Brand Focus: Ulla Johnson
Born and raised in Manhattan, Ulla Johnson founded her eponymous label in 1999, bringing together the energy of New York with inspiration from her family’s travels around the world. From the beginning, the brand has been defined by beautiful fabrics, thoughtful details and a strong focus on craftsmanship.
Today, Ulla Johnson has a signature look that is instantly recognisable. Feminine silhouettes, beautiful prints, rich textures and intricate details come together in collections that feel romantic, but never overly sweet. There is a softness to the clothes, balanced by strong shapes, considered construction and an ease that makes them feel made to be worn.
For Autumn/Winter 2026, this balance between softness and strength comes into focus. Fluid silk and lace meet structured suiting and cocooning outerwear, while jewel tones sit alongside pastels and earthy hues. Gathered hems, expressive bows and imperfect details bring a more intimate feel to the collection, creating pieces that are feminine, but with a little edge.
Inside the world of Ulla Johnson
Ulla Johnson has always had a strong connection to both fashion and the world around her. Born and raised in Manhattan, she grew up travelling with her archaeologist parents, experiences that would later become an important part of her creative perspective. She founded her label in 1999, shortly after graduating from university, and has since built a brand known for its distinctive femininity and attention to detail.
Her collections are often a meeting point between different influences, combining the energy of New York with references from her travels and an appreciation for craftsmanship. There is a clear focus on beautiful fabrics, intricate details and thoughtful construction, but also on creating clothes that feel natural to wear. Over the years, this balance has become a defining part of the Ulla Johnson aesthetic.
We visit the Ulla Johnson showroom in Paris a few times a year to select the collections for Den Dama. The space itself feels like a natural extension of the brand, with the same mix of colour, texture, feminine details and considered design that runs through the collections. It gives us a chance to see the pieces together, discover new favourites and select the styles we want to bring back to Oslo.
The AW 26 Collection
Autumn/Winter 2026 explores the contrast between softness and strength, bringing together some of Ulla Johnson’s most recognisable elements with a slightly more considered and intimate mood. Fluid silk and delicate lace are paired with structured suiting and cocooning outerwear, creating a balance between softer fabrics and stronger silhouettes.
The colour palette moves between rich jewel tones, muted pastels and earthy hues, with gathered hemlines, expressive bows and intricate details adding texture and movement to the collection. Romantic fabrics are given structure, while tailored pieces are softened through colour, shape and detail.
There is a strong sense of femininity throughout the collection, but it is balanced with a certain ease. Beautiful fabrics, distinctive details and thoughtful construction remain at the centre, while the combination of contrasting textures and silhouettes gives the new season its own character.
"That’s what is so fun about fashion: You have the ability to kind of reinvent yourself every day”
MAKING ULLA JOHNSON PART OF YOUR WARDROBE
Ulla Johnson pieces are easy to bring into a wardrobe you already have. The collections are full of distinctive details and feminine silhouettes, but many of the pieces work just as well with the basics you already reach for. A detailed pair of jeans with a simple knit, a printed blouse with tailored trousers or a statement jacket over an everyday look.
For the new season, we have selected pieces that can be styled in different ways, from beautiful blouses and tops that work for the office and beyond, to denim with intricate details and more statement styles for evenings. Black and red add a stronger edge to the collection, while sheer fabrics, delicate details and feminine shapes bring in the softer side of Ulla Johnson.
The key is really in the mix. Pair the more expressive pieces with simple wardrobe staples, or let the details stand out against an otherwise minimal look. This makes it easy to bring Ulla Johnson into your wardrobe without having to change your personal style.
DISCOVER ULLA JOHNSON
From its New York roots to the collections we discover each season in Paris, Ulla Johnson has built a distinct world around femininity, craftsmanship and thoughtful details.
Autumn/Winter 2026 brings together soft fabrics, structured silhouettes, rich colours and intricate details, with plenty of pieces to wear in different ways. From beautifully detailed denim and everyday blouses to statement pieces for the evening, our latest selection is all about bringing the Ulla Johnson aesthetic into your own wardrobe.
Discover Ulla Johnson in store and online at Den Dama.
Related Readings
Ulla Johnson has built a recognisable aesthetic, combining New York energy, feminine silhouettes, beautiful fabrics and intricate craftsmanship.
Autumn/Winter 2026 explores softness and strength, bringing together silk, lace, structured tailoring, rich colours, cocooning outerwear and expressive details.
The collection is made to work in your wardrobe, from beautifully detailed denim and everyday blouses to statement pieces that can take you from the office to evening.
Written by Linn Evjen for Dem Dama
