Our Story

The facts

Maud Maria Bøe Haugland is 25 years old and the founder of Whatever The Season, a women’s clothing brand focused on offering clothes that every body can feel fashionable and comfortable in. 

The Story

After living in the UK for almost 4 years, I returned home to Norway with the feeling that something was missing in the Norwegian fashion market. So I started my journey to create my own brand where comfort and high quality is the main focus. I wanted to offer the highest quality pieces that are made to last, at an affordable price. My dream was to create a slow fashion brand, with quality as our main priority. The aim is to create pieces that you can wear over and over again, and style in many different ways. I want Whatever The Season to be a brand with timeless and wearable fashion for every body. 

I also think that the sizes available in Norway are way too limited. I want to provide sizes that will fit every body, because every body is beautiful whatever the season. Good quality and every day wear is very important to me. I want to make sure that wherever you are in the world, you'll be able to get your hands on comfortable, affordable, good quality outfits that are realistic for every day wear. 

So that's how Whatever The Season was created, to be a place with high-quality clothes for every body. I am a person who is very particular with what I like, which consequently led me to create this online store with clothing that is handpicked and designed by me. My brand is a reflection of my own style and aesthetics, but maybe we can all remind each other that quality is more important than quantity (in all aspects of life), and that clothes deserve to be worn, loved and kept for many years to come. A good outfit that is comfy inspires me - so I hope you'll like it too!