Designer Ramona Salo Myrseth has travelled the world and received awards for her clothing collection The Sami half hour. Now she's looking forward to showing it off in her home municipality of Kåfjord.
What: Exhibition: The Sami Half Hour
Opening: Friday 20 September, 18:00
Where: Davvi álbmogiid guovddáš OS / Centre for Northern Peoples
Exhibition period: 20 September - 31 October
Text: Torun Olsen
Myrseth's multicultural upbringing in Kåfjord and encounters between different indigenous cultures and artistic expressions, including at the Riddu Riđđu festival, have inspired her work. The Sami half hour is the title of her master's thesis at the Oslo National Academy of the Arts. The presentation of the clothing collection attracted a great deal of attention, and shortly afterwards she was awarded the recognised Doga Prize for Newcomer of the Year. The National Museum also recognised her work and bought one of her outfits.
Myrseth has been described as an exciting and much-needed addition to the Norwegian fashion design world. At the same time as staying true to her roots, she showcases a whole new side of Sami culture and dares to challenge stereotypes in Sami design. When she was awarded the Doga Prize, the jury's statement included the following: «The modest ambition of the brand winner was to show that indigenous people are not isolated tribes, but people of the world. That they are part of a global culture of myths, stories and traditions that do not relate to borders or nations.».
- The world, and not least the clothing industry, is undergoing a huge shift, where ecology, the environment and sustainability are important. Of course, this concerns me, and I'm keen to think in new ways rooted in the old. Indigenous culture, with its traditional values and way of life, fits very well into this zeitgeist," says Myrseth.
In the project, she has travelled to Sáivu, a mythological place, where she has played and unfolded herself, without boundaries and expectations of what Sámi design should look like. The result is a personal narrative, where her Sea Sami background meets the world in a whole new way.
I want to break expectations of what a fashion designer should be. I don't want to have limitations, but be open to everything. If I want to write a book or be on a TV programme, I'll do it.
- I'm interested in the processes behind indigenous traditions. My background has made me stand out. I want to show young people that it's possible to fulfil their dreams, and that my Sami background and culture are worth as much as anything else. Coming from here hasn't been a disadvantage, but on the contrary a strength. We are indigenous people, but also citizens of the world, and our culture is constantly changing and developing," says Myrseth.
Before starting her art career, she took a bachelor's degree in criminology. She eventually realised that this was not the right choice for her.
- I'd always dreamed of becoming an artist, but I was told that art and design were just an interest and a hobby. I've managed to disprove that," says Myrseth.
In addition to clothing design, she works with performing arts and organises workshops for children. Her themes are linked to the sea, sustainability and ecology, and she creates costumes on commission related to this perspective.
- "It's very exciting to come home with the collection. I hope a lot of people come and that they dare to ask questions. Other people's thoughts and opinions interest me," concludes Myrseth.
Facts about Ramona Salo Myrseth
- designer, storyteller and communicator
- born 1991
- from Birtavarre, Kåfjord
- educated at the Oslo National Academy of the Arts
- mixes elements from his own background with modern expressions
- concerned with ecology, sustainability and identity
- won the Doga award for his masterclass The Sami half hour
- has shown collections around the world, including at Beijing Fashion Week», Copenhagen and Prague
- won first place in the Diploma Selection design competition in Prague
- one of the winners of Ungkunst 2020, at Festspillene i Nord-Norge
More about Ramona Salo Myrseth
- I want to tell my own story without the pressure of representing an entire culture, subjekt.no
- I would be happy if indigenous people and the fashion industry did not work together, dn.no
Sami clothing design gives newcomer award to Kåfjord woman, mynewsdesk.com
Ramona Salo Myrseth: The Sami half hour, doga.no
Photos from the opening of the exhibition The Sami Half Hour
