Fashion forward: Viking adventure takes Norwegian American designer in a new direction
By Lori Ann Reinhall
Madison Leiren has always had the Viking spirit in her blood. Born into a Norwegian immigrant family, her heritage has had a profound impact on both her personal and professional life. Last spring, she left her distinctive mark on the Seattle fashion scene with her first runway show at the new Nordic Museum, where the Viking influence on her collection was unmistakable. Her collection was inspired by the colors of Norway’s dramatic landscape and the magic of Norwegian folklore — and the results were stunning. (See www.norwegianamerican.com/featured/norway-inspires-17de-mai-runway-show).
It was only natural that Madison would again look to world of the Vikings for new inspiration, and when the opportunity to travel to Europe with her family on a cruise that would explore the Viking legacy in France, followed by a trip to Norway, she was quickly on board. While Viking history had always been a strong interest, she knew little about the French settlements in Normandy, and as a designer, France had always called. She only been to Norway once in 2014, and she was ready to embark on a new adventure.
One of the first stops on the Viking itinerary was the port city of Honfleur in Northwestern France. At one time in history, the entire region was under Viking rule. In 911, the powerful jarl Rollo, became the ruler of Normandy, the “Country of the Northmen.”
The Viking influence in Honfleur is perhaps most visible at Sainte Catherine Church. Built much like a Norwegian stave church, its outline is reminiscent of two Viking ships turned upside down. Inside, however, the detailed ornamentation is much more typical of a Catholic place of worship. The designer in Madison was attracted to the statue of the Virgin Mary, whose robe had been crafted with extremely intricate detail. She was also impressed by the intricate carpentry of the wooden doors, not unlike carvings she had seen in Norway.
The Cathedral of Rouen was even more imposing. When Rollo and his men sacked the town in the early 10th century, the church was destroyed and rebuilt with a façade of unmistakable Viking motifs. It is not known whether the cathedral was at one time painted, but a 20-minute light show created by local university students gave tourists the sense of how color could have appeared. Images of Viking history and lore were projected on the façade, including the tree Yggdrasil, the Midgard serpent, Nordic runes, an array of shields, and of course, Vikings in full regalia. For Madison, the tapestry of colors left a lasting impression.
But is was, without a doubt, her stop in Paris that had the strongest impact in France. While the Vikings had gone there to sack the city in 845, Leiren arrived in the world center of design on a quest of fashion discovery. Madison was amazed by the selection of the textiles, and she purchased two new handmade laces to incorporate into her new collection.
A highlight was a day in Versailles, where the Seattle designer experienced a level of ornamentation she had never seen before. Each room at the expansive palace has a different theme with something new to discover, and Madison took hundreds of photos focusing on the architectural detail. She saw the colors change in the Hall of Mirrors, and the beauty of the gold ornamentation was bedazzling.
No European trip with the Leiren family would be complete without a stop with relatives in Norway. This time the rendezvous would take place in Oslo, where Madison would see the sights of the capital city for the first time. She was particularly impressed by the Vigeland sculpture garden in Frogner Park, offering a new experience of the human body and existential condition. At Norway’s National Parliament Building, she saw pastel walls of sage green and dusty lavender pink framed by lacy white and gold details, reminiscent of what she had seen in France. They were colors she wanted to take home with her.
At the Viking Ship Museum on the island of Bygdøy, Madison came face-to-face with the artifacts that she had read and dreamt about so much about all her life. Guided by her uncle, Professor Emeritus Terje Leiren, a leading Viking expert at the University of Washington, she was able to examine the swords and utensils in detail and learn more about their history. But the three best preserved Viking ships in the world, the Tune, Gokstad, and Oseberg, left an overwhelming impression with their streamlined flowing curved lines. Leiren could see pleats in the lines of their woodwork, concepts to take back home to Seattle.
Leiren’s days in Oslo offered more inspiration of a purely motivational nature. At the Fram Musuem, she relived the story of the polar explorers, who persevered no matter what the odds. She was even more touched by her visit to the Resistance Museum at Akershus Fortress, knowing what her family had endured during WW II. They were the modern-day Vikings of their own time.
Madison’s Viking adventure to France and Norway lasted only two weeks, but the impact on her designs will be lasting. Previously, she had aimed towards more ready-to-wear pieces, but going forth, she will focus more on the custom work, with a close eye on detail and craftsmanship. She brings back the beautiful pastel colors, flowing lines, and lacey details she discovered on her trip. At the core, her designs will remain Nordic, but they will embrace influences from other cultures. She is slightly rebranding her business and will focus on evening, bridal, and formal designs. She further embraces the ecology of custom work, where there is virtually no waste of materials, and well-designed custom clothing can be handed down through generations.
Norwegian American designer Madison Leiren has heard the stories of the Vikings since she was child, and now as adult, she has learned what it means to live the adventure. In the Viking spirit, her designs are informed by her travel to other lands. She believes we can learn and enrich experience from being open and incorporating other cultures into our lives. Madison understands that if you give 100% passion to your work, you will reach your destination, and through her original custom clothing, it is her dream to take her clients on their own unique fashion journey.
To learn more about Madison Leiren and her custom collection, visit www.leirendesigns.com.
