Wednesday August 30 marks the opening of Fashion Week Stockholm SS18 where Swedish fashion and design is celebrated during the course of three days. From Wednesday 30 January until Friday 1 September designers and brands will present their spring collections and news on the new venue Grand Hôtel. Fashion Week Stockholm will showcase the newcomer Totême, returning debutants from last season Lazoschmidl and Emelie Janrell, as well as Swedish well-established brands such as Rodebjer, J.Lindeberg, HOPE, Ida Sjöstedt and Busnel. In addition to the Grand Hôtel entering as a arena partner, Nelly.com will also step in as the main partner along with American Express this season. New partners are also Dyson, Suavoo, Paques and Taxi Stockholm Premium.
Whyred will initiate this season and Elin Kling and Karl Lindman’s brand Totême, launched in 2014, will be presented for the first time during Fashion Week Stockholm. The fashion and sports brand Björn Borg takes over the Royal Tennis Club to present a See-Now-Buy-Now collection created in connection to the brand’s collaboration with the upcoming film BORG, which has a gala premier the following week. The designer Diana Orving, who presented a celebrated show and dance piece in the choreography of Alexander Ekman at the Museum of Modern Art last year, will end Fashion Week Stockholm at the Grand Hôtel’s iconic Mirror Room.
“Fashion Week Stockholm grows and evolves every season with new visions and new creativity thanks to collaborative brands, and marks fashion as the most important creative industry in Sweden. This is actualized by the new official arena and partner Grand Hôtel provides a contemporary platform for the participants,” says Emma Ohlson, General Secretary of the Association of Swedish Fashion Brands (ASFB), co-organizer of Fashion Week Stockholm.
Other brands ready to present their spring collections includes ATP Atelier, Björn Borg, Borås Textilhögskola, Busnel, By Malina, Diana Orving, Emelie Janrell, HOPE, House of Dagmar, Ida Sjöstedt, J.Lindeberg, Jennifer Blom, L ‘Homme Rouge, LazoSchmidl, Naim Josefi, Newhouse, Rodebjer, Stylein, STAND, Swedish Fashion Talents and Whyred.
Even this season, Stockholms Auktionsverk opens the doors for the Jewelry and Accessory Lounge on Thursday. Events are also held at the Grand Hôtel. Vapensalen, Strömsalongerna, Terrassen och Rutabaga will be used for partner activation and press lounge as well as for seminars, mingles and press events of various kinds. Partners to be activated is Dyson with hair styling with its latest news Dyson Supersonic, the Swedish-based Beauty Suavoo, which has been likened to a beauty care Uber. The fashion brand and e-commerce platform Nelly.com will end the week with a grand official closing party.
View the SS18 show schedule here.