Stockholm Fashion Week promises ‘normal’ season at the end of August

Translated by

Paul Kaplan

Published on



Jul 15, 2021

Stockholm Fashion Week announces its return to the catwalks from August 31 to September 2, as part of a “new normal”. A real relief for the organizers, who had to cancel their event a year ago.

Lazoschmidl Fall-Winter 2021

The season will combine over three days physical events, pre-recorded parades, fashion films and live presentations. A more free and democratic event that will allow a variety of formats, with physical presentations playing a key role during Fashion Week.

“Fashion Week has had to adapt, just like the fashion industry and the rest of the world, change and open up to better meet current needs. I believe it is particularly important to encourage creativity and fashion magic, especially as we are all finally coming out of lockdown. Basic, season-free fashion is good, but we all want to dress up again and meet, online or better. , in real life, ”says Catarina Midby, general secretary of the Swedish Fashion Association, which organizes Stockholm Fashion Week.

A year ago, around the same time, Stockholm Fashion Week was canceled due to the health crisis, but the event was able to return in February in a mixed, mostly digital form.

Diemonde Spring-Summer 2021 – Photo: Diemonde – Photo: Diemonde

Catarina Midby announces a range of interesting brands, including leather specialist Stand Studio, the BLK DNM brand, founded by Johan Lindeberg ten years ago, the streetwear label Diemonde and the Asket brand, known for its classic and timeless aesthetic.

The Swedish capital will also be the scene of exhibitions, installations, performances and various fashion experiences.

The organizers are also preparing a number of intimate studio visits and meetings with designers in their creation spaces.

This time again, the Swedish season will take place in a hybrid form around five different disciplines, starting with “Fashion Future”, a half-day conference on fashion, sustainability, technology and innovation. Most conferences and round tables will bring together international speakers; they will be accessible online but will be held live in Stockholm, giving the public the possibility of expanding its network and initiating collaborations.

Photo : Beckmans College of Design – Photo: Beckmans College of Design

The city will also host a “Sustainable Fashion Hub” centered around circular brands operating according to new sustainable business models, open to the press and the public. There you will find companies that offer to rent clothes, or others that resell luxury and second-hand products.

The season will also support the new generation through its “Swedish Fashion Talents” initiative – not to be missed, the catwalk shows of the final year collections of Beckmans College of Design and the Swedish School of Textiles.

“The new Fashion Week format, with its great diversity of presentations and attendees, strikes us as both innovative and exciting. The fashion community and Fashion Week needed to reinvent itself and start from scratch. important for brands to communicate through an international platform such as Stockholm Fashion Week, “said Angelo da Silveira, founder of Diemonde, in a statement.

Fashion is an important part of the national economy, accounting for almost 11% of Swedish exports in 2020, with revenues of 272 billion crowns, or around 26 billion euros.

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