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Stockholm 31 August 2021

The Winners of “SFW X New Talent And Innovation Award 2021” are announced on the first day of Stockholm Fashion Week

The award sits at the core of the partnership between SFW and, and celebrates innovative and creative Nordic fashion and design. Together both partners are working to create and encourage a more inclusive and responsible industry. Winners of the three categories of the award have been elected by an expert jury, followed by a public vote on

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, Gloria Tramontana, Sustainability Manager at and Catarina Midby, Head of Stockholm Fashion Week selected three nominees for each category, that were presented on 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

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