Elsa Hosk Designed A New Sustainable Collection With J Brand And We Want It All

The Swedish model on killing it on the 'gram and what makes the perfect pair of jeans

Elsa Hosk

Photo: J. Brand

If you’re one of Elsa Hosk‘s 5.4 million Instagram followers, you know that she’s not just another model who posts all of her editorials and covers—this is a girl who loves fashion and wears it. Her images are fun and cool and a little off-the-cuff, the kind of French hotel room shots and NYC street style images that get reposted by lesser-followed “influencers”. She wears vintage Dior, Gucci and Fendi, along with current Saint Laurent suits and inexpensive brands like Reformation. Hosk has also dipped a toe in designing and collaborations. The latest on the docket is an 11-piece sustainable collection with model-favorite denim label J.Brand—and it’s good.

The new line, called the #LittleJean collection—following a successful #LittleBlueJean and #LittleBlackJean collaboration with former Kardashian assistant and social media darling Stephanie Shepherd—is comprised of a leather blazer and five pant styles, including a ’70s-inspired high rise, a classic vintage pair, and an ’80s cut with added hardware.

Related article: Are Your Jeans Creating An Eco Disaster?

Elsa Hosk

Photo: J. Brand

As for the sustainability element, the brand went for it. There was an average 90% water reduction used during the wash process, manmade eco stones were used, eliminating the need to incorporate mined pumice stones, a natural resource from the Earth that results in large amounts of post-use waste—which is ultimately discarded in our oceans—and all tags, trims, and hardware are made of recycled and/or sustainably sourced materials.

Hosk oversaw the design and creative of the collection (which ranges in price from $248 to $1298) including the lookbook, photographed by Zooey Grossman. Read about Hosk’s inspiration, her influencer status, and how her hometown Stockholm style melds with her NYC life.

What do you look for in great denim?

For me a great jean is about the whole package—it’s got to have the fit, the wash, the cool-factor and flatter my body. In this collection it was so important for me to do a few different styles for every woman to feel great and comfortable and look amazing. Denim is so personal! Not everyone looks good in one jean, so I really tried to make something for every woman regarding both fit and style.

What’s your ideal denim silhouette?

I think I’ll be living in loose denim for a while. I’m in love with the wide ’70s style (the Monday Jean) and the round ’80s style in this collection (the Playday Jean). Oh and the straight gray jean (the Sunday Jean) has been my go-to ever since I got the sample.

How would you describe your style?

Mix and match, vintage and designer together, comfortable, unique!

What was your vision for this collection?

To make a bad-ass collection for every woman! I wanted every jean to be cool but wouldn’t go out of style, have modern shapes and vintage looking washes, and be comfortable while flattering!

What is your favorite piece?

It’s so hard to choose but I love the leather pieces and the round ’80s style (the Playday Jean) and the straight gray jean (the Sunday Jean) that I live in every day.

How would you style it?

I’ve been styling the jean with little crop tops , sweatshirts, sneakers or strapped heels.

Has living in the US influenced your style? If so how?

In the US the style is very laid-back and casual, a bit more influenced by sport than Europe.

Related article: 14 Sustainable Fashion Brands To Know And Shop

Elsa Hosk

Photo: J. Brand

How does it compare to Stockholm style?

I haven’t been there a lot in the past years so I’m sure it’s changed but people really love fashion and wear a lot more tailored and structured pieces. I used to have so many nice structured coats that just feel too dressy on the streets of New York. I think the weather also influenced Scandinavian style a lot so people wear a lot of gray, black, and white.

You’ve become a fashion influencer on social media, how do you feel about that role?

I’m ok with that because I love fashion! I love finding vintage pieces and mixing it with my designer wardrobe. I’ll wear a 20 dollar vintage dress with a Vuitton chunky sneaker. That’s my favorite way of dressing, something a bit off but it still goes together somehow. I wear a lot of color because it makes me happy.

What’s your approach to Instagram? How often do you post? Do you plan content?

I never plan anything so all my posts are pretty organic. I try to snap a cool photo on my way to an event or when I’m out to lunch with my boyfriend, or after work, I never let it take more than five minutes. I don’t look for good locations, just if I happen to walk by something and it doesn’t seem like it would take up too much of my time. I don’t really have time to plan my Instagram ’cause I’m always working so it has to be on the go, which I think makes it look a bit more real too, because it is!

How would you describe what’s in your closet right now? What’s the mix?

Just too much stuff! But a lot of oversized blazers and little simple strappy sandals, vintage Chanel and new Prada!

In your years of modeling what did you learn about posing for a photo effectively?

To know your angles and face expressions.

Related article: Bazaar’s Ultimate Survival Guide To Festival Fashion

Elsa Hosk

Photo: J. Brand

Do you treat how you pose for Insta differently than a modeling job?

Yas definitely! For Instagram I just try to make it in the moment kind of more real-life moments and more natural poses, and for fashion it can be that or very extreme.

Do you see more designing in your future?

Definitely more to come I hope! I have so much fun designing and coming up with concepts.

This article originally appeared on Harper’s BAZAAR US.

More From

Fashion