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Former Victoria’s Secret model and fashion “it” girl Elsa Hosk has been busy expanding her empire. In less than two years, the 33-year-old has collaborated on product collections with beauty brands La Bouche Rouge and Beaubble, the former of which dropped October 20. More notably, she launched Helsa, her own clothing line, last month in collaboration with Revolve Group. Now, the Swedish model is jumping into the lifestyle and travel category, thanks to a five-piece collaboration ($58-$158) with actress Shay Mitchell’s brand Béis that launched October 17.
The collaboration marks a first for both Mitchell and Hosk: It’s Béis’s first-ever collaboration and first foray into prints. Both women wanted to create fashionable “mom” bags and accessories, now that they each have small children. Mitchell has two daughters (Atlas, 3, and Rome, 4 months), and Hosk’s daughter, Tuulikki, is almost 2 years old.
Mitchell chose the model for her first collab because she knew she would bring her stellar fashion sense to the brand.
“Elsa is my fashion inspo,” Mitchell said. “I’ve always been obsessed with how she has fun with fashion.” Mitchell knew she wanted to do a baby collection and Hosk having a child was perfect timing. “I was like, this would be the perfect [opportunity] to match fashion with function.”
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For Hosk, she especially enjoyed coming up with the custom prints, which are featured across The Tote, The Backpack Tote, The Caddy, The Clutch and The Gift Set. “[Shay is] such a businesswoman, and I’m much more of a creative person,” she said. “So for us to come together was really a dynamite combo.”
Hosk is known for her cool-girl, minimalist fashion sense, which has earned her 8.1 million Instagram followers. She’s not even on TikTok and the hashtags #elsahosk and #elsahoskstreetstyle have 87.2 million and 4.7 million views, respectively. Girls often post the viral sound from “Mean Girls” — “I saw Cady Heron wearing army pants and flip flops, so I bought army pants and flip flops” — with recreations of her outfits.
Though these fans can’t tag TikTok-less Hosk, Revolve often posts the model and her fashion looks to its TikTok account, which has more than 436,000 followers. Mitchell has posted four different videos with the model on the Béis account since she broke the news of the collab October 6. The announcement video has more than 380,000 views, which is more than Béis’ follower count of 151,000. When Hosk posted the video to her own Instagram, it garnered more than 3.4 million views.
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The fashion world clearly loves Hosk, but the model said she just wanted to do something related to her being a mom. She said she never carried a diaper bag when she had Tuulikki because she couldn’t find one that fit her style. Here, she got to help create bags she would actually wear.
“I’ve done a bunch of collabs — shoes, bags — but never something like this,” she said. “Honestly, this is probably my most fun collab because it’s so out of the box for me. But at the same time, it’s my life. I’m a mom, and I wear these bags.”
This collaboration has been in the works for almost two years. Béis president, Adeela Hussain Johnson, said Hosk was the first choice even during initial conversations. She expects the collection to sell out quickly. No news yet on whether there will be another drop.
“[Shay] said the dream collab would be Elsa, but she said it in passing, and we were like, ‘Let’s make it happen,’” she said.From a business standpoint, Johnson saw bringing Hosk on as a way to expand the brand’s reach. “Elsa’s audience might be very similar to ours, in terms of the demographic, but she’s huge in Europe and that’s a market that we’re just starting to dip our feet into [with e-commerce]. So it also makes great sense from a reach standpoint, while giving us tons of credibility in the fashion space. And it’s cool to see two women empowering each other. As moms, they’re doing it.”
