Ellen graduated from the Swedish School of Fashion’s BA Fashion Design program in 2019, showing a horse riding-inspired graduate collection at Copenhagen Fashion Week AW20. The show focused on the reimagining of the traditional sport of equestrianism and its attire, through upcycling, deconstructing, and repurposing garments. Her graduate collection landed her a place as a finalist at the 2019 Designers’ Nest awards and led to a collaboration with Weekday back in December, in which she transformed bras into skirts; gloves into tops.
Come spring 2020 and Ellen is launching HODAKOVA. A first offering came in December’s debut collection, featuring upcycled printed t-shirts and Ellen’s signature deconstructed suit designs with a distinct element of playfulness. Think crossbows for bag handles and wellington boots with painted toenails on them. There is a certain sharp humour in how HODAKOVA repurposes and reimagines what clothing can be, sustainably finding a new function in already existing materials and breaking the constricting minimalist expectations often placed on Swedish designers.
We spoke to Ellen about HODAKOVA and the sustainable mindset at the core of the brand.