Feature: Stockholm Fashion Week 7 – 9 February: Showcasing "Swedish fashion’s forefront position within sustainability and innovation"
Creativity and sustainability are always a focus for the Swedish fashion industry and Stockholm Fashion Week. The event in February will explore the New Normal and the impact of the extreme digital transformation resulted by the pandemic, including how to improve processes and consumption patterns within this space. The idea is to inspire with great Scandi style as well as with new ways of making, selling, using, and keeping fashion in the loop, using technology and innovation.
The event organiser, Swedish Fashion Association, have chosen to present a smaller selection of Swedish brands this time, with mainly physical presentations and events, to a smaller physical audience of international and local media and buyers. This is an adaption to current and ever changing COVID-19 restrictions while ensuring newsworthy content and inspiration for physical attendees as well as digitally via stockholmfashionweek.se.
Participating designers and brands range from the fashion giant’s seasonal trend update H&M Studio, that also sells pre-loved as H&M Studio Archive from previous seasons on Sellpy, to iconic Filippa K, to clever new membership fashion and lifestyle brand Singular Society to the latest fashion favourite Teurn Studios.
"We want to offer a sharper and stronger fashion week with great fashion inspiration backed up by exciting new ideas and insights. Most of us are ready to dress up again, and having spent hours online shopping for fashion in lockdown we have learnt to research the brands we buy from to make informed and responsible purchases. We have also become aware of the many companies and brands that offer new, circular business models. It’s clear that we will choose different ways to consume fashion going forward. While we will want to buy some of our clothes, shoes and accessories new, we will choose to buy second hand or vintage, rent, swap or even upcycle a part of our wardrobes. This changes everything, not least the value of fashion, says Catarina Midby, Secretary General at Swedish Fashion Association.
Full Stockholm Fashion Week designer lineup and schedule to be announced on @stockholmfashionweekofficial and stockholmfashionweek.se.
Photos Courtesy of Stockholm Fashion Week
