Moniker
Let fashion be fun!
Moniker is more than just retail. Visitors to the Oslo store are immersed in a vibrant world: playful, bold, and full of personality; a place that invites you to not take fashion too seriously—yet still appreciate it for what it is. A conversation with Anett Ringstad Jalland and Jørgen Jalland about authenticity, creative vision, and the courage to redefine retail.
Interview: Lisa Hollogschwandtner. Photos: Hinda Fahre, Moniker
I recently came across Moniker and was immediately captivated by your concept because it effortlessly blends opposites: meticulously thought-out on the one hand, and incredibly spontaneous on the other. You’ve both been working in the fashion industry for many years. What inspired you to create your own universe—as you call it?
Anett Ringstad Jalland & Jørgen Jalland, founders of Moniker:It’s true—we’ve both felt at home in the fashion industry for many years and have come to know it from a wide variety of perspectives. In addition to building our own agency, we helped Ganni establish its retail presence in Norway. Eventually, we felt the desire to create something entirely our own—a place where we could freely express our ideas, a universe that reflects our taste, our values, and our attitude. When a project developer in Oslo brought a new space to our attention, everything just felt right.
You opened in 2020—in the midst of one of the most challenging periods for brick-and-mortar retail.
Our opening was originally scheduled for early April—exactly when Norway went into lockdown. It was surreal. What followed were months of opening and closing. And yet, this period turned into an opportunity. People couldn’t travel, go out, or attend events. They had time and wanted to fill it with meaning, with experiences and genuine encounters. We sensed this desire for inspiration and connection. Since Moniker was conceived from the start as an experience—not merely a place to shop—our concept struck a chord.
Speaking of the experience—your interior design also plays a major role in the overall experience. The store is divided into separate sections, each with its own distinct character—and yet everything feels connected. How did this concept come about?
We deliberately wanted to move away from the conventional approach of viewing a store as a neutral space where products are simply displayed. From the very beginning, Moniker was conceived as a brand in its own right. The spatial concept was developed in collaboration with the Norwegian architecture and design studio Snøhetta. The starting point was the chameleon—a creature that can adapt and transform while always remaining true to itself. This idea fascinated us because it reflects how we understand fashion. It offers the opportunity to showcase different facets of one’s personality—depending on mood, context, and the moment. This gave rise to the concept of five spaces that make up our womenswear universe, each inspired by an extraordinary woman and her personality.
Grace Jones embodies independence—fearless, powerful, geometric, and uncompromisingly true to herself. Hedy Lamarr embodies ambition—intelligent, elegant, and visionary, both a Hollywood icon and an inventor. Jane Birkin embodies sensitivity—casual, bohemian, and understated. Peggy Guggenheim brings eccentricity—extravagant, maximalist, and wonderfully unpredictable. And Isabella Bird, the 19th-century explorer, stands for curiosity—the courage to explore new worlds. Each of these women became the soul of a space. The interior design translates their essence through material, form, and color, without displaying a single portrait or name. You sense Grace Jones in the sharp silhouettes and stark contrasts; you feel Jane Birkin in the natural textures and soft light. A tour of the store is like a journey through different personalities, all part of a single universe.
That’s a wonderfully multifaceted approach that shows just how closely storytelling and design are intertwined. Was it your intention from the start to give Moniker such a strong narrative dimension?
Absolutely. We believe that a physical space should tell a story; otherwise, it remains just a stage. That’s why it was important to us from the very beginning to give Moniker its own identity and voice. Every decision—from the color palette and lighting to the brands we carry—should express who we are. We didn’t want to create a gallery or a cool, minimalist concept store. We wanted to create warmth and inspire our customers to discover something new.
It all started with womenswear and sportswear, and later Moniker expanded to include menswear. Have you stayed true to the concept?
From the very beginning, it was important to us to show that activewear can have the same emotional depth as fashion. The menswear store opened about two years later—actually at the request of our customers. Almost every day, someone would come into the store and ask for menswear. For Moniker Man, we applied the same design philosophy as for the womenswear and sportswear sections, though in a more minimalist form—inspired by figures like Alain Delon and Paul Newman.
We were just talking about brand building earlier: What makes Moniker a brand for you?
Consistency, depth, and conviction. Our sourcing process is highly deliberate. We select brands and pieces that align with our vision—not based on trends or what’s currently in vogue. Fashion has become incredibly fast-paced, but for us, true luxury lies in longevity. Our strong concept allows us to evolve without losing our essence.
After nearly six years: What were the biggest lessons learned?
The past few years have been a masterclass in resilience. Launching during the pandemic, financial uncertainties, shifting consumer habits—all of this was challenging, but also transformative. We’ve learned that identity must be stronger than the circumstances that try to shape it. For a while, we tried to please everyone and spread ourselves too thin—that was the wrong approach. Today, we are focusing more than ever on our core, trusting our intuition, and thereby staying true to ourselves.
If you had to sum up Moniker's philosophy in one sentence, what would it be?
Let fashion be fun. In many places, fashion has become very serious. We want to bring back the joy of getting dressed, of experimenting, and of being yourself without compromise. That’s what Moniker stands for.
Quote: “Our strong concept allows us to evolve without losing our essence.”
