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OW Collection Founder Sonja Davidsen On Building a Fashion Brand From the Faroe Islands to Los Angeles
INTERVIEW
The first time Sonja Davidsen drove down Melrose Avenue, she said to herself, “One day, I’m going to have a store here.” She put it on her vision board and, five years later, opened OW Collection’s flagship in Los Angeles. It was a long way from the Faroe Islands, where she knitted her first sweater at six, and from 2016, when she launched the label as a line of comfortable, wireless intimates. Today OW Collection is a full womenswear brand worn by Gwen Stefani, Tyla and Charli D’Amelio. Here, Davidsen talks Scandinavian minimalism, Bali escapes, her five favourite hotels and a debut collection of handmade Faroese sheepskin jackets.
All images are courtesy of OW Collection.
You grew up in the Faroe Islands, surrounded by family members who were involved in making clothes. How did your upbringing influence your relationship with fashion, and did you always know you wanted to build a career in the industry?
Creativity has always been a big part of my family. My grandparents made traditional Faroese national costumes, my great-grandmother was a talented dressmaker, and my mother would often sew my outfits when I was growing up. I even used to join her at evening pattern-making classes when I was little.
I remember knitting my first sweater when I was just six years old, with my mother and grandmother helping me put it together. I think that's really where it all started. I would have an idea or a vision of something I wanted to wear, and they would help me bring it to life.
Several other family members also work in fashion and creative industries, so I guess you could say it runs in my blood. Growing up in the Faroe Islands also gave me a strong appreciation for craftsmanship and creating things by hand. I didn't necessarily know I would end up building my own fashion brand, but looking back, I think the creative path was always there. I just found my own way of following it.
You founded OW Collection in 2016, initially focusing on intimates before expanding into womenswear and occasionwear. What inspired you to start the brand, and how has your original vision evolved over the years?
At the time, I was working as a model and noticed a gap in the market for underwear that was both comfortable and beautiful enough to become part of your outfit, rather than something you needed to hide.
The idea was to create intimates that could either blend seamlessly under clothing or become a visible part of your look, with delicate strap details designed to peek out from under tops or above waistlines. We focused on wireless designs in simple XS–XL sizing instead of traditional bra sizes, making them more effortless and accessible. We also introduced bodysuits in a wide range of neutral shades that could be styled as tops, blurring the line between underwear and ready-to-wear.
As the brand grew, our customers naturally started asking for more. What began with intimates evolved into a complete womenswear collection, including going-out pieces, outerwear and occasionwear. Looking back, I think the vision has always been the same: creating pieces that make women feel confident, comfortable and beautiful. The way we express that vision has simply evolved alongside our customers and their lifestyles.
OW Collection combines Scandinavian minimalism with a more expressive, Los Angeles-inspired aesthetic. How would you describe the brand's identity, and what do you want women to feel when wearing your designs?
I love the simplicity of Scandinavian design, but I also love the confidence and expressive energy of Los Angeles. For me, OW Collection is about bringing those two worlds together. I love clean silhouettes, understated details and pieces that feel effortless but still make an impact. It's about finding that balance between minimalism and femininity, creating something that feels elevated without looking like you're trying too hard. Ultimately, I want women to put something on and instantly feel confident, without having to overthink their outfit. I believe the right piece can completely change how you feel and carry yourself.
Your designs have been worn by celebrities including SZA, Tyla and Charli D'Amelio. How have these celebrity relationships helped grow the brand, and what does it mean to see your designs worn by women around the world?
It's always exciting to see someone you admire wearing something you've created. Celebrity placements have definitely helped introduce OW Collection to a wider international audience, especially in the US.
But what means the most to me is seeing women around the world choosing to wear our designs for special moments in their lives. Whether it's a celebrity on stage, someone celebrating their birthday, or a woman getting dressed for an important event, it's an incredible feeling knowing that something we created has become part of their memories.
Opening your flagship store in Los Angeles was a major milestone. How has expanding internationally changed the business, and which markets are you particularly excited about at the moment?
Opening our store in Los Angeles was actually something I had manifested five years earlier. I remember visiting LA for the very first time, driving down Melrose Avenue and saying to myself, "One day, I'm going to have a store here." I even added it to my yearly vision board, so seeing it become a reality five years later was an incredibly special moment.
I've always loved travelling and seeing how women dress in different parts of the world. It's fascinating how fashion changes from one city to another, and I find so much inspiration in that. Being able to bring OW Collection into multiple international markets has been one of the most rewarding parts of building the brand.
The US continues to be an important market for us, and I'm also excited about the opportunities across Europe. My focus now is on growing the brand thoughtfully while staying true to our identity.
As both founder and creative director, how do you balance the creative and business sides of running a fashion label? What has been the biggest lesson you've learnt as an entrepreneur?
I think this is one of the biggest challenges of being a founder, especially when you're naturally a creative person. I love designing, developing concepts and bringing ideas to life, but running a fashion company requires you to understand so much more than the creative side.
Over the years, I've learned to surround myself with people who are stronger than me in certain areas, so I can focus my energy where I add the most value. One of the biggest lessons I've learned is that you can't be emotionally attached to every idea. As a creative, that's sometimes difficult, but building a successful business means knowing when to trust your instincts and when to listen to the numbers.
I've also learned that you have to be willing to evolve. What worked three years ago might not work today. You have to stay curious, listen to your customers, and be willing to make difficult decisions. Ultimately, a great idea is only as valuable as your ability to execute it.
When you're not working, where do you go to switch off and recharge? Do you have a favourite destination you return to whenever you need a break?
I absolutely love travelling, but Bali has become a very special place for me. My husband and I spend a lot of time there, and I love the slower pace of life. It's where I can focus on my health, spend time in nature and recharge creatively.
Hawaii is another place close to my heart, especially since my husband grew up there. I absolutely love the climate. The weather always feels perfect, and there's something about the combination of warm sunshine, lush nature and the ocean that makes it so special. Life feels a little slower there, and it's one of those places where I can truly switch off and enjoy the moment.
But the Faroe Islands will always be home and one of my biggest sources of inspiration. From the natural colour palettes and traditional sheep furs to the contrast between raw landscapes and refined craftsmanship, so much of my creative inspiration comes from there. I also love returning to spend time with family and reconnect with my roots. Each place inspires me in a different way, and I think that balance is something I naturally bring into my work as well.
Having travelled extensively, what are your top five favourite hotels in the world, and what makes each of them special to you?
I've been fortunate to stay in some beautiful hotels around the world, but for me, it's not necessarily about luxury. It's about the atmosphere, design, service and how a place makes you feel. These are five of my favourites:
The Georgian, Santa Monica, Los Angeles
I stayed at The Georgian while we were building our OW Collection store in LA, so it holds a special place in my heart. I love the Art Deco interiors, the old Hollywood charm and especially the service. It feels incredibly warm and homey. We also shot one of our Spring/Summer campaigns there, which made it even more special.
Nimb Hotel, Copenhagen
My absolute favourite hotel in Copenhagen. It feels like stepping into a little fairytale in the middle of the city. The interiors are beautiful and full of character, and I love that it's connected to Tivoli Gardens. There's something magical about it, especially during the festive season.
The Ritz-Carlton, Laguna Niguel, California
I had such a wonderful time here. The hotel sits above the Pacific Ocean with the most incredible coastal views. I love the combination of beautiful surroundings, fresh ocean air and relaxed California luxury. We also shot an OW Collection campaign here, and the setting was the perfect backdrop.
The Apurva Kempinski, Bali
Whenever we're in Bali, we love visiting The Apurva Kempinski and sometimes staying there for a little getaway. The resort is almost like a little city of its own, with incredible architecture, beautiful surroundings and so much to explore. It's also one of our favourite places to bring family and friends when they come to visit. I love spending time at the beach, enjoying the different activities and especially their Sunday brunch. There's always something to do, and it feels like a little holiday within our Bali life.
Le Royal Monceau Raffles Paris
I stayed at Le Royal Monceau during Paris Fashion Week and absolutely loved it. The hotel has such a unique atmosphere, with artistic interiors and incredible mirrored bathrooms. I love the darker, slightly mysterious mood mixed with Parisian elegance. It feels glamorous yet incredibly comfortable.
Is there a destination you've always wanted to visit but haven't had the chance to yet? And what's next on your travel wish list?
Japan is definitely at the top of my list! I've wanted to visit for such a long time but somehow haven't had the chance yet. I'm fascinated by the culture, architecture, fashion and incredible attention to detail.
One of our factories is Japanese-owned, and I've always been so impressed by their advanced machinery, precision and craftsmanship. Working with them has given me an even greater appreciation for Japanese craftsmanship, and I'd love to experience that design culture firsthand.
I also love how Japan balances tradition with modern innovation. And Japanese cuisine is actually my absolute favourite, so experiencing the food scene there is something I'm especially excited about. Hopefully, I'll finally make it there soon!
Finally, what can we expect from OW Collection over the next few years? Are there any exciting new markets, collections or projects on the horizon?
We're entering a really exciting chapter with OW Collection. My focus is on continuing to elevate the brand, with an even stronger emphasis on quality, fit and creating pieces that women genuinely love wearing. We're also exploring new opportunities for international growth and collaborations, while staying true to our identity.
One project I'm particularly excited about is something very close to my heart. We're preparing to launch a collection of one-of-a-kind, handmade jackets using Faroese sheepskin. It's something I've dreamed of creating for years and have been working on for a long time.
In the Faroe Islands, sheep farming is an important part of our heritage, with approximately 55,000 sheep slaughtered for food each year. I've always been fascinated by the beautiful natural sheepskins and the opportunity to give more of these materials a purpose. Every jacket is handmade in the Faroe Islands using locally sourced sheepskin, combining traditional Faroese craftsmanship with our contemporary design aesthetic.
For me, it's about creating something beautiful and lasting while making thoughtful use of the resources we already have. In a way, it brings everything full circle, from growing up surrounded by craftsmanship in the Faroe Islands to bringing those traditions into my own designs today.
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