Märtha Louise Discusses The Journey Of Hést

Märtha Louise Discusses the Journey of Hést

An Unexpected Turn into Fashion Design

Märtha Louise reflects on her upbringing, highlighting her early connections with renowned designers such as Peer Spook and Erik Mortensen from Balmain, alongside notable Norwegian haute couture figures like Peter Dundas and Tina Steffenakk Hermansen. While she was surrounded by the world of fashion, her true passion lay elsewhere—namely, in horses and the great outdoors. “I was never truly invested in fashion until Hést came along,” she admits.

With the inception of Hést, Märtha Louise’s perspective began to shift dramatically. The brand ignited an interest in the behind-the-scenes complexities of fashion design that she had previously overlooked. “The timeline from an idea in a designer’s mind to the final product hitting the store is extensive,” she explains, marveling at the intricate processes involved in garment creation. From forging relationships with factories to managing logistics, the entire operation was a revelation.

However, what stood out most to her was the supportive nature of the fashion community. Contrary to her preconceptions of a cutthroat industry, Märtha Louise found camaraderie and generosity among fellow designers. She particularly acknowledges the Holzweilers, a leading Norwegian fashion brand, for their willingness to share knowledge and uplift others in the industry. “Their motto, ‘together we rise,’ beautifully encapsulates the spirit of collaboration that we have experienced,” she says, emphasizing that every partner and retailer is considered part of the Hést family.

The Birth of Hést: A Story of Resilience

The genesis of Hést is steeped in personal tragedy and resilience. Following the passing of Esben Johannessen, a celebrated horse trainer and Märtha’s best friend, the idea for Hést was born. Esben’s wife, Anne-Kari Bøhaugen, alongside Monica Sundt Utne, decided to create a fashion brand as a tribute to his legacy. “Celebrate Life,” Märtha Louise conveys, sharing how Esben’s death served as a wake-up call to pursue dreams that had long been shelved.

With the brand name a clever nod to the Norwegian word for horse—”hest”—Hést was officially established. Märtha Louise supported her friends during this challenging period and soon joined as a partner and Chief Marketing Officer in 2021. “It’s been an extraordinary journey, reminiscent of Pippi Longstocking’s adventurous spirit,” she reflects with pride.

The brand’s mission is to create fashionable and functional clothing for active women, with a commitment to celebrating life and overcoming adversity. “Our hope is that our story inspires others facing their own challenges,” she adds, conveying the importance of cherishing every moment.

Celebrating Milestones: Hést’s First Fashion Show

Marking its fifth anniversary, Hést recently celebrated a significant milestone—their first runway show. “It was stressful, to say the least,” Märtha Louise admits, recalling the two weeks leading up to the event where sleep was a luxury. However, the hard work paid off, resulting in a successful showcase that filled her with pride and joy.

The anniversary collection, aptly named ‘Retrospect,’ served as a tribute to Esben, with his name featured on every garment. The collection draws inspiration from the equestrian aesthetic, making it particularly meaningful to the Hést team. “I believe Esben would have been proud of what we’ve accomplished,” Märtha Louise reflects, her voice tinged with emotion.

Photo Credit: Ole Martin Halvorsen

Proud Moments and Future Aspirations

Märtha Louise has publicly acknowledged the invaluable support of the Hést team and dedicated agencies in Sweden, Denmark, and Ireland. In a heartfelt message, she expressed gratitude to the retailers who have stood by Hést since its inception, emphasizing that their belief and commitment have been crucial to the brand’s success. “Without you, Hést would not be where it is today,” she stated, highlighting the pride she feels in their collective achievements. Louise hinted at an exciting future, noting that, “this is just the beginning.”

Märtha Louise considers receiving the Business of the Year Award at the Elle Gala as one of her proudest achievements with Hést. “Being recognized as a women-led business in the fashion world is a daily source of pride,” she states, reinforcing the brand’s commitment to empowering women.

One of the most poignant personal experiences for Märtha Louise was wearing a Hést design on her wedding day. “It was such an honor to represent our brand during such a special occasion,” she shares, highlighting the emotional connection between her personal life and the brand’s identity.

Looking ahead, Hést aims to expand its reach internationally, particularly across Europe, while maintaining a sustainable approach. “Our focus is on building growth responsibly,” Märtha Louise emphasizes, particularly in light of the overwhelming success of their FAM sweater, which catalyzed rapid growth. “We want to ensure sustainability remains at the core of our brand’s future,” she adds.

Märtha Louise and Durek showcase a Hést design on the eve of their wedding celebration.

Photo Credit: Maja Moan

Embracing Warm Climates: Recommendations for Hést’s Global Audience

For those living in warmer climates, Märtha Louise suggests exploring Hést’s versatile selection of blouses and shirts, particularly the Mie blouse, which draws inspiration from traditional Norwegian attire. “It has become a bestseller due to its feminine design,” she notes, reinforcing Hést’s evolution into a lifestyle brand suited for various occasions.

Surprising Elements of the Fashion World

One of Märtha Louise’s most significant revelations about the fashion industry is the overwhelming support among peers. “I was surprised by how much people uplift one another,” she reflects, noting the collaborative spirit that has defined her experiences in fashion. She credits organizations like Oslo Runway together with Innovation Norway and Norwegian Fashion Hub for fostering this supportive environment, as they work to promote Norwegian fashion on a global scale.

A Royal Connection: Dressing the Next Generation of Fashion Icons

As Hést continues to grow, the prospect of dressing royals looms on the horizon. When asked who she would love to see wearing Hést, Märtha Louise emphasizes the brand’s focus on everyday wear rather than haute couture. “What truly brings me joy is seeing people from all walks of life embracing our designs,” she expresses.

The brand’s identity is characterized by its distinctiveness, making it easily recognizable on the streets of fashionable cities like Paris, Oslo, and London. “Seeing someone in a Hést piece, regardless of age, fills me with happiness,” she concludes, celebrating the inclusivity and versatility that define Hést.

A Legacy in the Making

Märtha Louise’s journey with Hést is a testament to the power of resilience, community, and the transformative nature of fashion. As she navigates the complexities of the industry, her commitment to celebrating life and uplifting others remains at the heart of the brand.

Through Hést, Märtha Louise not only pays homage to her late friend Esben but also inspires a new generation of women to embrace their dreams and create positive change in their lives. As Hést continues to thrive, it serves as a reminder that through collaboration and support, the fashion world can be a place of beauty, empowerment, and unity.