Elsa Hosk, the Swedish supermodel and former Victoria’s Secret Angel, has made waves in the fashion world beyond her modeling career. In 2022, she launched her brand Helsa, which quickly gained traction and became a staple on retail platforms like Revolve and FWRD. The launch of Helsa marked a significant moment in Hosk’s evolution from runway model to entrepreneur and designer. Through partnerships with major industry players like Revolve and a strong personal brand built on Instagram, Hosk has successfully transitioned into the business world while maintaining creative control over her new venture.
Hosk’s journey into fashion wasn’t entirely planned, even though it always lingered in the background as a goal. While she initially became famous for her modeling career, Hosk always saw it as a stepping stone toward a larger goal: fashion design. Her love for fashion can be traced back to her childhood, where she would create her own clothes and experiment with different styles. Her mother, a skilled hobby seamstress, and her grandmother, a knitter, inspired her passion for making clothes from scratch.
Growing up, Hosk regularly experimented with her wardrobe, creating unique pieces, such as homemade blazers, that helped her stand out. She viewed fashion as her ultimate destination but didn’t have the confidence or the opportunity to dive directly into it. Instead, she embraced modeling as a way to learn about the fashion industry from within.
Though she did not attend business or design school, Hosk used her modeling career as a form of nontraditional education. Over her nearly 25-year modeling career, she was immersed in every aspect of fashion, from observing the work of stylists and photographers to understanding how different fabrics moved and how clothing was designed. She learned invaluable lessons from the people around her, including CEOs and creative directors. This knowledge served as the foundation for her eventual transition to the business side of the fashion world. For Hosk, modeling wasn’t just a career—it was her education in fashion design and entrepreneurship.
Launching Helsa was a calculated move, and Hosk partnered with Revolve to give her brand the platform it needed to succeed. However, she was careful to negotiate a deal that allowed her to maintain full control over her brand. She acknowledged that while Revolve’s aesthetic didn’t fully align with her own—Revolve is known for its party-focused, trendy styles—there was a lot to be gained from working with a company of that size and reach. Revolve is a billion-dollar company, and Hosk knew that working with them could help her learn valuable business lessons and provide the infrastructure needed to build Helsa into a major brand.
Before entering into the partnership, Hosk did her homework. She spoke with a lawyer and consulted with people who had experience in similar ventures, learning from their mistakes and successes. Hosk took a bold approach, presenting her dream scenario to Revolve’s executives: she wanted to own 100% of her brand and work with them for three years to see how the partnership would unfold. This negotiation allowed her to retain complete creative control over Helsa while benefiting from Revolve’s extensive resources, such as their connections to factories and access to funding.
The partnership proved successful for both parties. While Helsa’s designs were initially different from Revolve’s typical offerings—Hosk’s collection featured oversized pieces and long sleeves, whereas Revolve is known for its more fitted and flashy designs—the collection resonated with consumers. The collaboration demonstrated that brands could maintain their unique identity while working with major retailers like Revolve. In fact, Hosk believes that Revolve learned from her approach just as much as she learned from them, making it a mutually beneficial partnership.
In today’s digital age, social media is a powerful tool for businesses, and Hosk has used her Instagram following strategically to build Helsa. With 8.6 million followers, Hosk already had an engaged audience that trusted her taste and style, making Instagram an ideal platform to promote her brand.
Hosk’s approach to Instagram has always been thoughtful and calculated. She understood that her following came primarily from her work as a Victoria’s Secret model, where bikini and lingerie photos were the norm. However, as she began thinking more seriously about launching her own fashion brand, she shifted the content she posted on her Instagram account. Instead of posting bikini photos and focusing on her body, Hosk started sharing more fashion-forward images that aligned with her personal style and vision for Helsa.
This shift in content helped her build a following that was interested in her fashion sense rather than just her modeling career. Hosk also took advantage of Instagram’s interactive features, such as polls, to engage with her audience and gather insights. For instance, she polled her followers to gauge how much they would be willing to spend on her products. This level of interaction not only helped her better understand her audience but also showed that she had a keen business mind and was thinking about her followers as potential customers.
Hosk believes that anyone with a strong Instagram following has the potential to build a business. In her case, her Instagram audience became an integral part of Helsa’s success. By consistently sharing fashion content and staying true to her brand, she was able to cultivate a loyal following that was excited to support her transition from model to designer.
Helsa is still a relatively new brand, but it has already made a significant impact. Hosk’s ability to stay true to her aesthetic, even while working with a major retail partner like Revolve, has set the brand apart in the crowded swimwear and fashion markets. Helsa’s oversized designs, earthy tones, and minimalistic style are a reflection of Hosk’s personal taste, and they have resonated with consumers who are looking for something different from the typical fast-fashion offerings.
As Helsa continues to grow, Hosk is focused on maintaining creative control and staying involved in every aspect of the brand. She believes that her hands-on approach is one of the reasons for the brand’s early success. Whether it’s choosing fabrics, overseeing production, or engaging with her Instagram audience, Hosk is committed to building a brand that reflects her vision and values.
In the future, Hosk hopes to expand Helsa beyond its current offerings and continue pushing the boundaries of what a swimwear and fashion brand can be. Her goal is to build Helsa into a billion-dollar company, and with her drive, business savvy, and creative vision, she is well on her way to achieving that goal.
Elsa Hosk’s journey from supermodel to successful entrepreneur is a testament to her determination, creativity, and business acumen. By leveraging her years of experience in the fashion industry, her strong Instagram following, and a strategic partnership with Revolve, Hosk has built Helsa into a brand that is both stylish and authentic. As Helsa continues to grow, Hosk’s vision for the future remains clear: to create a brand that empowers women and showcases her passion for fashion in every piece she designs.