A Denim Love Story: the Brand that Dressed ABBA is Back in Scandinavia

Remember ABBA’s cute debut album cover?

What self-respecting Scandiphile doesn’t? But did you know that as Agnetha, Frida, Björn, and Benny are posing in front of Stockholm City Hall, they’re sporting denim looks by Lois Jeans?



Established in 1962 in Spain, where it still produces today, Lois Jeans became the first European denim brand to achieve cult status. In the 70s, the brand was proudly worn by world stars like ABBA and Björn Borg.

Over the last few years, Lois Jeans has been less visible, but now it’s back in Scandinavia with a bang: last week, the brand presented its FW23 collection in Oslo.

Surrounded by a thick fog, the iconic Oslo Opera House by award-winning architecture firm Snøhetta set the scene for a fusion of fashion, live music, and ballet. Inside, sharp diagonal light beams created a dramatic contrast to the darkness in the rest of the room.



The show was opened by Swedish top model Caroline Winberg, followed by an international cast including Denmark’s Tobias Sorensen and Alberte Morensen, as well as Norway’s Gustav Witzøe. As Maurice Rival’s famous “Boléro” filled the air, ballet dancers mingled with the models.

For the collection, Creative Director Arthur van Rongen took inspiration from the casual high society looks of 80s New York, mixed with Lois archive essentials. Among the 50 looks that came down the runway, there were lots of denim, as well as other textiles such as leather and corduroy. A key theme? Matching sets in various expressions. Who doesn’t like a good set moment?

See some of our favorite looks from the Lois Jeans runway show below:




Want more ABBA? Get down with the ultimate playlist.

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Kay Litzinger

Kay is a creative multi-hyphenate with a focus on lifestyle and travel. After growing up in Germany and stints in Stockholm and Mexico City, he's now based in Copenhagen. He loves to explore new cities, one cup of coffee or glass of wine at a time. Get a sneak peek at @kayltr.