SOLAIRE LABEL
09/09/2025
From an apartment located in East Village, New York City, 25-year-old Norwegian Selma Horn runs her independent, sustainable knit brand Solaire Label. ‘Solaire’ — originally from the French dictionary meaning ‘radiant’ — started as a nickname reflecting her bubbly personality, and has since come to embody the feeling she hopes her handmade pieces evoke when worn. On a late August night, Intern Magazine spoke with Selma over a Zoom call to hear the story of how it all began, and how booking a flight to the city that never sleeps six years ago changed her life forever.
Growing up in Oslo with a childhood filled with creativity, Selma naturally found a safe haven for creating in front of the sewing machine. After graduating high school — of course, wearing a self-sewn ball gown to the senior prom — pursuing a one-year course in fashion design at Esmod felt like the destined next step. Learning and practicing all things sewing and knitting only deepened her already long-standing love affair with the art of crafting, and during the early months of the pandemic, Selma started making bags from old jeans and trousers donated by her friends. Suddenly, everyone in her inner circle wore her handmade designs, and as the unique bags gradually grew bigger attention from the people around, the start of Solaire Label was ultimately a fact. Upon finishing fashion school, untied from the strict rules following the lockdown, the start of a new chapter was on the horizon.
”I ALWAYS KNEW I WANTED TO CREATE AND DO MY OWN THING. AND WHEN I STARTED WORKING IN NEW YORK AND FELT THE INTENSITY OF THE CITY, I WAS DEEPLY INSPIRED - BUT I ALSO REALIZED I WASN’T ACTUALLY BEING CREATIVE IN MY JOB. THAT’S WHEN IT HIT ME: THIS IS WHAT I TRULY WANT, AND THIS IS THE ONLY THING I WANT TO DO”
Devoting every spare second outside of work to knitting — whether at a wine bar with her girlfriends or by East River Park across Williamsburg Bridge, through good days and bad — Selma’s passion, sparked by the city she cherishes most, keeps her motivated. «I often say that New York is in every stitch of my knitting». Solaire Label has always been rooted in sustainability, using natural fibers and yarns beneficial for both the planet and your body. Designed as ‘the pieces you reach for when you have nothing to wear,’ her universe of handcrafted tops, skirts, dresses, and bags is built on classic, timeless, effortless, and chic pieces — with a hint of sexiness. «Nothing makes me happier than seeing my friends wear Solaire on a night out — watching them feel confident and comfortable in my pieces is the best feeling I know.»
It’s impossible not to get inspired by the way Selma lights up when she talks about what she loves — it’s almost contagious through the screen, crossing the time zones and continents between us. And as someone standing at the threshold of an unfamiliar path myself, I kept wondering if she had any tips to those who might scared of taking a leap into the unknown. To those scared of starting without knowing where.
”ITS EASY TO IGNORE THE SIGNS, SO YOU NEED TO TRUST YOURSELF 100%. SO MANY PEOPLE DREAM OF STARTING SOMETHING BUT HOLD BACK, AFRAID OF FAILING OR LOOKING FOOLISH. IN THE END, NONE OF THAT MATTER —IT’S ONLY YOU, YOUR DREAM, WHAT YOU CREATE, AND YOUR HAPPINESS. NO ONE ELSE IS LIVING YOUR LIFE. DO YOUR FREAKING THING. WHO IS ANYONE ELSE TO JUDGE?”
Not only has Selma’s go-getter mentality taken her far, but her willingness to learn and stay open have proven to be essential pieces of the puzzle, helping her stay grounded and constantly improve her brand.
«I’ve learned to stay open to lessons from everyone and everything — whether it’s the UPS delivery man or a woman at the fabric store. No one expects you to be a world champion from the first day. We’re all just figuring it out as we go, and every moment can teach you something if you’re open to it.»
Longing for a future where Solaire Label is her 9-to-5, Selma is committed to pouring not only her heart, but also endless hours, consistency, and hard work into growing her passion project on a larger scale. At the end of the day, it’s more than a career — it’s a lifestyle, and it feels as though she’s in exactly the right place at exactly the right time to make it all happen. As if written in the stars.