From runway regular to budding fashion mogul, Elsa Hosk has parlayed her profile in the industry into the runaway success that is Helsa. One of the most commercially successful brands to ever hit Revolve and FWRD, the line is rooted in a slower, more mindful approach to getting dressed—the name also nods to the Swedish word for health, halsa—and places a focus on timeless pieces in sustainable fabrics that are made to last.
The label is a culmination of what the last two decades have looked like for Hosk. Now that she's a mom enjoying the more chill pace of life in Los Angeles, she’s letting her designs do the talking. “Since I’m shy, [my personal style] helps me communicate with the world and feel comfortable; it’s almost like an armor that allows me to stay true to myself,” she tells Coveteur.
Keen to know what makes the influential tastemaker tick, Coveteur caught up with her to chat about failsafe outfit ideas, what's next for Helsa, and how she finally learned how to dress for herself.
Helsa
In what ways did your Swedish upbringing shape your taste and style?
Growing up in Sweden, we didn’t have the options we have today, or access to all the international brands. I remember borrowing magazines from my friend’s mom and trying to recreate the looks I saw at home. My mom taught me how to sew, so I would make clothes inspired by runway photos from Vogue. I think that lack of access sparked my creativity. I loved having things that were different from the other kids. Sweden, like any small place, has a culture where everyone wore the same things, and I just wanted to stand out. Now that I’m older, I recognize that the values of Swedish style and design codes—well-made, nature-first, and timeless pieces—are still deeply ingrained in me. I’ve always loved and appreciated these core elements of how Swedes dress, which I’ve now worked to incorporate into Helsa.
What are some other Swedish or Scandinavian philosophies or attitudes towards getting dressed that you like to refer to today?
Swedish design has always been practical. We have harsh winters, so fabrics need to be functional and durable. There’s also a cultural tendency to blend in rather than stand out, which often results in muted, nature-inspired colors. My mom was the type to carefully check fabric compositions and value natural materials and garments that could last. That has definitely influenced how I dress, shop, and design—I like to focus on timeless, well-made pieces that endure.
How has your relationship with personal style changed since your earliest years in the industry as a model?
In some ways, it’s come full circle with Helsa. I started modeling at 13, and in those early days, I didn’t have the money to buy anything but vintage. Back then, you could find amazing pieces for nothing—red line Levi’s, ’70s coats, and ’90s dresses from flea markets or the Salvation Army. I’d tailor or reconstruct them to fit me. When my career took off, I started mixing vintage with designers I admired. Now, with Helsa, I’m back to creating clothes. Personal style has always been a way for me to express who I am. Since I’m shy, it helps me communicate with the world and feel comfortable, almost like an armor that allows me to stay true to myself.
Helsa
Helsa
Did becoming a mom change your style?
I probably have less time now, so I’m less creative in my everyday style choices! I dress more practically because everything gets dirty when you’re playing with kids. But honestly, moving to LA changed my style more than becoming a mom. Nobody dresses up here, and I miss that about New York—putting on a cute outfit just to grab coffee or walk around the city! LA’s style is much more laid-back, but I still resonate with wearing a full look—a great coat and a heel.
What silhouettes and colors are you most inspired by right now?
I’ve been really inspired by color lately. I’m moving away from an all-neutral palette and exploring collections with vibrant pops of color. We’re currently fitting Fall 2025, and it features some of my favorite pieces in stunning shades—think: a modern take inspired by the ’70s…
Oooh. We’d love to know, what are five pieces in your closet that you reach for the most?
Vintage Levi’s—always!—or Saint Laurent denim. Helsa white t-shirts in various shapes; we have a beautiful t-shirt program that I rotate regularly. For jackets, I can’t decide between an emerald green Miu Miu leather jacket or a Helsa Italian wool coat. And then my vintage Hermès croc loafers!
Helsa What’s a failsafe outfit you turn to for day and night if you’re in a rush and need to impress?
For day, vintage jeans, a nice belt, loafers, and an oversized blazer with a beat-up Hermès Kelly. It’s classic and always chic. For night, I’d go with a simple black Tom Ford-era Gucci dress and Elsa Peretti bangles.
What do you know now about your personal style that you wish you knew when you were younger?
Sometimes I feel it’s the other way around—when I was younger, I didn’t care what anyone thought. I’d wear the craziest outfits to school and set my own trends. I try to channel that feeling now because when I trust my instincts and dress for myself, I always feel better. I wish I had known back then how much that curiosity and confidence would shape my career. I would have reminded myself to keep exploring and enjoying dressing just for myself.
Is there anything in particular you’re most excited for in 2025 with Helsa?
We’ve designed most of the 2025 collections already, and I’m feeling more confident and in my groove with each new collection. There are some really special drops coming that feel so authentically Helsa. I’m excited for our customers to see what we’ve been working on—I think they’re going to love it!
Exciting. What’s one thing you think all the cool girls will be gravitating towards and wearing in 2025?
Classic pieces in cool, funky "off" colors as a fun accent to their everyday style.
