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Stockholm July 2021

Stockholm Fashion Week on leadership and the new freedom of format


Following the success of the February edition, the upcoming Stockholm Fashion Week, which will take place on 31.8 - 2.9, takes a leap into the new normal” with a free and democratic format that allows for a variety of “show” disciplines, of which the physical events play an important part. The focus is, as always, on sustainability, technology and innovation, areas where Swedish fashion is at the global forefront, but equally on creativity and the magic of fashion.



- 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.


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For more information please contact: info@swedishfashionassociation.se