Tête à Tête with Tove on her insights on FW25 & Paris Fashion Week

A Quick Recap - In January, We Norwegians unveiled its much-anticipated FW25 collection at Paris Fashion Week 2025. Set in an intimate showroom, we had the opportunity to engage firsthand with premium buyers and fashion insiders.

Read on as Tove shares exclusive insights into the collection, design inspirations, and what’s next for We Norwegians’ luxury fashion!

Tove: It was our first time presenting at Paris Fashion Week, and it was an incredibly positive experience — especially meeting buyers face to face. As you know, after COVID-19, the way people buy has shifted, and not everyone travels as much as before. Paris Fashion Week remains a hub, a global event that brings together the best in the industry. And, of course — Paris is Paris! (she laughs).

We had appointments with some of the most premium buyers, like Net-a-Porter and Le Bon Marché — some of whom we were meeting in person for the first time. Being able to walk them through our collection, letting them experience our fabrics and quality firsthand, was invaluable.

Tove: For me, color is always the starting point. Designing a new collection is like building blocks to me – I like to build around our ongoing collections to offer more styling options. I don’t really follow trends — I prefer to build upon the timeless colors that define We Norwegians. Our signature hues — red, white, and navy blue — are inspired by the Norwegian flag and remain a constant in our collections. This season, we introduced a beautiful cognac brown to complement the navy, adding warmth and depth to the palette. And, of course, we always have a black color story, but we like to refresh it in a modern way.

As for the style inspiration, FW25 has a distinct Western influence — think "cowboy nostalgia meets Scandinavian functionality". It’s a look that has been trending, but it also has a timeless quality to it. We’ve incorporated subtle fringes, structured silhouettes, and ski-inspired knitwear that merge the two worlds seamlessly. 

Materials-wise, merino wool remains our foundation. We’ve pushed even further to maximize wool content in every garment, including our ski jackets, which features wool filling. We’ve also introduced a responsible down filling in one of our ski jackets, which is an exciting development for us.

(She smiles.) We test our garments rigorously, and when we find a material that works, we stick with it. We don’t play with perfection too much! (she laughs).

Our debut at Paris Fashion Week 2025 has been a defining moment — a testament to our growth, our values, and our vision for the future. This experience has cemented We Norwegians as a leading luxury brand in thesport and fashion segment, and it’s just the beginning.

As we continue to expand, our commitment remains the same: designing timeless, high-quality garments that marry function and fashion while staying true to our Scandinavian roots.

To those who visited our showroom, supported us from afar, or have been part of our journey — Thank you. This milestone belongs to all of us.

We can’t wait for what’s next!