Elsa Hosk has made an indelible mark on the fashion world, standing as a beacon of what it means to be a supermodel in the 21st century. With a formidable 8.7 million followers on Instagram and a growing empire that includes her own fashion line, Helsa, Hosk is not just a model—she’s a phenomenon. Her journey from a promising young talent in Sweden to one of the most recognizable faces in global fashion is nothing short of remarkable.
Our meeting in Sydney provides a glimpse into the whirlwind life of Hosk, who is in the midst of a grueling schedule of photoshoots, interviews, and fittings. The backdrop is a blend of luxury and casual comfort. Hosk, dressed in a simple white T-shirt and Saint Laurent jeans, accessorized with a chunky silver chain necklace, epitomizes effortless style. As she enjoys mini doughnuts from the buffet at Sydney’s Hotel Capella, it’s evident that despite her star status, she remains grounded and approachable.
Elsa Hosk’s journey to becoming a supermodel began at the age of 14. Balancing a burgeoning modeling career with her passion for basketball, she excelled in both arenas. Her natural talent in basketball led her to Sweden’s national league, but the allure of fashion was irresistible. Hosk’s childhood fascination with fashion, marked by her habit of creating her own versions of Vogue Russia’s latest trends, foreshadowed her future in the industry.
Upon moving to New York, Hosk quickly established herself as a rising star. Her success in the competitive fashion world was not just a result of her striking looks but also her deep understanding of fashion and an impeccable work ethic. The discipline she honed in basketball translated seamlessly into her modeling career, allowing her to navigate the industry’s demands with grace and professionalism.
Joining Victoria’s Secret in 2011 marked a significant milestone in Hosk’s career. At a time when the modeling industry was dominated by a narrow standard of beauty, Hosk stood out with her unique look and strong presence. However, the Victoria’s Secret show, once a cultural phenomenon, faced criticism for its lack of diversity and eventually ceased its television broadcasts in 2019. Hosk reflects on this era with a sense of disappointment, acknowledging that the brand’s efforts to diversify came too late.
The post-Victoria’s Secret era allowed Hosk to reinvent herself and explore new facets of her career. The COVID-19 pandemic, while challenging, provided a moment of reflection and recalibration. Hosk was determined to defy industry stereotypes that often dictated a model’s career trajectory based on age or family status. At 35, she has had one of the most successful years of her career, proving that supermodels can indeed have longevity and relevance in a rapidly changing industry.
One of Hosk’s notable achievements is her fashion brand, Helsa. Launched last year, Helsa represents a convergence of her creative and business acumen. Hosk’s ability to seamlessly blend fashion with entrepreneurial spirit reflects the evolving role of modern supermodels. She acknowledges the complexity of her current role, juggling styling, designing, and influencing, and embraces the multifaceted nature of her career. “It feels like there’s no defined job anymore,” she admits. “I have this creative brain and this business brain, and I love success. I want things to be successful, and I do it with my whole heart.”
Hosk’s style evolution is also evident in her red carpet appearances. Her fashion choices, like the striking Viktor & Rolf dress she wore at Cannes, demonstrate her commitment to making a memorable impact. Hosk’s approach to red carpet fashion is deliberate and theatrical. “You want to create a look that stays in people’s memory,” she explains. Her willingness to embrace bold fashion choices highlights her understanding of the role that spectacle plays in modern celebrity culture.
In contrast, Hosk’s day-to-day attire is often minimal and understated, a deliberate choice that reflects her personal style and sense of ease. “I think I have an alter ego when I dress up,” she says. This duality—between the glamorous supermodel and the down-to-earth individual—is a defining feature of her persona. On the red carpet, she becomes a larger-than-life figure, a cultural icon who transcends her everyday self.
The release of Apple TV’s docuseries, The Super Models, which delves into the lives of fashion icons like Naomi Campbell, Cindy Crawford, Linda Evangelista, and Christy Turlington, underscores the enduring influence of the supermodel archetype. Hosk’s career bridges the gap between the traditional model of the past and the digital brand of the present. She respects the original supermodels for their pioneering work and acknowledges that the industry’s focus has shifted significantly.
As Hosk steps out of her limousine at Meshki’s 10th anniversary party in Sydney, her transformation into the supermodel persona is complete. Her immaculate appearance, complete with slicked-back hair and glossy red lips, erases any trace of her off-duty self. She exudes a powerful presence, embodying the essence of a supermodel who is both a product of and a contributor to the modern fashion landscape.
Elsa Hosk’s journey from a teenage model in Sweden to a global fashion icon exemplifies the evolving definition of a supermodel. Her ability to adapt, innovate, and excel in a rapidly changing industry is a testament to her enduring relevance and influence. As she continues to shape the future of fashion, Hosk remains a defining figure in the world of modeling, blending classic allure with contemporary flair.
