With a campaign shot in -22 degrees celsius, O.A.D's Oslo Runway presentation truly marks the brand as the "quiet pioneer" of high-quality Norwegian knitwear
For over 170 years, O.A.D's parent company Devold has been supplying Norwegians with essential gear for outdoor adventures. Now, Devold's fashionable little sister is capitalising on this expertise, presenting its latest collection the 'Quiet Pioneers' during Oslo Runway – a collection which highlights O.A.D's mastery of wool and pays tribute to Devold longstanding legacy as leaders of the knitwear pack.
Hosted in a serene space facing a cobble-stoned courtyard, guests were served champagne and dried fish as O.A.D put on its intimate presentation. It was a journey through the past, giving attendees the rare opportunity to get up close and personal with the quality, craftsmanship, and expertise of the brand. The rugged strength and understated luxury, if you will.
O.A.D's design process is driven by the brand's innate respect for nature. "We do not compromise when it comes to materials," says founder Maria Lily Flack. And that remains true for this collection which features a rich fabric foundation including kid mohair, silk, superfine merino, alpaca, Norwegian wool, and 100 percent yak, sourced from the Tibetan plateau.
This season, O.A.D also introduces a curated lineup of products made in Sykkylven, Norway, a small village on the west coast, less than 30 kilometres from the brand's rural headquarters. And if that wasn't enough, O.A.D is also exploring 3D knitting, a future-forward approach that reduces waste, simplifies recycling, and offers seamless construction for enhanced comfort.
Explore all of OAD's looks from the brand's Oslo Runway 2024 presentation:
