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Stockholm 26 August 2021

Crafting The Future With Creativity And Innovation At Stockholm Fashion Week


The Swedish fashion community is known for its many tech startups and – companies, where technology, innovation and creativity are a natural part. This is reflected in the upcoming Stockholm Fashion Week’s programme for 31st August – 2nd September, where there will be events celebrating and rewarding groundbreaking ideas and initiatives and sustainability champions of all kinds. We will meet exciting new circular brands that manage to make Re-wear, Reuse and Recycle as cool as clever, and discover endless creative solutions for how to produce and use fashion responsibly - without compromising the love of clothes. It’s about the creators and the craftsmen, materials and shapes, colours, prints and patterns - great sustainable fashion that makes you feel as good as you look. Welcome to Stockholm Fashion Week!


Fashion Future Talks
The three-day programme kicks off with “Fashion Future Talks”, a half day hybrid conference on Leadership, within sustainability, technology and innovation. There will be conversations with international experts, organisations and companies like H&M CEO Helena Helmersson and Actress and WWF Ambassador Maisie Williams, Osklen Artist and Designer Oskar Metsavaht, Global Fashion Agenda’s new CEO Federica Marchionni and Business of Fashion Senior Director Robin Mellery-Pratt. Fashion and Sustainability Expert Simon Collins will open the conference with a TED-style talk on “Sustainability and Technology – The New Fashion” further exploring what the New Normal in fashion might possibly be. And McKinsey’s Anita Balchandani and Achim Berg will present a preview of the next “State of Fashion” report and “The pandemic effects”.

– This is a unique moment in Fashion history where conditions are ripe to reimagine the industry for a more digital and sustainable future. Leadership is about grasping the opportunities to make this a stronger and better industry for everyone, says McKinsey Partner Anita Balchandani.


SFW x Boozt New Talent and Innovation Award
Great ideas and initiatives should be celebrated and awarded. The “SFW x Boozt New Talent and Innovation Award” aims to encourage and inspire sustainability and innovation in and around the fashion industry. For this season’s programme, the Award has been extended to include three categories, “New Talent”, “Innovative Brand” and “Sustainable Influencer”. SFW partner Boozt democratically invited their followers to vote for their favourite nominees, selected by an expert jury as a first step in the voting process, via Boozt.com. The winners will be announced on 31st August, during Stockholm Fashion Week.

Sustainable Fashion Hub, Norrlandsgatan 6

HRH Crown Princess Victoria to visit SFW Sustainable Fashion Hub

On the first day 31st August, Stockholm Fashion week will have the honour to welcome HRH Swedish Crown Princess Victoria to the SFW Sustainable Fashion Hub. Here the Crown Princess, an advocate for sustainability and diversity, will meet with six female founders of circular fashion brands showcasing different new business models that prolong the lifespan of fashion products and equally reduce waste. They offer fashion for renting, swapping, second hand and vintage, re-make and redesign, and attract users of all ages and styles with their creative brands, making responsible consumption both cool and clever.

We look forward to interesting conversations!


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@stockholmfashionweekofficial | @purplepr



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For more information please contact: info@swedishfashionassociation.se