The Birthday Edition: 20 Years of Line of Oslo

To celebrate 20 years of Line of Oslo, we put together LINE Magazine – our Birthday Edition, Issue #3. Here is the full magazine, now on the blog: Line's story, the AW26 collection, the fashion show experience, and the key trends of the season.

A fun story since 2006

Line of Oslo's vision is to create products that inspire and elevate the everyday wardrobe. Design, quality, and sustainability are at the heart of everything we do, as our collections are made to last.

Lift each other up: interview with Line

Line of Oslo was established in 2006, after Line herself had spent many years working in the fashion industry. Her experience gave her a clear vision of what she wanted to create.

"I wanted to be the everyday girl, and I decided that this should become the DNA of Line of Oslo."

An interest in clothing has always been a part of who she is.

Creating her own style and putting outfits together has come naturally since childhood. For her, clothing has never been only about trends, but about self-expression and identity.

"I have always been passionate about creating my own style and staying true to it."

From a very young age, she spent time dressing up and styling outfits at home, long before she understood that it could become a career. Perhaps her family already saw the early signs of what was to come. When Line was only three years old, she would put on fashion shows for her family at home.

Since its launch, Line of Oslo has continued to evolve significantly. The collections have expanded in both scope and variety, while the core values have remained the same throughout.

What began as a collection of six styles has evolved into around one hundred styles each season. This growth has come naturally, alongside the opening of our own stores and an increasing need for variety.

Responsibility and quality have always been important values. For Line, it is about creating garments made to last and making conscious choices throughout every stage of the process – from materials to production.

"I am committed to ensuring that Line products are made from pure, high-quality materials and produced as sustainably as possible. I want our products to be created with the greatest possible respect for the environment."

Today, Line of Oslo embraces a broad and diverse customer base. The collections are designed to be interpreted in different ways, styled personally, and worn across generations and individual expressions.

"I love seeing mothers, daughters, and grandmothers all wearing Line of Oslo. It is inspiring to see how differently the pieces can be styled. It confirms exactly what I want to create – collections where everyone can find something they love."

Looking ahead, Line's ambition is to continue building on what has always worked. The clothes should remain versatile, easy to dress up or down, and relevant to everyday life where they are truly needed. At the same time, there is a clear commitment at the heart of everything we do.

"Line of Oslo should never stray from its DNA. The everyday woman should also be able to dress up – that is who we are at LOO. We have both our own stores and an incredible network of retailers, all of whom I take very seriously. I listen closely to what our customers tell us and try to reflect that in our collections."

Our mantras

• "Strong woman lift each other up"

• "Be a friend"

• "Yes you can!"

• "Feel good everyday"

• "I love your style"

• "Love your way"

• "Be kind"

20 years through the eyes of our chairman

As both Chairman and Line's husband, Petter has been part of the Line of Oslo journey from day one. Over the past 20 years, he has witnessed the passion, values and vision behind the brand. Here, he shares a few personal reflections on the journey and the woman behind it all.

When Line founded Line of Oslo, she had a clear vision from day one. She wanted to create more than a fashion brand — she wanted to build a community and a collection of clothes that make women feel confident, comfortable and beautiful.

Quality, comfort and authenticity have always been at the heart of everything she creates. Her goal has never been simply to design clothes, but to bring out the very best in the women who wear them.

Line of Oslo has always been built on strong values. From a commitment to natural fibres and responsible choices, to creating a company culture rooted in kindness, respect and genuine human connection. The brand's DNA has always been about uplifting others, creating confidence and celebrating individuality.

What makes Line of Oslo unique is that it never takes itself too seriously. The collections are designed to make women feel good in their everyday lives just as much as on special occasions. While always staying relevant and fashion-forward, style, comfort and confidence remain the true signatures of the brand.

Line possesses a rare sense of style, intuition and creativity. She could have worked for any fashion house in the world, but creating and growing Line of Oslo alongside her colleagues has always meant more. Above everything stands her family, which has remained her greatest priority throughout the journey.

Today, Line of Oslo is a well-established brand built on strong values, loyal customers and meaningful relationships. It is a brand filled with joy — from fashion shows and events to the countless moments shared with customers, friends, family and colleagues over the years.

Looking ahead, Line continues to focus on creating the very best customer experience, whether through carefully selected retailers, her own stores or online. No matter where customers meet the brand, the goal remains the same: to create a warm, personal and memorable Line of Oslo experience.

Kindness, personality and genuine care for people have always been at the centre of everything she does.

Congratulations on 20 incredible years of Line of Oslo.

Proudly,
Petter

The thought behind collection nr 40

AW26 marks collection number 40 for Line of Oslo, while also taking us into our 20th year. This season, we stay true to the Line DNA, focusing on the everyday woman who likes to dress up a little.

"The collection consists of clothes that work for everyday life—pieces that are easy to wear, comfortable, and that provide a sense of confidence and security."

Inspiration AW26

"My inspiration when starting a new collection revolves largely around colours and shapes."

Fit has therefore been a key focus throughout the development of this collection. The silhouettes are balanced and soft, with garments designed to sit beautifully on the body without feeling restrictive or uncomfortable.

Line of Oslo has always paid special attention to sizing and is known for its great fit. Women come in all shapes and sizes, and our goal is to create pieces that work for as many as possible.

"We perform every single day, and our clothes should never hold us back. When you feel good, you perform better."

Many of the pieces have a softly lived-in feel, and special care has been taken to ensure the colours remain understated rather than overpowering. Classic qualities such as tweed have been reinterpreted in a relaxed and wearable way.

Materials and textures are mixed freely throughout the collection. The contrast between different fabrics creates depth and interest, while maintaining a cohesive and confident look.

"I believe you can do almost anything today — mixing colours, textures and qualities. I find that incredibly inspiring, and it suits me perfectly."

The AW26 collection offers endless styling possibilities.

"You can truly be whoever you want to be in this collection"

From the younger customer pairing a shorter dress with a belt and boots, to someone looking for a more polished, preppy expression, it is a collection built around versatility and individuality, encouraging everyone to wear the pieces in their own way without comparing themselves to others.

"This collection has some very distinct themes. We have achieved a strong expression through the tailoring, both as complete suits and as separate blazers and trousers."

A great deal of time and precision has gone into developing trousers designed to fit and flatter as many women as possible.

The collection includes everything from the coziest knitwear to muted floral prints and luxurious qualities. There is a subtle vintage-inspired feel throughout. Warm tones such as brown, winter white and grey define the AW26 colour palette.

"Mixing textures and qualities is exciting — contrasts create interest."

The inspiration behind AW26 is clothing that transitions effortlessly from daytime workwear to evening dinners and events. Comfortable pieces designed to work across different occasions. "Our clothes should always feel comfortable to wear."

Feel good every day

THE AW26 FASHION SHOW EXPERIENCE

For AW26, we invited our extended Line of Oslo family to an evening unlike any other.

In an intimate and magical setting, our own Line of Oslo girls stepped onto the runway to bring the collection to life. Not professional models, but the women who embody the spirit of our brand every day — confident, authentic, and effortlessly stylish.

Surrounded by friends, partners, and valued customers, the collection was presented in a way that felt personal, real, and deeply connected to our community. Laughter, conversations, and shared moments filled the room as guests experienced AW26 up close and celebrated the season together. More than a fashion show, it was an evening that brought together the Line of Oslo community — a chance to connect, celebrate the new collection, and share unforgettable moments with the people who are part of our journey.

KEY TRENDS AW26

This season is all about balance — feminine details meet relaxed silhouettes, while timeless materials are reimagined with a modern edge.

LACE

Delicate yet powerful, lace continues to make a strong statement for AW26. No longer reserved for special occasions, lace is being reimagined in modern silhouettes and unexpected combinations.

From romantic dresses and feminine blouses to subtle trims and layered details, lace brings texture, depth and sophistication to the season's wardrobe. Styled with tailored pieces, chunky knits or leather accents, it creates a beautiful balance between softness and structure.

For AW26, lace is less about tradition and more about attitude — adding a refined, effortless elegance to everyday dressing.

FEATHERS

Feathers take centre stage for AW26, bringing movement, texture and a touch of glamour to the season's wardrobe. Whether used as subtle accents or statement details, feathers add an effortless sense of luxury and individuality.

This season, feathers are styled in a more relaxed and wearable way, creating a modern balance between elegance and everyday dressing. Paired with tailoring, knitwear or denim, they add softness, dimension and a fashion-forward edge.

Light, playful and sophisticated, feathers are one of the defining details of the season.

KEY TRENDS AW26

This season is all about balance — feminine details meet relaxed silhouettes, while timeless materials are reimagined with a modern edge.

JACQUARD

A defining trend for AW26, jacquard brings richness, texture and timeless elegance to the season. Intricate woven patterns add depth and dimension, creating pieces that feel both sophisticated and effortlessly wearable.

This season, jacquard is reimagined in modern silhouettes, balancing heritage-inspired craftsmanship with contemporary styling. Whether worn as a statement piece or incorporated through subtle details, it adds character, refinement and a sense of quiet luxury to any look.

Elegant yet versatile, jacquard is one of the key textures shaping the AW26 wardrobe.

FAKE FUR

Soft, luxurious and effortlessly chic, faux fur remains a key trend for AW26. From statement jackets to refined details, it brings warmth, texture and a sense of modern glamour to the season's wardrobe.

This season, faux fur is styled with everything from relaxed tailoring to feminine dresses, creating a perfect balance between comfort and sophistication. Timeless yet contemporary, it is one of the season's most versatile textures.

Find us

You are always welcome to step into the Line of Oslo universe.

Visit us in one of our physical stores at Skøyen, Aker Brygge, or Sandvika, and experience the collections up close.

Online, we share daily updates, and through our newsletter you can be among the first to discover new arrivals and favorites. Our online store is always open, so you can have a little piece of Line delivered straight to your door, whenever it suits you.

Until next time, xoxo Team LOO