Murlong Cres Defines Nordic Demure
Image Credit: Vogue Scandinavia
The Most Coveted Scandi Style Label
Norwegian designer Kaja Høglund transformed her career from graphic designer to self-described "absolutely not a fashion designer" Designer—but her vision has captured the attention of major off-duty style as well as a big following on TikTok. Her demure white dresses have been seen on Elsa Hosk, Sidney Sweeney and Matilda Djerf (the designer behind sustainable brand Djerf Avenue).
This year was the brand’s Oslo Runway debut, with the designer creating a cohesive collection of white dresses boasting bows, bustiers and innocent Angelic moods inspired by the cottage-core trend.
BTS: Backstage at the Murlong Cres Show
Murlong Cres’ collection is an unexpected angelic delight that started as a passion project out of the darkness of the pandemic. And the label certainly doesn’t follow fashion norms: the brand doesn’t follow traditional fashion cycles, instead they flipped the script — releasing limited edition designs when they’re ready. The scarcity has made the ethereal dresses even more popular on social media.
Her debut at Oslo Runway has made Kaja Høglund one of Norway’s most promising designers. "This collection stays true to the essence of my previous work, as it marks our debut on the runway," Høglund shared to Vogue Scandinavia before the show. "We want to highlight the key elements that define our brand. While we’ve introduced some new styles, each one draws inspiration from our bestsellers."
Her runway debut was set against the opulent backdrop of Oslo's Grand Hotel, juxtaposing what the designer calls “slow fashion” and an offshoot of quiet minimalism—paying homage to the tradition of the Scandinavian design ethos. The show featured stark demure white dresses married with a vintage and nostalgic feel, with a "celebration of silk" in all its "fluidity, sheen, and unmatched luxury." Vogue Scandinavia interpreted the collection as “a modern reinterpretation, with romantic cottage-core elements like pleated busts, bows, and laced-up bustiers.”
The designer chooses her materials carefully — "for this collection, I primarily chose silk and cotton, as these fabrics have been the cornerstone of my brand since its inception," Høglund explains. Among the standout pieces, Høglund highlights the Elsa maxi-dress and the Elsa bustier — two bestsellers she created with Swedish supermodel Elsa Hosk in mind. The designs are almost a narrative with a story to tell. "When I think of these pieces, I imagine them being worn everywhere – from a casual picnic in the park to a glamorous wedding. Their versatility truly knows no bounds," she says.
View the complete SS25 collection below:
