THE UPCOMING​ ELLEN HODAKOVA

The Birth of HODAKOVA

The Stockholm based fashion brand that was founded in 2021 by Ellen Hodakova Larsson has already revolutionized the industry. Just shortly after graduating from the Swedish School of Textiles the founder decided to create her own brand and in just a few short years, Hodakova has become a prominent figure in the fashion world. Her presence on the runways of Paris each fall has been nothing short of captivating, drawing the attention of A-list celebrities like Kylie Jenner and Julia Fox.

 When establishing her own brand, Ellen Hodakova didn’t have any prior experiences in other brands and a reference on how to manage a label. She wanted to take her own approach and define what success looks like. Furthermore, since the beginning her focus has always been on her values and purpose as well as shaping the future rather than making a lot of money.

Her Approach

The Swedish fashion designer specialise on upcycling and having a unique, innovative approach to this. While a lot of new and upcoming brands have implemented upcycling into some elements of their production, Hodakova only uses deadstock materials and vintage accessories to make their garments. Her approach to innovation and reviving the past is very alike to Martin Margiela, who has crafted completely new designs out of deadstock garments.

Daring Designs – Making Statements

Ellen Hodakova gained attention with her daring designs such as a bra in the form of two spoons that was presented during their FW 23 fashion show and a top made entirely of vintage watches. Their runways have included dresses made entirely from bras facing different directions, a dress made from plastic resembling saran wrap, a dress made entirely from belts hanging downwards, a handbag covered entirely in vintage Gucci belts and finally, a pair of knee-high boots also covered entirely in belts.

Despite all Hodakova’s influence extends beyond her striking runway looks. Her classic Hodakova purses have become a staple accessory among the fashion-forward elite and have left an indelible mark on the fashion scene. Her unique and innovative approach to upcycling has set her apart from the crowd.

The emerging designer produces garments ranging from dresses, pants, skirts, tops and handbags. These products reflect and highlight the brand’s eccentricity and uniqueness, primarily through the bold and unconventional designs.

Upholding Environmental Responsibility

Hodakova’s commitment to environmental responsibility shows that style and sustainability can coexist harmoniously in the world of fashion. ​The founder of the fashion brand stated that materials that age well will have a higher value since they have a story and telling stories is a way to communicate and connect to each other.

Ellen Hodakova is continuously trying to find new ways of creating where new materials are never required. During our talk she said ‘The world doesn’t need another designer. There’s enough. What it does need are more innovators that are pushing the boundaries.’ Her way of thinking is an approach to fashion that has already shaped the future.

Countering Mass-Production

Ellen Hodakova stands as a shining example,​ demonstrating that upcoming brands and designers can achieve remarkable success without resorting to mass-producing factories that harm our environment. Her production process is very different from other brands since everything is upcycled and requires a lot more time and care.

 Fast fashion is dominating the industry and has led to a fast-paced consumption from clients. The young designer has expressed her frustrations regarding this topic and emphasized the need of slowing down. While other brands only have growth and sales in mind, Ellen is dedicated to creating a more sustainable, stylish, and eco-friendly fashion industry.