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A FASHION WEEK FULL OF CONSCIOUS CHOICES

Stockholm’s Fashion Week was opened by Sweden’s Minister for Gender Equality, Maria Arnholm, who challenged her listeners to dress the way they wanted and be who they wanted to be. After that, she introduced the fashion week’s first showing – from Hunkydory.

Fashion Week SS15 was much about the independent and strong personality, an individual who makes conscious choices in all respects. This theme permeated many showings and was typically obvious in Cheap Monday’s young and playful showing at Forsgrénska Badet, in Ida Sjöstesdt’s girlish but powerful women and in BACK’s well-tailored, asymmetrical and conceptual display, with its confident undertone.

This season’s most talked about presentation came from Björn Borg in Bergrummet on Skeppsholmen. A love story visualized by way of models masked up as the virtual personalities of the videogame world.

The showings came to an end on Thursday with last season’s rookie Ida Klamborn, who was also live-streamed on Stureplan to the city’s general public as part of the programme during Fashion Night. Ida Klamborn followed up her acclaimed debut with a stunning display in the same strong spirit to live music by Seinabo Sey.

International interest in Swedish fashion continues to grow. Vogue had representatives on the spot from the USA, UK, Germany and Italy; Harpers Bazaar came from Germany and the USA; German InStyle had both their men’s and women’s editions on site and, among the rest, was British Grazia. Along with the great bloggers like Camille Cherrier, Pernille Teisbaek and Lucy Williams, the international presence was evident.

Wednesday saw the organizing of “Fashion Talks” at Bukowski. The Season’s Fashion Talks – About Smart Wardrobes – debated the burning question of how we go about recycling our garments. Several innovative issues were presented during the seminar. Minister for the Environment, Lena Ek gave Naturvårdsverket (Sweden’s EPA) a big recycling assignment, Rodeo’s Lisa Corneliusson and blogger Emma Elwin unveiled a new sustainability website and Uniforms for the Dedicated announced a pre-paid postage bag for garment returns. Fashion journalist and writer, Sofia Hedstrom led the discussion, attended by around a hundred.

The next Fashion Week is scheduled for January and work for the season AW15 has already begun.

For further information, please contact Gunilla Grübb of the Association of Swedish Fashion Brands on +46 (0)70-2093057, or email at: gunilla.grubb@asfb.se.