Few "up-and-coming" brands can boast that they've been worn by the likes of Elsa Hosk, Sidney Sweeney and Matilda Djerf, but Murlong Cres is one of them. For her Oslo Runway debut, designer and founder Kaja Høglund delivered a masterclass in updated cottage core – complete with bustiers and bows
Earlier this year, Kaja Høglund, the designer behind TikTok-trending Murlong Cres, described herself as "absolutely not a fashion designer" when discussing her brand – a passion project that emerged during the depths of the pandemic. While Høglund may have once believed this to be true (Murlong Cres doesn’t follow traditional fashion cycles, instead releasing limited edition designs when they’re ready) it’s difficult to overlook her growing status as one of Norway’s most promising designers after her impressive debut at Oslo Runway. "This collection stays true to the essence of my previous work, as it marks our debut on the runway," Høglund shared before the show. "We want to highlight the key elements that define our brand. While we’ve introduced some new styles, each one draws inspiration from our bestsellers."
Set against the opulent backdrop of Oslo's Grand Hotel, Høglund’s debut collection was a "celebration of silk" in all its "fluidity, sheen, and unmatched luxury." Inspired by the "minimalist beauty of Scandinavian living," Høglund and her team crafted a series of looks infused with a nostalgic sentiment – a vintage-infused charm, if you will. Yet, this isn’t your grandmother’s chemise à la reine; it’s a modern reinterpretation, with romantic cottage-core elements like pleated busts, bows, and laced-up bustiers.
"For this collection, I primarily chose silk and cotton, as these fabrics have been the cornerstone of my brand since its inception," Høglund explains. The collection, predominantly in a stark all-white colour scheme, includes cream-toned pieces that nod to the brand’s tradition of introducing new designs in ivory. Among the standout pieces, Høglund highlights the Elsa maxi-dress and the Elsa bustier — two bestsellers she created with Swedish supermodel Elsa Hosk in mind. "When I think of these pieces, I imagine them being worn everywhere – from a casual picnic in the park to a glamorous wedding. Their versatility truly knows no bounds," she says.
For Høglund, the way her customers feel is always the top priority. "When I design for my brand, my goal is always to make women feel confident and beautiful," she says. "With every collection, I strive to achieve that." But beyond the garments, she aims to tell a story; a story of a girl who started a brand from her bedroom and, through determination and hard work, built it into something worthy of the runway. "This journey is woven into every piece I create, reflecting both the passion and perseverance behind the brand."
See all of Murlong Cres' looks from the brand's Oslo Runway NEXT fashion show:
