After Edda Gimnes (25) graduated from the London College of Fashion in 2015, prices and lovordene sprinkled over moteskaperen. Since the New York Times put her on the list of the ten designers it was worth to keep up with, which secured her place on the London Fashion Week, has the ball rolled. Now she has created private enterprises, and tariffs, commercial.
Because the last year has offered many exciting partnering and sponsorships, are the start of a as a natural step, ” says Gimnes.
On a visit home in Oslo, she does a chronological review of your career so far: In the summer, she won the competition Designer for Tomorrow – in the fight against the 220 competitors. A part of the prize was a work placement at the fashion house Janard in Düsseldorf. Through this collaboration she gets help for pr, marketing and outsourcing of their brand. It has added to ensure that she can create both an experimental and a commercial collection. The former should be shown during the Berlin Fashion Week in June. In august starts she the production of the commercial collection.
- Norwegian moteskaper, graduated from the London College of Fashion in 2015.
- Has won the following awards: Designer for Tomorrow, Remix Bronze Award, the British Fur Trade Association.
- Was of the New York Times designated as “ten fresh out of school fashion school designers to watch” in 2015 – and was thus show the collection during London Fashion Week.
- Showed the collection during the Oslo Runway in 2016.
- Working to showcase the collection during the Berlin Fashion Week in June.
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– do you Have the ambition of a Edda Gimnes-chain?
I don’t think the future is stores. If a customer wants to purchase this sweater on the web, ” says she, and pulling in a pastellblå sweater:
– So the customer can for example choose which patterns they will have the knitted in.
Gimnes also explains its forward-looking business model with how little she is left with the by selling the clothes through the dealer.
She believes much of the success of her date due to a offensive stance.
I have been told that I talk a lot, and I have met people who doubt the talent is mine, but if I don’t believe in what I do, is it just to pack a suitcase and go home, ” says Gimnes.
Traditionally staid
Editor for global entrepreneurship in Innovation Norway, André, We recommend that Norwegian companies in the early strikers competency for international competition.
the Competition in a global market is grueling, both when it comes to the customers attention or investors ‘ money. Then it is important to set well-prepared, ” says We.
He says the Norwegian start-up companies often are perceived as solid, but occasionally even staid.
– The need to increase the commercial skills. To commercialize and scale a company requires that you are able to adjust course along the way and adapt the market. It often requires a lot of money, say We.
He believes it is important that businesses have the skills required to obtain the capital, and points to the ability to build networks and get in touch with the right investors as the key properties.
for example, This means to speak clearly and convincingly about the concept. Here is the speech and presentation techniques is important, says We.
“They love people who dare”
– They set the price that I was “on it” and positive, says Gimnes about when she was on the interview for the internship.
She had called and emailed a two-digit number of designers, and got three interviews.
– The first few times I called, was so uncomfortable, but after each call I became more aware of what they wanted to hear, ” says Gimnes.
Even though she was competing with classmates who, according to the Gimnes was better than her both to sew and to work in Photoshop, got Gimnes offer all three praksisplassene. She thanked yes to the internship at the scottish London-based designer Jonathan Saunders.
Edda Gimnes did not affect the teachers who thought she should change the style. These images are from our – and sommerkolleksjonen her for 2017. All photos: Simon Skreddernes
In an industry with a lot of competition is Gimnes careful not to make use of the possibilities that opens up. Now the last time she sent mail and thanked the journalist in the New York Times, who appointed her to one of the top ten talents to watch. In the same way, she gave the journalist a status update about his new collection.
– I like that you can send a mail to the magazine like id or troops up at the offices of Vogue and ask if there is someone who has the time to look at the collection my, ” says Gimnes and add:
They love the people who dare.
Want to get ambitious company
the Impression that the Norwegian entrepreneurs are robust, but also staid has Innovation Norway based on the meetings with the entrepreneurs who have participated in gründerprogrammene, as well as feedback from investors, mentors and the organization’s network.
We think this traustheten trades that norwegians have a lack of culture to stand up for themselves.
” We have a tradition for being a bit meek, say We.
– It is the norwegians who have developed the cutting-edge GSM technology, but it was the finns with Nokia, and the swedes with Ericsson, who built business models, says We.
He adds that there has been a tremendous aktivitetsøkning in gründermiljøene since this example.
– We see a record number of “start-ups”. Now we must have the ambition to create a record number of “scale-ups”, with Norwegian oppstartsselskaper that has the ability to commercialize and scale their own solutions internationally, ” says We.
Less jantelov at 90-tallsgenerasjonen
Lecturer Tor Haugnes agree with We that you a boy, and characterize the Norwegian start-up companies.
We love sportsmen who are high on themselves and create non-traditional markedsføringsmodeller for brands. But Norwegian entrepreneurs, which behaves like a Solan Gundersen, being turned down, ” says Haugnes.
He believes, however, 90-tallsgenerasjonen is much less marked of the you a boy.
Those who are born in the 90s, is raised in a more internationalized context, with tv and the internet – in addition, they have traveled a lot. Their expectation of the international market is more realistic, ” says Haugnes.
He is responsible for entrepreneurship and the economy bacheloren by BI, and believes the most important priority oppstartsselskaper do, is to decide for whom they will be working together with, secondly, where they want with the business idea.
– It is not just set to on the plane to America and believe that they will be great. Those who are there, are there because they have had luck and that the timing is right, ” he says.
– Create a good business model, building a multi-disciplinary team, have the customers and the capital before you travel, recommend the Tor Haugnes.
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