43.3k Instagram followers.

Concerning the brand's aesthetic, Elsa has paid heritage to her Scandi roots. "When thinking about the brand I wanted to create, it was very clear it had to be my love letter to Scandinavia," Elsa told .

"Everything I’ve taken and learned from growing up there, the nature, art, minimalism architecture, simplicity, craftsmanship. But also the values, family, feminism, equality, taking care of nature and our earth were all at the forefront of my upbringing, and I wanted Helsa to embody these things."

See all of Elsa Hosk's epic NYC outfit changes below: