Camilla Pihl: – I think fashion should be effortless

“I’d describe the Camilla Pihl brand as very effortless fashion,” says designer and entrepreneur Camilla Pihl, who took time to chat with Styletalkmagazine during Oslo Runway.

“These are clothes that are easy to wear and that work seamlessly with what you already have in your wardrobe. I want to make it easy looking good, and to design pieces you can easily dress up or down,” she adds.

That message no doubt strikes a chord with pragmatic Scandinavian consumers, and sales figures suggest Pihl and her team have indeed unlocked the formula for commercial success. Her upcoming collection radiates Nordic summer: spanning from basics to party dresses, and outerwear in soft pastel prints, delicate lace and embroidery, alongside denim, leather and knitwear.

But Pihl doesn’t just design clothes. She has built a full-fledged lifestyle brand that includes Atelier Camilla Pihl, a home interiors line created in collaboration with Kid Interior; and Camilla Pihl Cosmetics, which she has been developing for nearly eight years.

“Yes, it really covers almost every aspect of my life,” she smiles. When it comes to design, she is hands-on with the design process.

“Oh, 100 percent. I’m the creative director, and I work closely with a team of four – five designers to shape the identity of my brand. We also have a pattern designer, and people who focus on jewelry and accessories,” she explains.

As for the typical “Camilla Pihl woman,” Pihl believes the target audience is broad.

“Absolutely. I think we appeal to everyone, from very young women to their grandmothers,” she says, and picks out a white, embroidered blouse with a romantic, nostalgic feel from one of her racks. “A piece like this can be worn by both, whether styled with a skirt or denim, ideally paired with some of our jewelry.”

This year, as in years past, Oslo Runway has attracted both Norwegian and international press.

“For us, Oslo Runway is a wonderful opportunity to be noticed by people who may not have discovered us otherwise, and also to mingle and make connections,” says Pihl, who graciously hosted a lavish garden lunch to unveil her Spring/Summer 2026 collection.

Dressed head-to-toe in her own designs: white top, white jeans combined with a caramel-toned jacket in buttery suede, she is reluctant when asked to pick favorites from the new collection. It is like asking a mother to choose between her own children.

“I love this jacket I’m wearing today, or the whole outfit, really. I also adore denim, especially the pink denim we’re launching for next year, which is a really fun idea. And since summer evenings can get chilly, this knit sweater will be just perfect,” she adds with a smile, showing a loose-knit yellow and while jumper.

Camilla Pihl was one of Norway’s earliest fashion bloggers in the 2000s. She has since designed jewelry, launched beauty lines, written a book, and founded a digital magazine. Since introducing her first fashion collection in 2019, her brand has experienced rapid growth and, according to Pihl, is now the fastest-growing fashion label in Scandinavia. Beyond Norway, her collections are sold in about 100 stores across Europe, including the Benelux countries and Sweden.

Earlier this year, Norwegian newspaper Dagens Næringsliv reported that Camilla Pihl Fashion Group is now primarily owned by Holzweiler, which repurchased its former stake from a Chinese investment fund. The other major shareholder is Peters & Pihl Holding.

“It’s been an incredible journey, and I expect we’ll hit 100 million NOK in turnover this year,” Pihl says, allowing herself a moment of pride. “Yes, I think it’s okay to give ourselves credit. We’ve had a huge boost, and I think we’ve done really well. But there are also many other Norwegian brands doing amazing things. There’s so much exciting energy in Norwegian fashion right now.”