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Elsa Hosk reps her Helsa brand in $598 pleather coat at Revolve Gallery in NYC… with mother Marja


Swedish bombshell Elsa Hosk repped her new Helsa brand by donning the black $598 ‘Waterbased Faux Leather’ long coat at the Revolve Gallery during New York Fashion Week on Thursday.

The 33-year-old IMG model’s made-in-China debut clothing collection will be displayed at the pop-up boutique, located inside Hudson Yards’ Level 5, from Friday through Sunday to the public with RSVP.

Joining Elsa on Thursday was her beloved mother Marja wearing the sold-out, blue-striped $228 Helsa ‘Cotton Poplin Oversized’ shirt and white $238 Cotton ‘Poplin Pajama’ pants.

Hostess: Swedish bombshell Elsa Hosk repped her new Helsa brand by donning the black $598 'Waterbased Faux Leather' long coat at the Revolve Gallery during New York Fashion Week on Thursday

Hostess: Swedish bombshell Elsa Hosk repped her new Helsa brand by donning the black $598 ‘Waterbased Faux Leather’ long coat at the Revolve Gallery during New York Fashion Week on Thursday

The public must RSVP first! The 33-year-old IMG model's made-in-China debut clothing collection will be displayed at the pop-up boutique, located inside Hudson Yards' Level 5, from Friday through Sunday

The public must RSVP first! The 33-year-old IMG model’s made-in-China debut clothing collection will be displayed at the pop-up boutique, located inside Hudson Yards’ Level 5, from Friday through Sunday

On Wednesday, the 67-year-old matriarch modeled the $658 Helsa ‘Waterbased Faux Leather’ trench coat, and Hosk rocked the same polyurethane fetish-wear take on the classic coat the same day.

‘My mom came to NYC just for the Helsa launch,’ the blue-eyed blonde – who boasts 8M Instagram followers – said via Instastory.

‘How beautiful is she?’

The mother-daughter duo got glam together with help from make-up artist Tonya Brewer and hairstylist Danielle Priano.

'My mom came to NYC just for the Helsa launch!' Joining Elsa on Thursday was her beloved mother Marja wearing the sold-out, blue-striped $228 Helsa 'Cotton Poplin Oversized' shirt and white $238 Cotton 'Poplin Pajama' pants

Elsa wore the same shirt while out and about on Wednesday

‘My mom came to NYC just for the Helsa launch!’ Joining Elsa on Thursday was her beloved mother Marja wearing the sold-out, blue-striped $228 Helsa ‘Cotton Poplin Oversized’ shirt and white $238 Cotton ‘Poplin Pajama’ pants

Twinning! On Wednesday, the 67-year-old matriarch modeled the $658 Helsa 'Waterbased Faux Leather' trench coat

Hosk rocked the same polyurethane fetish-wear take on the classic coat the same day

Twinning! On Wednesday, the 67-year-old matriarch modeled the $658 Helsa ‘Waterbased Faux Leather’ trench coat, and Hosk rocked the same polyurethane fetish-wear take on the classic coat the same day

'How beautiful is she?' The mother-daughter duo got glam together with help from make-up artist Tonya Brewer and hairstylist Danielle Priano

‘How beautiful is she?’ The mother-daughter duo got glam together with help from make-up artist Tonya Brewer and hairstylist Danielle Priano

‘We will be at the Helsa space today for the opening of @revolve Gallery,’ said Elsa despite the opening happening Friday.

‘Come meet us. My mom will serve cinnamon buns and you can see the collection [in real life].’

‘Helsa’ is Hosk’s play on the Swedish word for health (hälsa) and her 48-piece debut collection – which already dropped on FWRD Tuesday – ranges in sizes XXS-XL and prices $88-$658.

‘The space is so gorgeous,’ the 5ft9in stunner gushed of Revolve Gallery.

The blue-eyed blonde said: 'We will be at the Helsa space today for the opening of @revolve Gallery. Come meet us. My mom will serve cinnamon buns and you can see the collection [in real life]'

The blue-eyed blonde said: ‘We will be at the Helsa space today for the opening of @revolve Gallery. Come meet us. My mom will serve cinnamon buns and you can see the collection [in real life]’

Dropped on FWRD Tuesday: 'Helsa' is Elsa's play on the Swedish word for health (hälsa) and her 48-piece debut collection ranges in sizes XXS-XL and prices $88-$658

Dropped on FWRD Tuesday: ‘Helsa’ is Elsa’s play on the Swedish word for health (hälsa) and her 48-piece debut collection ranges in sizes XXS-XL and prices $88-$658

Hosk gushed of Revolve Gallery: 'The space is so gorgeous. All the vintage Scandinavian furniture I picked for the space from @ponceberga is for sale, get it before I do!'

Hosk gushed of Revolve Gallery: ‘The space is so gorgeous. All the vintage Scandinavian furniture I picked for the space from @ponceberga is for sale, get it before I do!’

‘All the vintage Scandinavian furniture I picked for the space from @ponceberga is for sale, get it before I do!’

Elsa enlisted her babydaddy Tom Daly to serve modeling duties for the b&w campaign, which was shot on the islands outside of her Stockholm hometown.

There was also an appearance by the inseparable couple’s 19-month-old daughter Tuulikki Joan, who’s named after her mother and his grandmother.

Hosk fell in love at first sight with the 35-year-old Englishman sometime around Halloween 2015 – the same year he and Max Vallot co-founded marathon runner eyewear brand, District Vision.

'Helsa is my love letter to Scandinavia': The 5ft9in stunner enlisted her babydaddy Tom Daly (R) to serve modeling duties for the b&w campaign shot on the islands outside of her Stockholm hometown

‘Helsa is my love letter to Scandinavia’: The 5ft9in stunner enlisted her babydaddy Tom Daly (R) to serve modeling duties for the b&w campaign shot on the islands outside of her Stockholm hometown

Family affair! There was also an appearance by the inseparable couple's 19-month-old daughter Tuulikki Joan, who's named after her mother and his grandmother

Family affair! There was also an appearance by the inseparable couple’s 19-month-old daughter Tuulikki Joan, who’s named after her mother and his grandmother

‘Helsa is my love letter to Scandinavia, an ode to the values I grew up with in Sweden and an effort to communicate these values to the next generation of sustainably-minded young women and families,’ the former Victoria’s Secret Angel explained on Tuesday.

‘The fabrics, colors and fits are based on my bag of essentials I would bring to spend summers on the islands outside of Stockholm. Looking your best while living freely, comfortably, and fully in the moment.’

Elsa recently hired hairstylist Ruslan Nureev to cut her shoulder-length platinum locks in a bob, and colorist Tauni Dawson touched up her platinum shade.

‘Feeling the short hair, was so ready. [I] feel so much more like myself!’ Hosk explained on Wednesday. ‘It’s weird how a good haircut [makes] you feel! I forget and just let it grow and grow.’

After: Elsa recently hired hairstylist Ruslan Nureev to cut her shoulder-length platinum locks in a bob, and colorist Tauni Dawson touched up her platinum shade

Before: Elsa pictured with her longer locks on August 11

After/before: Elsa recently hired hairstylist Ruslan Nureev to cut her shoulder-length platinum locks in a bob, and colorist Tauni Dawson touched up her platinum shade



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