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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.