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Stockholm 5 August 2020

Stockholm fashion week designers lineup and official schedule confirmed

Stockholm Fashion Week proudly presents a strong lineup of designers for the upcoming digital edition on 25 – 27 August. Participants range from big brands to emerging designers, including Rodebjer, Arket, Jeanerica and AVAVAV on the list. In addition, a number of surprise names will be announced throughout the event.

Stockholm Fashion Week digital edition will be broadcasted from a designated SFW Studio located at Fotografiska, the iconic Museum of Photography located on the waterfront in Stockholm city. Here, British fashion journalist and the SFW host Nick Carvell will guide us through the programme of designer presentations, fashion shows, exhibitions, award ceremonies, interviews and seminars. While the studio will function as the SFW hub several activities will also take place around Stockholm.

     — The fashion week format has needed a shake-up for some time now. While bi-annual showcases that celebrate designers' latest ideas are essential for buyers and press, these events have become out of sync with the seasons and are often staged in a way that means they are closed off to fashion fans. That's why I'm thrilled to be a part of the first digital Stockholm Fashion Week, where anyone with an internet connection can get a front row seat. I'm looking forward to a three-day schedule packed with season-less and mixed season digital presentations and additional content to inspire, inform and engage anyone who wants to see the best design talent Sweden has to offer, says SFW host Nick Carvell.
As a natural part of Swedish fashion’s DNA, social and environmental sustainability are in focus during the SFW seminar programme, with important topics Climate Action and Inclusiveness and Diversity on the agenda. Hosted in a city that is at the forefront of digitisation and home to a considerable number of successful tech startups, the schedule also covers some tech-themed conversations with experts and innovators, some via link due to travel restrictions.      — I am disappointed not to be in Stockholm to work with the SFW team, but I am already performing all my other talks, interviews and presentations live online. It works, we are totally used to it and my carbon footprint is zero. Maybe this is the new norm even post the pandemic, says Simon Collins of WeDesign, former Dean at Parsons New School of Design, who will be part of SFW from New York.

For further information on participating designers and brands, the official schedule and daily news and updates, please go to

Naira Abdel-Halim

Swedish Fashion Association
c/o Alma, Nybrogatan 8, 114 34 Stockholm