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The “Innovation Driver Brand Award” goes to Rodebjer for inspiring progress with a philosophy deeply rooted in human rights and the feminist movements. The brand is all about creativity that integrates social inclusion and environmental protection that, as displayed by the Rodebjer brand, is crucial to driving industry change and innovation.

Diemonde receives the “New Talent Award” for innovating and adding new perspectives and inclusiveness to Swedish fashion and culture. With a unisex, street style meets Scandi simplicity design, a platform open to collaborations and supporting young creatives, and Fugeetex; their own factory in Sweden where refugees from countries like Afganisthan and Syria with experience in sewing and clothing production are employed, giving the opportunity to get into the job market and much faster.

And the “Innovation Driver Influencer Award” goes to Anna Lidström of Swedish School of Textiles and Another Studio for making sustainable style as inclusive as inspiring. A designer and researcher, she teaches by doing and is passionate about exploring and analysing the aesthetic potential in clothing waste. She thrives in treasures from flea markets and charity stores that she redesigns and remakes into desirable and accessible creations and makes fashion human and fun with her unpretentious energy and humour.

The expert jury with Ursula Wångander, Fashion stylist and model, Pär Engsheden, Couturier and Head of Design and Beckman’s College of Design, Elina Grothén, Fashion Director at Elle Sweden, Margareta van den Bosch, H&M’s Creative Advisor and Evelyne Durhuus Daugberg, Buying Director at Boozt.com, Gloria Tramontana, Sustainability Manager at Boozt.com and Catarina Midby, Head of Stockholm Fashion Week selected three nominees for each category, that were presented on Boozt.com where followers were invited to vote.

– We are proud to celebrate the bright talents and innovators within Nordic design and fashion with this award, and happy to include our community in selecting the winners. We see how fashion users are increasingly engaged and in the know about the brands they buy. Digital retail has facilitated this, with the opportunity to research and learn more about the products and brands. Awareness and engagement are key for a more sustainable future in fashion, says Evelyne Durhuus Daugberg, Buying Director at Boozt.com.

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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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“SFW Emerging Designer 2021”
Filippa Agaton

Participating designers and brands are new talents like Iggy Jeans and “SFW Emerging Designer 2021” Filippa Agaton, the more established Lazoschmidl, Stand Studio, Asket, House of Dagmar and Stockholm Surfboard Club, that will be a part of a series of prerecorded “Studio Visits” in the designers’ own creative space. H&M will present an art and tech-collaboration, produced sustainably, as always, which is just in line with the current state of the industry’s quest for the new normal.

- This season’s fashion week really is such a celebration of fashion and creativity! We are beyond happy to present a great part of the SFW programme physically and finally meet with the designers and see their creations live. And we are proud to present Swedish fashion brands’ commitment and work around sustainability, technology and innovation. The past year has made us rethink how we design, produce, transport, sell, buy and use fashion. It’s all new and super exciting, says SFW organiser Catarina Midby, Secretary General at Swedish Fashion Association.

SFW Sustainability Hub in Stockholm’s city centre is where alternative, circular Swedish brands like Remake Stockholm, Popswap, Arkivet, Gemme Collective, ReRobe and It’s Re:leased will be. Each brand will host activities, presentations and talks presenting their business models focused on creative solutions and responsible fashion consumption like renting, swapping, remake, redesign and recycle. There will be a new programme every day and the venue will be open to the public.

SFW organiser Swedish Fashion Association, membership platform for Swedish fashion brands, are eager to show the world the very best of a creative industry that is responsible for no less that 11 % of Sweden’s total exports, and that has a genuine commitment to sustainability and diversity and that is at the forefront within technology and innovation both in Sweden and internationally.

Topics like sustainability, technology and innovation will kick off fashion week with a half day conference, Fashion Future Talks, featuring conversations and panel discussions themed Leadership. Participating speakers include international experts, leaders, organisations and companies like H&M CEO Helena Helmersson, Actress and WWF Ambassador Maisie Williams, Global Fashion Agenda CEO Federica Marchionni and Member of European Parliament Alice Bah Kuhnke.

- I believe we have the ability to act now and act quickly to create harmony with people, planet and that the fashion industry can be a leader for conscious business and creativity, says Fashion Future Host Patrick Duffy, Founder of Global Fashion Exchange.

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Self Cinema; winners of the SFW x Boozt New Talent and Innovation Award SS21

There will be three nominees per category, voted for by a jury of fashion experts; Ursula Wångander, Fashion stylist and Model, Margareta van den Bosch, Creative Advisor at H&M Group and H&M’s first Head of Design,
Pär Engsheden, Couturier and Head of Design at Beckman’s College of Design, Evelyne Durhuus Daugberg, Buying Director at Boozt.com, Gloria Tramontana, Sustainability Manager at Boozt.com, Elina Grothén, Fashion Director at Elle Sweden and Catarina Midby, Head of Stockholm Fashion Week. The nominated designers, brands and influencers will then be presented on Boozt.com for a public vote in August. The respective winners will be invited to receive their awards at Stockholm Fashion Week, on 31 August, with a ceremony followed by a presentation and a panel discussion around fashion and sustainability. 

– We are extremely proud to partner with leading fashion tech platform Boozt.com another season and to award winners within three categories, all very relevant to the industry shift we experience. Our industry so needs to be encouraged and rewarded after a challenging time. The Fashion Innovation category, where the SFW x Boozt team will select a winner, is a good representation of the industry’s development, says Catarina Midby, Secretary General at Swedish Fashion Association and Head of Stockholm Fashion Week.

The fashion industry jumped ahead in time within digitization during the first year of the pandemic. Boozt.com follows this development with technology for an efficient and forefront business model, and always with focus on sustainability. Goals for 2023 are that 100% of their apparel brands are committed to supply chain transparency and working with HIGG BRM tool, and by 2025 to be climate-neutral across all operations, including the impact of delivery and returns.

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- Fashion week has had to adapt, just like the industry and the entire world, change and open up to better fulfil current needs. I believe that it is particularly important to encourage creativity and the magic of fashion right now when we all finally come out of lock down. Basic and season-less is great, but we are all eager dress up again and to meet, digitally or better still - in real life, says Catarina Midby, Secretary General at Swedish Fashion Association and Stockholm Fashion Week organiser.

The new fashion week is produced in a hybrid format around five different disciplines, starting with “Fashion Future”, a half day conference on fashion, sustainability, technology and innovation. Most talks will be digital but presented at a live event in Stockholm with the opportunity for networking and collaborations. The purpose of the event is to raise awareness and increase knowledge through conversations and panel discussions with international speakers.

With a strong lineup of brands like Stand Studio, BLK DNM, Diemonde and Askets, presentations vary from digital films or pre-recorded fashion shows as well as live ones, exhibitions, installations, performances and other inspirational fashion experiences. In addition, there will be a number of intimate “Studio Visits”, meetings with the designers in their own creative space.

A group of circular brands operating with new sustainable business models will be featured in a “Sustainable Fashion Hub” in the centre of Stockholm. The hub will be open to both press and the public, with a new daily programme to explore. There will be presentat and activities with cool fashion rental, -subscription, -swapping, -vintage de Luxe and -second hand companies.

Fashion week supports the next generation of designers, featuring a group of promising new talents; “Swedish Fashion Talents”, as well as final year students’ graduation collections shows from Beckman’s College of Design and the Swedish School of Textiles.

– The new fashion week format, with a diversity of expressions and participants, feels new and exciting. The fashion community and fashion week needed to rethink and reset and it’s important for brands to reach out through an international platform like Stockholm Fashion Week, says Angelo da Silveira, Founder at Diemonde.

H.R.H Crown Princess Victoria held an opening speech at Stockholm Fashion Week in February, ensuring Sweden’s commitment to sustainability, diversity and democracy. Swedish fashion is an important part of Swedish business representing no less than 11 % of all Swedish exports, according to the latest statistics report 2020. Fashion exports were 272 billion and the total Swedish fashion industry turnover was 380 billion.