Since its debut in 2016, OW has redefined luxury fashion with its striking outerwear and elevated occasion wear, seamlessly merging ethical craftsmanship with modern elegance. At the helm of this groundbreaking brand is Sonja Davidsen—a creative pioneer whose commitment to sustainability, innovation, and cruelty-free design is transforming the industry. Drawing on her background in intimate apparel, Sonja has created a brand that not only celebrates individuality but also empowers women to make style choices aligned with their values. We caught up with Sonja at her boutique on Melrose to explore her creative journey, her triumphs as a female founder, and her bold vision for the future of OW Collection.
Q: Can you describe the flow of your day?
Sonja:
“My days really depend on whether I’m in Copenhagen, LA, or Bali. Each place serves a different purpose for me and the brand. In Copenhagen, I’m deeply involved with our design team, guiding everything from the initial sketches to the final fittings. It’s a fantastic city for networking too, allowing me to forge new opportunities for OW while staying in touch with the latest trends in the fashion scene. I love the creative energy here.
In LA, there’s a similar vibe—it’s where some of our team is based and where our flagship store is located. I spend a lot of time collaborating with our team, engaging with customers, and ensuring the store reflects the OW vision. I also use LA as a hub for creating new partnerships and collaborations.
When I’m in Bali, it’s all about tapping into my creativity. The relaxed atmosphere helps me unwind and focus on my health, which is essential. Being in the same time zone as many of our suppliers also makes it easier to stay on top of production and ensure everything runs smoothly. Bali also gives me the chance to explore new fabrics and materials, which plays a big role in the design process. It’s the perfect blend of work and relaxation.”
Q: As a female founder and creative director of a premium clothing collection, what would you say are the biggest challenges female founders face today?
Sonja:
“One of the biggest challenges, especially in fashion, is balancing creativity with the constant pressure to innovate. The fashion world moves so quickly, and it can be tough to keep up while staying true to your vision. As women, we tend to invest more time in maintaining our looks and mental health, and we need more rest because of hormonal differences. It took me a while to find that balance, but I’ve come to accept that it’s okay to take a step back when needed.
Culturally, there are still challenges too, especially during negotiations with male counterparts in certain countries. There’s often an underestimation of women in leadership roles. But I’ve seen a shift—things are improving, and I’m hopeful we’ll see more female founders in the near future. It’s about embracing and respecting our differences, and ultimately proving that we bring a unique perspective to the table.”
Q: What does luxury mean to you, and how do you integrate this into your brand while still making it attainable for your customers?
Sonja:
“To me, luxury isn’t just about high-quality craftsmanship or premium materials—it’s a feeling. It’s about empowerment, self-expression, and confidence. Luxury is wearing something that makes you feel amazing, like you’re walking a little taller or owning the room. At OW, we design pieces that embody that feeling—clothing that does more than just look good, but resonates with the way you want to present yourself.
I’m passionate about making luxury accessible. I think luxury should be about feeling exclusive, but it shouldn’t come with an unattainable price tag. We create pieces that offer that feeling of indulgence without compromising on quality, ethics, or price. It’s about helping individuals express their unique style—whether that’s for a glamorous event or a laid-back evening with friends.”
Q: What are the top three clothing items every woman should own?
Sonja:
“First, a beautiful statement coat. It’s the one piece that can elevate any outfit, whether you’re wearing jeans or a dress. A great coat adds instant style and sophistication.
Second, a flattering top that suits your body type. A well-fitting top enhances your silhouette and gives you confidence, no matter what you pair it with. It’s that key piece that makes you feel polished and stylish in an instant.
Lastly, a comfortable little black dress (LBD). It’s classic and versatile—it can easily transition from a cocktail party to a daytime brunch, and it’s timeless. Every woman should have one in her wardrobe.”
Q: What is your favorite holiday destination?
Sonja:
“I feel so fortunate to be living in incredible places like Bali, LA, and Copenhagen. Each has its own vibe—beach and sun in Bali, the energy of the city in LA, and cozy weather in Copenhagen. But when it comes to holiday destinations, my heart belongs to the Faroe Islands, where I was born and raised. There’s nothing like spending time with my family, catching up with my nieces and nephews, and reconnecting with the stunning nature of the islands. It’s peaceful and grounding, and I always feel recharged after spending time there.”
Q: What’s next for you and the brand?
Sonja:
“After opening our flagship store on Melrose Avenue in Los Angeles, I’m focused on expanding OW in the US, and there’s so much to look forward to. One of the most exciting milestones is the launch of our limited-edition jewelry collaboration with Danish brand Jane Kønig. This project has been almost a year in the making and recently debuted in Copenhagen before arriving here in LA.
The collection is inspired by OW’s iconic swirling silhouettes, paired with Jane Kønig’s expert craftsmanship. It’s a celebration of femininity and a perfect union of two visionary brands coming together to create statement-making pieces.
I’m thrilled about the future of OW and the direction we’re heading. Please stay tuned—this is just the beginning!”
A Changemaker at the Helm
Sonja’s journey as a female founder is balancing the high demands of a fast-paced industry with a fierce commitment to sustainability and ethical production. As the powerhouse behind OW Collection, she’s not just shaping fashion—she’s rewriting the rules with every design, empowering women to embrace their boldest selves without compromising on their values.
With a unique mix of ambition, authenticity, and a forward-thinking mindset, Sonja is a true changemaker. She’s carving out a new path for luxury fashion—one that’s sleek, sexy, and unapologetically chic. OW’s future is electric, with provocative plans that push the limits of design, and wearability.