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SWEDISH FASHION IN THE WORLD      SWEDISH FASHION IN THE WORLD      SWEDISH FASHION IN THE WORLD      SWEDISH FASHION IN THE WORLD      SWEDISH FASHION IN THE WORLD     
THURSDAY 27 AUGUST 11:00      CONVERSATION WITH WITH ANNA HALLBERG, MINISTER OF FOREIGN TRADE, AND CATARINA MIDBY, SECRETARY GENERAL, SFA     WEDNESDAY 26 AUGUST 16:00      CONVERSATION WITH WITH ANNA HALLBERG, MINISTER OF FOREIGN TRADE, AND CATARINA MIDBY, SECRETARY GENERAL, SFA WEDNESDAY 26 AUGUST 16:00      CONVERSATION WITH WITH ANNA HALLBERG, MINISTER OF FOREIGN TRADE, AND CATARINA MIDBY, SECRETARY GENERAL, SFA      

THE SWEDISH FASHION INDUSTRY’S ANNUAL TURNOVER WAS SEK 350 BILLION IN 2019, exporting fashion products at a value of SEK 242 billion. Swedish fashion is in demand globally, and with new consumption behavior and needs there are considerable opportunities to position Swedish fashion even stronger on the international fashion scene. Its design aesthetics are cool and clean cut, modern and functional, it is at the forefront within sustainability, technology and digitization, and it is mostly within the mid-market bracket, not too cheap nor too expensive. Just right, or “lagom”, the Swedish way to express a sensible “in between”. SFA’s Secretary General Catarina Midby visits the Minister of Foreign Trade Anna Hallberg at The Royal Prince´s House to discuss how the Swedish fashion industry can work even closer with the Swedish authorities to bring together, support and promote Swedish fashion in the world.






CATARINA MIDBY

Catarina Midby has worked in the fashion industry for more than 30 years. She started as a fashion editor at Swedish Elle magazine and then moved on to PR, trends and sustainability at H&M Group. Last year she joined Swedish Fashion Association as Secretary General aiming to bring together, support and promote Swedish fashion. She has also started up her own sustainable T-shirt brand MIDBY STUDIO.
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ANNA HALLBERG

Anna Kristina Elisabet Hallberg, née Eriksson is a Swedish politician for the Social Democrats. Since September 2019, she is the Minister for Foreign Trade and Minister for Nordic Cooperation in the Löfven II Cabinet run by Stefan Löfven. She has previously been vice president of the state-owned enterprise Almi Företagspartner.
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