lustration Erica Jacobson

The Swedish Institute launches “Swedish Fashion Stories”, an exhibition concept of art, craft and the community involvement’s importance to the Swedish fashion and it’s explosive growth since the turn of the millennium.

Swedish Fashion Stories – which has it’s premiere during Fashion Week Stockholm this season – portrays both established fashion pioneers and innovative newcomers. The concept has been developed with foreign audiences in mind and will be used by Swedish embassies and consulates around the world to internationally visualize Swedish creativity.

“Fashion, design and other cultural and creative industries are very important to how Sweden is perceived abroad.”, says Jenny Bergström, project manager at SI. “Based on the Swedish institute relationship-building missions with other countries, we want to do a show that depicts the evolution of fashion in the last fifteen years, from a broader cultural and social perspective.”

The concept consists of texts, fashion photographs and exhibit specific illustrations portraying designers Ann-Sofie Back, Sandra Backlund, Martin Bergström, Erik Bjerkesjö, Ulrika Elovsson, Ida Klamborn, Marta Mattsson, Minna Palmqvist, Lamija Sulevic, Bea Szenfeld and Patrik Söderstam. The selection is made by a jury consisting of Goran Sundberg, professor of fashion studies at Beckmans College of Design; journalists Salka Hall Bornold and Bo Madestrand the design magazine form; Jenny Bergström, project manager at SI; and Rebecca Ahlstedt, curator of the Swedish Fashion Stories.

Two pop-up-views:

29.8 – 31.8
Pop-up exhibition in the foyer of  Fashion Week’s new display arena at Regeringsgatan 65 in the Mood district.

Open to the public every day from 10pm to 5pm.

25.8 – 4.9
Parts of the Swedish Fashion Stories appear at the Mall of Scandinavia in Solna in a spectacular setting, the great mall fountain Water Plaza.